CRM overview

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In 1C:Drive, CRM module helps you organize and track the process of winning customers.

With the CRM module, you can do the following:

• Manage information about leads (prospective customers).
• Arrange targeted campaigns of marketing activities for winning customers.
• Define sales persons responsible for marketing activities.
• Plan events to contact with prospective customers.
• Guide prospective customers through marketing activities.
• Register conversion of leads to customers.
• Track statistics of sales conversion.

1C:Drive offers the following tools that you can use to register CRM activities:

Tool	Description
Leads catalog	List of companies or individuals potentially interested in your goods and services.
Events workplace	Used to plan and monitor marketing communications with leads.
Campaigns catalog	Helps you to plan and monitor marketing campaigns including activities needed to win a customer.

Lead processing workflow

The chart below displays a typical workflow of the CRM process. The process stages and their sequence may vary.

As a prospective customer appears:

1. Define the target marketing activities and create a campaign.
2. Create a lead, assign a campaign and sales representative responsible for the campaign activities.
3. Perform a series of campaign activities focused on converting the lead into a customer.
4. Manage the lead: change campaign or sales representative assigned to it.
5. Qualify the lead: convert them to customer, or reject.

Analyzing CRM activities

To help you analyze CRM activities, 1C:Drive offers the following reports:

Report name	Description	How to view
Sales pipeline (by sales reps)	Shows campaign progress indicators (number of leads, total potential of leads) broken down by sales reps.	Go to CRM. Under Reports, click Sales pipeline. Then, click Settings and select Sales pipeline (by sales reps).
Sales pipeline (comparison)	Compares campaign progress indicators (number of leads, total potential of leads) between two dates.	Go to CRM. Under Reports, click Sales pipeline.
Sales funnel	Shows conversion rate from leads to repeated sales.	Go to CRM. Under Reports, click Sales funnel.
Counterparty segment content	Shows content of a counterparty segment.	Go to CRM. Under Reports, click Counterparty segment content.
Product segment content	Shows content of a product segment.	Go to CRM. Under Reports, click Product segment content.
Customer acquisition channels	Shows number of leads and customers obtained through each acquisition channel.	Go to CRM. Under Reports, click Customer acquisition channels.
Event calendar	Shows list of planned events.	Go to CRM. Under Reports, click Event calendar.

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