SprinxCRM

Sales Intelligence is a new trend in the approach to analysing data in CRM systems. This methodology works with data such as Business Intelligence, but instead of analysing economic data it is concerned with business data in the CRM.
For this analysis a set of suitably defined reports is used that tie in together and cross over to the next report on the basis of one report’s results. This results in business managers having precise and detailed information for strategic decisions. CRM systems are now chic. In this time of economic crisis firms are starting to realise that they need better information about the market, customers, about where they are doing well and where this is not the case. However, there is often disillusionment on how to use these systems correctly and what to expect from them. Sales Intelligence is one way to obtain the right data at the right time.

Our experiences as a manufacturer and supplier of business and CRM systems show us that it is not enough for the information to be saved in the system, it is equally important to know how to analyse and interpret it in such a form that the pertinent manager is able to make the necessary decision from it. During this the work with the data is very similar to the procedures that are contained in Business Intelligence, therefore this activity has started to bear the name Sales Intelligence. The difference is that we do not use financial data from an economics system but business data in the CRM. In the case of tools then we should talk about an analytical CRM.

What benefits does the CRM bring to users?
In principle the influences that are conditional on business success can be divided into internal and external. Internal influences include the effective management of business processes within a firm, the behaviour and the abilities of the business team. In principle it concerns the fact that one businessman needs ten visits to close a deal while his colleague needs just three. For some customers women are more successful, for others men. At first glance it may seem a slight nuance, which companies don’t concern themselves with if they can meet their business plan. As soon as it becomes increasingly difficult to make a sale then it is the “details” that help get better results.

External influences can be considered to be such factors as market position, the market’s need to procure a certain product, the situation in each region and similar factors.

During the dash to fulfil a plan and achieve the relevant revenues it is often forgotten that it is not important to just sell, it is also necessary to sell effectively. A number of businessmen try and make a sale at all costs, they undercut their competitors with discounts and when they finally do get the order the firm often finds that it has made a loss as it was achieved at high costs and low profit margins. The analytical CRM can help us to say where it makes sense to go and when it is better to focus our energies elsewhere, i.e. into a different product, segment or region or, in the case of internal factors, when to send a different, more suitable businessman.

How does it work in practice?
During the analysis we work with three time periods: the past, the present state and the future. On the basis of the experiences from the past and by comparing the past with the current state we can predict future developments or direct our decisions. We arrive at the relevant information by using suitable reports that do not work in isolation but are tied to one another. On the basis of the results of one report we get to another report. The diagram shows that with suitably constructed reports we achieve a comprehensive overview about how the company will develop its business activities and how to achieve a footing to manage them effectively.