Learn 10 tips that Private Equity firms should do NOW to solidify their operations and increase returns, from process improvements to technology enablers!

1. Top 10 Ways Private Equity Can
Leverage CRM
Chad Van Derrick, Principal
Daniel Ercha, Sr. Engineer
April 2012

2. Swimfish Overview
•
Software firm of highly skilled business and technology professionals with
expertise in CRM and collaboration.
•
Partnering with leading technology companies, such as LexisNexis® and
Microsoft®, Swimfish offers strategic solutions for business relations
specifically designed for financial services organizations.
•
Active focus on high user adoption and fast return on investment.
•
Client service, business development and marketing solutions (CRM)
•
Front-office workflow, compliance, and document management solutions
•
Web-based solutions including Internet, Intranet, and Client Extranet sites
•
Holland Mountain partnership provides implementation resources local to
the UK for our InterAction Productivity Toolkit, with expertise focused on
the Private Equity sector.
Stay current. Go deep. Move ahead …with Swimfish.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

3. Our Deep Expertise with InterAction
Close partnership with InterAction and LexisNexis® since 2001
InterAction® On Demand launched in 2004
InterAction Productivity Toolkit (launched 2007)
InterAction Anywhere: currently version 3.2.2
Target Matrix - for list management capabilities within a spreadsheet interface
Email Sweep - turning selected email into activities from any device
WebCapture – web2lead capabilities for your website
SharePoint File Management – enabling file management in Microsoft SharePoint without
leaving InterAction
InterAction hosting, remote management, and data steward services
Migrations from InterAction to Microsoft Dynamics CRM
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

5. Now the big question…
What should a Private Equity
firm be doing to survive
tomorrow, and how can
technology help?
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

6. Private Equity's New Challenge
Match Fund Size to
Opportunities
Don't try to raise funds as large as the
market will allow, but rather match the
fund size to the size of your deal
pipeline.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity? | Source: McKinsey & Co., September 2004.

7. Match fund size to opportunities
Track deal flow and capital calls within the same
system to correlate and analyze metrics from the
two.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

8. Match fund size to opportunities
Track deal flow and capital calls within the same
system to correlate and analyze metrics from the
two.
Leverage task tracking and workflow capabilities
within your system to execute fundraising more
rigorously.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

9. Example: TargetMatrix lets you manage
complex lists with workflow milestones
Create lists of View and edit additional •
Set status by latest activities
companies and fields within a •
Perform mail merges
associate internal and “spreadsheet” view, or •
Import and export data
external contacts with set in bulk across
each for easy lookups multiple companies.
•
Use built-in reporting
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

10. Private Equity's New Challenge
Specialize by Industry
Differentiate with industry knowledge
rather than by region, size of deals, or
some other metric.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity? | Source: McKinsey & Co., September 2004.

11. Specialize by industry
Conduct sector research within a system that will let
you search through your research and tie it back to
the actual deals that result.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

12. Specialize by industry
Conduct sector research within a system that will let
you search through your research and tie it back to
the actual deals that result.
Track activities so that you can report on key metrics
by categories such as industry. This will allow you to
better utilize resources and be more prepared for
diligence from potential investors.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

13. Example: Email Sweep addresses the
issue of… “Who is speaking with whom?”
CRM
Activity Report
Outlook
Email
Submit emails Emails converted to activities based on Review report to edit or
ad hoc or based on rules both Company and User preferences delete activities
Decide which emails to Professionals control •
Track relationship activity
forward for processing what information from the •
Link emails to opportunities
email is captured, and •
Reduce risk of exposure
who can view it
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

14. Private Equity's New Challenge
Build Teams of Specialists
Identify and track strategists, former
operating executives, and turnaround
specialists to serve as subject matter
experts for due diligence and portfolio
advisory.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity? | Source: McKinsey & Co., September 2004.

15. Build teams of outside specialists
Track contact information along with resumes of
those subject matter experts that are or could be
valuable resources.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

16. Build teams of outside specialists
Track contact information along with resumes of
those subject matter experts that are or could be
valuable resources.
Enrich contact person data with data from 3rd party
sources to track the whereabouts of these
resources on a regular basis.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

17. Example: WebCapture links forms
on your Web site to your CRM
CRM
Your Website
Email Notification
A guest fills out a form on Contact is created or matched to existing Email sent alerting specific
your Web site contact; data from form is appended to users of Web site activity for
record proactive follow-up
Decide which forms Create contacts in a •
Creates relationship activity
to link to CRM separate list or as •
Stores data from web form
Shared Contacts •
Get notified through email alerts to
you and your team
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

18. Example: Enrich data within your
system from outside sources
Data Sources: Benefits:
•One-stop shop
•Can help personalize the user
experience
•Can assist in ensuring data
quality
Application Sources:
Tips:
•Must be relevant to your users.
Ask. Don’t assume!
•Determine potential value
based on job function or role
Internal Sources: •Use CRM security to limit
access to “sensitive” information
Accounting from third-parties
Data Warehouse / Reporting
Human Resources
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

19. Private Equity's New Challenge
Conduct Due Diligence Earlier
Given an increased deal flow from
various sources, get better at weeding
out those that won't benefit the fund by
conducting due diligence earlier in the
process.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity? | Source: McKinsey & Co., September 2004.

20. Conduct Due Diligence Earlier
Manage both files and workflow within an
opportunity record so that you can correlate deal
activities to milestones.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

21. Conduct Due Diligence Earlier
Manage both files and workflow within an
opportunity record so that you can correlate deal
activities to milestones.
Choose a CRM system that has a flexible
configuration so that you can easily change your
deal stages based on milestones achieved.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

22. Example: Integration with SharePoint
ensures files are easy-to-access
CRM
Store files at company, Files are readily Leverage SharePoint document
person, or “project” level accessible in either CRM management features such as
within CRM or SharePoint version control, workflow, security,
and searching
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

23. Private Equity's New Challenge
Ensure the ubiquity of your
firm's technology
Provide access through multiple
platforms and devices including
home computers, various browsers,
tablet computers, and mobile phones.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

24. Conduct Due Diligence Earlier
Integrate technology into work processes so that
its usage is necessary for the accomplishment of
critical tasks.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

25. Conduct Due Diligence Earlier
Integrate technology into work processes so that its
usage is necessary for the accomplishment of
critical tasks.
Provide multiple interfaces to ensure compliance
and allow for adoption of the technology into the
way each person likes to work.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

26. Outlook CRM Intranet Search HR, accounting, … Support
Dashboard Marketing Timesheets & Files
Expenses
Benefits:
•Single Sign-On
•One-stop shop
•Integrated platform
Tips:
•Must be compelling on deployment.
•Doesn’t have to be expensive. You may
already have the building blocks to do this.
•Start with one department/function in mind and
then add to it as you achieve ROI.
•Integrate data/functionality between tabs for an
even larger payback!
•Enforce usage by blocking access to single
applications outside of this framework.
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

27. Example: Provide pervasive access
to CRM on mobile and tablet devices
Copyright 2012 Swimfish, Inc. | How can CRM benefit Private Equity?

28. Thank You!
Best practices: blog.swimfish.com
Phone: +1.978.767.2650
Web: www.swimfish.com
Twitter: twitter.com/SwimfishTweets