Manufacturing Journalist Tr Cutler Shares Why Manufacturers Avoid CRM Metrics

Many small and mid-sized businesses (SMB) have taken notice of Commence Corporation (www.commence.com), a provider of on-premise and hosted web-based solutions designed specifically for this businesses sector. The company is gaining momentum and marketshare with Commence On-Demand, a suite of CRM (customer relationship management) applications that is deployed as software as a service (SaaS). In the current issue of DestinationCRM, manufacturing journalist Thomas R. Cutler profiles “Why Manufacturers Avoid CRM Metrics.”

Years of lean manufacturing continued process improvement have resulted in behavior to maximize productivity and performance except in the most important business function....customer relationship management. Some technology solutions providers are attempting to change this discouraging trend. "The main point is that traditional one-stop-shopping CRM solutions are not designed to meet the needs of manufacturers," according to Larry Caretsky, chief executive officer of Commence Corporation, which specializes in CRM for manufacturers. "Distribution management who simply run out and buy a CRM solution without proper planning for change management almost always fail. These guys plan for a year to purchase and implement their ERP system, but CRM is treated as a commodity desktop application that you simply install and use. We believe CRM software coupled with years of experience in the sector is a critical differentiation. Even the ERP guys who claim to have CRM, often have no track record for successful implementation, use, and customer ROI."

In an effort to help industrial manufacturers sell more, more effectively, Caretsky details more than forty smart practices in industrial selling, culled from interviews with leading executives within high-growth companies, and building on a comprehensive review of published perspectives on smart industrial selling.

Information technology investments of sales departments are often wasted due to failed implementations. The keys to successful industrial selling can be enhanced with proper application of technology. "Based on extensive experience, the only path to success is to first develop consistent marketing and sales processes, then utilize these processes in a disciplined manner reinforced by dynamic training and carried forward through effective coaching," according to Caretsky.

Initiatives, by whatever name, are critical to the promise of lean operations.

In the world of continued process improvement, lost sales opportunities, unhappy current customers, wasted marketing dollars due to poor CRM utilization, should capture the attention of senior management. Sadly when manufacturers focus merely on turnaround times, too many other elements of customer satisfaction and sales opportunities are quickly lost.

Enforcing technology consistency and continuity appears to create significant reluctance on the part of manufacturers and senior management. With a disparate staff around the country and globe, the attitude of "every person has a unique way of managing clients," neither serves the customer nor the company. Without consistent, measurable, and accountable CRM there is increased inefficiency and waste...the antithesis of lean. Six Sigma's motto of 'it must be measured to exist,' would suggest small manufacturers' sales departments do not exist because they are not being measured.

About Commence Corporation

Commence Corporation is a leading provider of Customer Relationship Management solutions. The company’s products are designed to provide growing businesses with flexible solutions that leverage the Web to offer an integrated platform for managing sales execution and customer service. Commence supports several thousand customers through a worldwide distribution network, with outlets in North and South America, Europe and Asia.