Customer Relationship Management

Release 8

Original version by Odoo

November 03, 2014

Contents

1 Introduction 2

2 Video Case Study 2

3 Manage Your Sales Funnel Efficiently 2

3.1 Register Sales Leads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
3.2 Convert Leads into Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
3.3 Assign your Sales Activities to Several Sales Teams . . . . . . . . . . . . . . . . . . . . . . . . . 4
3.4 Analyze your Sales Funnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

4 Go Further with Advanced Tools & Tricks 5

4.1 Get your Calendar anywhere and Never Forget an Event thanks to the Google Calendar Synchro-
nization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
4.2 Motivate & Reward your Sales People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
4.3 Geolocalize your Partners with Google Maps . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
1 Introduction

The CRM application allows you to:

Track all leads coming from prospection, website contact forms or any other source and push them to real
opportunities;
Gather relevant customer data (address, email, preferences, etc.) to organize the company address book;
Improve the productivity of the sales force by helping them to be better organized;
Access all documents and messages related to a lead/opportunity in one place;
Track the sales pipeline by month and stage to produce accurate sales forecasts at the individual and group
levels;
Track individual performance of sales people and marketing activities.

2 Video Case Study

As a case study, we will take the case of a new IT company providing services & products dedicated to business
management. The founder Nick Hawson decided to opt for Odoo as an internal solution but also as a solution to
sell to his customers. As any new service company, ITools needs a software to organize the sales process and to
keep track of prospects. To manage sales, Nick hired Luke Grant.

3 Manage Your Sales Funnel Efficiently

3.1 Register Sales Leads

A lead is a contact that can result in a business opportunity:

a business card or a phone call received from a prospect,
a contact form on your website,
a list of contacts to call.
Odoo gives you the opportunity to track all the relevant data about each lead in order to optimize your conversion
rate.
Install Odoo CRM.
Record some leads in CRM Leads. Complete the following information:
Description: why is lead interesting for your company and/or prospect name;
Contact name (+ company name in case of B2B);

2
 Phone numbers + email address;
Some relevant notes about the contact.
Record a call from the lead. It can be retrieved from the lead.
Send an email to this contact from the chatter. Use one of your personal addresses.

Tip:

Leads can be automatically generated from:

the contact form installed on your Odoo website (Contact Form app, more info in the Marketing
chapter);
an email sent to info@yourcompanyname.odoo.com (see the Sales Team section here below to change
the email alias).
Use tags to better qualify your leads interests.
When all your leads require further qualification from the start, you can skip the Leads step and register the
contact directly as an opportunity.

3.2 Convert Leads into Opportunities

An opportunity is a qualified lead to be explored through your sales funnel. Odoo embeds a simple and powerful
tool to manage this sales pipeline: the Kanban View. This view gives you the opportunity to drag & drop op-
portunities from one stage to another and to get instant visual information about next actions, new messages, top
opportunities and expected revenues.
Open a lead and convert it into an opportunity.
Customize the opportunities Kanban view in order to get an appropriate funnel.
Convert the lead to an opportunity. The contact is automatically set as Customer.
Move the opportunity to the next stage directly from the form or in Kanban view.
Define an expected revenue. The success rate is automatically set according to the stage, but you can modify
it to suit your needs.
Set an expected closing date.
Add a next action + date. The next action is displayed in the Kanban view.
Apply some tags to the opportunity, e.g. categories.

3
 Plan a customer meeting.
Ask the prospect a question through the chatter. If the prospect replies to it, his answer will appear in the
Messages box of all the followers and in the chatter history.

3.3 Assign your Sales Activities to Several Sales Teams

Sales Teams allow you to:

Group your sales documents (leads, opportunities, sales orders) into several sales depart-
ments/activities/regions;
Automatically screen and assign leads to the right people since Sales Teams have their own email alias (see
Sales Team settings);
Customize the Leads/Opportunities Kanban Stages for each activity (see Sales Team configuration form);
Get main statistics from the Kanban View. This dashboard is extended with new items including goal gauges
once the Sales application installed.
If your company has several business activities with specific sales processes, you need a flexible CRM tool fitting
all of them and enabling you to keep track of each activity separately. Odoo allows you to do this with Sales
Teams.
Tick Organize Sales activities into multiple Sales Teams in the Sales settings.
The Sales Team view is now the first page you see in the Sales menu. You can assign new leads and
opportunities to those sales teams.
Create new sales teams (e.g. B2C & B2B) and add team members.
Customize Kanban stages of the new sales team.
Check the email aliases. Leads can be automatically generated from customer emails sent to those email
aliases.
Now play the role of a prospect and send an email to sales_team_name@yourdatabasename.odoo.com to
get more information about your services (price, installation details, etc.).
This request will enter Odoo as a new lead assigned to the dedicated Sales Team. You can open the leads
from the Sales team Kanban view and discuss with the customer thanks to the chatter.

4
3.4 Analyze your Sales Funnel

As a manager, you need relevant results in order to drive your company. The Reporting section enables you
to perform accurate analysis on your business data (Business Intelligence Cube analysis). A specific section is
dedicated to each main application, including CRM.
Go to Reporting CRM Opportunities Analysis to perform the following analysis:
the expected probable revenue to close this month (expected closing = this month).
the opportunities probable revenue per salesperson / per month, also in graph view.
Add the bar chart to your main dashboard.

4 Go Further with Advanced Tools & Tricks

4.1 Get your Calendar anywhere and Never Forget an Event thanks to the
Google Calendar Synchronization

Odoo Calendar can be synchronized with your Google Calendar.

Install Google Calendar from your Apps menu. Go to General Settings and follow the installation tutorial.
Configure your Google Calendar.
From now on, you can synchronize your agendas, in both directions, to never miss your meetings!
You can also follow agendas of your colleagues.

5
4.2 Motivate & Reward your Sales People

The Gamification app of Odoo gives you simple and creative ways to motivate and evaluate your employees.
Reinforce good habits and improve win rates with real-time recognition and rewards inspired by game mechanics.
Align sales teams around clear business objectives with challenges, personal goals and team leader boards.
This app gives you tools to challenge employees to reach specific targets.
You can create a template from various examples and choose any business object for the challenge, according to
your companys needs - such as number of new leads, time to qualify a lead or the total amount invoiced in a
specific week, month or any other time frame based on your management preferences. Goals may include your
database setup as well (e.g. set your company data and a timezone, create new users, etc.).
Note:

Goal: objective assigned through challenges to evaluate and compare team members with each other and
over time
Goal Definition: goal template
Challenge: workframe definition of a set of goals (members, time, rewards, etc.)
Badge: reward offered to winners and/or to people who achieved goals

Install Gamification and customize the Lead Acquisition challenge from Human Resources Engagement as
shown in the video.
Note:

You can create your own goal definitions, dedicated to any other application objects. The interface is 100%
flexible thanks to advanced configuration fields like computation mode, fields & Python domains to take into
account, etc.

4.3 Geolocalize your Partners with Google Maps

To analyze your marketing efficiency or to organize your prospection trips, geolocalizing your customers can be
definitely useful. Odoo embeds an app which computes the latitude/longitude coordinates of each customer if you
have completed the address of course! Those coordinates can be imported in Google Maps in order to generate
operational or strategic maps in a few clicks.

6
 Install Partners Geo-Localization from your Apps menu.
Export your address book to csv (including latitude & longitude coordinates) and create a new map from
https://maps.google.com (in My addresses). You can use this file to populate your map in a few clicks!