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Integrating CRM Across Your Organization for Business Success

Book Description

Build your business processes around the needs of your customers by successfully integrating your CRM within your core business functions to drive improvement

About This Book

  • Find out how integrating your CRM with your ERP can drive improvement

  • Learn how to successfully resource your project, selecting the right tools and team to oversee and control the implementation

  • Explore CRM integration use cases for every corner of your business

  • Who This Book Is For

    This book is written for IT leaders across organizations, whether they are managers, project managers, or developers who are charged with integrating CRM into IT systems for business success.

    What You Will Learn

  • Integrate CRM for sales, customer support, marketing and more

  • Assess your business needs to develop an architecture and strategy that works for you

  • Align your project with your wider business strategy

  • Follow featured walk-throughs base on real-life use cases

  • Perform Manage the cultural and operational change through dialogue and workshops

  • Explore the future of CRM in relation to the latest technological innovations in cloud, hosted applications and mobile

  • In Detail

    Your relationships with your customers aren’t simply an add-on to the way your business functions – they are the very thing that drives it. That’s why it makes sound business sense to integrate your CRM and your ERP; by building your CRM into your organization’s wider processes, you’ll find a solution to many of the problems faced by internally focused businesses, initiating a cultural transformation where your customers are at the centre of everything you do.

    This book shows you how to do just that, providing you with clear guidance on a wide range of complex issues, ranging from technical problems to the challenges of operational change.

    From planning and resourcing to deployment and optimization, follow each step in this book to successfully develop value driving integrations between CRM and ERP. Featuring examples and demonstrations and workshop ideas to help you explore best practices and overcome some of the challenges you may face when leading such a project, Integrating CRM Across Your Organization for Business Success is a valuable guide to implementing this vital and forward-thinking project.

    Explore CRM integrations in every corner of your business, including contact management, sales management, customer support and vendor management, and find out how to design and put in place a comprehensive business improvement project.

    About the Author

    Andrew Blackmore

    Andrew Blackmore works for Sage Software Solutions in Vancouver. He has spent the last 15 years leading the development of integrations between CRM and ERP applications all over the world, using every different technology available and for any conceivable business use case. Over that time, he has built up a large store of experience and knowledge that he is imparting in this book. He has seen first-hand the business benefit of integrating CRM in organizations and has a deep familiarity of the techniques and solutions in this book.

    Andrew's passion is developing software in an ingenious way to build efficient, innovative solutions that provide a real lasting business benefit for customers. He is currently working on the new cloud and mobile solutions projects for Sage.

    Downloading the example code for this book. You can download the example code files for all Packt books you have purchased from your account at http://www.PacktPub.com. If you purchased this book elsewhere, you can visit http://www.PacktPub.com/support and register to have the code file.

    Table of Contents

    1. Integrating CRM Across Your Organization for Business Success
      1. Integrating CRM Across Your Organization for Business Success
      2. Credits
      3. About the Author
      4. About the Reviewer
      5. Preface
        1. What this book covers
        2. Who this book is for
        3. Conventions
        4. Reader feedback
        5. Piracy
      6. 1. What is CRM Integration and Why is It Good for Your Business?
        1. Different CRM applications
          1. Workshop
        2. Users, user roles, and teams
          1. Workshop
        3. How workflows are used in CRM
        4. Security in CRM
        5. Contact management
          1. Contact management workflows
          2. Integration opportunity for contact management
          3. Workshop
        6. Sales management
          1. Sales management workflow
          2. Integration opportunity for sales management
          3. Workshop
        7. Customer support
          1. Customer support workflow
          2. Integration opportunity for customer support
          3. Workshop
        8. Management information
          1. Integration opportunity for management information
          2. Workshop
        9. Summary
      7. 2. How to Implement an Integration
        1. Build or buy
          1. Workshop
        2. Building an integration
          1. Challenge 1 – extract the data
            1. Direct access from database
          2. Access through business (API)
            1. Screen popping
            2. Workshop
          3. Challenge 2 – transporting the data between ERP and CRM
            1. Synchronized data
              1. One way synchronization
              2. Bidirectional synchronization
              3. One way or bidirectional synchronization?
              4. Multipoint synchronization
            2. Synchronization architecture options
              1. Point to point synchronization
              2. Hub and spoke synchronization
              3. How to detect what data has changed
              4. Conflict resolution
              5. Advantages and disadvantages of hub and spoke architecture
              6. Vector clock synchronization
            3. Real time data views
            4. Workshop
          4. Challenge 3 – storing the data in CRM
            1. How to store the data in CRM
              1. Guidelines for deciding when to store data in the CRM database
              2. Is the data part of a CRM entity?
              3. Is the data not part of a CRM entity but used in a CRM business process?
              4. Is the data only loosely associated with a CRM business process, and is it read only?
            2. Workshop
          5. Challenge 4 – displaying the data in CRM UI
            1. Adding fields to screens or lists
            2. Adding new screens or lists
            3. Adding new buttons to launch other features
        3. Adding CRM reports or dashboards
          1. Workshop
        4. Summary
      8. 3. How to Build a Contact Integration
        1. Contact management integration scenario
          1. Integration workflows
            1. Promoting CRM customers to ERP
            2. Automatic synchronization of ERP customers from ERP to CRM
            3. Viewing ERP customer information on CRM customer screens
        2. Designing the integration
        3. Step 1 – entity diagrams
          1. Entity diagram for SageCRM customers
          2. Entity diagram for Sage ERP 300 customers
            1. Workshop
        4. Step 2 – mapping the entity diagrams to each other
          1. Entity mapping
            1. Customers
            2. Contacts
            3. Address
            4. Phone number
            5. E-mail address
          2. Summary of entity mapping
            1. Workshop
        5. Step 3 – defining the unique identifiers
          1. Strategies for uniquely identifying records
            1. Using a unique identifier such as database IDs or reference numbers
            2. Use a parent/child relationship of the entities
          2. Summary of unique identifiers
            1. Workshop
        6. Step 4 – defining the fields and field mappings
          1. Customer field mapping
          2. Contact field mappings
          3. Address field mappings
          4. Phone number field mappings
          5. E-mail field mappings
            1. Workshop
        7. Step 5 – defining the CRUD rules
          1. Synchronizing create actions on ERP and CRM
            1. Importing ERP customers to CRM in bulk
            2. Newly created ERP customers should be synchronized to CRM
            3. Qualified CRM customers should be "promoted" to ERP
              1. Manual triggering of a customer promotion
              2. Conditions for adding a promoted customer to ERP
              3. Setting the unique identifier for a promoted customer
              4. Discovering whether a CRM customer has been successfully "promoted"
            4. Limiting other creation use cases
            5. Summary of synch creation use cases
          2. Synchronizing update actions on CRM and ERP
            1. Summary of synch update use cases
          3. Synchronizing delete actions on CRM and ERP
          4. Summary of synch delete use cases
            1. Workshop
        8. Security
          1. Security for "read" information
          2. Security for create, update, and delete information
          3. Security summary
            1. Workshop
        9. CRM UI changes
          1. UI changes to customer screens
          2. UI changes to contact screens
          3. UI changes to address screens
          4. UI changes to e-mail address screens
          5. Administration screen
          6. Reports/dashboard changes
            1. Workshop
        10. Summary
      9. 4. How to Build a Sales Management Integration
        1. Sales management integration use cases
        2. Integration workflows
          1. Ability to create quotes and orders
            1. How
          2. Ability to view quote and order history
            1. How
            2. Design the integration
        3. Step 1 – creating entity diagrams
        4. Step 2 – mapping the entity diagrams to each other
        5. Step 3 – defining the unique identifiers
          1. Workshop
        6. Step 4 – defining the fields and field mappings
          1. Workshop
        7. Step 5 – defining the CRUD rules
          1. Creating quotes, orders, and line items
          2. Updating quotes or orders
          3. Deleting quotes or orders
          4. Summary of CUD actions
            1. Workshop
        8. Step 6 – designing the screen pops
          1. Authentication for the ERP screen
          2. Customer unique reference
          3. Quote or order unique reference
          4. Linking a quote or order with a CRM user
          5. Location of the buttons
          6. Workshop
        9. Security
          1. Orders and quotes that are viewable in CRM
          2. Creating and editing orders and quotes
          3. Security summary
            1. Workshop
        10. CRM UI changes
          1. New screens that need to be built
          2. Report/dashboard changes
            1. Workshop
        11. Advanced workshop discussion
        12. Summary
      10. 5. How to Build a Collections Management Integration
        1. Collections management integration use cases
        2. Integration workflows
          1. Ability to view ERP invoices in CRM
            1. How
              1. Design step 1 – creating entity diagrams
              2. Design step 2 – mapping the entity diagrams to each other
              3. Design step 3 – defining the unique identifiers
              4. Design step 4 – defining the fields and field mappings
              5. Design step 5 – defining the CRUD rules
                1. Creating invoice and invoice line items
                2. Updating invoices
                3. Deleting invoices
                4. Summary of CUD actions
        3. Security
        4. CRM UI changes
          1. New screens that need to be built
        5. Reports/dashboard changes
        6. Advanced workshop checklist
        7. Summary
      11. 6. How to Build a Vendor Management Integration
        1. Vendor management integration use cases
        2. Integration workflows
          1. Ability to view ERP vendors in CRM
            1. How?
              1. Design step 1 – creating entity diagrams
              2. Design step 2 – mapping the entity diagrams to each other
              3. Design step 3 – defining the unique identifiers
              4. Design step 4 – defining the fields and field mappings
              5. Design step 5 – defining the CRUD rules
                1. Synchronization of create actions
                2. Synchronization of update actions
                3. Synchronization of delete actions
        3. Security
        4. CRM UI changes
          1. Changes to CRM company screens
          2. UI changes to child entity screens
          3. Vendor integration with the CRM interactions feature
        5. Reports/dashboard changes
        6. Advanced workshop checklist
        7. Summary
      12. 7. How to Build a Support Management Integration
        1. Support management integration use cases
          1. Integration workflows
            1. How
              1. Steps 1 to 5 – designing the workflow
              2. Step 6 – designing the screen popups
        2. Security
        3. CRM UI changes
        4. Advanced workshop checklist
        5. Summary
      13. 8. How to Develop and Maintain Your Integration
        1. Development plan
          1. Work areas
          2. User stories
            1. Schema work area story examples
            2. Server work are story examples
            3. UI work area story examples
            4. Installation work area story examples
          3. Estimates
          4. Implementing the user stories
        2. Deployment
          1. Installing the new integration feature
          2. Bringing users live
        3. Ongoing maintenance
          1. Fixing defects
          2. Periodic upgrades of ERP and CRM
          3. Data management – backups and manual synchronization
          4. Adding new integration features
        4. Summary
      14. 9. Where Next for Integrations – the Cloud and Other Areas
        1. The future of RideRight Bike Parts Company
        2. Moving CRM and ERP to the cloud
        3. Making mobile apps available to CRM users
        4. Customers running things themselves
        5. Summary of the chapter
        6. Conclusion