Linking CRM to MFG/PRO

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Linking CRM to MFG/PRO

• March 21, 2005
• Monday 230pm 330pm
• Jeff Letasse
• Senior Director of IT,
• Conceptus, Inc.

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What did we do?

• Conceptus linked a first-class Customer
  Relationship Management solution to MFG/PRO in
  real-time and gained control of both the sales
  forces' sales processes as well as improving
  access to consistent information for our
  customers.

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Agenda

• Project Background
• Timeline Inception Thru 2005
• Access to CRM
• Business Processes
• CRM Futures
• ISSG Implementation Partner
• General Q A

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Conceptus Profile

• Founded 1992, Conceptus (CPTS, San Carlos, CA) is
  engaged in design, development and marketing of
  innovative medical products for use in womens
  health
• Implemented Microsoft CRM in January 2004
• Were already using Microsoft infrastructure
• Exchange Active Directory
• XP Microsoft Office 2003 Desktops
• Outlook email client/Webmail Interface
• Back-end ERP system QAD MFG/PRO
• Data Warehouse (SQL Server-Crystal Solutions)

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Challenges

1. With the recent approval by the FDA of its new
   healthcare device for women, Conceptus looked to
   provide its Sales and Customer Service Personnel
   with collaborative information they needed to
   help bring their product to market.
2. This information was scattered amongst many back
   office databases, including Outlook, Excel, Word,
   MS Access, and our ERP system.
3. Needed a single view of all scattered information
   for all concerned users management needed
   consolidated visibility to make critical,
   strategic, sales and marketing decisions.

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Challenges (cont.)

1. Cost and time-to-implement were critical to the
   success of the project.
2. CRM stand-alone without integration to our
   back-end ERP and External websites (Essure.com
   and Essuremd.com) was still only half a solution.

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Solution

1. It was determined Microsoft CRM, Crystal
   Solutions, and future use of SharePoint and
   InfoPath, would best fit the requirements to
   provide consolidated information to Sales,
   Customer Service, and their Customers.
2. Microsoft and ISS Group provided the best way to
   quickly deliver a robust extension of our
   existing environment to integrate all of the
   required information in our enterprise to the
   users.
3. Implementation was done quickly (3-4 months from
   inception to cutover) and on budget.

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Solution (Cont)

1. The data integration provides bi-directional
   passing of data in real time between
   MFG/PROlt-gtCRM and Essure.com-gtCRM to form a
   closed-loop set of systems.

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Benefits

• Centralized Data Available to Everyone
• Most of Sales, Service and Operations now use MS
  CRM, Crystal Solutions, and SharePoint (future)
  to provide an integrated view of all information
  and documents
• Tight Integration to MS Office and Outlook
• Microsoft certified .Net compatible, and totally
  integrated to Office, Outlook and SharePoint
  document portal (future)
• Real-time Access to Relevant Data
• .Net integration to back-end and ERP systems for
  full information when it happens
• Well positioned for the future
• Ready for Microsofts future plans in Customer
  Service, Live Communications Server and Media
  management

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CRM Key Attributes

1. Lead Management
2. Lead Routing
3. Microsoft Outlook Integration
4. Opportunity Management
5. Sales Quota Management
6. Territory Management
7. Account Management
8. Sales Literature Library

• Correspondence and Mail Merge
• Web client, Outlook client, PDA client
• Workflow processes
• Information Sharing
• Sales Team Structures

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CRM Timeline Q2/303 Q3/403 Q104 Q204 Q304 Q404 Q105 Q205 Q3/405
Phase I (50 users) CRM Initiative begins Project Setup Implementation CRM Rollout to US Field 50 users CRM 1 Intensive Support
Phase II (95 users) PDA Rollout (no CRM)Sales/Comm. Reporting Enhanced Process Improvements Essure.comlt-gtCRM Integration New Dev Tool Outbound Call Pgm Online Order Entry Internal (DEV)
Phase III (expecting 125 users)PDA-CRM Rollout AR Tracking Online Order Entry Internal (Prod) Online Order Entry External Reimbursement System Consumer Database System Rewrite Essure.comlt-gtAdd Customer Funct.
Phase IV CRM 1.2-gt2.0 Upgrade of PDA Interface
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CRM Conceptus Process Model
Opportunity (Facility Account)
Physician Contact
Lead
Physician Account
Facility Account
Real Time Updates
QAD Customer
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Integraton Points

• Essurexx.com-gtCRM
• New Physicians
• Existing Physicians (future portal lots more
  integration outward facing coming here)
• CRMlt-gtQAD Mfg/Pro
• Customers (bi-directional)
• Invoices (QAD-gtCRM)
• Open AR (QAD-gtCRM)
• Items (QAD-gtCRM)

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How we Access CRM

• Internet Browser Options
• http//crm (from VPN)
• https//crm.conceptus.com (no VPN required)
• Online ONLY
• Most fully featured interface
• Microsoft Outlook Options
• CRM addin as part of MS Outlook
• Can go online and offline
• Less feature rich (sales functions only)
• PDA Options
• PDA based CRM Mobile
• Very limited features (no lead function,more for
  activity entry and other lookup)
• Only offline w/Sync feature
• NOTE These are in order of reliability and
  support priority

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CRM PDA Interface
To Login Execute CRM Enter your Home
CRM CRM Mobile Login Info Page
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CRM Current Sales Initiatives

• Utilizing CRM to track WebEx training classes
• Utilizing CRM to track Outbound calling programs
• Utilizing CRM to track Marketing Campaigns

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CRM Futures Reimbursement Tracking

• Convert Existing Excel Tracking into CRM System
• Reporting to Satisfy Metrics Measurement
• National Usage Piggyback CRM Technology and
  Portability (WEB and Outlook Interfaces)
• Timing Delivery Q2 Q3 2005

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CRM Futures Consumer Database Rewrite

• Convert from Call Center Standalone Solution to
  Integrated MS CRM System
• Correct Structural/Reporting Issues Create
  Scalable Solution
• Leverage Integrated Reimbursement and Physician
  Information

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CRM Futures Essure.com Integration

• Last year Lay the Groundwork
• Rollout CRM Nationwide
• Connect Order Entry, CRM, and Essure.com
• This year Strategically Use to Sell
• Coordinate Business Process Re-engineering of
  Essure.com/Essuremd.com and CRM Solutions
• Provide initial Physician Portal with ISSG
  iPortal.

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CRM Plus Can Solve More Problems

1. Products, pricing, and order information
   up-to-date visible to sales team
2. Salespeople knowing quantities available
3. Customer analysis of who has paid
4. Service team knows customer credit information
5. Prospects automatically become customers
6. Accounts and contacts, invoice information,
   product catalogs, sales orders, price lists, and
   more

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What helped us succeed?
We were very concerned about the risks
associated with custom integration between CRM
and QAD. ISS Groups integration solutions made
the decision to go with Microsoft CRM an easy
one. CRM Project Manager, Conceptus
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Data Bridge Release Schedule

• Version 1.0 November 2003
• (1 Way) Customers, Inventory Items, Invoices

• Version 1.1 January 2004
• (2 Way) Customers, Sales Reps

• Enhanced Data Bridge May, 2004
• Embedded MFG/PRO Inquiries and Sales Rep Order
  Entry

• Version 2.0 December 2004
• (1 Way) Sales Orders Upload and Status
• (2 Way) Ship-to Addresses

• Version 3.0 March 2005
• CRM eMail Alerts based on ERP data
• (1 Way) Quotations, Pricing History

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Q A