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CRM Executive Decision, Strategic Business development, Business Drivers for CRM, Strategy Improvement,

22 Min Read

Business Imperative - How CRM Enables Strategic Achievement

This could be you: CEO leads organization to achieve more effective dealer network


Put yourself in this scenario: you are the CEO of a privately held, premier cabinet manufacturing company that distributes products through a nationwide dealer network. Over recent years, you have bought two smaller cabinet manufacturers and attempted to merge them into your business.  But now growth has leveled off, and because sales from your dealer network are almost impossible to forecast, you are running up production costs to keep cabinets in inventory that may or may not be in demand.  

Your business’s three primary product lines cover the mid- to upper level of contractors and consumers. Your business holds 15.2 percent of the market.  But that is not good enough.

You want to boost your market share to 20 percent, so you recently brought on board a new VP of Sales and Marketing, Susan, to revitalize the sales team and direct dealer network improvements. Susan comes from a boating manufacturer that, like you, sold though US-based dealers.



For three years at her former company, Susan used a Creatio CRM (customer relationship management) system that integrated marketing, sales and dealer support successfully. Now she is requesting a similar CRM system to be implemented to achieve your strategic growth goal because she can see that your more basic CRM is holding you back. Susan’s successful experiences have taught her that the right CRM is the key to enabling you to grow your market share and provide the consistency your business needs.  

Here’s the case she presents to you for Creatio in your business:

Strategy First, then Action

Let’s say your strategic objectives for the next two years are focused on increasing not only the number of dealers selling your product lines by 25%, but also the revenue from existing dealers by 15%.  Several of the larger dealers in the US like how your product lines match up with other competitors that they also sell, so increasing the percentage of your product by 20 points is an attainable strategic business goal.  

Research into your current dealer network has shown you that most of them think entrepreneurially, and that many would appreciate some guidance and resources to grow and improve their own businesses. Strategically, you know that a dealer "business development program" will greatly improve dealer loyalty. Helping them grow their business will help to grow your business.

Susan has made the case that a well-used, enterprise CRM like Creatio will form the base of an effective "2020 Dealer Development" strategy. It’s just one way its core capabilities will enable you to attract, retain and develop strong relationships with customers and dealers.

Making the Case: How Creatio Will Enable Your Business Strategy

Get ready for transformation, because look what these key components will do..

Accounts and Contacts

With Creatio’s adaptability:

  • you can mold it to the ways your staff works, and
  • your management team will discover trends and measure performance.

For this cabinet manufacturer, each dealer account is assigned a primary sales rep and customer care/support representative as points of contact. Within that account, the reps can build contact records for all the people in various roles that will be connecting with your staff.  

Over time, they will capture relationship-building interests and comments for all those contacts.  Based on accumulated knowledge, you can set up a rating such as A - C to use in segmentation.

Targeted Marketing:  Lead generation and contact nurture

The cabinet maker may have three key target areas: new dealers, contractors and architects that buy from dealers, and end consumers who may also buy from the dealer but who are more do-it-yourselfers. It pays to create three different buyer personas and decide what key characteristics of each will be captured in the CRM system. Once you’ve done that, you can build more effective marketing campaigns and develop content that extends your reach and nurtures the contact relationships.

Data from email marketing campaigns, such as who showed interest by clicking on key messages and links, is saved right within Creatio. By looking at any record, a sales rep can determine that contact’s interest level.  

Plus, and this is a big plus, Creatio provides each salesperson with a hot, warm, cold call list immediately after each mailing. Speed of contact matters. Now sales reps can be much more proactive by initiating conversations with interested contacts at the time the contact shows the most interest.

What about data from your website? Your business will have various landing pages for the various personas.  Susan points out that as those pages generate responses, Creatio will capture leads and assign them to the appropriate lead qualifier in your business. This person gets an automatic, immediate email notification of the new lead, so follow-ups don’t fall through the cracks.



Lead tracking and qualification

That first response to a landing page inquiry must be fast, and automation helps. Creatio can be automated to send the new lead a confirmation mail with helpful resource links.

Additionally, leads from trade shows and other events can be imported digitally and assigned appropriately.

To measure marketing success, leads will be linked to which campaign generated them. As leads go through a qualification process, they may become a valid contact and company account.  Sales then receives the prospective contact hand-off from marketing. It’s all automated, so the sales cycle can move faster.


Dashboard - Lead totals in bpmonline mobile

Sales enablement and full engagement

Strategic success with CRM will hinge on a fully engaged sales force fully using your CRM system. As they develop relationships with influencers and decision makers, they make your business happen.  Enabling your sales professionals starts with the right tools. Susan stresses that, today, that means mobile.   

Creatio lets them enter notes by simply talking into their mobile device and having the phone translate voice to text. Updating sales opportunities is just as easy – all it takes is a simple tap on a sales process step.

With Creatio,

  • Tie your sales process to the prospects’ buying process.
  • Measure progress as each opportunity moves along, not just completed activities by a sales rep.
  • Shorten your sales cycle by integrating your sales playbook with Creatio so it’s at your sales force’s fingertips.

Sales reps need the ability to send out emails. Creatio automates that too. You can pre-configure templates that already contain the key messaging and easily attach quotes and product literature.  

Plus, each account will show any new or closed service issues- very handy before calling on an existing dealer or customer.  

Today, an easy to use mobile CRM is a business imperative.  



Quoting and sales opportunity management

At some point in the selling process you need a quote or proposal. In Creatio, you can create a quote, select products and services from a product catalog, and generate an easy to understand proposal for the prospect. Typically, you’ll also need to track revisions for a prospective customer. Ideally our CPQ- configure, price and quote system has guided selling, so fewer errors occur and quotes are created faster.

Sales management will be able to use Creatio to easily identify stuck or slow-moving deals -- perhaps some sales rep coaching and guidance is needed. A well-used CRM provides visual metrics of business drivers such as days in the sales pipeline, closed versus open deals, and competitive wins/losses.


Company sales pipeline

Customer service and support

As dealers and others call in to the business, your CRM system will need to have an integrated service and support module. Creatio does. This module allows the customer service representatives to easily find the contact information, check for open issues and tap into the CRM knowledge database to find answers. They will be able to clarify an area and category of each issue so future analysis can effectively occur. The last thought they want to leave with the caller is a positive, remarkable experience!

Management needs the capability to group and filter these support issues in order to discover and quickly address trends. Whether they are product quality issues, shipment issues, or warranty concerns, Susan’s experience has shown her that Creatio helps track and address them.

Then she asks whether you would see any benefit in having a dealer / customer self-service web portal that allows the management of these fewer pressing issues 24 x 7 x 365.  Creatio’s web portal may also provide service bulletins, product MSDS sheets, and even answers to an earlier issue.

Creatio customer service cases current status dashboard

Warranty on products sold

A cabinet manufacturer needs warranty tracking. To do that, you need to know who the end customer really is. Not knowing can have legal consequences, especially if there are defective quality issues or environmental liability concerns with components.  Customizing Creatio to integrate warranty information can help notify end customers and your dealer network about such items as product bulletins and updates.

Back office integration

Customer sales history information such as buying patterns, payment history, products purchased, YTD sales, and sales orders in production will greatly enhance the customer-centric views Creatio provides to your CRM users. Such insights will help salespeople accelerate future sales. Make sure to include this needed capability in your CRM discovery and planning process.

Business analytics - measuring the performance of people and the business

You currently have a business analytics system in place, But Susan points out that its information cannot be accessed by the CRM system. With Creatio, users don't have to exit to view other metrics.  It can display KPIs, or key performance indicators, from marketing, sales and customer service.  You may want additional advanced business analytics that combines information from CRM, Accounting and Production system.  This holistic view of prospects, customers, dealers and your entire business will lead to smarter decisions.

The point of the CRM knowledge database, is the value it provides.

Time is money. That’s why a productive CRM like Creatio is a good investment. It will save you time and increase your profits.



Get Professional Guidance from a well-experienced CRM business expert:

The last thing Susan leaves you with is strong advice not to go it alone. A Dick Wooden -CRM expert Creatio Implementerprofessional CRM consultant and implementer will guide your CRM initiative correctly to achieve your desired outcomes.  They will collaborate in the design, tailoring, piloting, implementation, knowledge transfer of best practices, and go-live support so everything runs smoothly and your investment can bear fruit.  

A professional CRM implementer is not just knowledgeable about their product but has their own business experience. They understand business at all levels, from the executive to the get-it-done, field sales professional.  Susan will ask for a quarterly review system with them, knowing your own users will have improvement ideas and you may want to leverage technology changes.

Are you poised to transform your business? Susan just described our value as CRM consultants. As Creatio partners, we’re ready to help you accelerate. Contact us today.

SelectContact Dick at 269-445-3001 or click on Start a Conversion- to get the benefits of strategy, enabled by CRM.

Helpful related materials:

People First CRM - 7 Key to Success with CRM eBook OR articles...

Three Pillars of Business Success with CRM

18 Requirements for Long-Lasting Business Success with CRM


Topics:   CRM Executive Decision Strategic Business development Business Drivers for CRM Strategy Improvement

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