© 2015 Gryphon Networks Confidential The Four C’s to Accelerate your CRM’s ROI July 23, 2015

© 2015 Gryphon Networks Confidential About our Presenter Eric Esfahanian, SVP of Sales & Marketing, Gryphon Networks - 17 years working with clients to apply technology innovation - Sales effectiveness solutions - Principle focus on practical processes and tools that can be easily and quickly quantifiable and enabling managers of distributed selling teams.

© 2015 Gryphon Networks Confidential What is CRM? noun Customer relationship management (CRM) refers to the practices, strategies and technologies that companies use to manage, record and evaluate customer interactions in order to drive sales growth by deepening and enriching relationships with their customer bases.

© 2015 Gryphon Networks Confidential Seems Simple Enough? Mike, a Sales Operations Executive is looking to implement a new CRM system ~~ Why? He wants to consolidate his customer and selling information into one hub and move away from data silos. How? Budget identified (he thinks) →The CRM salesman begins to talk about big cost /the bigger return…

© 2015 Gryphon Networks Confidential $20B Amount organizations spend on CRM annually 6 % CRM is expected to grow annually between out of 5 Of every forecasted deal actually closes Food for Thought…

© 2015 Gryphon Networks Confidential According to a Recent Aberdeen Study…

© 2015 Gryphon Networks Confidential Accurate and Organized Data is KING Incomplete data is the #1 reason salespeople give up on their CRM

© 2015 Gryphon Networks Confidential Logging Activity into CRM 37 % of time sales managers spend forecasting sales

© 2015 Gryphon Networks Confidential 80- % adoption of tablets projected through – % of employers that let employees BYOD to increase productivity outside of the office The Challenge of Dispersed Salespeople

© 2015 Gryphon Networks Confidential But What about Big Data?

© 2015 Gryphon Networks Confidential How is your Big Data Being Applied?

© 2015 Gryphon Networks Confidential The Big CRM Reality Check Without accurate, comprehensive activity data, there is no ROI

© 2015 Gryphon Networks Confidential Where CRM’s Value Falls Short *Aberdeen Group

© 2015 Gryphon Networks Confidential Where does CRM ROI come from? Central source of information $$ Always-on Access $ Reporting and forecasting $$$ Improved sales effectiveness $$$$$

© 2015 Gryphon Networks Confidential Sales Activity Data is Predictive of Success 15 Call attempts Conversations Talk time Frequency of dials Key Ratios Appointments set Call-Backs DNC add request Referrals Lead conversions

© 2015 Gryphon Networks Confidential C apture the Selling Activity Automatically Automatic call logging Eliminate the subjective or obligatory updates Accuracy Mobility Apps and C2D This eliminates the “visibility gap” that exists between what a rep enters into CRM and what they are actually doing!

© 2015 Gryphon Networks Confidential Once info is accurate, what does it tell you? What behaviors result in what outcomes Both good and bad outcomes Establish a benchmark activity standard in line with company goals C orrelate Activities with Outcomes

© 2015 Gryphon Networks Confidential Top down management buy-in Focus on predictive activities that Desirable Outcomes Ensure every agent has a clear understanding of their expectations Be prepared to enforce the standard C ommit and Communicate that Standard

© 2015 Gryphon Networks Confidential Journey not a Destination “Events” vs “Evolution” Update and Drive Standards higher over time Chop Dead Wood Fast C ontinuous Improvement

© 2015 Gryphon Networks Confidential Once a Sales Manager can Rely on CRM, they can… Establish an activity standard and set benchmarks based on behaviors of top performers Helps with training and coaching Manage the activities that are predictive of revenue rather than simply managing the forecasted opportunity against historical experience

© 2015 Gryphon Networks Confidential Bottom Line The ROI promised by CRM is attainable, but will be accelerated with Early adoption of activity management tools and day-1 auto-logging of all activities and analytics Management commitment Communicated goals driven by data Continues revision and optimization of goals CRM will become the Central Hub and drive ROI Better, data-driven management

© 2015 Gryphon Networks Confidential Additional Resources Gryphon App for Salesforce.com The True Cost of Inefficient CRM Data (Infographic) The True Cost of Inefficient CRM Data (Infographic)

© 2015 Gryphon Networks Confidential Questions and Answers Eric Esfahanian SVP of Sales & Marketing, Gryphon Networks