CRM – It’s not all about the Customer

by natasha.spurr on 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 truth about the status of your customer and an ability to predict key stages in the lifecycle of a customer then you still have a contact management system………even if you have invested in a leading CRM solution.

Customer Relationship Management (CRM) solutions are for any customer-facing department from capturing leads, generating opportunities through to repeat-business customers; in short CRM needs to work for sales, marketing, customer service – it can even support Finance, push further online sales and increase social media coverage. All-in-all CRM can drive a fully engaged customer experience of your company (and not just for your customers but more on that later).

Your CRM solution should:

  • Provide a single view of customer status across every department – from marketing to support, after-sales and prompt the next engagement;
  • Deliver predictive business analytics to anticipate your customer’s needs and future requirements
  • Ensure that relevant and ‘personal’ touch is delivered with every customer engagement, every time
  • Support pipeline growth, business forecasting and revenue and retention
  • Drive highly targeted marketing programs and nurture streams through vertical, persona and theme-based segmentation
  • Integrate marketing communications and social media to keep customers engaged, even on mobile devices
  • Support milestone events during key periods, such as warranty and service agreements

CRM – It’s all about Sales
The justification for CRM will always be found in improving Sales productivity, from enhanced customer profiling to accurate engagement-based forecasting – fewer ‘tea and coffee’ meetings, more account development meetings tied to $$$$s.

CRM is all about visibility and predictability, seeing gaps in forecasts and pushing pipeline velocity to ensure pure contingency every time. As important are the formats, your sales teams want and expect to be able to access decision support information about opportunities from any mobile device apps and they expect to socialize updates and information through integrated media channels, such as twitter and your website. Every sales engagement needs to have a meaningful business outcome.

CRM – It’s all about Marketing
For many organizations any CRM project usually starts as a two-step affair between Marketing and Sales until the full benefits of the platform are realized in latter stages of the deployment, i.e. bringing service and support and other administrative functions on-board with extended visibility of customer status.

For Marketing it’s all about extending and nurturing engagement and showing how its lead generation activities contribute to both sales pipeline, forecast and customer retention.
Correctly configured Marketing will have a persona driven view of both prospects and customers and can therefore commence highly personalized and role-relevant engagements at every stage of the customer lifecycle. As such the insight Marketing will gain through program response analytics will allow their activities to hit home every time. From the assets used for lead generation to loyalty initiatives, such as User Groups, anything designed to engage a customer in a value driven relationship.

This step into zero-moment marketing will benefit every department, from product development looking for field trial candidates to sales seeking a customer advocate for a reference call. The work Marketing will undertake, fine-tuned with integrated Marketing Automation, will ensure that every champion, influencer and decision maker is identified and their preferences for content and engagement registered. Very quickly how your organization engages will define the value the customer experiences.

CRM – It’s all about your Business
This single pane transparency also translates as collaboration so as the CRM platform extends across your business so customer service analysts can help customers with a view to full and current status, finance clerks can flag issues, in short the entire company has the information it needs to solve customer issues faster, deliver consistent services, leverage more communication channels in order to increase engagement, retain customers and identify new revenue opportunities.

CRM – It’s all about Zero2Ten
Working with a strategic Microsoft Partner, such as Zero2Ten, any C-Level executive can take the first steps to redefining that one recurring question, ‘how to improve customer retention’ and it’s all about engagement and experience. Keep interactions timely and relevant and customer-facing staff will increasingly enjoy meaningful and successful engagements; in short if every engagement is relevant, it’s winning.

But one final thought, as this Blog post can only offer so much, with every customer engagement their experience will become more and more, beneficial to your organization and your staff. A well deployed CRM solution should always deliver improved end-user experience to your staff, driving their success, increasing their productivity with a familiar interface through their choice of mobile device when ‘in-the-field’. Give your staff this and you will increase employee retention too.

Zero2Ten has the ‘experience’ and years of engagement to make those differences to your business.

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Edgewater Acquires Zero2Ten, Inc.

by Phil Fryer Ward on 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 CRM partner.

Zero2Ten will join Edgewater Fullscope, a wholly-owned subsidiary of Edgewater and leading provider of Microsoft Dynamics AX ERP and CRM solutions and services, to offer easy to use, innovative Microsoft solutions and cloud-based services to manufacturers of all sizes. The acquisition was completed after the close of business on March 13, 2015. Zero2Ten’s operating results will be combined with those of Edgewater’s beginning on March 16, 2015.

Known as one of the first organizations to embrace Microsoft Dynamics CRM’s move to the cloud, Zero2Ten has been recognized as a CRM online market leader and innovator since its inception. Such recognitions include:

  • 2014 Microsoft Dynamics Cloud Partner of the Year
  • 2014 Winner of Two Customer Excellence CRM Awards
  • Microsoft UK Partner of the Year finalist
  • 2012 Microsoft Dynamics Cloud Partner of the Year
  • 2011 Microsoft Dynamics Cloud Partner of the Year

“With Zero2Ten, Edgewater Fullscope will have one of our strongest Microsoft Dynamics manufacturing offerings, providing customers with a strategic path that is aligned with Microsoft’s vision for business applications in the cloud,” said Neil Holloway, Corporate Vice President, Sales, Microsoft Dynamics. “This move creates exciting short- and long-term opportunities for Microsoft, the new extended Edgewater Fullscope team, and our current and prospective manufacturing customers by providing a complete Microsoft Dynamics solution — one that is ready to bring customers into the future.”

A leading Microsoft Dynamics CRM Partner with over 800 clients worldwide, Zero2Ten has combined a unique customer engagement lifecycle with a rapid deployment methodology featuring a structured adoption and continual learning offering for its customers. Zero2Ten focuses on manufacturers and offers several options, including strategic intellectual property (IP) offerings and hosted services and licenses, to help them mitigate the risks often associated with typical CRM projects.

“Combining Zero2Ten with Edgewater Fullscope will help build critical mass in the evolving Microsoft Dynamics partner channel, as well as speed our delivery of cloud-based offerings to the manufacturing market,” said Edgewater Fullscope Senior Vice President Russell Smith. “We are excited about Zero2Ten’s innovative approach to minimize risk and simplify CRM Online projects, and we look forward to leveraging a similar strategy in other areas of our Microsoft practice. When you combine an award-winning CRM Cloud partner and award-winning ERP partner, the result is clearly a winning situation for our customers, employees, partners and investors.”

“We are excited about the opportunity to join forces with Edgewater Fullscope,” stated Paul Colella, CEO of Zero2Ten. “By bringing together two of the most respected organizations in the Microsoft Dynamics partner community, our combined team can provide truly integrated solutions that leverage the entire Microsoft stack. In addition, our shared commitment to leverage the power of Microsoft Dynamics solutions to manufacturers makes this a natural fit. We look forward to further expanding Microsoft’s cloud-based services and solutions to bring value to our manufacturing customers across the globe.”

Total consideration paid at closing was approximately $5.0 million, in cash. The purchase price is subject to a net working capital adjustment and additional earnings-based contingent consideration of up to approximately $8.6 million, based on operating results over the two-year period immediately following closing. Contingent consideration earned, if any, would be payable in cash. Ridgecrest Advisors served as an advisor to Edgewater on this transaction.

About Edgewater
Edgewater Technology, Inc. (NASDAQ: EDGW) is a strategic consulting firm delivering a blend of classic and product-based consulting services. Edgewater addresses the market both vertically by industry and horizontally by product and technology specialty, providing its client base with a wide range of business and technology solutions. As one of the largest IT consulting firms based in New England, the company works with clients to reduce costs, improve processes and increase revenue through the judicious use of technology. Edgewater’s brand names include Edgewater Technology, Edgewater Ranzal and Edgewater Fullscope. To learn more, please visit

Safe Harbor for Forward-Looking and Cautionary Statements
This Press Release contains certain forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, including statements made with respect to building critical mass in the Microsoft partner channel, building speed in the delivery of our cloud-based services in the manufacturing market, further expansion into Microsoft’s cloud-based services channel, our ability to successfully leverage Zero2Ten’s delivery strategy in our areas of our Microsoft practice and the future financial performance necessary to achieve additional contingent earnout consideration. These forward-looking statements represent the company’s present expectations or beliefs concerning future events. The company cautions that such statements are necessarily based on certain assumptions which are subject to risks and uncertainties, including, but not limited to, changes in general economic and business conditions and changing competition which could cause actual future results to differ materially from those indicated herein. Further information on these risk factors is included in the company’s filings with the Securities and Exchange Commission.

Although we believe that the expectations in the forward-looking statements are reasonable, we cannot guarantee future results, levels of activity, performance, growth, earnings per share or achievements. However, neither we nor any other person assumes responsibility for the accuracy and completeness of such statements. We are under no duty to update any of the forward-looking statements after the date of this Press Release to conform such statements to actual results.

Company Contact:
Timothy R. Oakes, Chief Financial Officer
Investor Relations Contact:
Liolios Group, Inc.
Cody Slach

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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

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Manufacturers, CRM and the Big Data Utopia

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Focus on customer care, fulfill market needs, and outperform competition

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CRM should be as easy as email…. Is Yours?

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Today, sales and marketing professionals are looking for ways to improve productivity through their day to day actions, to drive more leads, more sales and deeper customer relationships. Being able to easily move from one communication method to the next or to easily access customer information and updates is imperative. Few businesses would dispute the […]

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How do Industry Analysts Review CRM Solutions?

January 29, 2015

When evaluating the top Customer Relationship Management solutions available on the market where do you start your research? Well you could do worse than understand how the Top Industry Analysts* evaluate the leading solutions on their functionality, capabilities and costs and how the solutions stack up against each other. Take a look at this […]

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See Your Sales Data In An Entirely New Way

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Have you identified that one of your common business issues is that you want to be more informed and have better insights? To really get a feel for the health of your business, managers need to be able to turn data into insights and then use these insights to make better, faster decisions. Microsoft solutions […]

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