CRM and Distributors Essential Nice-to-Have or Irrelevant

CRM and Distributors: Essential, Nice-to-Have, or Irrelevant? " January 31, 2013 Presented by: Mark Dancer, Channelvation Scott Thomas, Parksite

Today’s discussion § Adoption and use § Facts and best practices – CRM for Wholesaler. Distributors: A Strategic Guide for Planning and Results (Spring, 2013 ) § Selection and implementation § Best practices § Real-world experience § What’s ahead? © 2013 Channelvation, Inc. All rights reserved. – Parksite examples 1

What is Customer Relationship Management (CRM)? § Software tool for managing interactions with customers and prospects – Organize, automate, and synchronize business processes and metrics • Principally sales, but also marketing, customer service, technical support, etc. § Goals – Find, attract, and win new customers – Service and retain existing customers § Value – Increase sales – Reduce costs – Improve productivity © 2013 Channelvation, Inc. All rights reserved. 2

Why is CRM “hot”? § Innovation § Cloud / Saa. S benefits § Mobility

How are distributors using CRM? § CRM creates a clear picture the pipeline, tracks win rates by sale person, product and supplier, and reports product and segment performance Construction Equipment Distributor § We use CRM to manage prospects, customer activity and lead generation. CRM also assists in outbound calling to lower sales cost activity Sanitary Supply Distributor § CRM accelerate sales, new products and technology, not so much for existing products that are well understand by sales people and customers Industrial Distributor § CRM enables contact management, emarketing campaigns, sales dashboards, opportunity tracking. We don’t use CRM for funnel or forecasting Electrical Wholesaler § CRM provides a common base of information that includes customer's technical and anecdotal information, quotations and contacts Gas and Welding Distributor © 2013 Channelvation, Inc. All rights reserved. 4

Are wholesaler-distributors adopting CRM? CRM is an essential tool and standard practice for any sales organization. Distributors that don’t use it will fall behind. Healthcare Distributor © 2013 Channelvation, Inc. All rights reserved. 5

Will CRM impact partnerships with manufacturers? © 2013 Channelvation, Inc. All rights reserved. 6

Which CRM vendors are used by distributors? § Our research found 24 vendors in use and a marketplace with ~300 companies - Contact Activity Manager (SX) - ITML CRM - Siebel - Clear Technologies - Microsoft Dynamics - SMP (Sales Management Plus) - Constant Contact - Oracle - Solve 360 - CORrelation - Sage ACT! - Sugar. CRM - Epicor Prophet 21 - Sage Sales. Logix - Tour De Force - Goldmine - Salesforce. com - Tribridge - Infor - SAP - WP-CRM (Word. Press) - Insightly CRM - SAS - ZOHO Potential vendors are those that reflect our core values in their products, support, sales strategy and profitability. Motion Control Distributor © 2013 Channelvation, Inc. All rights reserved. 7

How can I get the most from CRM for my business? § Benefits are achieved through three phases of implementation Recognize Denial & Push Forward Overcome Barriers & Create Success Improve Performance & Expand Use CRM isn’t about micromanaging. It’s about changing the way we manage. Building Materials Distributor © 2013 Channelvation, Inc. All rights reserved. 8

What’s ahead for CRM and distributors? § A data-driven world § – Manage by metrics, improved analytics, Big Data 360 o communication – Across functions, customers and suppliers § Customer experience – Multi-channel selling; build the distributor brand Historically in distribution, the sales rep has owned the relationship and that is dangerous. The company needs to own the customer relationship, with visibility provided to all functions to know the customer’s business and meet the customer’s needs Building Materials Distributor © 2013 Channelvation, Inc. All rights reserved. 9

What should leaders do? Tool § STRATEGY Capabilities § RESULTS Culture § Change – People – Values – Plan – Process – Behaviors – Manage – Tools – Rewards – Measure © 2013 Channelvation, Inc. All rights reserved. 10

Introducing Parksite: © 2013 Channelvation, Inc. All rights reserved. 11

Parksite’s CRM history 2003 - 2006 80% usage 2007 - 2009 25% usage 2010 2011 2012 90% usage 2013 + Initial Vendor § Sales Logix (on Premise) Switched to Cloud Co-op App & Customer Program App § Self-designed for 2012 § Sales Logix (Cloud based) Managed More with CRM § Re-tooling / retraining turned off users § Early Buy Promotion § Surfaces Sales Contests w/App § New product Launches § Lost site of tool during downturn Chatter App § “Business is Social” § Real-Time Feedback § Sales Opportunity Tracking via Live Feed Updates § Internal Chatter Groups Switched Vendors § Salesforce. com § Supplier Request © 2013 Channelvation, Inc. All rights reserved. 12 CRM Future § Intranet on Chatter platform / Content Libraries § Logistics Team makes Chatter main Com. Tool § Sales Teams have KPI’s and salary criteria related to Pipeline Management § Shared Chatter Feeds with Vendors

Return on Marketing $: Co-op Management © 2013 Channelvation, Inc. All rights reserved. 13

Sales Effectiveness: Early Buy Opportunities © 2013 Channelvation, Inc. All rights reserved. 14

Social Media: Chatter App © 2013 Channelvation, Inc. All rights reserved. 15

Lessons Learned 1. CRM’s value to a distributor is determined by matching functionality to strategy § Tip: Start with what you want & work backwards to customize 2. Sales & Marketing Leaders need to commit & collaborate with IT on customization & rollout § Tip: Don’t buy all your licenses at once, stage in by user groups 3. Leadership must embrace the CRM tool and respond to its outputs visibly § Tip: It’s a 50/50 Proposition 4. Dedicate a resource and don’t underestimate the importance of a strong administrator (inhouse or 3 rd party) that understands your business § Tip: Don’t wing it with a 3 rd hat 5. Train, Train again – preferably interactive 6. Don’t cave to high profile non-believers – “everyone plays” 7. ROI creates transparency into sales opportunities, sales activities, and process / communication improvement § Tip: Use tool to drive “revenue generating behavior” © 2013 Channelvation, Inc. All rights reserved. 16

About the Presenters Mark Dancer Scott Thomas President Channelvation, Inc. Director of Marketing Parksite, Inc. Channelvation works with leaders and entrepreneurs to create competitive channels and winning sales teams. Our working style is collaborative, challenging and factbased, and focused on achieving each client’s specific and unique goals. We bring experiences and ideas, and follow through with hard work and dedication. A 16 year career in distribution has provided experience in sales, marketing, and management. CRM has become a major focus in achieving sales and process efficiencies in an ever tightening distribution channel. By focusing on strategy first; great outcomes have been realized through the continued application of CRM to meet business needs. Contact information: 847. 840. 1781 919 -455 -5987 mark. dancer@channelvation. com sthomas@parksite. com http: //Twitter. com/Channelvation © 2013 Channelvation, Inc. All rights reserved. 17