Agile Product Management Meets CRM

(Customer Relationship Management)

Catherine Connor Product Manager, Rally Software catherine@rallydev.com

Copyright 2003-2009, Rally Software Development Corp

Rally by the Numbers

How Rally Helps Product Managers

Agile thought leadership

Agile Product Management forum Agile industry experts Training & coaching from experts
Agile Product Owner Workshop Certified Scrum Product Owner Training

Services

Tools
Rally Product Manager
Prioritize backlog with CRM data Share feature/release status to internal stakeholders

Rally Enterprise
Agile project management Integrated requirement, defect and test management

Rally Support Manager

Customer support to development transparency

Todays Topics

CRM for Product Managers? Isnt CRM for sales? Agile Product Management Meets CRM

Salesforce.com example
Learn More

Todays Topics

CRM for Product Managers? Isnt CRM for sales? Agile Product Management Meets CRM

Salesforce.com example
Learn More

CRM 101
Customer Relationship Management

Not just a Contact Management system for sales Not just a Help Desk system for customer support Geography Business Process, Organization/Role Industry, Profile Opportunity size Revenue amount Win/loss data

Track customer information, among which:

Track sales activities, among which:

Track marketing activities, among which:

Leads Customer registered interest

Vendors: Salesforce.com, Siebel/Oracle, MS CRM, SugarCRM

6

CRM - An Untapped Potential CRM Untapped Potential

CRM initiatives often fail because implementation was limited to software installation without providing the appropriate motivations for employees to learn, provide input, and take full advantage of the information systems Avoid the four perils of CRM". Harvard Business Review

CRM for Product Managers?

CRM = Customer Relationship Management Agile = Customer Value Delivery

Learn more about your customers and their behavior Develop long lasting relationships with your customers

Include customer on the team Deliver customer value

CRM

Agile ALM

To scale agile product management, you must use a CRM system - Catherine Connor, Rally

CRM for Product Managers?

Delivering Value to Customers

(backlog management)

CRM for Product Managers?

Delivering Value to Customers

(backlog management)

Removing the Development Black Hole

(communicating development status)

10

Todays Topics

CRM for Product Managers? Isnt CRM for sales? Agile Product Management Meets CRM

Salesforce.com example
Learn more

11

CRM for Product Managers?

Delivering Value to Customers

(backlog management)

12

#1 Task: Prioritize the Backlog

13

Questions Answered by a CRM System

Are there revenues associated with Feature A?

Which features would be valuable to most customers?

Which customers can I talk to about Feature A?

What types of customers ask for Feature A?

How many customer requests did we address in the last release?

Which sales rep can provide insight on customer X?

14

Leverage Those Who Talk to Customers

With a non-intrusive feedback submission process for sales & support

From Contacts existing customer ongoing input

From Opportunities deals impacted by lack of functionality

15

Prioritize Features with CRM Data

16

Track Customer Value of User Stories

View which customers are asking for a story to be delivered

17

Quantitative Data for Business Cases

18

CRM for Product Managers?

Removing the Development Black Hole

(communicating development status)

19

Close the Loop With Feedback Submitters

Sales

20

Close the Loop With Feedback Submitters

Customer Support / Help Desk/ Ops

21

Whats Happening in the Next Release?

Development status displayed to non-dev stakeholders

22

Todays Topics

CRM for Product Managers? Isnt CRM for sales? Agile Product Management Meets CRM

Salesforce.com example
Learn more

23

Integrating Salesforce.com and Rally

24

Rally Support Manager

Goal: quickly add customer-reported bugs to the backlog

25

Rally Product Manager

Goal: carefully select which user stories are added to the backlog

26

Integrating Salesforce.com and Rally

27

Value to Developers
Who in support can tell me more about this customer-reported defect? Which customers are affected by Defect B? Which customers will I satisfy when I implement Feature A or fix Defect B?

Which customers will benefit from Feature A?

28

Integrating Salesforce.com and Rally

29

Value to Customer Support

How can I tell if a customer issue has already been identified by QA? How can I tell whether development is working on a customer bug?

How do I quickly escalate a customer-reported bug?

How can I notify customers when their bugs suggestions have been addressed in a release?

Customer Support Help Desk Ops

30

Integrating Salesforce.com and Rally

31

Value to Sales

Which suggestions and defects has my customer reported, and whats their status? Whats development working on for the next release?

Which of my customers will be delighted by the next release?

Account Manager Sales Manager Executives

32

Todays Topics

CRM for Product Managers? Isnt CRM for sales? Agile Product Management Meets CRM

Salesforce.com example
Learn More

33

Learn More
Read Forresters blog The Product Team Needs a CRM system?
Rally Software has a nice integration between their tools, designed to support Agile development teams, and the Salesforce CRM system.. Very slick, particularly in how this example shows the value of integrating CRM with other things. As of today, CRM has a lot of untapped potential. - Tom Grant, Forrester Research (Oct 2008)

Inquire which CRM system is in place in your organization Install a free trial of Rally Product Manager from www.salesforce.com/appexchange/

New to agile? watch our recorded webinar How Product Management Must Change to Enable the Agile Enterprise
View a Rally Product Manager demo at http://www.rallydev.com/products/demo_center/

34

Thank You

Catherine Connor Product Manager, Rally Software catherine@rallydev.com

Copyright 2003-2009, Rally Software Development Corp