Panasonic deploying Global CRM and marketing automation system

Panasonic’s integrated CRM and marketing automation system has increased its marketing pipeline by 50 percent in two years, its marketing director revealed.

Using a platform with a combination of Salesforce, Marketo, Qlikview alongside its existing SAP finance systems, Panasonic’s European division integrated its sales, marketing and call centre customer record systems. This increased its email campaigns and leads for sales with no extra marketing budget, its European business-to-business marketing director, Stephen Yeo, said.

Panasonic’s largest revenue, of which it totals $75 billion per year, comes from B2B products, which it has 80 percent market share of. This includes batteries for electric cars, in-flight entertainment systems, projectors and in Japan, houses.

With its separate businesses, customer data was in silos, meaning marketing teams and call centre staff were unable to effectively use the customer information Panasonic held from direct customer contact as well as its website traffic analytics.

“We had to drive the volume business with the channel, the alue business to increase sales efficiencies, and finally to drive efficiency out of the sales and marketing budget we had.”

“We have had a pipeline growth of 50 percent since launch in 2012 with no additional resources, just pure efficiency and execution.”

Panasonic’s system, which is used by 310 employees in Europe, allows it to execute five more campaigns per month, Yeo said. The company reached 446 medium to large campaigns during the financial year of 2014.

Yeo said that although a CRM system “is absolutely key”, it is not enough to generate new leads.

Yeo said: “CRM only covers ‘prospects’ and ‘customers’, it does not handle the ‘suspect’ to ‘prospect’ stage. We wanted to design a holistic architecture that could handle the whole thing. We implemented Salesforce, imp marketo and Qlikvew for our data warehouse and business intelligence and use SAP for financials and ERP supply chain management which comes with connectors.”

How they did it

With the help of systems integrator Cloud Sherpas, Yeo’s team migrated Panasonic’s $750 million pipeline, with 55,000 accounts in early 2012. It then migrated 200,000 contacts from its SAP CRM and Excel spreadsheets. Additionally, it created a new telemarketing console with Salesforce so call centre employees did not have to “jump around Salesforce screens” and could find everything in one dashboard which includes all customer data.

The CRM and marketing platform is being rolled out internationally due to its success, Yeo said.

Panasonic has 72 websites with 2.5 million visitors a year, which is run by just two people. It uses automated, open source Droopal with no license fees, “something we are very proud of”, Yeo added.

Copyright © 2014 IDG Communications, Inc.

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