Evergreen free essay sample

The reason why a CRM is important for the Evergreen is a sufficient overview within the sales and marketing because of the competitive nature of the mutual fund industry. The sales agents of the company also known as â€Å"wholesalers† were the ones interacting with investment professionals and marketing the Evergreen products. They were up-to-date in terms of industry news and on the other hand they were supported by an internal sales consultant who did not travel. Together they were both responsible for all new client acquisitions and account management for existing ones. It was important for the company to be able to market a fund efficiently as thousands of similar types of funds existed. The CRM was sufficient tool to get all needed information on the one place from the sales point of view as well as from the performance measurement of the â€Å"wholesalers† point of view. 2. Name at least two advantages and two disadvantages of the old CRM system. We will write a custom essay sample on Evergreen or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The advantages: Keeping all essential data regarding sales and marketing of Evergreen. An Investment professionals’ database in one place. An overview of the wholesalers’ performance and their activities. The disadvantages: The entering data to the CRM was time consuming and difficult to use. Disconnection from the CRM data while the wholesalers were travelling. The complicated access to the CRM through internet out of their â€Å"home office† – for example in the hotels. No possible access to the investment professionals’ database while the wholesalers were travelling. 3. Is the noise in the room during the presentation at the end of the case a positive or negative signal to Irwin? Why? The noise in the room during the presentation is positive signal to Irwin. The wholesalers very quickly understood that definitely and finally the company found the great tool how to help them to perform their job as well as to make it easier and more comfortable and efficient. They realized that they will be able to update needed information in the CRM as many times as they will want to do it throughout the week and not only once a week. They will have their Blackberries with them and they can use it on a daily basis also for external and internal communication.