Eddie Donovan, Inc: Confidential - November 25, 1998
Eddie Donovan, Inc.
Enterprise Relationship
Management
Infrastructure
By Eddie Donovan
2
Eddie Donovan, Inc: Confidential - November 25, 1998
Table of Contents
1. Executive Summary
3
2. Situation Assessment
5
3. ERM Objectives, Strategies, and Required Resources
9
4. Conclusion
18
5. Appendix
22
3
Eddie Donovan, Inc: Confidential - November 25, 1998
Executive Summary
The recent launch of our new product™, the departure of key MIS employees, and
the increasing rate of web centric technological progress among its competition have
prompted Eddie Donovan, Inc. to evaluate its current Enterprise Relationship
Management (ERM) infrastructure. Elements of particular concern revolve around
the ability to capture, integrate, manage, and utilize prospect/customer data among its
network of databases.
An ERM infrastructure is an automated system that tracks prospects from initial
inquiry, evaluation, quote, sale, fulfillment, maintenance, post sale revenue, and
repeat business processes (Ex.1. Goal: Automated ERM Infrastructure). The
system must be able to provide customized information quickly and easily for direct
marketing campaigns while helping to automate them as much as possible. It must
also provide valuable business analysis information such as license revenues from
new prospects versus existing customers, percentage of people who evaluate,
percentage of people who purchase, promotional results tracking, and sales
effectiveness. Information derived from the system would greatly enhance forecast
ability and facilitate strategic decision making.
Exhibit 1 - Goal: Automated ERM Infrastructure
(Enterprise Relationship Management)
Customers
Prospects
Partners
Contacts
Inbound:
Phone Calls
Fax
Web
email
Automated
Manual
Semi-Automated
Outbound:
Direct Mail
ema