This post is a follow-up to my SharePoint In Action overview post which can be found at SharePoint In Action: An Overview .
Swimfish offers our customers two SAAS offerings that I will be discussing briefly in this posting: SharePoint On Demand and InterAction On Demand. InterAction is a powerful CRM system that models relationships in very clean, very powerful ways. You know what SharePoint is.
I promise not to make this a marketing article, however, instead focusing on how we’re using this integration to provide a cost effective method for streamlining our sales, marketing, and services efforts. There will be some things that I cannot discuss in too much detail due to the fact that we also sell this offering. I’ll be able to discuss our other uses of SharePoint in greater detail in additional posts coming soon.
Our CRM system is a good CRM system. In fact, we are experts and have fine tuned the product beyond what most users are capable of doing themselves. CRM systems, however, are just a piece of the puzzle when you consider your marketing and sales strategies, details on modeling your sales pipeline, monitoring individual marketing campaigns and the performance of individual sales teams and personnel. Even though it is a critical tool, other tools are required as well.
One of the first challenges we encounted with our CRM system was how to effectively tie together all of the documentation that is associated with everyone, and everything, in our CRM system. We tried a Windows server file share. This fell apart, of course, with common problems such as:
- Remote users could not reach the files. VPN access is a simple enough solution but the IT costs (time) to install and maintain the solution is generally larger than you originally think.
- Modelling the relationships and the objects (companies, people, deals, etc..) that you have in your CRM system on the file share is impossible to get right. If you’re lucky you start off with a small set of data and your users are able to find those proposals and contracts. However, as you utilize your CRM system you begin to rapidly add data. Keeping the file system in sync with the CRM system is a major maintenance nightmare.
It did not take long to look to SharePoint for assistance. It does an excellent job with file storage, has workflow capabilities built in, and enough security to handle our needs. SharePoint comes at the right price and we have been able to leverage it to reduce overall operational cost, keeping all of the critical information together in one place to speed up our ability to make good business decisions.
To ensure users make use of SharePoint it has been critical to directly integrate into our CRM system This integration has been built via a C# .NET project that manages communication between the InterAction system (via it’s APIs) and SharePoint (via it’s APIs and direct links). As noted, we do sell this integration so I’m not able to share code with everyone and I apologize for that. Here are some of the more interesting pieces:
- When viewing people, companies, deals, etc. within our CRM system users can view all of the files associated with this object. A simple Windows file system-like view is displayed to the user.
- By leveraging the CRM system APIs we are able to honor the security model of the CRM system, ensuring users only see the information they are entitled to. If you are doing any sort of integration with SharePoint it is critical that you carefully consider the security model. As I noted, SharePoint’s model is acceptable but not as robust as you may want.
- Single sign-on support. Through the magic of some secret sauce user’s do not have to login to SharePoint once they have logged into the CRM system. Remember, every additional login that you throw in front of your users slow them down and likely result in slower adoption of your system.
- Within SharePoint itself we have further closed the loop by including custom web parts including one that enables quick queries against our CRM system from within SharePoint. This way, users that decide to spend more time in SharePoint than in the CRM system can easily query data from the system.
This integration, including other pieces that are coming soon, have greatly reduced the operational cost of managing the files associated with our CRM system. We have also seen real gains in terms of sales performance as sales people are not hunting for information, it is all available at their fingertips.
Feel free to let me know if you have any questions, or if you would like me to provide more detail in any specific area. If I can provide more details without sharing too much secret sauce I will definitely do so.
John