CRM for manufacturing: capabilities, payoffs & best platforms
August 20, 2024
Manufacturing CRM systems enable manufacturers to enhance their marketing, sales, and customer service operations, facilitate order and inventory management, and build stronger relationships with consumers or business customers and partners.
With over 10 years of experience in CRM development and consulting, Itransition offers an extensive range of services to assist manufacturers with customer relationship management implementation.
Key features of manufacturing CRM software
Marketing & lead management
- Automated lead information capture from multiple channels, including web forms, social media, trade shows, and other touchpoints
- Lead segmentation into cohorts based on their online behavior and personal or company data
- Campaign management to plan and execute marketing campaigns that target leads with personalized ads
- Lead ranking and prioritization based on their company’s size, interest in your products, and other factors
- Generating messages or content with the help of AI and triggering their delivery
Contact management
- Unified repository of customer and partner profiles, including their names, addresses, contacts, and other details
- Customer interaction history storage and tracking (website visits, phone call records, emails, and order and service history)
- Associated legal and financial documents storage (contracts, quotes, and invoices)
Sales management
- Prospect distribution to your sales agents based on their geographic area, industry, needs, and requests
- Sales pipeline management, including planning activities for each stage and tracking leads and customers as they progress through the pipeline
- Sales process automation, including triggering engagement activities (follow-ups, product demo invitations), sending task assignments or reminders to sales reps, generating quotes and invoices, and performing other tasks automatically
- Integration with multiple communication channels (phone, email, or chats) to interact with customers and partners
- Sales agreement management, including drafting, editing, approving, and renewing agreements and respective terms
- Partner relationship management, involving the coordination of activities with dealers or distributors and the creation of rebate programs
Order & inventory management
- Automated order entry and processing, shipments scheduling, and order status tracking
- Inventory management to track product location and transfers, plan recalls and returns, and synchronize stock information with online catalogs
- Automated creation of work orders from sales orders to optimize production planning and meet product demand
Customer service management
- Case management to gather warranty claims or other complaints, distribute cases to support agents, escalate high-priority requests, and authorize product returns or other interventions
- Self-service portals to help customers and partners submit warranty claims and other support requests or access knowledge bases containing product instructions
- VoC capabilities to gather customer feedback on the quality of your products via surveys and sentiment analysis
- Field service scheduling to plan installation, maintenance, or repair operations, assign them to your team, and send reminders to your customers and partners
Analytics & reporting
- Sales monitoring and forecasting (volumes, best-selling products, etc.) to optimize production planning
- KPI tracking to monitor the performance of your marketing, sales, and customer service teams
- Social media monitoring to identify consumer trends and assess sentiment about your brand
Turn to Itransition for manufacturing CRM implementation
Recommended manufacturing CRM integrations
A manufacturing CRM system should be integrated with other types of corporate software to fully unlock its capabilities through a seamless exchange of customer data and other relevant information.
Manufacturing CMR
ERP software
to harmonize customer-related processes with other corporate workflows (such as coordinating order management and production management)
Marketing automation software
to target specific leads and customers with automated, fully personalized ads and messages based on personal data stored in your CRM
Accouting software
to fill in quotes, invoices, and contracts with customer data, track invoice status, and create financial reports based on sales orders
HR software
to track sales managers’ KPIs according to their sales performance and customer feedback
Inventory management software
to access more advanced capabilities for product and asset tracking and stock level monitoring, facilitating customer order fulfillment
Best CRM software for the manufacturing industry
Manufacturing companies requiring a new CRM system can build custom software to access a fully personalized set of features or select an off-the-shelf, typically SaaS solution to speed up implementation and reduce upfront investments. Here’s thea selection of the most popular CRM platforms featuring manufacturing-oriented capabilities and boasting a strong market presence and high user satisfaction according to the G2 Grid.
Key strengths & capabilities
- Sales agreement management to create and renew agreements, define their terms, and cross-check fulfilled orders with planned ones to verify contract compliance
- Account forecasting to predict future order quantities and revenues based on current processing orders, opportunities, and sales agreements
- Analysis of customers’ production programs and forecasts to estimate the components required to manufacture new products and optimize their supply
- Self-service portals enabling partners to submit warranty claims for assets they repair and providing customers with timely support and information on their orders
- Account manager targets functionality to establish organizational goals for revenue, order amounts, customer satisfaction, and other KPIs
- Partner visit management system to schedule field rep visits to distributors and other partners, define related tasks to perform, and monitor assessment indicators
- Unified service console for agents to track past customer interactions, create customer cases, monitor order statuses and asset performance, and search for knowledge articles
- Warranty lifecycle management tool to define warranty entitlements and eligibility terms, investigate warranty claims, and calculate expenses incurred
- Inventory management features to track products and parts across different locations and monitor inventory transfers between warehouses or product recalls and returns
- Rebate management system to establish rebate programs for partners meeting agreed-upon targets and automate rebate payout calculations
Limitations
- Steep learning curve and pricey modular licensing
Pricing
- Bundle with both Manufacturing Cloud modules (Sales and Services) priced at $275 per user per month
- Einstein package (above modules + AI-powered analytics) priced at $650 per user per month
- Pricing of other Customer 360 products (such as Marketing Cloud) and respective plans available on the Salesforce website
- Possibility of securing discounts during contract negotiations
- 30-day free trial
Key strengths & capabilities
- Up-to-date customer profiles providing a single source of truth across sales, service, and marketing departments
- Sales pipeline management to track open sales tasks and new assignments and receive pipeline updates in natural language from Copilot, Microsoft's integrated AI
- AI-generated opportunity summaries, email drafts, and meeting preparation notes
- AI-powered scoring models to rank and prioritize leads or opportunities
- Sales forecasting functionality to predict revenue and track sales performance against set goals
- Field service product to facilitate on-site operations via mobile access to work orders, automated service notifications, self-service appointment scheduling, route mapping, and remote assistance and guides
Limitations
- Complex configuration and administration and limited ready-made integrations with third-party apps
Pricing
- Multiple plans for each product (Sales, Service, etc.)
- Full licensing guide available on the Microsoft website
- 30-day free trial
Key strengths & capabilities
- Automated lead creation from emails, VoIP calls, social media reactions, website visitors, support tickets, and other channels
- Lead segmentation to launch email marketing campaigns targeting each segment with personalized messages
- Predictive lead scoring based on past performance and other criteria and automated assignment to a suitable sales agent according to quotas and segments
- Opportunity management features to plan and schedule meetings, calls, and other activities for each opportunity
- Sales pipeline management with drag and drop interface to define specific stages for each sales team
- Customer communication enablement through IP telephony with automated call logging, email templates, and other features
- Production management capabilities to track the availability of items in stock and production, organize work orders, and create bills of materials
- PLM functionality to track versions of products, engineering change orders, and respective documents
Limitations
- Hard to customize, not user-friendly for beginners
Pricing
- Free version available
- Two paid plans starting at $24.90 per user per month
- Billed monthly or annually, with a discount for the latter option
Key strengths & capabilities
- Marketing capabilities for lead management automation, omni-channel campaign planning and execution, and trade promotion management
- Sales-oriented features to manage opportunities, relationships with partners, and field visits, automate ecommerce order processing, and forecast sales
- Automated quote generation based on product and pricing data, invoicing, and payment tracking
- Production management to plan production and maintenance workflows, allocate resources, manage work orders and respective schedules and documents, and assess operational performance
- Customer support tools for case management (including helpdesk and self-service portals), warranty management and parts replacement, returns processing, and rebate management
- Procurement functionality to manage contracts, orchestrate purchasing plans and requests, and collaborate with partners and suppliers via self-service portals
- Supply chain management features to automate and track distribution and inventory workflows, including shipment scheduling and product inventory data synchronization
- Compliance management to handle customer data in adherence with data privacy regulations and centralize regulatory documents, employee policies, and other relevant materials
Limitations
- Steep learning curve, limited AI and advanced analytics features
Pricing
- Composable pricing based on the platform plan, products, and number of users selected
- Intuitive pricing calculator available on the website
- 14-day free trial
Key strengths & capabilities
- Automated lead capture from your website, social media, or third-party online portals, routing to your sales reps, and conversion into contacts
- Product demand forecasting based on sales trends and revenues to optimize your production schedule
- Supply chain management capabilities, including customizable pipelines for raw material planning and inventory and order tracking
- Account management features to consolidate customer information (buying stage, purchase history, etc.) and deliver personalized buying journeys
- Sales management to engage clients through multiple channels, establish product- or department-specific processes, send customized quotations and invoices
- Integrated ticketing system to help your customer service agents track and timely address warranty, repair, or service issues
- Analytics and reporting functionality to monitor sales team KPIs and identify the most effective sales channels and the most profitable products
- Field service management to plan and track your team’s customer visits and monitor their performance
Limitations
- Lack of some essential features and limited customization options
Pricing
- Free plan available (unlimited users, up to 1,000 records)
- Two paid plans starting at $250 per month (unlimited users)
- 15-day free trial for the paid plans
Manufacturing CRM platform selection guidelines
Software capabilities
Prioritize CRM products with off-the-shelf manufacturing-specific features covering most of your functional requirements, since customizations can fill some gaps but can be pricey or limited by the provider. Additionally, look for a solution that integrates seamlessly with the products and services you currently use to create a more synergistic software ecosystem.
Deployment model
Despite cloud deployment’s popularity, CRM platforms like Dynamics 365 also offer an on-premises option. Select a cloud-based solution to benefit from superior scalability, maintenance provided by the vendor, and lower costs for hardware. Opt for on-premises systems if you’re searching for greater control over features, upgrades, and security.
Mobile access
Consider adopting a CRM platform enabling access from mobile devices, possibly via a dedicated app. This can be particularly useful for sales representatives, field service specialists, and other professionals operating on the go.
Security & compliance
Make sure to select a CRM product equipped with robust cybersecurity features (for instance, identity and access management or security information and event management) and designed in full compliance with industry regulations.
Licensing terms & conditions
Ask vendors for detailed quotes, compare their pricing models (per-user, flat-fee, tiered by feature set, etc.), and be aware of contract clauses that can entail additional costs for premium plans.
User feedback
Ask your business partners using the products you’re interested in if they’re satisfied with them. Peer-to-peer review sites like G2, Gartner, or Capterra can also help in this regard, providing a score and a summary of each CRM platform’s pros and cons based on user feedback.
Free trials
Several vendors offer free trial periods to test their CRM platforms. Assemble a team of specialists from relevant departments, including marketing, sales, and customer service, to leverage this opportunity and gather feedback.
Benefits of adopting a manufacturing CRM
Full customer & process visibility
with a unified, easily accessible storage to consolidate customer-related data from other corporate systems and third-party services, enabling manufacturers to contextualize and personalize interactions with clients and optimize workflows
Enhanced operational efficiency
through the automation of time-consuming tasks like marketing content generation, prospect and task assignment to sales teams, quote and invoice generation, and order processing, which results in minimized manual efforts and shorter sales cycles
Sales growth
thanks to capabilities for lead generation (including lead segmentation, personalized marketing, and omnichannel communication) and conversion (such as lead scoring and automated engagement actions), which enable manufacturers to close deals easier and faster
Improved customer experience
by delivering personalized buyer's journeys (including tailored offers and communications) and providing more effective customer support to timely address warranty claims, order delays, and other cases
Seamless partner collaboration
through supply chain management capabilities for easier procurement and distribution, self-service portals for information sharing and communication, and rebate programs to reward distributors and dealers
Our CRM services
Itransition helps manufacturers build and implement industry-specific solutions tailored to their unique business processes and customer base.
- Business needs identification and CRM strategy creation
- Audit of your software ecosystem and existing CRM, if any
- Software conceptualization and tech stack selection
- Data governance and management consulting
- CRM platform selection and license optimization
- Project planning and budgeting
- Custom development or platform configuration and customization supervision
- CRM migration planning and backup strategy definition
- User training and onboarding
- CRM architecture design
- Front-end and back-end development / CRM platform customization, configuration, and workflow setup
- CRM integration with your software ecosystem (ERP, PLM, accounting software, etc.)
- End-to-end QA and testing
- CRM deployment to the target environment
- CRM data migration from your legacy CRM to the new one
- CRM maintenance and troubleshooting
Adopt manufacturing CRM with Itransition’s guidance
Strengthen your customer & partner relationships with CRM
Unlike companies in other sectors that interface with end customers, manufacturers often interact with their customers indirectly, mediated by other supply chain players like distributors and retailers. Furthermore, manufacturing businesses can serve completely different types of clients and therefore act as vendors for consumers for some organizations or as suppliers for others. This adds a layer of complexity to customer relationship management in manufacturing. CRM systems can help overcome these challenges, enabling manufacturers to improve coordination with supply chain partners and differentiate their product and service offerings to meet the expectations of existing or potential customers more efficiently. Consider relying on an expert partner like Itransition to implement the right CRM solution for your needs.
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