Greater visibility of dealer activities and sales results
Recording opportunities early in the buying cycle is not the only activity that has improved. When dealers close sales and submit their information to Clarke, business managers now can more easily reconcile CRM records with dealer data and perform in-depth, multidimensional reporting on sales and business performance. Mike Nelson, Director of Marketing at Clarke, says, “Closing an opportunity and indicating what was actually purchased will be even more of an improvement.”
The Sikich canvas app enables Clarke to report more easily and in greater detail on which products customers actually acquired. If they purchased products that weren’t initially quoted in the showroom, it becomes an add-on item to the original sales opportunity. “We are going to have significantly better capabilities to report on the differences between what was recorded with the opportunity in the showroom and what ended up being purchased,” Nelson explains. “We’ll be able to report by brand, product, dealer, and other criteria.”
With more advanced data insight, Clarke can more effectively target its marketing outreach to specific customer and dealer segments. Managers can get a better sense of dealers’ activities and improve the company’s collaboration with its channel. Nelson comments, “Finding the dealers that best support our brands will be much easier.”