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CRM Chapter 12

CRM Chapter 12. SMB CRM. What is small business?. Official Small Business Association (SBA) Definition: A company with 500 employees or less and revenues of $6 million or less. Differences: Big v Small. SMB Nimble but not big Modular CRM strategy

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CRM Chapter 12

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  1. CRM Chapter 12 SMB CRM

  2. What is small business? • Official Small Business Association (SBA) Definition: • A company with 500 employees or less and revenues of $6 million or less

  3. Differences: Big v Small • SMB • Nimble but not big • Modular CRM strategy • Undeveloped corporate policies and procedures • Spending is more intuitive • Employee is often quite near the senior executives through past relationship or company structure

  4. Fortune 1000-Level Enterprise • Powerful but not inflexible • Enterprise-wide CRM strategy • Manuals defining specific policies • Spending is highly regulated • Senior management has a group of direct reports, indirect reports, and never know most of the employees

  5. Culture Shift • FROM ACT to CRM • Salesperson needs to integrate with rest of company for overall CRM effectiveness • Managing multiple versus defined roles • Processes and boundaries constantly in flux

  6. Challenges • SMB budget restrictions and resistance to change • Ability to create cross-organizational teams • Technology that delivers modular capability while keep big picture integration in mind

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