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- B2B CRM
- Who it's for
- Industrial equipment and capital goods
Industrial equipment and capital goods
A company selling machines, systems or equipment to plants and operators has deals that take a year and involve many people at the customer. The quote is revised many times, the plant that receives the machine is not the office that signs, and the service contract after delivery is a second business.
How B2B CRM is set up for you
Sites on every account
Plants, warehouses and offices are recorded with their own contacts, so the deal knows which site the equipment goes to and who the plant manager there is.
A buying committee with engineering in it
Technical evaluators, the plant’s end users, procurement and the economic buyer at head office are on the deal with their stance. Exit criteria can require the technical evaluation before a proposal goes out.
Quote versions that last
A quote revised many times over a year is that many versions on the deal, each with its approval, and the customer’s question about what changed between two of them is answered from the record.
Distributors and dealers
Partner accounts are a type, and a deal names the partner that sourced, influenced, resold or fulfilled it, so partner-sourced revenue is reported by partner without bending the account hierarchy. A dealer’s own customers stay their own accounts.
Service and spares
The service agreement after delivery is a contract with an end date and a notice deadline, owned by a customer success manager or a service account manager set up as one. The spares and consumables business is expansion on the account.
Forecasting long cycles
Forecast categories and the weekly snapshot show how a large deal’s close date has moved across quarters, which a capital goods forecast has to show. Total value is the basis where the machine is the deal; annual value where the service contract is.
Features to start with
Renewals
The contract a won deal becomes, the notice deadline and lead time on it, the renewal opportunity the system opens in time, and the expansion sold on top.
Accounts
The company record everything else hangs off: hierarchy, sites, ownership by territory, the account team and the yearly plan for the accounts that matter most.
Contacts
The people at each account: who they are, who they report to, the part they play in a purchase, and whether you may contact them.
Roles on the team
- Sales Development Rep
- Works inbound and outbound leads to qualification and hands them to an account executive.
- Account Executive
- Owns the accounts, contacts, opportunities and quotes in their territory and submits the weekly forecast.
- Sales Manager
- Runs a team of reps: approves negotiation and discounts within manager authority, approves the team’s realignment moves, reviews forecasts and sets quotas.
- Deal Desk
- Guards price, terms and bookings: approves quotes below floor price or outside standard terms, validates closed-won deals against the accepted quote, and maintains the price books and thresholds.
- Customer Success Manager
- Owns customers after the win: contracts, renewal risk, renewal and expansion deals.
- Sales Operations
- Owns territories, stages, quotas, sources, campaigns, rates and data hygiene, without a book of business.
Set up B2B CRM your way.
Start free, then use Proto to change fields, steps and approvals before your team goes live.