End-to-end sales process has also one other important aspect: the flow of activities and decisions to be made for every single sales case.
The following picture shows typical flow of activities and decisions of an end-to-end sales process.
When you plan the implementation of CRM into your end-to-end sales process, you will need to evaluate the main aspects of your sales process and how to properly set objectives, KPIs, CRM functionality and best practices to be implemented:
- Sales process as a business flow to be carried out by your main departments: marketing, sales, delivery and support. This business flow creates value only as a whole and departments (people) are contributing to it.
- Sales process as a flow of conversions of every single unknown contact to a loyal customer. This conversion flow is performed by individual sales process steps. It is vital to identify these steps and manage them.
- Sales process as a flow of activities and decisions carried out by company personal acting on every single sales case. It is important to set best practices for planning, execution and management of activities based on experience.
The approach above could be a starting point for every implementer to identify structures, requirements, objectives and KPIs on a more detailed level linked to top level objectives and KPIs.