A popular variation of a quote is “the average ROI for CRM is $5.60 for every dollar spent!” But if getting your money back is all you care about then you’ll never build a sustainable business case for change. 

The truth is that every business should approach CRM ROI from many different angles. The price paid for the solution and a likely payback time may only be measured by finance. Every customer-facing department should have their own agenda because, unlike many other solutions, CRM does not need cost savings and efficiency gains from one set of users to deliver an ROI – the golden nuggets are always varied and plentiful so ROI is often much higher than imagined.

The first question to ask is ‘why are you doing this?’ Unless your business is a start-up, the chances are you have some very specific reasons or drivers for replacing your CRM system because CRM is a mature market. Whether you have outgrown your contact management system (Goldmine etc.) or your business sees CRM as a business platform to unite sales, marketing and service and increase engagement to grow and retain its customer base, there will be a plethora of tactical and strategic objectives that can be achieved.

Additionally, many organizations are now extending the platform to other departments, allowing finance, for example, access to approved sales quotes for rapid invoicing or integrating with ERP so supply and production units have a view on buyer behavior to support more agile manufacturing processes, such as JIT. For finance this could simply reduce DSO (daily sales outstanding) from 70 to 60 days to deliver a ten-day improvement in cashflow every two months. For production, the ability to move to just-in-time manufacturing could dramatically rationalize raw material/component purchases and stocks.

Some, such as Element6 (a division of De Beers), needed tighter integration with ERP but also needed to replace Salesforce because user adoption rates were so low, no one liked the interface, sales productivity failed to improve and the license costs, as a consequence, became prohibitive.

As you move into a different audited state for improvement, it becomes cross-functional so statistics such as these below should really conclude your ROI calculation as the business case should reside elsewhere:

  • Half of solutions never get fully adopted – CRM gets used for contact management and forecasts are still produced in excel
  • 75 percent of users would give up all the extra features just to get a CRM that’s easier to use
  • 40 percent of customers use fewer than half the features they have on their CRM

Enterprise CRM platforms are designed for many departments and should be used to transform a business, consequently ROI calculations need to take into account the tactical (individual/team productivity, 360° view of customer status and increased and relevant engagement scheduling) to the strategic drivers (predictive supply and demand modelling, accurate forecasting and contingency planning).

CRM is not exclusively about how well sales uses the solution, although increased revenue should be a contributor, ROI will be derived from many different quarters. More than anything, it is about the customers’ complete relationship with your organization. From marketing’s ability to find new customers, sales’ ability to engage in a timely focused manner, service’s ability to proactively support, to all other business functions’ ability make informed decisions about products, advocacy and business services.

Oh, and we didn’t even mention the potential cost advantages of Cloud, SaaS or PaaS.

Read our ROI White Paper, now available for download 


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Being able to quote your products and services at the “Market” or “Right” price can be a challenge. Knowing what you have priced these products in the past should not.

Have you ever asked yourself these questions?

  1. What have I priced this product for in the past?
  2. What price did we win at?
  3. Who did we give this price too? I don’t want to underbid one of my top customer contracts…
  4. What price did we lose at?
  5. Do we have any other quotes in progress that I should know about?

Thankfully, Microsoft Dynamics CRM 2013 allows us to show that level of product sales history at a glance and allows you to drill down on the details when you need to.

If you look at the screen shot below and focus on the Microsoft Surface Pro:

  1. When we priced it at $1,099 and $1,199 our quote was either lost or cancelled
  2. When we priced it at $799, we won
  3. We currently have a quote out there for $699!


With 1 click (or tap), we can look at a list of all the associated quotes that these products were quoted on…


With one more click (or tap), I can see that we quoted both AT&T and Rochester Manufacturing a price of $1,099 and both of those quotes were lost…


One more click (or tap) shows me that we successfully quoted Disney a price of $799…


And with one final click (or tap), I can see that we have an active quote for AT&T, this time at $699…


Finally, I am only 1 click (or tap) away from seeing the details of any of those quotes to understand volumes, complimentary products etc.

In summary, leveraging Microsoft Dynamics CRM in the right way can help support a better winning pricing strategy.


At Zero2Ten, we thought this visibility to product pricing history was so important, we put it in our CRM for Manufacturing Solution.


If you would like to know more about Microsoft Dynamics CRM, please reach out to us!

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Finding better quality leads and boosting sales with InsideView and Dynamics CRM

May 6, 2015

Putting a new lead-generation strategy in place led O’Neal Steel to land a multi-million dollar account within the first week. The firm is one of Zero2Ten’s valued manufacturing customers and it asked for help putting a new lead-generation strategy within Dynamics CRM. Rather than building growth through its existing customers, O’Neal sought to proactively find […]

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Tracking Custom Fiscal Periods like the 4-4-5 Calendar in Microsoft Dynamics CRM

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At Zero2Ten, we have from time to time run into organizations that are using custom fiscal calendars to manage their businesses. One of the most common is the 4-4-5 calendar that organizations in the Manufacturing sector in particular will use. Why do organizations not use the traditional Months, Quarters and Annual Calendar? Here is a […]

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Is Your CRM Solution Constraining Sales?

April 1, 2015

CRM solutions, like Microsoft Dynamics CRM, should be deployed because of the contribution they make to Sales productivity and growth but surprisingly some fail to get beyond contact management and others have a level of complexity that mean so much is left un-configured and unused. If your Sales teams don’t have full visibility of customer […]

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Has Your CRM Solution Failed The User Adoption Test?

March 30, 2015

There’s some great CRM solutions out there and in isolation of your other business solutions, they rock, but actually to be successful they need to be integrated. If your Sales, Marketing and Service departments are going to increase their productivity due to the transparency they now have to customer status, pipeline and revenue, they need […]

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CRM – It’s not all about the Customer

March 19, 2015

Well it is, but the real essence of a well-executed CRM solution is the visibility it can provide across your organization’s business functions to drive correct and increased levels of customer engagement – from targeted marketing, predictive sales, establishing user groups or simply tracking service agreements. If you do not have a single pane of […]

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Edgewater Acquires Zero2Ten, Inc.

March 16, 2015

Microsoft Dynamics Cloud Partner of the Year to Expand Offerings to Manufacturers. Wakefield, MA – March 16, 2015 – Edgewater Technology, Inc. (“Edgewater”)(NASDAQ: EDGW), a leading consulting firm that brings a blend of classic and product-based consulting services to its clients, today announced that it has acquired Georgia-based Zero2Ten, Inc. (“Zero2Ten”), an award-winning Microsoft Dynamics […]

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Take the Next Step with Dynamics CRM

March 16, 2015

As a Microsoft customer, Dynamics CRM is a logical step that is good for your people and your business. Take a look at our informative whitepaper ‘Take the Next Step with Dynamics CRM‘ Today, sales and marketing professionals are looking for ways to improve productivity through their day-to-day actions, to drive more leads, increase sales […]

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See you at Convergence 2015

March 16, 2015

We are very excited to be exhibiting at Microsoft Convergence in Atlanta, with so many sessions available we wanted to ensure you had some tips to help you get the most out of the event. Download the Convergence app , this will give you venue maps, session details, exhibitor listings, session evaluation surveys and much […]

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