Selling Chain Management and Customer Relationship Management (CRM).doc

Selling Chain Management and Customer Relationship Management (CRM)
Selling Chain Management and
Customer Relationship Management (CRM)
Marquette University – MBA Program
E-Business and Supply Chain Management
Discussion and Learning Points
What are key issues in selling chain management?
Architecture
What is customer relationship management (CRM)?
Is CRM a fad or what firms should pursue?
Architecture
Benefits and costs
Implementation issues
Selling Chain Management
Enterprise
with
Multiple
Sales
Channels
Customers
Distributor
OEM
Reseller
Self Service
Sales Force
Selling Chain Structures
Selling Chain Management
- An integrated multi-channel order acquisition strategy, focusing on the buying process
Drivers
- Business Forces
Mass customization/personalization, Costs of presale support and order errors, Multi-channels, plexity, Deregulation and M&A’s
- Technology Forces
Limited SFA functionality, Limited process functionality, Limited sales effectiveness
(Kalakota & Robinson 2001)
Selling Chain Management Architecture
Inquiry/
Prospect
Customize
Commit
Sales Lead
Order
Life Cycle
Core
Process &
Technology
Integrated Selling Chain Applications
Integrated
Solution
Order
Product Catalog
Configurator
ATP
Contract Pricing
Proposal/Quote
Order Entry
Commission
(Kalakota & Robinson 2001)
Sales Configuration Vendors
(Source: DeSisto, Gartner Research, 7/2000)
Sales Configuration Magic Quadrant
Oracle
Saara ResolutionEBS
JD Edwards merce
Completeness of Vision
Ability to
Execute
Niche Players
Visionaries
Leaders
Challengers
To Be a Leader
Cross-vertical-industry experience
plete multiple configuration capabilities
Proven tools for knowledge workers to maintain configuration models
20 product references demonstrating multiple configuration capabilities and support for multiple sales channels
Strong distribution channels and financial position
Configuration technology deployed to mu