Providing the Much Sought After 360o View
How do you achieve a 360o view of your customer? While this has been a popular catch phrase for solution providers offering Customer Relationship Management (CRM) systems for years now, there have always been missing pieces to this panorama. A good CRM, as the acronym implies, can indeed help you manage the relationship with your customers, often starting at a point when the customer is still a prospect. CRM solutions do a good job of managing a pipeline from initial contact to quote, and perhaps even to the point where the quote is turned into an order. If this is all it does, it might be more appropriately classified as Sales Force Automation (SFA). But of course, some CRM solutions extend beyond this. But no CRM, on its own, really manages an order, creates an invoice or manages accounts receivable and collects cash – all necessary for that 360o view. That is the domain of Enterprise Resource Planning (ERP).
Salesforce CRM is indeed one of the most mature CRM solutions on the market today. While lighter versions exist for even the tiniest companies, those that tap into its full and extended functionality are able to effectively digitize marketing, manage diverse channels, connect sales and service and derive business insights and intelligence about all things customer-related. This may be sufficient for some types of businesses, but manufacturers face some additional challenges. If sales and operations are not properly aligned, if revenue forecasts can’t accurately predict demand at a detailed product level, then manufacturing can’t deliver completely and on time without inflating inventory. And even with padding inventory, can it deliver the kind of customized or personalized product many markets demand today?
In order to address these specific challenges of manufacturing, Salesforce recently introduced its Salesforce Manufacturing Cloud to “deliver transparency and predictability across your ecosystem… Align sales and operations, unify account planning and forecasts, and deliver greater transparency with a tailor-made CRM for manufacturers.” But in order to make good on this promise, Salesforce itself must tap into its own ecosytem. Enter Rootstock, providing Cloud ERP for Manufacturing, Distribution and Supply Chain organizations. As such, Rootstock plays a key role in helping Salesforce deliver on its declared value proposition of delivering the much sought after, but often elusive, 360o view of the manufacturer’s customer.
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