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Solution helps sales, marketing work together on promo plans
CONSUMER PACKAGED-GOODS manufacturer Colgate-Palmolive Co. has a wide variety of customers, ranging from large discount clubs such as Sam's Club to individual distributors. Its sales and marketing efforts are tailored to each specific channel, which is why when Ken Agena, the company's director of global demand chain development, went looking for a CRM program. He wanted something that was a little more specific than a plain vanilla package. He found what he was looking for in a version of SAP's CRM 4.0 with Trade Promotion Management designed specifically for the consumer products industry.
Creating a goal'
SAP's package is a first for New York-based Colgate-Palmolive. Before last July, the company had a limited homegrown CRM implementation. But that didn't address the company's No. 1 business problem: helping sales and marketing communicate and work together on promotional plans, Agena said.
"One part of planning is creating a goal-this year we want to build these brands X%," Agena said. "That's a target that comes from the top down."
Vertical CRM helped Colgate-Palmolive build a collaborative space for sales and marketing that addressed that as well as other issues, Agena said.
"Sales has [marketing] activities through the...