Use Cases --- Customer Relationship Management
*Overview: The client was in need of a new method or application that could
provide a consolidated view of their sales and marketing data.
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*Client Problem: The current system being used by the customer was a combination
of spreadsheets and several applications, leading to fragmented information sharing.
The client required a system that would handle lead management, marketing campaign
management, roll-up sales forecasting, and advanced analytics. Because of the lack
of unity in their data management, it was difficult to coordinate reports and there
was a severe delay in communication between the sales and marketing organizations.
The ultimate goal was to use a new, unified Customer Relationship Management (CRM)
system to reduce the time spent in the sales funnel and improve decision-making.
*The Solution: Astir worked closely with this client in helping them understand
the landscape of their current environment. From this assessment, Astir was able
to accurately identify the client needs and strategize on the appropriate solution
to meet and exceed the clients’ goals. The strategy included an accurate view of
the resources needed and the projected cost, and provided a detailed roadmap outlining
the CRM functionality they would gain.
A new system was implemented, which consolidated all customer, sales and marketing
data into one united repository. Creating one central system allowed for the data
to be thoroughly cleaned, ensuring reliability and eliminating redundancies. The
marketing and sales organizations now had quick access to correct information, driving
a faster sales lifecycle. In addition, detailed analytics tools were built into
the CRM system, allowing the client to run queries in a dashboard view. Information
could be shared quicker, was more accurate, and could be monitored more closely
with this new system.
*Client Benefits: The client needed quicker access to cleaner data in order
to augment their sales processes. Moving to a centralized database where information
can be thoroughly cleaned provided more reliable information to pass from department
to department, increasing efficiency. With the addition of extensive analytics tools,
the data and the sales process could be closely monitored and analyzed for improved
Organizational buy-in was very high, based upon the streamlined set of implementation
steps. Even the client technical teams were easy buy-ins to the implementation due
to the structured frameworks and methodologies used. The organization now has greater
visibility into their data and communication has improved between their marketing
and sales organizations.