"Digital China", as the "keyword" of the 20th National Congress of the Communist Party of China, has also become the main theme of high-quality development in all walks of life. The long-established Chinese lighting industry is also actively embracing "digitalization" to drive high-quality development. As a leading company in the lighting industry, a customer in the lighting has long realized the importance of digital transformation of the enterprise, actively responded to the development trend of "Digital China Construction", and implemented it from the three levels of marketing, supply chain and enterprise operation. Promote digital construction.
1 Introduction
In recent years, based on the characteristics of the domestic lighting market and the purchasing habits of users, the company has established a strong marketing team and a complete marketing network at home and abroad. The core business includes to B, to C, overseas, commercial lighting, commercial lighting and operators Channel + large project channel is the core model, and toC includes retail channels and distribution channels. Under the above-mentioned industry environment and business status, on the one hand, the complex business model poses greater challenges to organizational effectiveness and strategic precision, and the digital construction of the marketing side is expected to improve the organizational effectiveness of the company's marketing team and distribution system; on the other hand, intelligent Lighting is ushering in a high-speed development window period. Whoever improves the overall digital level faster will be more likely to seize the opportunity in the competition. Therefore, there is an urgent need for a digital system that connects internal and external businesses, and at the same time can flexibly adapt to the marketing of rapid business adjustments. service integration digital operation platform.In the face of complex business scenarios during the implementation process, it is suggested that overall planning, distributed implementation, adopt the agile delivery rhythm of urgent needs first, small steps and quick runs, step by step, steady and steady, and gradually establish your own digital marketing platform.
2. Based on powerful PaaS customization capabilities
Converged business supports digital management
The integrated digital operation platform of marketing services is based on the PaaS platform of Fenxiang Sales and implemented through 12 major business scenarios. Completely cover the whole life cycle of target management, customers, projects, delivery and performance, and services.
Conduct indicator/goal management and completion status support decision-making analysis for personnel departments; connect clues to CRM for management through docking with multiple clue systems, use clues to check duplicates, automatically assign according to rules, and remind corresponding personnel to follow up clues in a timely and effective manner. The clues to be processed are automatically recovered, the clue pool is used for unified process processing, and the clue resources are revitalized at the same time to finally achieve the goal of project open source.
According to the company's unique multi-sales organization, multi-project channels and other business conditions, further refine the process management of different project types under the overall LTC framework of project filing→project approval→schematic design→bid negotiation→contract→supply→payment collection , supporting different tasks and completing verification for different business types.
Complete project duplication checks in project filing applications to reduce the rate of project collisions; use project approval to apply for Audio-Technica project resources to complete resource preparation.
In the stage of project selection and customized product application, the project industrialization solution is completed through the support of Audio-Technica resources, and the project winning rate is improved. Use price application, application and project profit calculation to apply for specific price products to improve the bidding success rate. And require the sales staff to complete the corresponding sales forecast for back-end factory production to realize the linkage between production and sales. At the same time, business leaders can give instructions during the project follow-up stage, intervene in major projects in a timely manner, and give guidance.
When the project loses or wins the order, the reason analysis can be carried out through project review, and the excellent project case library can also be submitted.
<Building an integrated solution for marketing and sales>
Based on the flexible and powerful analysis and customization capabilities of Funshare Sales and rich chart display and viewing methods, various business indicators of project management data are extracted: lead conversion rate, business opportunity funnel, industry proportion of projects, follow-up records of sales personnel, Sales overview, project level proportion, technical support status, Audio-Technica personnel service list, etc.
Feedback on business results through digital results, establish a business management system supported by data analysis, and ultimately bring about a digital transformation in the management model.Insight into business issues based on BI data, taking goal achievement analysis as an example
- Annual income achievement rate analysis
Analysis of monthly income achievement rate
- Analysis of target achievement rate of each department
< Diagram >
Realize refined customer operation + digital business insights
<Data comes from a customer in the lighting industry>
- The business digital indicator plan is scientific, the achievement rate is clear, and real-time
Improve lead conversion rate, efficiently manage project resources, and gain insight into project business data
Improve project reporting efficiency and accuracy
Standardize projects, control project risks, improve project win rate, and analyze project transformation in various industries in real time
Obtain massive business data, analyze results and process dynamics to feed back business and tap new business growth points
postscript
The CRM digital platform project in the lighting industry internally covers the entire process management of LTC and ITR, and realizes production and sales linkage through interaction with ERP; externally, it builds an information system for dealer business management, realizes efficient boundary business collaboration between brand owners and dealers, and finally realizes fine Optimized business operations, and business insight management based on BI data.
This two-year project has successfully implemented 12 major business scenarios. It is a typical project for this customer to establish a digital benchmark in the industry, and it is also one of the classic cases of Funshare's successful service of different application scenarios. It reflects the strong customization of Funshare. PaaS capabilities and a deep understanding of business scenarios in the lighting industry.
With lofty aspirations, the digitalization of enterprises will not stop at the moment. In the future, this customer will combine the future development trend of the lighting industry, on the basis of maintaining and consolidating the existing market share, further develop new markets, and strengthen marketing in addition to technological innovation The standardization of services, integration of direct sales channels, domestic and overseas dual-engine drive, and intelligent customer service are the main directions for the company's subsequent CRM deepening construction.
3. Conclusion
As the evangelist and pioneer of digitalization of enterprise management, Fenxiang Sales will also be based on the best application practices of the enterprise's CRM, combined with the advanced Management experience and system application results, summarizing and extracting industry wisdom, using innovative technology to empower the digital future of the lighting industry, helping to seize market development opportunities and win large-scale development.