Integrated CRM Functionality Gives Distributors an Added Advantage
YARDLEY, Pa.-(Business Wire)-September 23, 2009 - For many distributors, using a customer relationship management (CRM) solution in unison with their ERP system requires maintaining two databases and a lot of toggling back and forth between programs.
For Andrew Wright, COO of Mercedes Medical, Inc., and other distributors using Prophet 21®, part of the Activant Distribution Suite™, sales reps use only one database and one screen.
The difference? The Prophet 21 includes a fully integrated CRM solution.
"The real-time CRM functionality in Prophet 21 allows me to coordinate my sales and marketing efforts," said Wright. "There is synergy there that would be impossible with a two-database system."
Wright especially values how the CRM tools help his inside sales team: "The system allows them to drive through calls and schedule tasks faster because they have easy access to all the available information. After one year, my inside sales representatives are more productive and making more outbound calls. That equals increased sales."
Three-Prong Approach
Activant® takes a three-prong approach to CRM: The first is sales force automation where a distributor's sales representatives have the lead generation tools to manage their pipelines and up-sell to customers. Distributors can track lead/sales progress by defining opportunities and reporting on their sales reps’ pipelines.
The second part of Activant’s CRM approach is contact management. This goes beyond maintaining customer addresses and phone numbers to actually tracking customers’ buying habits to enable you to anticipate their needs.
Finally, CRM includes marketing capabilities. Tools that allow users to fax and e-mail from the solution, generate lead generation call lists, and, most importantly, manage call center activity, enabling distributors to increase their customer base at a minimal cost.
"In today’s market it is absolutely critical that distributors are aware of what is in their sales channel and what will have an impact on their business," said Kevin Roach, executive vice president and general manager of Activant. "Effective CRM tools help distributors capitalize on what they have in their pipeline.
"In the past, many distributors relied on the knowledge their sales force had of the customers and prospects they served," continued Roach. "An effective salesperson would proactively give customers information on a product before they even knew they needed it, but visibility into this and other efforts were not there for the executive team of a company. Today, much of that proprietary knowledge is readily available in a distributor’s database and recapturing that positive customer-distributor relationship requires a strong CRM tool. That was Activant's goal in developing CRM functionality for Prophet 21."
About Activant Solutions Inc.
Activant Solutions Inc. ("Activant") is a leading technology provider of business management solutions serving retail and wholesale distribution businesses in three primary vertical markets: hardlines and lumber; wholesale distribution; and the automotive parts aftermarket. Founded in 1972, Activant provides customers with tailored proprietary software, professional services, content, supply chain connectivity, and analytics. More than 30,000 customer locations use an Activant solution to manage their day-to-day operations. Activant has operations throughout the United States and Canada, Ireland, and the United Kingdom.
For more information, please visit distribution.activant.com.
This announcement relating to Activant may contain statements that are forward looking within the meaning of the Private Securities Litigation Reform Act of 1995, as amended, such as statements concerning trends, future technology or products, or Activant’s execution. These statements are based on current expectations and are subject to risks and uncertainties which could materially affect the company’s results, including, without limitation, market demand for products and technology, the company’s ability to meet that market demand, the integration of Activant’s technology and products with technology and products supplied by others, the integration of Activant’s products into the businesses of its customers, customer acceptance of Activant’s products, and the retention and deployment of skilled Activant service providers. Except to the extent required by applicable securities laws, we undertake no obligation to update or publicly revise any of the forward-looking statements. Please refer to our Annual Report on Form 10-K for the period ended September 30, 2008 and our most recently filed Quarterly Report on Form 10-Q for the period ended June 31, 2009, which have been filed with the Securities Exchange Commission and can be found through the Activant investor relations website at www.activant.com/company/investors for a full discussion of the risks and other factors.
© 2009, Activant Solutions Inc. All rights reserved. Activant, the Activant logo, and Prophet 21 are registered trademarks and Activant Distribution Suite is a trademark of Activant Solutions Inc. All other trademarks are the property of their respective owners.
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