Surado CRM interactive workflows include a graphical user interface (GUI) designer that lets managers design various business processes graphically, to help guide representatives through processes such as handling customer inquiries or complex internal procedures. Many vendors define process automation as workflow. However, Surado CRM interactive workflows are not simply process automation represented through GUIs. Users can drag and drop objects, create links between multiple objects, and then actually use objects to open internal windows, launch external applications, execute automated triggers, and launch other workflows.
An Innovation: Organograms
Surado users can create or view unlimited organizational charts (the Surado Organogram). With this feature, users can see the traditional hierarchy view of the parent company, accounts, departments, and contacts, in addition to the organizational charts belonging to their customers.
The Organogram provides the ability to display contacts within the organization, as well as other relationships, including partners, suppliers, alliances, contractors, and any other customized relationship. The functionality includes color-coded differences between contacts within the organization, relationships, and the ability to launch any contact or relationship with a click, directly from the organizational chart.
Mobile CRM
This aspect of CRM addresses the need for remote and mobile users to access accurate, timely, and up-to-date information. Surado CRM allows mobile users to access customer information through a separate disconnected laptop solution. The solution can also synchronize contact and schedule data with Palm and Pocket PC devices, including personal digital assistants (PDAs) and mobile telephones; salespeople can also access information with any Internet connection, through web-enabled modules.
Challenges
When conducting an enterprise evaluation selection, it is important to thoroughly assess the organization's needs, and create a shortlist of vendors that can best meet them. Based on the features described in this report, Surado appears to cover all of its bases, by offering a complete on-site CRM suite, which is easy to use, highly customizable, quick to implement, and affordable. Innovations like Dynamic Workflow and Organograms have allowed Surado to be a leader in the CRM market.
Answer the first question by developing a list of key customer problems, ranking them one through five. Then determine if your positioning statement addresses one of the top problems from a benefits angle. If it does, you are making a claim that is important to your target market. If it doesn't address one of the top problems, you need to change your positioning statement.
A unique claim means that you are the only one making it. Test for uniqueness by analyzing competitors' advertisements and web sites to determine how they are positioned. Then create a perceptual map that will show you whether your claim is unique or not. If you are making an important claim, but one that's not unique, you may want to consider changing your message strategy.
The key to successful positioning is to consistently execute your message strategy in all your marketing communications, and then repeat it, over and over. Check for consistency by first evaluating advertisements, then your web site, and finally, press releases. The primary benefit should stand out in each medium. There are many reasons for inconsistent message strategy delivery. The audit identifies the causes and recommends ways to deliver your message more consistently.
One outcome of the audit is that you are able to decide if there's a need to implement a standard process for positioning. Some of the steps in the process become obvious when you audit your message strategy. Let's take a closer look at how to do the audit.
Your Product Is Only as Important as the Problem It Solves
Your prospects are overwhelmed by communication in today's fast-paced, high-tech world. They get so many marketing messages—somewhere between 5,000 and 10,000 per day—that they have become experts at filtering these messages out. You need to become an expert at cutting through the filter with a message that is relevant, important, and unmistakably yours.
A list of product features just won't "cut it" (be effective). Your passport through the filter is a benefit statement that addresses the primary concern that keeps your prospect awake at 2 A.M. Your target audience will listen when you demonstrate that you understand their problem and clearly communicate the benefit your product offers to solve it. Give your target audience a break and show that you really understand what's keeping them awake at night. Your single-mindedness will be rewarded.
Once you've developed a list of key problems, you need to rank them. If you ask customers to rank these problems when you survey them, they can do so pretty quickly, but be alert for repetition (the same problem described in different words) and broad generalizations. The act of ranking the list of customers' problems gives you a gauge to measure your positioning statement. The test is simple: does the statement address the target audience's most pressing problem? If it doesn't, you may need to go back to the drawing board.
An Innovation: Organograms
Surado users can create or view unlimited organizational charts (the Surado Organogram). With this feature, users can see the traditional hierarchy view of the parent company, accounts, departments, and contacts, in addition to the organizational charts belonging to their customers.
The Organogram provides the ability to display contacts within the organization, as well as other relationships, including partners, suppliers, alliances, contractors, and any other customized relationship. The functionality includes color-coded differences between contacts within the organization, relationships, and the ability to launch any contact or relationship with a click, directly from the organizational chart.
Mobile CRM
This aspect of CRM addresses the need for remote and mobile users to access accurate, timely, and up-to-date information. Surado CRM allows mobile users to access customer information through a separate disconnected laptop solution. The solution can also synchronize contact and schedule data with Palm and Pocket PC devices, including personal digital assistants (PDAs) and mobile telephones; salespeople can also access information with any Internet connection, through web-enabled modules.
Challenges
When conducting an enterprise evaluation selection, it is important to thoroughly assess the organization's needs, and create a shortlist of vendors that can best meet them. Based on the features described in this report, Surado appears to cover all of its bases, by offering a complete on-site CRM suite, which is easy to use, highly customizable, quick to implement, and affordable. Innovations like Dynamic Workflow and Organograms have allowed Surado to be a leader in the CRM market.
Answer the first question by developing a list of key customer problems, ranking them one through five. Then determine if your positioning statement addresses one of the top problems from a benefits angle. If it does, you are making a claim that is important to your target market. If it doesn't address one of the top problems, you need to change your positioning statement.
A unique claim means that you are the only one making it. Test for uniqueness by analyzing competitors' advertisements and web sites to determine how they are positioned. Then create a perceptual map that will show you whether your claim is unique or not. If you are making an important claim, but one that's not unique, you may want to consider changing your message strategy.
The key to successful positioning is to consistently execute your message strategy in all your marketing communications, and then repeat it, over and over. Check for consistency by first evaluating advertisements, then your web site, and finally, press releases. The primary benefit should stand out in each medium. There are many reasons for inconsistent message strategy delivery. The audit identifies the causes and recommends ways to deliver your message more consistently.
One outcome of the audit is that you are able to decide if there's a need to implement a standard process for positioning. Some of the steps in the process become obvious when you audit your message strategy. Let's take a closer look at how to do the audit.
Your Product Is Only as Important as the Problem It Solves
Your prospects are overwhelmed by communication in today's fast-paced, high-tech world. They get so many marketing messages—somewhere between 5,000 and 10,000 per day—that they have become experts at filtering these messages out. You need to become an expert at cutting through the filter with a message that is relevant, important, and unmistakably yours.
A list of product features just won't "cut it" (be effective). Your passport through the filter is a benefit statement that addresses the primary concern that keeps your prospect awake at 2 A.M. Your target audience will listen when you demonstrate that you understand their problem and clearly communicate the benefit your product offers to solve it. Give your target audience a break and show that you really understand what's keeping them awake at night. Your single-mindedness will be rewarded.
Once you've developed a list of key problems, you need to rank them. If you ask customers to rank these problems when you survey them, they can do so pretty quickly, but be alert for repetition (the same problem described in different words) and broad generalizations. The act of ranking the list of customers' problems gives you a gauge to measure your positioning statement. The test is simple: does the statement address the target audience's most pressing problem? If it doesn't, you may need to go back to the drawing board.
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