China's electronic signature industry has covered many major industries. With the continuous popularization of "Internet +", more industries will generate demand for electronic signatures in the future, and the application scenarios will continue to expand. In 2022, the scale of China's electronic signature market will exceed 200. The market will continue to expand in the future; policy dividends will continue, and electronic signatures will be accelerated in the field of government affairs; the application scenarios of electronic signatures will increase by more than 50%.
E-signature is in the first echelon of the industry in the field of electronic signature, and it provides the world's leading electronic contract full life cycle service for enterprise organizations, government service systems and individual users. As a leading manufacturer, it took the lead and participated in the formulation and release of the first security technology standard in the field of electronic signature, the trusted cloud security standard, the blockchain digital seal industry standard, China's first contract standard and many other standards. Good development has positive significance.
As of the end of August 2021, e-signature has served 100+ world top 500 customers, 200+ China's top 500 customers, created more than 1,500 government service application scenarios with governments at all levels, and achieved deep integration with 3,000+ ecological partners. It has three research and development centers in Hangzhou, Beijing, and Nanchang, and cooperates with government units such as Zhejiang Province, Yunnan Province, Hubei Province, and Hainan Provincial People's Government.
In the recently launched "2022 B2B New Growth Series: SaaS Industry Orange Book" by Fenxiang Sales, the discussions centered on organizational strength, sales strength, product strength, channel strength, market strength, and customer success. The content of this plan is selected from the Orange Book.
01 Supporting business development requires a powerful CRM
When talking about why e-signature launched CRM, and the business and management challenges faced by the company, e-signature CIO Hongxiu (flower name) introduced that the company had used other CRMs before adopting Fenxiang. CRM is to solve the problem of customer protection. "The company's business has expanded, and its sales models have become more diversified. In addition to direct sales, there are also various sales models such as telemarketing and channels. The problem of customer protection has become increasingly prominent, so the idea of using CRM was proposed.
However, at that time, the entire team had insufficient knowledge of the CRM system, so e-signature chose a relatively simple and lightweight product for trial use. With the development of business, the original lightweight CRM system soon exposed its disadvantages:
e-sign treasure CIO red sleeve
One is flexibility. With the development of business, the company puts forward more and more demands on the CRM system, such as flexible configuration of processes and forms, but the original CRM system cannot cope with it, and can only undertake a single management mode, which cannot keep up with our business development. pace.
The second is an open question. With the continuous construction and improvement of the company's internal business support system, the appeal of internal digitalization is to build a digital system and eliminate data islands. The original CRM system was insufficient in openness and integration, and could not be integrated into the company's overall digital system, hindering the company's overall digitalization process.
Therefore, e-sign treasure finally decided to re-investigate the CRM system and carry out the selection and replacement of CRM. "After the research, our expectation of CRM is no longer simply to solve the problem of customer protection, but has a higher appeal." Hongxiu introduced the three goals that e-sign treasure hopes to achieve with the help of CRM:
The first is to solve the problem of collaborative efficiency. With the finer division of functions within the team, it leads to coordination problems and data loss problems during the coordination process. The company hopes that through the CRM system, the collaborative process can be flexibly customized, and various information can be transmitted to each other, which greatly improves the overall collaborative efficiency of the team.
The second is refined management. According to the characteristics of the customer group, the company classifies the customers hierarchically, and formulates corresponding management mechanisms and processes for each customer group. It is hoped that the CRM system can flexibly support customized management processes and actions according to different customer groups.
The third is data-driven marketing. Through the CRM system, the action data and customer data of all personnel are deposited, including process data and result data. Through the analysis and mining of these data, experience can be accumulated, and the management process can be continuously iterated, making it possible for sales efficiency to increase rapidly.
02 Vote unanimously that the CRM of Funshare is more advantageous
Hongxiu revealed that at that time, the company investigated nearly 10 CRM systems that were relatively mature and had a high market share in the market. As the current top CRM system in China, Fenxiangxiaoke entered the supplier queue. At the same time, the company has also conducted research within the sales team, and many sales internally recommend Funshare.
"After trying several top CRM systems currently on the market, we voted unanimously that Fenxiang Sales has advantages in terms of capability coverage and experience." Hongxiu said.
At present, the Fenxiang sales customer CRM system has been fully launched and has been connected with the internal operation support system group of e-Shubao to form a unified business support digital ecology. Involves CRM's sales education management, business opportunity management, sales leads, customer whitelist, task management, to-do, log, data report and analysis, etc.
03CRM brings significant improvement in refined sales management
At present, Fenxiang Sales has been applied to the whole process from leads to business opportunities, and has become an important link in the SOP of e-signature sales daily work and customer life cycle management.
At that time, when Fenxiang Sales Customer CRM was launched, e-signature did some pilot projects in two regions on the application value of business opportunity process management. "In comparison, the effect of CRM is very obvious. The team that manages the business opportunity process can basically reach twice that of the team that does not do business opportunity management in terms of the number of business opportunities and the conversion of business opportunities." Hongxiu said, "So We decided to promote it on a large scale so that everyone can enjoy it and sell customers, and then the company also began to spend a lot of energy configuring some custom things.
Up to now, e-signature has dozens of nearly a hundred tags configured in CRM. Fanxiang sells a complete low-code ecology by providing custom objects, custom pages, custom workflows, custom functions, etc., which is very good It satisfies various customization needs of e-sign treasure. "Basically, CRM has been integrated into our normal work content."
The improvement in refined sales management brought about by CRM is remarkable. Hongxiu said: "Now the sales team uses the CRM board to hold weekly meetings. Every week we will look at the number of sales opportunities and visits. The sales management is more detailed. Why did this customer not visit? What is the reason? Why? Isn’t the follow-up speed of this business opportunity very ideal? At the weekly meeting, we will point-to-point specific to each business opportunity. At the monthly meeting, we can also check the transaction conversion rate corresponding to different business opportunity stages and a corresponding change , used to test whether the previous forecast has deviated, so as to make risk judgment and adjustment.”
If there is no CRM data kanban, what kind of scene will everyone have a meeting? "According to Excel! Everyone has their own Excel." Hongxiu said that Excel is not easy to use, "First of all, the headers of everyone may be different. Yes, and everyone’s narration is often not in a set of logic, so it takes a lot of time to understand and reach a consensus.”
04CRM efficiently connects multi-role workflows and is compatible with complex and diverse management processes
Hongxiu introduced that CRM is not only a tool for sales management, but also plays an important supporting role in the company's overall business and management.
First, the powerful functions are compatible with many business opportunity circulation scenarios: the ability of the Funshare sales system ensures that in the entire business opportunity management process, it can be compatible with more than a dozen types of business opportunity circulation processes at the same time, and provides a clear and visible business opportunity life through functions such as sales funnels The cycle management link provides a solid guarantee for the promotion and conversion of business opportunities, and at the same time, such complex and numerous processes have not affected its ease of use;
The second is to efficiently connect the operation flow of multiple roles through to-do and tasks: Fenxiang Sales provides relatively clear and complete to-do, approval, task, and touch functions, which can be connected in series, including customer acquisition operation experts, multi-layer areas Key roles including sales managers, to achieve the timeliness and efficiency of contact, and to achieve traceability, traceability, and greatly improve the efficiency of the flow of leads to business opportunities;
The third is that the connected CRM helps to realize data interoperability: as the biggest feature of FunShare, the connection type realizes the data connection of multiple internal and external systems in the whole process of e-sign treasure, including internal operation support system and external IM system, etc., so as to achieve The true sense of business interconnection greatly reduces the cost of cross-platform collaboration.
epilogue
"Compared with other CRMs on the market, Funshare is not just a CRM tool, but more like providing solution-level services, with standard + customization at the same time. The main reason for saying it is standard is because of Funshare. After accumulating a lot of proven, successful and excellent cases and processes, e-sign treasure is gradually optimizing and iterating its own mechanism and process in the process of using FunShare. At the same time, FanShare’s powerful PaaS capabilities allow all This kind of business attempt can quickly achieve response through configuration or simple development, which greatly accelerates our inherent cognition of "customization"." Hongxiu said.
More SaaS growth methodologies-digital tools-excellent practices, insight into the key methods and success paths of SaaS growth, and help SaaS companies build a sustainable and healthy growth engine. For details, please refer to the "Orange Book on New Growth in the SaaS Industry" produced by Funshare, please download it for reference.