- For smart, connected product strategies to succeed they require a product lifecycle view of configurations, best attained by integrating PLM, CAD, CRM, and ERP systems.
- Capgemini estimates that the size of the connected products market will be $519B to $685B by 2020.
- In 2018, $985B will be spent on IoT-enabled smart consumer devices, soaring to $1.49B in 2020, attaining a 23.1% compound annual growth rate (CAGR) according to Statista.
- Industrial manufacturers will spend on average $121M a year on smart, connected products according to Statista.
Succeeding with a smart, connected product strategy is requiring manufacturers to accelerate their IoT & software development expertise faster than they expected. By 2020, 50% of manufacturers will generate the majority of their revenues from smart, connected products according to Capgemini’s recent study. Manufacturers see 2019 as the breakout year for smart, connected products and the new revenue opportunities they provide.
Industrial Internet of Things (IIoT) platforms has the potential of providing a single, unified data model across an entire manufacturing operation, giving manufacturers a single unified view of product configurations across their lifecycles. Producing smart, connected products at scale also requires a system capable of presenting a unified view of configurations in the linguistics each department can understand. Engineering, production, marketing, sales, and service all need a unique view of product configurations to keep producing new products. Leaders in this field include Configit and their Configuration Lifecycle Management approach to CPQ and product configuration.
Please see McKinsey’s article IIoT platforms: The technology stack as a value driver in industrial equipment and machinery which explores how the Industrial Internet of things (IIoT) is redefining industrial equipment and machinery manufacturing. The following graphic from the McKinsey explains why smart, connected product strategies are accelerating across all industries. Please click on the graphic to expand it for easier reading.
CPQ Needs To Scale Further To Sell Smart, Connected Products
Smart, connected products are redefining the principles of product design, manufacturing, sales, marketing, and service. CPQ systems need to grow beyond their current limitations by capitalizing on these new principles while scaling to support new business models that are services and subscription-based.
The following are the key areas where CPQ systems are innovating today, making progress towards enabling the custom configuration of smart, connected products:
- For smart, connected product strategies to succeed they require a product lifecycle view of configurations, best attained by integrating PLM, CAD, CRM, and ERP systems. Smart, connected product strategies require real-time integration between front-end and back-end systems to optimize production performance. And they also require advanced visualization that provides prospects with an accurate, 3D-rendered view that can be accurately translated to a Bill of Materials (BOM) and into production. The following graphic is based on conversations with Configit customers, illustrating how they are combining PLM, CAD, CRM and ERP systems to support smart, connected products related to automotive manufacturing. Please click on the graphic to expand it for easier reading.
- CPQ and product configuration systems need to reflect the products they’re specifying are part of a broader ecosystem, not stand-alone. The essence of smart, connected products is their contributions to broader, more complex networks and ecosystems. CPQ systems need to flex and support much greater system interoperability of products than they do today. Additional design principles include designing in connected service options, evergreen or long-term focus on the product-as-a-platform and designed in support for entirely new pricing models.
- Smart, connected products need CPQ systems to reduce physical complexity while scaling device intelligence through cross-sells, up-sells and upgrades. Minimizing the physical options to allow for greater scale and support for device intelligence-based ones are needed in CPQ systems today. For many CPQ providers, that’s going to require different data models and taxonomies of product definitions. Smart, connected products will be modified after purchase as well, evolving to customers’ unique requirements.
- After-sales service for smart, connected products will redefine pricing and profit models for the better in 2019, and CPQ needs to keep up to make it happen. Giving products the ability to send back their usage rates and patterns, reliability and performance data along with their current condition opens up lucrative pricing and services models. CPQ applications need to be able to provide quotes for remote diagnostics, price breaks on subscriptions for sharing data, product-as-a-service and subscription-based options for additional services. Many CPQ systems will need to be updated to support entirely new services-driven business models manufacturers are quickly adopting today.
Configure-Price-Quote (CPQ) continues to be one of the hottest enterprise apps today, fueled by the relentless need all companies have to increase sales while delivering customized orders profitably and accurately. Here are a few of the many results CPQ strategies are delivering today:
- Companies relying on CPQ are growing profit margins at a 57% greater rate year-over-year compared to non-adopters.
- 89% improvement in turning Special Pricing Requests (SPRs) into sales by automating them using a cloud-based CPQ system.
- 67% reduction in reworked orders at a leading specialty vehicle manufacturer due to quotes reflecting exactly what customers wanted to buy.
- 23% improvement in upsell and cross-sell revenue by having the CPQ system intelligently recommend the optimal product or service that has the highest probability of purchase and best possible gross margin.
- CPQ strategies excel when they are designed to reach challenging selling, pricing, revenue and operational performance goals versus automating existing selling workflows.
Another factor fueling CPQs’ rapid growth is how quickly results of a pilot can be measured and used for launching a successful company-wide launch. Pilots often concentrate on quote creation time, quoting accuracy, sales cycle reduction, automating Special Pricing Requests (SPRs), up-sells and cross-sells, perfect order performance, margin improvements and best of all, winning new customers. These are the baseline metrics many companies use to measure their CPQ performance. Throughout 2017 these metrics across industries are accelerating. There is a revolution going on in selling today.
5 Ways CPQ Is Revolutionizing Selling Today
Cloud- and SaaS-based CPQ solutions are quicker to implement, easier to customize to customers’ requirements, and available 24/7 on any Internet-enabled device, anytime. Many are designed to integrate into Salesforce, further accelerating adoption seamlessly. The following five factors are the primary catalysts revolutionizing selling today:
- Designing in excellent user experiences (UX) is the new normal for CPQ apps – CPQ vendors are competing with the quality of user experiences they deliver in 2017, moving beyond packing every feature possible into app releases. This is having a corresponding impact on adoption, increasing the number of sales representatives and entire teams who can get up and running fast with a new CPQ app. The net result is reduced sales cycles, growing pipelines, and more sales reps actively using CPQ apps to increase their selling effectiveness.
- Integrating with legacy CRM, ERP and pricing systems in real-time are using service-oriented frameworks gives sales teams what they need to close deals faster – Legacy CPQ systems in the past often had very precise field mappings to 3rd party legacy CRM, ERP and pricing systems. They were brittle and would break very easily, slowing down sales cycles and making sales reps resort to manually-based approaches from decades before. In 2017 there are service-oriented frameworks that make brittle, easily broken mappings thankfully an integration practice in the past. With a loosely coupled service framework, real-time integration between CRM and ERP systems can be quickly be implemented and sales teams can get out and close more deals. Leaders in the area include enosiX, who are enabling their customers’ sales forces to enter sales orders into SAP directly from Salesforce, saving valuable selling time and increasing order accuracy.
- Competing for deals using Artificial Intelligence (AI), machine learning and Intelligent Agents are force multipliers driving greater sales – Salesforce’s Einstein is an example of the latest generation of AI applications that are enabling sales reps and teams to gain insights that weren’t available before. Combining customer data with these advanced predictive data analytics technologies yields insights into how selling strategies for different accounts can customize to specific prospect needs. Selling strategies are more effective and focused when AI, machine learning, and Intelligent Agents are designed in to guide quoting, pricing and product configuration in real-time.
- CPQ apps optimized for mobile devices are enabling sales reps to drastically reduce quote creation times, sales cycles and increase sales win rates – For many companies whose sales teams are in the field calling on accounts the majority of the time, mobile-based CPQ apps are how they get the majority of their work done. Salesforce’s Force.com is one of the leading platforms CPQ software companies are relying on to create mobile apps, further capitalizing on the already-established levels of familiarity sales teams have with the Salesforce platform.
- The vision many companies have of synchronizing multichannel and omnichannel selling as part of their CPQ strategies is now attainable – One of the greatest challenges of expanding sales channels is ensuring a consistently high-quality customer experience across each. With on-premise CPQ, CRM and ERP selling systems, this is very challenging as there are often multiple database systems supporting each. This is a breakout year for omnichannel selling as cloud-based CPQ systems and the platforms they are built on can securely scale across all selling channels a company chooses to launch. Being able to track which CPQ deals emanated from which marketing program, and which channels are the most effective in closing sales is now possible.
The more integrated the systems are supporting any selling strategy, the greater the chances sales will increase. That’s because accuracy, speed, and quality of every quote matter more than ever. Being able to strengthen every customer interaction with insight and intelligence often means the difference between successful upsells, cross-sells and the chance to bid and win new projects. Defining a roadmap to enrich selling strategies using SAP integration is delivering results across a variety of manufacturing and service industries today.
Getting more value out of the customer data locked in legacy SAP systems can improve selling results starting with existing sales cycles. Knowing what each customer purchased, when, at what price, and for which project or location is invaluable in accelerating sales cycles today. There are many ways to improve selling results using SAP integration, and the following are the top three based on conversations with SAP Architects, CIOs and IT Directors working with Sales Operations to improve selling results. These five approaches are generating more leads, closing more deals, leading to better selling decisions and improving sales productivity.
3 Ways SAP Integration Is Improving Selling Results
- Reducing and eliminating significant gaps in the Configure-Price-Quote (CPQ) process by integrating Salesforce and SAP systems improves selling and revenue results quickly. The following two illustrations compare how much time and revenue escape from the selling process. It’s common to see companies lose at least 20% of their orders when they rely on manual approaches to handling quotes, pricing, and configurations. The greater the complexity of the deal is the more potential for lost revenue. The second graphic shows how greater system integration leads to lower costs to complete an order, cycle time reductions, order rework reductions, and lead times for entire orders dropping from 69 to 22 days.
- Having customer order history, pricing, discounts and previously purchased bundles stored in SAP ERP systems integrated into Salesforce will drive better decisions on which customers are most likely to buy upsells, cross-sells and new products when. Instead of having just to rely on current activity with a given customer, sales teams can analyze sales history to find potential purchasing trends and indications of who can sign off on deals in progress. Having real-time access to SAP data within Salesforce gives sales teams the most valuable competitive advantage there is, which is more time to focus on customers and closing deals. enosiX is taking a leadership role in the area of real-time SAP to Salesforce integration, enabling enterprises to sell and operate more effectively.
- Improving Sales Operations and Customer Service productivity by providing customer data in real-time via Salesforce to support teams on a 24/7 basis worldwide. The two departments who rely on customer data more than sales need to have real-time access to customer data on a 24/7 basis from any device at any time, on a global scale. By integrating customer data held today in SAP ERP and related systems to Salesforce, Sales Operations, and Customer Service will have the visibility they’ve never had before. And that will translate into faster response times, higher customer satisfaction and potentially more sales too.
Accenture, Empowering Your Sales Force
Aberdeen Group, Configure-Price-Quote: Best-In-Class Deployments that Speed The Sale
Aberdeen Group, Configure/Price/Quote: Better, Faster Sales Deals Enabled
Aberdeen Group, Sales Enablement Advances In Configure/Price/Quote Solutions
Forbes, What’s Hot In CRM Applications, 2015: Why CPQ Continues To Accelerate
Forbes, Cloud-Based CPQ Continues To Be One Of The Hottest Enterprise Apps Of 2016
Forbes, Five Ways Cloud-Based CPQ Increases Sales Effectiveness And Drives Up CRM Adoption
The Sales Management Association, The Impact of Quoting Automation: Enabling the Sales Force, Optimizing Profits, and Improving Customer Engagement