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hello and welcome to marketing 91 comm let's start with understanding planning of CRM in b2b CRM customer loyalty can be maintained only if changes in business-to-business or b2b commerce are properly managed to achieve customer satisfaction vendors are providing quality variety and convenience to customers products and services can be supplied in a timely manner at the right location and at a proper price only by coordinating with the vendor characteristics of relationship marketing for creating value in the b2b market our b2b buyers are rational b2b products are complex b2b markets have few segments personal relationships are more important in p2p model and b2b buyers are long-term buyers for example Amazon India has set up a first-of-its-kind call center exclusively to deal with merchants unlike most ecommerce companies whose call centers only deal with end customers in September 2015 Snapdeal introduced several initiatives to improve his relationship with sellers these initiatives include an improved user interface Snapdeal adds SD Plus service SD advisor and capital assist Snapdeal currently has a seller base of 2.5 lakh and aims to have 1 million sellers on his platform sales and CRM include improve the speed of communication and sales process increases sales efficiency through Wireless and internet-based order entry enhances the entire sales force by capturing and distributing the expertise of the best performers increases revenue per visit by focusing on growing best accounts and increase in repeat sales to existing customers owing to enhanced customer satisfaction next is Salesforce automation Salesforce automation or SFA was the original form of CRM SFA uses technology to help manage a company's selling activities the selling process can be broken down into a number of steps such as lead generation lead qualification needs identification specification development proposal generation proposal presentation managing objections and seal closure sales forces automation software helps companies automatically record leads and pursue opportunities as the leads go through the sales pipeline towards closure SFA includes the following modules product configuration rotation and proposal management accounts management lead management and contact management and opportunity management moving on activity management is an important part of CRM which includes the management of all activities undertaken by an organization's employees any data saved during an activity is an important source of information and must be accessed by all concerned employees activity management helps address questions related to daily tasks such as what appointments does one have next week when can I visit a certain client and who can temporarily replace a sick colleague in external sales advantages of activity management are it helps to create a list of activities to enable prioritization tasks and events it enhances individual and overall task progress it helps create informated reports for effective team management since territory management comprises on account sharing system that provides access to accounts grouped on the basis of their characteristics it helps structure a company's salesforce data and uses in the same manner it structures its sales territories the key benefits of territory management are it allows the use of account criteria to grow a private sharing model it provides support in the case of complex and frequent changing sales organization structures it provides support required to transfer users from one territory to another and also offers the option to retain opportunities it provides multiple forecasts for each user on the basis of territory membership next is contact management it is important to maintain contact with rumors on a regular basis to ensure a healthy relationship with them the success of any business largely depends on how well organized customer contact information with data available for ready reference thus contact management enhances the relationship between customer and sales lifecycle aids business Rove contact management provides the following benefits to an organization gathering customer information streamlining communication improving communication tracking customer purchases and maintaining correspondence logs lead management also referred to as opportunity management or pipeline management is a set of systems that help device sales strategies to ensure the success of sales tasks and communication and generate new clients it defines an approach that helps companies convert opportunities to deals further SFA tools can track attributes of prospective clients such as known product interest discretionary budget amounts and likely competitors providing a real-world view of each lead and its possibility of becoming a customer of the company configuration management or cm refers to the creation and updating of information regarding an enterprise hardware and software such information generally includes the versions and updates of installed software it also includes locations and network addresses often enterprise's hardware devices the last concept is knowledge management CRM starts with a comprehensive understanding of customers their habits desires and needs by analyzing their cognitive affective behavioral attitude CRM applies this knowledge to design marketing strategies develop and cultivate long term mutually beneficial relationships with customers now let's look at an example to understand these concepts better model tees sales increased owing to Big Data initiatives what maruti employed big data analysis to identify trends and gain business insights the company learned that 40% of its customers were first time car buyers 30% were replay when buyers and the remaining 30% were looking for an additional car this data have multi identify when it was time for customers to change or upgrade their old car the company has been using such tools to help analyze huge volumes of data how Maltese data analytics program is based on three main systems a dealer management system or DMS CRM analytic solution and a customer response center or CRM the system collect data related to manufacturing website customer preferences telephone inquiries insurance inventory and dealer management and processes it using its private cloud analytics architecture the information is then used for designing the company's sales strategy the DMS provides real-time display of critical operational parameters such as sales service and parts management further data related to inquiries bookings retails inventories and trends on variants and colors of each model are easily accessible by the management team the result currently Maruti Suzuki has more than 1300 dealer outlets and 3,000 workshops connected through the DMS on a real-time basis the DMS is hosted on a private cloud by the company stay tuned for more videos on marketing thank you