1. Sales and
Customer Relationship Management
Sales is straight forward action, selling goods/ products/
services to users for money, but to achieve same plenty of steps are to be
completed, Identification of Potential User, understand his spending pattern,
required networking, value proposition for user, hassle free delivery, quality
conformance, post-sale services, Cross Selling Opportunities, Value Added
Services and Many more.
These aspects get covered in to Sales and CRM, Earlier
practice was to treat CRM as Separate Function, but emergence of technology
blurred the lines due to close linkage of Pre-Sales Activities with Brand
Imaging and Post Sale Quality Issues on Branding and use of Larger Data Base
Statistical Techniques for Improvement of Both Functions on
quantitative and qualitative basis.
Thus ABC3M Treats both as Combined Function divided into 3
Departments Sales, CRM and Post Sales Monitoring but it accepts only One
Operations Control Format for Same “CRM”
The objective of SALES AND CRM Function are as
follows:
1.
Increased Sales
2.
Increased Margin Level
3.
Increased Market Share
4.
Increased Markets (Geographies, Cross Industries
Applications)
5.
Reduced Sales Cost
6.
Reduced Attritions
7.
Market Information to Product Developers and
Management
8.
Advantage over competitors by building Brand
Image and Value Proposition to Users and resellers
9.
Personal Network with Resellers/ Dealers/
Distributors
10.
Maximized used of CRM Assets
11.
Lower Sales Cost than Competitors without losing
sale
12.
Reduction in Working Capital by Cash, Advance,
Lower Credit Days Policies
13.
More Sale per Person
14.
Higher Lead Conversion Ratio
15.
Least Lead Servicing Time
16.
Higher Margin Per Sale
17.
Lower Gross CRM Cost per Sale
18.
Risk Management in Sales Department
19.
Increased Market Knowingness
20.
Higher Inventory Turnover
21.
Lower Dead Stock
22.
Acute communication with Quality Team for Post
Sale Services
23.
Appropriate Market segmentation for effective
control over routine operations
24.
Adequate Human Resource for Effective reach in
market
25.
Training of Personnel for Product, Market and
Potential Users
26.
Carrying out Sale Sensitivity Analysis with
respect to Price, Size and Order Scheduling on regular Intervals by Management
27.
Developing Simulation Models with use of Factors
like Demand Analysis and Price Elasticity Analysis by Sales Department in
Co-ordination with Marketing Department for future trends in market
28.
Use of Marginal Cost Approach for Increasing
Related Products sale to improve Basket of Products and Increase Overall
Turnover
As per ABC3M approach to Achieve same detailed
planning is required within the limits of Financial Abilities of Company an
being SME and utmost limiting factor in same is Knowledge Constraint and
organized Business Process, The Business leaders must have to observe that the
objective is to create a sustainable business model and is lean enough to
accommodate changes in environment with identified FUNCTION of Company itself
and then translate same into a better business operations to cope up with
dynamic business environment and for same the roles and responsibilities have
to be adequately segregated and then to build “PEOPLE” who in turn will
build company that will continue to operate within its framework with
profitable operations and will become value developer in terms of monetary and
other gains.
While preparing same the Management has to first Identify
its capacity to carry out all these responsibilities along with routine
operations and for same reason the ABC3M suggests 4 Levels of
Responsibilities across all 16 Functions, The Directors as Thought and Process
Leaders, Functional Heads as Controllers and Operational Heads as Process
Handlers and Individuals (Including Directors and Functional/ Operational
Heads) as Performers in Individual Capacity. This Helps each individual to
identify his part of responsibility and prepare a detailed task list to ensure
timely completion of work and proper reporting liked with performance appraisal
and rewarding.
AS SME’s hardly able to afford special Functional And
Operational Heads it needs to overlap the responsibilities at the same time
they face the problem of Adequate Knowledgeable people at affordable pay,
Adequate Work Load and Disciplined people who can handle planned work with
ownership of task. And Further Problem of attrition after well training also
cripples companies.
This leads to use of better technology for Efficient
Engagement of People at identified tasks and with real time monitoring of
performance. The ABC3M creates platform for same by mapping needs of
organization and scope of business it has and developing Business Process
Management Matrix that can help company to focus of key aspects in step by
stem manner in a detailed and phased way. And to ensure effectiveness it
emphasises on involvement of BOD overall process as Thought Leaders and Process
Owners across all 16 Functions. To understand same we are going to deal with
Two Functions in this Draft Marketing and Supply Chain Management.
The alignment of this Draft is to bring attention to key
aspects of Business Process, so instead of following typical book format it
follows intuitive flow to keep track with how most of Board of Directors follow
strings of thoughts before making any decision that translates into priority
task list with stated objectives and definitive action plan. Hence forth we
will discuss each function its Objectives, Control Points, Linkage between
interconnected departments under each function, their role in overall
functioning of company, Value Analysis of each Function and its clients within
and outside company and what shall be Ideal Situation. We will also Discuss
what needs to be done as Company collectively for that function and how
redefining Business Process Matrix a SME Can Achieve better results Cost
Effectively. The Next Function under Consideration is MARKETING