Enterprise Resource Planning, 1 st Edition by Mary Sumner

1. Enterprise Resource Planning, 1st Edition by Mary Sumner Chapter 4: ERP Systems: Sales and Marketing © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

2. Objectives • Examine the sales and marketing modules • Understand the interrelationships among business processes © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

3. Case: Atlantic Manufacturing • Manufacturer of small motors • Problems with current order acquisition, operations, distribution, and accounting systems • Information supplied to sales force inaccurate • Customers requesting reduced lead times • Credit system inconsistent, producing collection problems • Service calls lack warranty information • Quality control system not integrated • Competition has eliminated these problems © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

4. Sales and Marketing Processes • Operational-level processes • Daily activities • Prospecting, telemarketing, direct mail • Contact management • Databases, lists • Support • Sales order processing system • POS systems © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

5. Sales Management Control Processes • Designed to allocate resources to achieve maximum revenues • Decisions made on analysis of sales • Comparison of sales • Analysis of revenues against benchmarks • Listing of most profitable products, sorted by territory and salesperson • Software often used • Allows for quicker analysis • Able to identify trends • Analyze salesperson performance • Identifies both strong and weak products • Can signal potential shortfalls or excesses in stock levels © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

6. Additional Sales Management Applications • Sales forecasting • Predicts trends • Determine customers’ needs in different market segments • Based on sales history, customer demands, demographic trend, competitor information • Advertising • Identifies channels that will be most effective • Product pricing • Decision supported by pricing models • Examines CPI, expected consumer disposable income, production volumes, labor costs, costs of raw materials © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

7. Sales and Marketing Modules • ERP systems differ from traditional systems • Allow for integrated marketing support systems • Provide integrated CRM software • Purpose • Identify sales prospects • Process orders • Manage inventory • Arrange deliveries • Handle billing • Process payments • Benefits • Standard codes and documents • Common database • Provides audit trail • Allows for data Integration © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

8. © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

9. CRM • Front-end interface with customer to sales and marketing • Comprehensive approach • Developed from sales force automation software • Provides sales force with management tools • Sales activity • Sales and territory management • Contact databases • Leads generation and monitoring • Product-specific configuration support • Knowledge and information resource management • Needs an underlying Sales and Marketing ERP module for operational-level data • CRM data accessible through data warehouse © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

10. Sales model may be integrated with: Integration with Modules • Human Resources • Quality Management • Controlling • CRM • Financial Accounting • Materials Management © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

11. Featured Article: Staples and Integrated ERP • How is technology helping Staples achieve a competitive advantage? • Customers want full range of services • Consistent • Seamless • Online kiosk • Connected to e-commerce web site • POS system, order management system, supply chain • Access information about products and services • View inventory • Build PCs to order • Multiple channel shoppers have greatly increased lifetime value • Acquired Quill • Implemented an integration level to connect two disparate systems © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

12. Featured Article: Staples and Integrated ERP, continued • Reduced number of direct linkages • Standardized systems • Web services • Team review of systems, users, needs © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner

13. Summary • The sales and marketing modules for ERP systems are designed to support the sales order processing systems, control daily activities like prospecting, and manage contacts. • This system produces sales forecasting, identifies advertising channels, and helps to maintain competitive pricing scales. • The CRM module serves as a front-end interface between the customer and the sales and marketing departments. © Prentice Hall, 2005: Enterprise Resource Planning, 1st Edition by Mary Sumner