Docs > SPEED.SALE CRM Tutorial

Abstract

At the end of this tutorial you should be able to access, manage and take informed decisions based on your sales process pipeline. You will learn the basic concepts such as KPI, Sales Funnel and the difference between a Lead and an Opportunity. You should be able to log all pertinent information regarding your sales in a single, fully integrated and collaborative system. As a manager you should be able to retrieve simple and complex reports that will help you manage and guide your sales team to increase its success and productivity.

Table of Contents

1. Overview

1.1. Entrance Page

To access your SPEED.SALE's database you need to authenticate yourself. To do that you just need to know your database address, username/e-mail and password.

The database address should be in the form of https://[your database name].speed.sale/ where you would replace [your database name] with the correct value. For example for the company SuperCompany the address would be https://supercompany.speed.sale/.


Click on the "SIGN IN >" button to access the login form.


1.2. Login

You can access the login page directly by adding /web/login to the database address of by doing the steps shown in the previous step as shown above. When you access the login page you get:


Just fill in your e-mail address and password. Then press the "Log in" button.

In case you cannot login please double check that your e-mail address and password are correct. Please take special notice that both e-mail and password are case-sensitive!

If you still cannot login then please contact SPEED.SALE's support.


2. Concepts

2.1. What is a Sales Channel and why do I need one?

A Sales Pipeline is a sequence of steps, called stages, that a Lead goes through from start to finish (sale).

SPEED.SALE allows you to have one of more Sales Channels, each one with its specific Sales Pipeline and stages.

We have made a Blog Post dedicated to this subject. You can read it here: What is a Sales Funnel and Why do I Need it to Grow My Business?


2.2. What is the difference between a Lead and an Opportunity?

Every time you contact a potential customer or you are contacted by a potential customer, that contact is called a Lead. A Lead is a record containing enough information for you to start a conversation with a potential customer.

When you dig into the customer's info and needs you enter a process called Lead Qualifying. If all goes well you can confirm the customer's interest in a service or product that you sale and generate an Opportunity. This Opportunity will contain all of your sales information regarding that potential sale and will be driven trough your sales process (Sales Funnel) using a workflow with steps.

We have made a Blog Post dedicated to this subject, referenced in the previous item 2.1. Please check the third item on that POST called "3. What is a Lead? What is the difference between Lead and Opportunity?".


2.3. What is a KPI and why is it SO important?

A KPI (Key Performance Indicator) is a quantifiable measure a business uses to determine how well it meets the set operational and strategic goals.

This means different businesses have different KPIs depending on their respective performance criteria or priorities. At the same time, the indicators usually follow industry-wide standards.

There is a subtle difference between Key Performance Indicators and marketing metrics. An important point to remember is that KPIs are marketing metrics but not all marketing metrics are KPIs. A business must know how to determine which marketing metrics qualify as their key performance indicators. These indicators do not necessarily have to be financial but are important in steering marketing vehicles for management. Without these indicators and the guidance they provide to businesses, it's nearly impossible for them to achieve their full potential.

Whatever gets measured gets managed! Without factual information you cannot make informed decisions.

It is difficult to know which factors are the most critical unless they are being tracked. If you aren’t looking at something, how can you tell if it improves or deteriorates?


We have made a Blog Post dedicated to this subject. You can read it here: What is a KPI and Why is it SO Important?


3. Lead / Opportunity Management

3.1. My Sales Channel

A Sales Channel, also known as a Sales Pipeline, is a sequence of stages that a specific Lead/Opportunity goes through from start to finish (sale). It does not need to go through every stage. For example you can have a Lead that goes directly to a Sale Stage for a customer that already wants to purchase what you have to sell from the start.

A Sales Channel should be as simple as possible while having enough stages to effectively manage your sales process. It is a dynamic process that must follow your sales process' evolution whenever there is a need for a change to make the sales process more effective.

When you login to SPEED.SALE you are redirected to your Pipeline. This pipeline is a combination of all the Sales Channels that you belong to. It should should you something like the following picture:


SPEED.SALE's Sales Funnel is oriented left-to-right instead of the conceptual top-to-bottom. New Leads are created in the leftmost column (first stage of the Sales Channel). These are the Leads that need to be qualified and managed until they generate a sale (or not).


3.2. Create a Lead / Opportunity

To create a new Lead / Opportunity just click on the "Create" button, above the form. If you click on the Create button when viewing the Sales Channel you get a short form with the most important fields:

Click on "Create" to create the new Lead / Opportunity and remain in the Sales Channel or click "Create & Edit" to open the new Lead / Opportunity's form in edit mode.

To edit an existing Lead / Opportunity just click on it and it will open a form such as the following image:

To edit the Lead / Opportunity's data just click on the "Edit" button. It will unlock the editable fields:

                 

All the field with a purple background are mandatory. All other fields are optional.

Here is a brief explanation of the main fields, from top to bottom:

  • Opportunity: open text field that should contain the description of the Lead / Opportunity that will be shown in the Sales Channel's Pipeline;

  • Expected Revenue: If you know how much revenue this Lead / Opportunity may generate, you should fill it here;

  • Probability: The probability percentage depends on the confidence that you have toward converting this Lead / Opportunity into a sale. When you create new stages in a Sales Channel you can predefine a probability percentage for each of the Sales Channel's stages;

  • Customer: The name of the existing or potencial customer. You can access the customer's data by clicking on the blue icon right to the dropdown list where you chose the customer;

  • Email: The customer's e-mail to be used in this Lead / Opportunity. It can be a different one from the Customer form's email address;

  • Phone: The customer's phone number to be used in this Lead / Opportunity. It can be a different one from the Customer form's phone number;

  • Partner Comment: A read-only copy of the customer's comment field. This field should contain all pertinent details regarding the customer. Here are some examples: "Alergic to seafood", "Loves the Beach", "Practices Exercises", "Hates XPTO Hotels", ...;

  • Salesperson: The name of the SPEED.SALE user that is responsible for this sale;

  • Sales Channel: The sales channel where this Lead / Opportunity is;

  • Expected Closing: The date that you think that this Lead / Opportunity will be closed, either into a sale or not. For example: a customer wants to travel for christmas with his family. You have until the 24th December to get him a travel plan;

  • Request Date: The date when the request that generated this Lead / Opportunity was first received. It may be different from the Lead / Opportunity's creation date. For example if a customer sent you an email requesting information during the weekend and you only created a Lead / Opportunity for it on monday. The create date would be monday's but the request date would be the weekend day when the e-mail was received;

  • Priority: It is a 4-values field when you can set the priority of this Lead / Opportunity from zero-stars up to three-stars. This field is usually used as the confidence level of this Lead/Opportunity (cold / hot lead);

  • Tags: This is a multiple-value field where you can choose several tags to better qualify and later filter this Lead/Opportunity. This field is usually used to specify the interests of the customer in this Lead / Opportunity. For example a customer that is interested in building a website might also be interested in SEO (Search Engine Optimzation) services. Although the first contact was only regarding the website you could also include a tag for SEO so that when you contact the customer and try to sell him/her the website AND the SEO services. It is also very important when you do Email Maillings to your Leads based on their interests, using the Tags field values, or when you do KPI (Key Performance Indicator) analysis of your Pipeline;

  • Internal Notes: All and any textual note that may help in the sales process. This field should contain any non temporal notes. For temporal notes you should use the "Log Note" feature, bellow the Load / Opportunity form;

  • Contact Information: Contains the first contact information and the least informal / validated information. You should only create a customer record when you have specific data for that customer. Names such as "John" or "Mary" are very bad for your customer's database. Until you have more than just a name, you should only use the fields in this separator. When you have more specific information regarding the customer, you should create it in the database using the Customer field above. This contact information also have a very important information which is the Marketing data. You need to know where this customer came from (what campaign, what medium and what source). This information is crucial for you you fine-tune your Sales Channel and better direct your marketing budget into the channels that are working and bringing in more paying customers:

  • Stage Tracking: This separator show you a log of all of the stage changes that this Lead / Opportunity went through;

  • Related Projects: This separator shows a list of all of the projects that are associated with this Lead / Opportunity. This separator is only visible if you have subscribed to the Project Management App. You can have as many projects as you like associated with a Lead / Opportunity. For example: You could have a project called "Proposal" that consists of the needed tasks to complete a proposal or you could have a project called "Build Prototype". Projects are excelent ways to manage your tasks and record whatever has been done in each task, including the time each task took to complete (timesheet per task). You can create a new project based on a template by clicking on the "Create Project" button that is placed above the Lead / Opportunity's form.


3.3. Move Leads / Opportunities through the Sales Pipeline

You can move a Lead / Opportunity between stages by drag&dropping them or by editing them and clicking on the destination stage, on the top of the Lead/Opportunity's form, as shown bellow on the top-right sequence of stages New-Qualified-Proposition-Won, above the Lead / Opportunity's form.



3.4. Communicate via e-mail with the customer directly from the Lead

SPEED.SALE allows you to communicate with your customers while logging every email sent and received, in the Lead / Opportunity's timeline.

To send a new e-mail message just click on "Send Message" that is bellow the Lead / Opportunity's form:


You can also edit the new message in a new window, with more visible options by clicking in the arrow-like icon, in the top-right corner of the message's edit box. It should show you a popup window such as the following:


In case you haven't specified a valid e-mail address for your customer then a form requesting its e-mail address will be shown:


Just fill in the email address and click "Save". You will then be directed to the e-mail popup form.

Any e-mail message that you send to your customer is automatically logged in the Lead/Opportunity's log, bellow the data form. The e-mail contents, including attachments, will be logged. Here is an example:


If the customer replies to the e-mail his/her e-mails will also be logged in the same way, in the Lead / Opportunity's timeline.

You can also use templates as a base for your e-mail. You can choose a template from the dropdownlist on the rightmost corner of the e-mail composition popup form:


The e-mail template is only available in the popup window e-mail editing form.


3.5. Log information in a Lead's timeline

You can log e-mails (sent and received) and notes. The e-mails were explained in the previous item of this tutorial. To log a specific note you have to click on the "Log note" link, right next to the "Send message" one. It will show you a simple form such as:



3.6. Follow a Lead's timeline

Bellow the Lead / Opportunity's form you can find the activity log of everything that happens. These events can be manual or automatic. You can scroll through it and find out what is happening with the Lead / Opportunity. This feature is very important as it maintains a record of all pertinent information so that anyone can be in sync. This way any of your salesman can attend to any customer request as if the sale was being managed by himeself/herself.

You can also subscribe to changes in the Lead / Opportunity's timeline by adding your (or someone else's) reference to the top right corner icon above the activity log. The image bellow shows you an example of the types of events that will generate alerts to the subscribers of this Lead / Opportunity:



To remove anyone from this subscription, just click on the X icon to the right of its name.


4. Sales Channels

4.1. How to best organize a Sales Channel's pipeline

A Sales Channel is a sequence of stages through which a Lead / Opportunity goes through from start to finish (sale). This sequence is as dynamic as the sales process itself. SPEED.SALE allows you to create, change and delete stages whenever you want. This way SPEED.SALE's Sales Channel's Sales Funnel if always up to date with your internal sales process.

To edit the Sales Channel's information you first have to navigate to the "Reports" menu and then click on "Sales Channels".


From this screen you can get several information regarding each Sales Channel such as Monthly Conversion Rate (KPI), Monthly Sales Record, Conversion Rate for 30days, 60days, 90days and 180days, number of open Leads / Opportunities, etc.

To edit the Sales Channel's information you have to click on the topmost icon, inside the Sales Channel's box and then choose "Settings":


This will open the Sales Channel's form:


In this form you can define:

  • Sales Channel Name: This is the name of the Sales Channel that will be used throughout the system in forms and reports;

  • Quotations and Pipeline: If you check "Quotations" then the Sales Channel will allow you to also create Quotations from within a Lead / Opportunity. If you check "Pipeline" then you will have access to a Sales Funnel. These two are checked by default;

  • Channel Leader: The user that is responsible for this Sales Channel;

  • Email Alias: Email address that will be used to generate news Leads / Opportunities. This e-mail address is created by SPEED.SALE itself when using the internal e-mail server (when using a specific e-mail domain with SPEED.SALE);

  • Team Members: The list of users that are associated with this Sales Channel. When a user logs into the system he/she is presented with a combined Pipeline of all of the Sales Channels that he/she is associated with. This is the field that defines that association;

  • Dashboard: Allows you to choose what graph you wish to see in your Sales Channel's box, also called Sales Channel Dashboard:

    You can choose the following values in each of the 3 dropdownlists:

    • Content: Pipeline / Sales / Invoices;

    • Scale: Depends on what you chose in the Content dropdownlist such as Last Month / Last Week / Last Year for the Sales option or Within a Week / Within a Month / Within a Year for the Pipeline;

    • Group by: Depends on what you chose in the Content dropdownlist.


To change the Sales Channel's stages you have to enter the Sales Channel's Pipeline. You can do this by clicking on the "## Open Opportunities" in the Sales Channel's Dashboard:


This will open the Sales Pipeline for that specific Sales Channel. It is very similar to what you see when you first login but it only includes stages and Leads / Opportunities from that specific Sales Channel:


You can see that on the search box (top-right corner of the image above) you have a filter for "Sales Channel: Sales". This means that you are only viewing information regarding the "Sales" Sales Channel.

To create a new stage just click on the last column called "Add new Column". This will open a very simple form that asks you the name of the new stage:


Fill in the name of the new stage and click the "Add" button or press the ENTER key on your keyboard.

By default the new stage is placed at the end of the Sales Channel's Pipeline (rightmost stage). You can organize the order of the stages by simply drag & dropping them. To achieve this, click over the NAME of the column and drag it left or right to reorder it:



To edit a stage's information such as name or default probability percentage you must hover the mouse cursor left to the "+" sign, at the same level as the stage's name. It will then show a small wheel icon. Click on it:


This will show a menu where you can Fold, Edit Stage, Delete, Archive Records and Restore Records. To edit the stage's information please click on the "Edit Stage" item from the menu:


In this form you can change the following data:

  • Stage Name: The name of the stage that will be used throughout the system in the Sales Channel's Pipeline and Reports;

  • Team: You can have a stage that is available for all Sales Pipelines (also called Sales Team) or restrict a stage to a specific Sales Channel. You cannot restrict the same stage to more than ONE Sales Channel. To achieve that you will need to create two similar stages and associate each one to each specific Sales Channel;

  • Folded in Pipeline: If checked then this stage will appear folded in the Sales Channels' Pipeline;

  • Change Probability Automatically: If checked then you can set this stage's default probability percentage. This percentage will be copied to any Lead / Opportunity that is moved to this stage. If not checked, then the Leads / Opportunities that are moved to this stage will keep its percentage field value unchanged;

  • Requirements: Open text to describe what should be required for a Lead / Opportunity to reach this stage. It is used as a tooltip if the user hover over the stage's name, in the Pipeline:


5. Planned Activities / TODO List

5.1. How to schedule activities in a Lead

This is probably the most important feature of the whole Sales Process. It is what decides the next step for each Lead / Opportunity guaranteeing that no Lead / Opportunity goes unanswered.

SPEED.SALE allows you to schedule one of more activities for each Lead / Opportunity. This is achieved by clicking on the "Schedule activity" link that is inside the Lead / Opportunity's form, bellow the form data:



This will open the Activity Form:


You can specify the following data:

  • Activity: You can choose the activity's type such as: Email, Call, Meeting and TODO. You can change this list's items through the "Configuration" menu followed by the "Activity Types item";

  • Summary: An open text description of what to do for this activity;

  • Due Date: Until when does this activity has to be done;

  • Assigned to: Who will be responsible for doing this activity;

  • Description: An open text with detailed information regarding what to do in this activity.

You can schedule the activity by clicking the "Schedule" button or you can simply log the activity as mark it as done by clicking on the "Mask as Done" button.

You can have as many activities for each Lead / Opportunity as you wish. Bellow is an example of a Lead / Opportunity with two activities:



You can mark an activity as done, edit its data or cancel it by clicking on the links that are bellow each activity's description.


5.2. How to see all open activities and use them as a TODO list

The list of Ativities can be used as your TODO list regarding whatever you have planned for the Leads / Opportunities that are associated with your user. As long as you always take the time to fill at least one activity per Lead / Opportunity you will never get lost Leads / Opportunities. To access your TODO list you just have to click on the main top menu called "TODO".


From this menu you can filter:

  • All: Lists all activities. It filters just for the current authenticated user by default but you can remove that filter to see everyone's activities;

  • Late: Lists all activities whose due date has passed. This list should always be empty, which means that you have all of you planned activities up to date;

  • Today: Lists all activities whose due date is today. These activities are the ones that need action immediately;

  • Future: Lists all activities whose due date is in the future. You should only look at this list when you have already taken care of all of the activities you have (late and today). This list is also very handy to know how busy will you be in the future, when you have to schedule new activities.


To access the related Lead / Opportunity's information click on the Activity's line. Don't forget to always add a new activity in every Lead / Opportunity you manage. This way you don't have to look over every Lead / Opportunity nor remember whatever you have to do. That is why the activity list is also know as the TODO List!


6. Customers

6.1. How to create a new customer

A new customer can be created when browsing the contact list or directly through any dropdownlist that allows to search and select a customer. The Lead / Opportunity form has a field called "Customer". This field searches for an existing customer in the database with every letter you ENTER. If the customer name you enter doesn't exist you are presented with two options in the end of the list:

  • "Create "[whatever text you entered]" ": Quickly creates a customer filling only the name field;

  • "Create and Edit...":Open the New Customer form in a popup window so that you may fill in all of the customer's details.



If you choose "Create and Edit..." the new customer form is opened in a modal popup window:



This form is exactly the same that you would get if you were creating the customer from the Contacts directory and clicked the "Create" button:



You can find bellow a quick explanation of each field:

  • Individual / Company: Defines if the current customer is an individual or a company. The difference is that the fields Company and Job Position are shown. Other than that, the forms are the same;

  • Name: The name of the customer;

  • Company: The company where this customer works, if it is of the Individual type;

  • Address: The address of the customer;

  • TIN (Tax Identification Number): The TIN / VAT number of the customer. It must include two letters to identify the country where the TIN/VAT number is from. For example: PT for Portugal, BE for Belgium;

  • Tags: List of tags to qualify this customer. These tags should be used to register the customer's interests and will be very useful when filtering / grouping customers like for example when doing mass mailings;

  • Skype: The customer's skype name;

  • Facebook, Twitter, Google Plus, Youtube and Pinterest: The URL of the customer's social pages. These pages can be quite useful when you have to start a conversation with a customer. It allows you to profile the customer and find hooks to better engage him/her;

  • Job Position: The job position of the customer related with his/her position in the company chosen in the Company field. It only applies to the Individual type of customer;

  • Phone: Customer's phone number;

  • Mobile: Customer's mobile phone number;

  • Email: Customer's email address;

  • Website: Customer's website address;

  • Title: Customer's salutation if the type of Customer is Individual;

  • Language: The language of the customer. This field is very important and it defines the main language in which all communications should take place. It also defines the language of the templates used when sending automatic messages. Speaking in the customer's native language increases the level of trust that the customer will have in you;

  • Separators:

    • Contacts & Addresses: List of other entities in the database (other customers, either individual or companies) that are related with this customer. You could have the contacts of the heads of each department within the customer such as the CEO, CFO, CIO, ...;

    • Internal Notes: Open text field that holds any notes regarding the customer. These notes will be copied, read-only, to the Lead / Opportunity form when this customer is chosen. This field should contain specific notes that may help when communicating with the customer;

    • Personal Information: Birthdate, Gender and Nationality. This field is only visible is the company type is individual;

    • Racius: Connection with Racius (www.racius.com) online database to get the company's general information based on the name of the customer or its TIN/VAT Number, if specified. This is a very good way to get official information regarding a new customer and to guarantee the uniformity of the database using a common naming convention;

    • Sales & Purchases: You can specify is this entity is a Customer and/or a Supplier, who is the default salesperson responsible for it and an internal reference (open text field).

You can also associate an image as the customer's photo or logo. This is very handy when you register individual customers that you want to remember later on. This image will be used whenever this customer / supplier / partner is referenced. For example if he / she submits a POST in a forum or sends an email. The imagem will be next to the name to help you remember who it is. This also makes your SPEED.SALE instance more friendly and human.

After you create a customer it will be made available to all of SPEED.SALE's modules, whenever there is a Partner Field (customer or supplier).


6.2. Search for existing customers

You can find existing customers via one of the following procedures:

  • Main menu's Start button -> Contacts:

  • CRM menu's Customers button:

  • Any dropdownlist field that references Partners (customers and/or suppliers) such as the Lead / Opportunity form:


The first and second items from the list above have the same result: list of partners (customers and/or suppliers). You can use the top-right text area to search for your customer. There are multiple filters and other features that you can use to find your data:



You can use the predefined filters just by writing the value you want to search and then choosing what filter you want to use. You can also use the advanced search by clicking in the Filters dropdownlist and using the Add Custom Filter feature, at the end of the list:



If you cannot see the Filters, Group By and Favorites dropdownlists then you need to click on the small magnifier that is on the right corner of the search textbox.


Once you have specified the filters you want you can see the list in two different views:

  • Kanban:

  • List:

To access one of the customer's form just click on its box (kanban view) or its line (list view).


6.3. Communicate via e-mail with the customer directly from the Customer's Form

SPEED.SALE allows you to communicate with your customers while logging every email sent and received, in the Customer form's timeline. It works just like the Leads / Opportunities.

To send a new e-mail message just click on "Send Message" that is bellow the customer's form:

You can also edit the new message in a new window, with more visible options by clicking in the arrow-like icon, in the top-right corner of the message's edit box. It should show you a popup window such as the following:

In case you haven't specified a valid e-mail address for your customer then a form requesting its e-mail address will be shown:

Just fill in the email address and click "Save". You will then be directed to the e-mail popup form.

Any e-mail message that you send to your customer is automatically logged in the Customer's log, bellow the data form. The e-mail contents, including attachments, will be logged. Here is an example:

If the customer replies to the e-mail his/her e-mails will also be logged in the same way, in the Customer's timeline.

You can also use templates as a base for your e-mail. You can choose a template from the dropdownlist on the rightmost corner of the e-mail composition popup form:

The e-mail template is only available in the popup window e-mail editing form.


7. Reporting

7.1. Main reports

SPEED.SALE ships with several reports to help you measure, manage and make informed decisions. These reports were thought so that you could easily access relevant information. They are designed over a multi-variable engine (Business Inteligence) so that you can easily add layers of data and get deep data-driven tables and charts.

The reports available are the following:

  • Pipeline Analysis;

  • Activities Analysis;

  • Stage Tracking;

  • Conversion Rate;

  • Opportunities by Salesman and Stage;

  • Opportunities without Next Action;

  • Sales Channels;

  • Claims.