Alex McCraken, Marketing Consultant, The Manufacturer Paul Farrell, Chief Product Officer, SugarCRM Unlocking Manufacturing Growth 9 July 2024

Everyone is on mute Questions are welcome Recording available BEFORE WE START

Paul Farrell Chief Product Officer SugarCRM [email protected] PRESENTERS Alex McCracken Marketing Consultant The Manufacturer [email protected] Tom St. John Multimedia Editor The Manufacturer [email protected]

• Why is Sales Forecasting Important? • Introduction • Challenges in Sales Forecasting • How Intent Data with Forecasting is Changing the Game • Becoming an Advisor by Understanding Customer Journeys • Using Technology to Gain a Competitive Edge • Key Takeaways • Q&A AGENDA

UNLOCKING MANUFACTURING GROWTH HARNESSING ACCURATE SALES FORECASTS FOR PROFITABILITY AND COMPETITIVE EDGE

IMPORTANCE Accurate Sales Forecasting • Guides decision-makers with future demand insights. • Optimizes resources and processes. • Focus on Value • Minimizes storage costs and enhances customer satisfaction. • Takes into account all variables BENEFITS Accurate Sales Forecasting • Drives effective production planning and inventory management. • Facilitates efficient resource allocation and capacity planning. • Strengthens supplier relationships and procurement processes. • Get it right first time WHY IS ACCURATE FORECASTING IMPORTANT?

CHALLENGES IN SALES FORECASTING 7

KEY INSIGHTS FROM OUR REPORT 40% of manufacturers don’t carry out any formal sales forecasting Lack of Accurate Data High cost of technology tools 30% 59% TODAY’S FORECASTING REALITY

The ability to accurately forecast sales is pivotal to most manufacturers as it enables them to better predict demand, tailor production schedules and manage their inventory more efficiently. While forecasting sales is important, executing the sales plan for the year is more important. But it most go together with accurate sales forecasting. MAKING A CASE FOR PROPER SALES FORECASTING IN MANUFACTURING 9

Forecast Dashboard in CRM

Advanced Pipeline Report with CRM

HOW INTENT DATA WITH FORECASTING IS CHANGING THE GAME 12

INTENT DATA IS CHANGING THE GAME KEY INSIGHTS FROM OUR REPORT 36% See increased use of technology and online tools Greater emphasis on value-add services Move to data driven decision-making 30% 31%

While most manufacturers aren’t using bespoke solutions for their sales forecasting, the majority do appreciate the power of data when it comes to predicting sales. Sales teams frequently request more data relating to customer behavior, preferences, and buying patterns. TURNING DATA INTO SALES 14

Gain More Insights with Customer Sentiment SCREENSHOT PLACEHOLDER HERE: Screenshot of Opportunity Intent 15

Gain More Insights From External Data Sources SCREENSHOT PLACEHOLDER HERE: Screenshot of Opportunity Intent 16

BECOMING AN ADVISOR BY UNDERSTANDING CUSTOMER JOURNEYS 17

CHANGING ROLES IN SALES KEY INSIGHTS FROM OUR REPORT 62% of manufacturers recognize the importance of the buyer’s journey of manufacturers say changing customer needs prevent sales teams from achieving their targets Manufacturing organizations use a CRM to manage customer data 45% 46%

Using a CRM is essential to manage customer data and interactions and using a formal process to track the buyer’s journey. Customer data in the CRM combined with ERP data can help identify buying behavior, industry purchasing patterns, preferences, and loyalty. SWITCHING FROM SALES TO CUSTOMER ADVISORS 19

Lead Opportunity Quote Sales Order Estimate Prospect Customer Case Configure Pricing Campaign Contract Planning & Budgeting Channels Pricing Subscriptions Projects Jobs Inventory Costing/Profitability Field Service RMA Invoicing Payments Collections Sales Schedules Billing Rev Rec Commissions Tasks Calls Events CUSTOMER 360 ACCOUNT MANAGEMENT

SCREENSHOT PLACEHOLDER HERE: Screenshot of sales-i? 21 True 360-degree View of Sales Data

USING TECHNOLOGY TO GAIN A COMPETITIVE EDGE 22

UNDERSTANDING THE IMPORTANCE OF TECHNOLOGY KEY INSIGHTS FROM OUR REPORT 36% Increased Use of Digital Tools Have difficulty in Integrating Data from Multiple Sources High Costs of Technology/Tools 30% 37%

Technology helps manufacturers make the most of their existing data, giving sales teams accurate information to focus on the right opportunities and engage with customers at the best times. Integrating modern sales force automation and revenue intelligence tools can significantly improve sales performance. ADOPTION OF ADVANCED TOOLS 24

SCREENSHOT PLACEHOLDER HERE: Screenshot of Summarization / Generative AI? The Constant Evolution of Technology in CRM 25

KEY TAKEAWAYS 26

KEY TAKEAWAYS 1. Accurate Effective Sales Forecasting Delivers Success 2. Best In Class Forecasting Is Not Just Reporting Its Proactive And Prescriptive 3. Effective Forecasting Utilizes All Hard And Soft Data From Every Source 4. Your Competitors Are Investing In It 5. Look For CRM Providers That Focus On Manufacturers

WANT TO LEARN MORE? 28 Download the full report Get in touch with us sales-i + SugarCRM 1 2 3

Q&A 29

THANK YOU!