Pivotal CRM for Manufacturing
CRM That Fits Your Business
“We’re pleased with what we’ve doneCRM system. CRM; I can’t evenwould be ableimpact on our
business if we had not implemented a
with Pivotal
I don’t think we
envision the
to service and
support our customers without it.
”
Dario Vettor, Director of IT, Mold-Masters
CRM That Fits Your Business
A growing number of manufacturers are shifting from a product-first mindset to one that centers on
the customer. Producing high-quality goods—cost-effectively—is a business imperative, but with
globalization and commoditization increasing, manufacturers will be hard pressed to retain long-term
customer relationships. To excel in manufacturing today, the customer must come first. Forward-thinking
manufacturers are looking to strategic technologies such as customer relationship management (CRM)
to help them realize the business efficiencies required to continue to grow revenues.
To meet customer needs and increase profits, As manufacturers look to sustain growth and drive down
manufacturers need to work with increasing speed and costs, many are realizing the quantifiable benefits of
responsiveness. They must reduce their time to market high customer satisfaction. As such, they are looking for
and keep up with unforeseen shifts in supply and demand strategies to become more demand-driven. They are
to ensure customer satisfaction. anticipating customer requirements better while reducing
the impact of individual customers’ requirements on
At the same time, manufacturers are under intense production. They are adopting alternative approaches
pressure to drive down costs to remain globally for shaping demand—to drive down costs and increase
competitive. They must cope with increasing product development capabilities. They have also initiated flexible
and design-process complexity in the products they processes to respond to demand and are delivering
take to market. They need to simultaneously manage follow-on service packages to ensure customers continue
a mix of product requirements, such as made to stock, to stay satisfied.
made to order, assemble to order, and configure to order.
They must coordinate production resources, including To support their demand-driven business strategies,
offshore facilities. They need to track, document, and manufacturers are turning to customer relationship
audit production and product information throughout management (CRM) to become more competitive
the lifecycle to comply with strict legal and regulatory in selling, marketing, and providing service to their
requirements. In a business climate marked by intense customers. Pivotal CRM for Manufacturing puts critical
competitive pressure, consolidation, and the rapid relationships at the core of their strategy. It offers
commoditization of products, they must meet higher comprehensive, integrated capabilities that increase
customer expectations for more customization and insight into operations, streamline processes across
shorter order-to-delivery times, while expecting a high the value chain, and improve responsiveness to
level of flexibility when it comes to making changes. customer demands.
Manufacturers are experiencing intense pressure In response, they are adopting new strategies
to grow revenues, retain customers, and drive to improve margins and achieve higher levels of
down costs: customer satisfaction:
• Competing against international firms in • Shifting to a customer-centric business model to
global markets become more demand-driven
• Acquiring and consolidating to achieve • Streamlining efforts by collaborating with
economies of scale suppliers, distributors, influencers, and customers
• Shrinking capital expenditures due to interest- • Bridging customer-facing departments
rate, currency, and trade-tariff fluctuations enterprise-wide
• Contracting output and offshoring of • Creating a highly responsive and agile business
manufacturing to China through enabling technologies
Pivotal CRM for Manufacturing 3
A Partner You Can Trust
Pivotal CRM is a leading suite of customer relationship relationships. The result is less customization and
management software applications from CDC Software. integration, leading to lower implementation and
Pivotal CRM is the only CRM solution offering rich maintenance costs.
functionality, a full application suite, and best-in-class
• Fit unique customer strategies and imperatives: Pivotal
customization abilities, all with a low total cost of
CRM is the industry’s most flexible, scalable,
ownership. Through our experiences with more than
easy-to-customize CRM platform. Built on an inherently
1,800 customers in over 35 countries, we’ve learned
flexible three-tier architecture and metadata-driven
how to help manufacturers craft a CRM strategy that
design, Pivotal CRM is easy to modify, integrate, deploy,
achieves real, measurable results. We deliver CRM that
and maintain. The industry-leading Pivotal CRM
fits the needs of manufacturers today—while offering
customization toolkit provides the ability to cost-
the flexibility to help them seize the emerging business
effectively adjust processes, enabling manufacturers
opportunities of tomorrow.
to capitalize on unique business processes to reinforce
Our team strives to help organizations achieve meaningful competitive advantage.
CRM results by delivering a collaborative and flexible
• Fit each manufacturer’s timeline, budget, and
set of services that are designed to meet the unique
expectations: Our commitment to providing CRM
requirements of each Pivotal CRM customer. Drawing
extends far beyond our product offerings. We offer a
on our extensive technical and industry knowledge and
continuum of services designed to help implement,
proven methodologies, we give companies the speed and
maintain, use, and support CRM at a pace that produces
predictability of a CRM solution completed on time, on
reliable results at a lower total cost of ownership.
budget, and customized to each customer’s unique way
of doing business. In addition to helping put customers at the center of
business operations, Pivotal CRM provides powerful
By choosing Pivotal CRM, manufacturers are assured of
productivity tools that produce measurable business
solutions that:
benefits in terms of process efficiency, employee
• Fit specific industry and business processes: Pivotal collaboration, data accuracy, sales effectiveness,
CRM offers a full range of software that delivers streamlined communications, cost-effective marketing,
built-in best practices specific to a manufacturer’s most and much more. Manufacturers can deliver a first-class
pressing challenges. Our end-to-end suite of integrated customer experience that distinguishes their company,
sales, marketing, service, and partner applications are attracts customers, and strengthens customer loyalty—
designed to make all customer-facing departments while also reducing costs and increasing revenues.
work in unison to attract, win, and retain profitable
“The fact that we implement world-leading technology like Pivotal CRM simply confirms our commitment
to innovation. It shows the industry that we intend to stay on the leading edge, not just in the technologies
we use to build our products, but the technologies we rely on to service and support our customers.
”
Dario Vettor, Director of IT, Mold-Masters
4 Pivotal CRM for Manufacturing
Pivotal CRM: The Solution of Choice across the
Manufacturing Industry
Developed in close collaboration with customers and partners, Pivotal CRM for Manufacturing is uniquely tailored to
industry-specific best practices. Forward-looking manufacturers invest in technology strategically to support all of
their customer-centric activities. Pivotal CRM has helped numerous companies across manufacturing segments deploy
optimal CRM processes, helping them realize tangible and quantifiable results that improve operational effectiveness
and customer loyalty. The following list, by industry, reflects just a small sample of Pivotal CRM customers.
Computers & Electronics Metal Manufacturing Medical Devices
• Bose Pty and Fabrication • bioMerieux
• Sharp Electronics • Badgermeter • Gambro BCT
• Tektronix • Earle M. Jorgensen • Baxa
• Allied Telesyn • Sage Products
Machinery and
• Macrovision • Sysmex
Transportation
• Mikohn • Biosite
• Roper
• Newport Corporation • Simplex
• Bombardier
• Lake Region Manufacturing
Homebuilding Supplies • Unisen (Star Trac)
• Horiba ABX
• Tarkett-Marley Floors • GE Plastics
• Novozymes North America
• Holophane • Komatsu Cutting Technologies
• Renewal by Andersen • USFilter
• K-Rain • Nilpeter
• Ledalite
Plastics and Paper
• Triton Showers
• Mold-Masters
• Kingspan Insulation
• Oji Paper
“Our Pivotal CRMlevels, quotes, orders,toand financial information relating to eachto customer and prospect
data, inventory
system is designed give our salespeople easy-to-use access
account including sales,
profits, margins, and account balances. All of this information is at their fingertips, even when they’re on the
road.
”
Dennis Thomas, Senior IT Manager, Earle M. Jorgensen Company
“From the very beginningaour sales staffthat the ‘islands of data’ they used
that Pivotal CRM could do lot of things
loved Pivotal CRM… they realized
to manage couldn’t do for them.
”
Bill Quinto, CRM Applications Specialist, Mikohn
Integrated, Comprehensive, and Highly Targeted to the
Needs of Manufacturers
Pivotal CRM for Manufacturing is an industry-specific and control key performance indicators to guide
solution that enables manufacturers to better manage operations intelligently and achieve higher levels of
relationships throughout the customer lifecycle and responsiveness to customer demand.
across the enterprise. Pivotal CRM solutions provide
functionality that reflects the business processes and data • Shape customer demand: Gives manufacturers
models used by the industry, right out of the box, offering the tools and capabilities they need to manage and
a superior business fit. Built on the highly flexible Pivotal sell inventory strategically. By supporting complex
CRM enterprise platform, Pivotal CRM solutions can also sales and marketing strategy, it provides early signals
be easily tailored and customized to meet individual of changes in demand, allowing them to adjust
companies’ business requirements—and quickly adapted output smoothly.
to evolving needs. • Respond to customer demand: Aligns planning
Pivotal CRM for Manufacturing is the only comprehensive and order execution, from the order or contract, to
solution for managing front-office manufacturing processing and administering customer priorities,
operations, empowering manufacturers to deliver to agreeing on what can be promised. Enriched
superior responsiveness and performance. Its flexible partner-management functionality helps improve sales
platform allows it to be seamlessly connected to the effectiveness and cooperation.
entire enterprise, including enterprise resource planning With an end-to-end suite of solutions for sales, marketing,
(ERP) and supply chain management (SCM) systems. service, and partners, only Pivotal CRM offers the
With the right technology in place, manufacturers can depth of functionality, domain expertise, and flexibility
accelerate their time-to-value and lower their total cost companies need to gain a competitive edge in the
of ownership. market. The combination of industry-tailored and custom
Pivotal CRM for Manufacturing provides tools that components, along with the inherent flexibility of the
help manufacturers: Pivotal CRM platform, enables manufacturers to obtain a
system that fits the unique way they do business.
• Anticipate customer demand: By creating
a shared repository of customer information
across the extended enterprise and integrated
with the back office, manufacturers can monitor
“ Pivotal CRM gave us the ability to build a solution that helps meet our business targets—it means our
business runs our systems, not the other way around. The architecture provided a strong feature set, on a
Microsoft®-standard platform that can grow with our organization. This product’s vision is right in line with
our business targets.
”
Douglas J. Stang, IT Manager, Holophane Corporation
Pivotal CRM for Manufacturing 7
Anticipate Customer Demand
With the shift toward a demand-driven business model, Develop products that drive demand
manufacturers are integrating sales, marketing, and Use customer data generated at the sales, marketing,
service processes. They are using Pivotal CRM to guide and product level to increase product-development hit
operations intelligently and achieve higher levels of rates. Pivotal CRM ensures teams work together from the
responsiveness to customer demand. With better insight, same data. It helps capture the voice of the customer
combined with the ability to collect, analyze, and leverage (VOC) from every customer-facing touch point—the sales
customer intelligence, they can better respond to team determines customer needs and evaluates them
changing market requirements, maximize manufacturing against existing and potential products; the marketing
potential, ensure higher order accuracy, and provide team drives awareness of products and tracks interest and
quality customer service efficiently and accurately. sales-cycle times; and service teams respond to service-
related issues, ensuring ongoing product development
Use real-time business intelligence to satisfies customer needs.
gain demand visibility
Deepen knowledge company-wide by giving employees Drive excellence in demand forecasting
the tools to understand and analyze customer Ensure demand forecasting is accurate down to an
interactions and to measure operational performance. account level. With Pivotal CRM, manufacturers can utilize
Pivotal CRM provides real-time business intelligence multiple forecasting perspectives to increase forecast
through rich customer analytics capabilities. From key accuracy and the success of new product introductions.
performance indicators to sales opportunities and Pivotal CRM enhances field assessment from the
service-request trends, manufacturers can understand, bottom up, using both a pipeline assessment, which
and act on, the metrics that drive customer satisfaction summarizes the total pipeline at each sales stage, and an
and make measurable business improvements. analytical assessment, which applies historical-trend data
against the pipeline assessment and compares it to the
Bridge demand and supply at the line-of- operational forecast, allowing manufacturers to calculate
business level forecasts more accurately.
Share information across the business to react quickly to
changes in demand or problems in production—without
compromising customer-service levels. Pivotal CRM can • Guide operations intelligently with rich customer
help bridge demand and supply at the line-of-business analytics capabilities and accurate forecasting
level, helping sales, marketing, and service teams • Achieve higher levels of responsiveness
understand and commit to requirements that support across the enterprise with a 360-degree view
customer demand. By giving every user instant access of the customer
to relevant customer information through role-based
• Respond to changing customer needs and evaluate
dashboards, the front office can accurately communicate
them against existing and potential products
with customers, closing the gap between what they offer
and what customers expect.
“The value of Pivotal CRM is well understood by everyone: it has made us more intelligent about the way we
communicate with our customers and how they interact with us. Just having this information makes us better
at what we do.
” Bret Henning, IT Director, Biosite Corporation
8 Pivotal CRM for Manufacturing
Shape Customer Demand
When manufacturers closely monitor demand using
analytics tools, they find that they are able to shape
customer demand. This helps them manage and sell • Uncover new sales opportunities with tools
inventory strategically, while also providing early signals that help track a complex network of influential
of changes in demand. For example, manufacturers relationships
can change their pricing and selling strategies and run • Increase sales efficiency and capture more
promotions on certain products based on what they have revenue with the ability to provide accurate,
available to supply to the marketplace. In this way, they competitive price quotes
can shape customer demand for their products and steer • Create targeted, personalized cross-selling and
customers away from items they don’t have. By putting up-selling campaigns with integrated marketing
the right products in the right place at the right price, and sales processes
manufacturers avoid stock-outs, excess inventory, and
excessive discounting. • Ensure go-to-market strategies are on target by
tracking product details and the ROI associated
with marketing and sales activities
Drive campaign-execution excellence
Use integrated marketing processes to help allocate
marketing resources, generate new business, and drive
customer loyalty. Pivotal CRM gives manufacturers Manage product launches better and
a means to execute and manage every marketing speed time-to-market
promotion or rebate strategy—the right audience is Be quick to market with profitable products that are
targeted, all associated activities are tracked, leads in high demand. With Pivotal CRM, manufacturers can
are followed up on, and opportunities are routed and use customer data to plan new product introductions
assigned efficiently. Pivotal CRM acts as a platform from based on past sales, product attributes, market demand,
which all marketing activities—tradeshows, e-mail and pricing schemes. They can also track new product
campaigns, direct mail, and advertising—can be initiated, introductions at the product-line level and at the channel
tracked, and evaluated. Sales and marketing use the level, improving product-forecast accuracy. By tracking
same data, which ensures more targeted cross-selling product details and the ROI associated with marketing
and up-selling, shortened campaign-development times, and sales activities, manufacturers can ensure their
identification of programs to sell excess capacity, and go-to-market strategies are on target.
improved execution while preserving brand equity.
Manage and assign the right sales teams
Provide personalized communications and to each account
customer-service offerings Assign exactly the right team member or combination
Apply segmentation strategies using detailed customer of team members to each customer account. With
profiles to generate high response rates and extract Pivotal CRM, assignments can be customized based on
maximum value from each account. Pivotal CRM geography, organizational division, product specialty,
captures profile data at every point of interaction, organization type, annual revenue, or virtually any other
which allows manufacturers to create meaningful criteria. The system can be set up to assign multiple
groups of customers from which they can create highly account managers to teams that share responsibility for
personalized communications and alter product and an account, assign multiple roles to employees based
customer-service offerings. Using unique segmentation on specialty, and assign third-party partners, such as
criteria, manufactures can respond with accelerated lead distributors and suppliers, to a team to improve the
times, special packaging, expedited shipping, dedicated quality of customer interaction and satisfaction. As
support, self-service, or other available services. business evolves, manufacturers can plan and easily
Automated marketing campaigns can also be used to modify territories or roles to accommodate new hires and
renew product warranties and contracts, communicate distributors or plan future territory assignments, saving
preventative maintenance schedules, and provide the time it would normally take to realign territories.
discounts to customers who meet special criteria.
Pivotal CRM for Manufacturing 9
Actively leverage a complex network Accurately quote complex products and
of relationships shorten quote times
Track and leverage the complex networks of relationships From quote to contract, monitor and track the details of
that exist between customers, distributors, and other every deal—volume commitments, contract expiration
influencers. With built-in relationship-management dates, and renewals. Pivotal CRM gives manufacturers
capabilities, Pivotal CRM helps sales teams drill down to flexible capabilities for managing products, pricing
the individual level—they can track key influencers and variables, and the quote-to-contract process, increasing
target the departments in which they work—allowing efficiency and helping capture more revenue. The
sales representatives to maximize the value of their product catalog helps manufacturers manage and
time and effort and helping close deals faster. It also track critical product information—product type, lines,
helps manufacturers understand the relationships that models, and required and optional components—and
exist between organizations, including purchasing multiple pricing options, ensuring quotes are accurate
organizations, parents, and subsidiaries, ensuring sales and complete. And by feeding customer-quote data
representatives uncover new sales opportunities and back into the development process, manufacturers can
provide more accurate, competitive price quotes. build future products with broader appeal and lower
production costs.
“All of our quotations are now processed using the Pivotal CRM solution which allows the sales staff to
quickly create a quote that can go to customers using cost calculation information from our engineers. From
start to finish, the quotation process is captured and communicated between Lake Region departments
through the Pivotal CRM solution.
”
Tom Kleist, VP of Marketing and Sales, Lake Region Manufacturing
10 Pivotal CRM for Manufacturing
Respond to Customer Demand
Successful companies are well aligned between planning
and order execution, from the order or contract, to
processing and administering customer priorities, to • Build tighter, more profitable partnerships
agreeing on what can be promised. To continually with tools that provide deep visibility into
improve business performance, manufacturers are partner pipelines
increasing supply-chain responsiveness with tools that • Turn cost centers into revenue centers with
improve sales effectiveness and cooperation. They are closed-loop processes that support and extend
providing sales and their partners more specific customer valued services to customers
information and easier ways to respond to customer • Accurately fulfill every order with the ability to
demand. Through CRM, companies manage total channel track contracts and volume commitments
activity and manage products in times of excess or
short supply.
Improve sales and partner collaboration manage preventative maintenance schedules, determine
between planning and execution the status of warranties, and manage product defects.
Increase partner sales and loyalty. Pivotal CRM helps Manufacturers can extend proactive service to customers
manufacturers manage business efficiently with their and enable product-development organizations to better
indirect-channel partners, resulting in tighter partnerships isolate root causes and track corrective actions for all
that are more successful and lucrative. Manufacturers reported defects and enhancement requests. Providing
can work more closely with partners on collaborative critical information to service staff allows manufacturers
sales and marketing, including price optimization and to turn their cost centers into revenue centers, enabling
compliance for orders, contractual discounts, volume customer-service representatives to identify opportunities
discounts, claims/rebates, RMAs, and charge-backs. and generate additional revenue.
Resellers can access and share product and pricing
information, sales tools, marketing programs, and lead Ensure accuracy of order-promising
and opportunity data. With deep visibility into their Evaluate replenishment decisions for the channel by
partner pipeline and activities, manufacturers ensure the basing them on demand, product revenue goals, and
right partner is serving each account, and they can also customer purchase commitments. Pivotal CRM helps
evaluate partner performance based on profitability and manufacturers align channel demand by enforcing a
product goals—improving revenue, partner retention, manufacturer’s unique business rules, such as pricing
and new partner recruitment. breaks, volume discounts, or lease-versus-purchase
financing. Manufacturers can track quotes through to
Provide unrivaled post-sales orders and prevent excessive discounting and invalid
customer service quotes. Sales, marketing, and fulfillment teams have
Track customer request dates and SLA/performance a clear understanding of how volume commitments
agreement dates to determine whether the company in contracts and the performance/fulfillment of these
is meeting agreed-upon commitments. Pivotal CRM contracts ties to account team goals; they can also make
enables manufacturers to create closed-loop processes decisions in times of excess and shortage, helping to
that track request routing, ensure contract compliance, consistently meet order-promised dates.
Pivotal CRM for Manufacturing 11
Pivotal CRM for Manufacturing
CRM That Fits Your Business
Designed specifically to meet the needs of the industry, builds lasting relationships, from the initial lead through
Pivotal CRM for Manufacturing is the clear choice for the lifetime of the relationship.
companies looking to increase revenues, gain operational
efficiency and competitive advantage, and meet the Manufacturers are taking immediate action to implement
challenges of a demand-driven industry. systems and processes that will help them prepare for—
and thrive in—highly competitive and commoditizing
By providing a 360-degree view of their customers, markets. With Pivotal CRM, manufacturers can maximize
Pivotal CRM for Manufacturing enables companies to customer satisfaction as they derive economic value from
achieve insight into customer preferences and behaviors every customer touch-point, building customer loyalty
that can help them anticipate, shape, and respond to and ensuring the customer comes first.
customer demand. It helps companies precisely manage
a consistent and personalized customer experience that
Contact a Pivotal CRM representative today to learn more about how Pivotal CRM can address your unique needs.
Call 1-877-PIVOTAL (1-877-748-6825) or visit us at www.PivotalCRM.com.
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