Maximizing Profitability with Integrated CRM and ERP

Bryan Sapot, founder and managing partner of Datix, gave a presentation to the CRM User’s group about the benefits of integrated CRM (Customer Relationship Management) and ERP (Enterprise Resource Planning) systems. Here are the highlights from the presentation. Sapot began by asking the very crucial question: Why use CRM?

CRM is an essential ingredient for business management, according to the Aberdeen study, Making the Most of Your CRM: How Best-in-Class Sales Teams Maximize Revenue and Customer Experience. Proper use of a well-maintained and integrated CRM will result in:

• 12% increase in Customer Retention
• 26% Increase in Quota Attainment
• 25% Increase in Reps Achieving Quota
• 20% Increase in Revenue**

**Gartner Research December 2012

**Aberdeen Study June 2013

The Case for Integration

Integration of your CRM and ERP systems allows you to get complete front-to-back-end office visibility. Here are a few reasons mentioned in the presentation:

• Faster and easier access to customer data
• Front and back office talking together
• Sales is notified of potential customer issues (RMAs, Cases).
• Get a single source of the truth
• Eliminate double entry

Mobility in CRM

Mobility is trending this year and our sales teams want access to data instantaneously.

“Users are more likely to enter data and use a system that they own,” Sapot said. “This ultimately saves the company money by not purchasing additional equipment.”

What’s happening with real-time mobile access:

• Mobile for ERP still evolving
• Mobile for CRM relatively mature
• Younger employees expect mobile
• Mobile increases user adoption
• Examples:
  • Access to current inventory levels
  • Access to customer order history
  • Place orders in the field
  • Order status

Customer Service

What typically happens, without an integrated CRM and ERP, it that when a product is rejected and returned by a customer, sales has no knowledge of this ever happening. Integration allows for customer service to be housed in ERP and in CRM. Get integration for RMAs, Cases and Notes

• Improved collaboration between sales and customer service
  • Visibility into inside vs. outside sales
  • Notification of issues Sales finds in the field
• Improved customer retention by ability to react quickly to problems

Integration makes it possible to quickly resolve an issue a customer may have and allows sales and customer service to collaborate.

360 Degree View of the Customer

Getting a complete view of your customer, by anyone in the company is a major reason to integrate CRM and ERP.

• Access to all customer information in one location
  • For CRM and ERP users accessing the same information
  • Customer Service has access to sales interactions
• Sales has access to customer service and financial interactions.

Accountability for Sales Departments

CRM houses data on calls, leads, and opportunities. Sales orders, invoices, and shipments live in ERP.

• Having actual sales in CRM allows sales managers to measure performance.

Happier Sales People

Eliminating another login and having all your sales data in one place makes it easier for your busy sales team.

• Access to all customer information in one location
  • For CRM and ERP users accessing the same information
  • Customer Service has access to sales interactions
• Sales has access to customer service and financial interactions.

What to Consider When Planning an Integration

Before jumping into an integration project Bryan advises to consider a few things first.

• Define Guiding Principles
  • Should users work in both systems?
  • Master system for each data type
• Phased Approach
  • Accounts, Contacts, Activities
  • Orders, Shipments & RMAs
  • Financial Data
• CRM is not ERP

While these may seem like no-brainers, taking the phased approach in particular is going to save you headache during and after your implementation.

Suggested

• More blogs by Kyle Harsha
• The Datix Blog
• Meet our Consultants
• Learn more about systems integration services