Leverage Technology for a Successful Due Diligence Process

What’s Driving the Need for Better Access to Data?

In recent years, easy access to insightful data has gone from being a luxury to being a necessity, especially in the due diligence process. Why?

Here are some of the main reasons:

  • The need for data is growing. 

Most organizations and managers are aware that more than ever before, data is the tool they need to solve the problems they face. As Forbes points out in an article about sourcing more private equity deals, “Like the latter stages of a gold rush, investors have to get smarter about where and how to dig.” Consequently, firms are handling more data. However, if access to that data isn’t simplified, they may be trading one problem (lack of data) for another (poor use of an overwhelming volume of data).

  • Easy access is achievable.

Knowing that data and technology solutions like Altvia Answers make working with data easy, less prone to errors and virtually painless, users have grown to expect the convenience. Real-time data access in three clicks, as opposed to three weeks, allows firms a greater ability to focus on finding new investment opportunities and prospects.

  • Business intelligence and analytics solutions are powerful differentiators.

Not only must firms today be able to leverage analytics to answer client questions, but they also need to empower people to find answers on their own. When customers, investors or constituents are given self-service capabilities, everyone wins.

General Benefits of Improved Data in the due diligence process

Better access to data delivers many general benefits. For example, it helps you formulate a data strategy. It also leads to the development of processes for simplifying analytics. This may include establishing a connection to data sources, defining steps for preparing data for analysis and determining how analyses will be performed and how data will be consumed.

In addition, streamlined access to high-quality data can set your firm apart from the competition, as word spreads quickly regarding the outcomes you are able to achieve.

How Better Data Access Gives Deal Teams a Competitive Edge

In addition to the general benefits that result from better data access, there are a number of advantages specific to deal teams as they are conducting due diligence or executing transactions. They include:

  • Enhanced ability to transform data into information that provides accurate, real-time intelligence about clients, partners and competitors
  • Expanded capability for performing complex analyses quickly and efficiently, 24/7/365
  • Simplified contact and data management
  • Streamlined processes that decrease the risk of errors and of being outmaneuvered by competitors
  • Increased transparency around intelligence research, financial strategies, deals and assessments

In short, deal teams with better data access have a competitive edge that is more critical every day in an increasingly competitive industry.

To learn more about the importance of data to deal teams, download our complimentary guide on Data & Technology for Private Equity Firms

Data & Tech Guide

A traditional crm was built for general ‘customer’ scenarios

Software platforms have made the world a better place by making work a better place. Indeed the world is better off when people enjoy their jobs even marginally more, and workplace applications on big CRM platforms like Salesforce.com have done that and much more.

But the potential that platforms like these offer presents diminishing returns: once the platform provider has engineered too many industry specific components into its platform, its usefulness for other industries begins to be threatened, and with that so do the usefulness of the component tools built into the platform.

So it is with the CRM category that Salesforce.com has defined: it is generic enough to work for many industries, and yet still offers the potential for others to round off the edges and nail more vertically-oriented and extremely tailored software solutions.

Private capital markets are actually a great demonstration of this dynamic. Where generic CRM platforms simplify — appropriately so — to assume there’s a business, a customer, a sale, and service of that customer, there are a few industry-specific pieces that are missing.

Take for example, that investors become customers by investing through legal entities the GP raises. It’s a subtle but important nuance that just doesn’t make sense at a platform-as-a-service level (because it’s overly complicated for a simple one-time sale that many industries require), but which can easily be added without 10 years or software engineering. Once provided, the rest of the platform’s components become tremendously powerful again and you’re set to take over the world.

As a traditional CRM in our pillars methodology, these nuances must be present to properly account for investors in these legal entities, potential target companies and which are owned by these entities, the context of all interactions with these parties (as well as the appropriate overlap, ie co-investments), and how you’re arriving at finding these opportunities on both sides of the equation, such that you’re able to piece together what’s effective and what’s not. Not just because we say so, but because these are the very relationships and data that are key to the motivation behind a CRM in any industry.

It’s critical, too, that the valuable publicly-available information that helps to enrich CRM systems and save users painful steps of entering it themselves is fully-integrated at the platform level.

Again, look no further than the 3,000+ pre-built integrations that Salesforce.com — the creator of the CRM platform concept — has at a platform level to do so, and which only exists by way of holding just short of overly-specifying certain industry workflows that would present challenges to properly integrate.

Stakeholder reporting and communication (investor relations) draws on a range of datasets

The traditional “customer service” model of CRM systems once again makes overly-simplified assumptions about the customer relationship when applied to private capital markets.

In fifteen years I personally have yet to hear the terms “warranty” or “service call” in this market because it’s just not the same. But make no mistake, as uncomfortable as it may be to say aloud, customer service is more important now than ever and it’s constantly happening; the industry is, after all, considered to be a financial “service”.

As it turns out, that service is primarily information-based — it’s driven by data and takes the form of reports and analysis that drive decisions, and then end up again in investor-facing reports and analysis.

The foundational elements of a private capital markets CRM must be built such that they accommodate this data (like we discussed above), but so too that it can accommodate additional supporting data that investors (customers!) need in the context of service.

Oftentimes this supporting data — financial metrics and time-based values, for example — is believed not to meet the traditional definition of CRM and the natural thought is “well, better do this in Excel!”.

While I happen to believe Excel is still the greatest software application ever built, its introduction to this value chain we’ve discussed herein actually creates the problem many firms suffer from: key data needed to provide customer service (again: effectively the entirety of a firm’s reports and analysis) is now in disparate systems and detached.

Both of those dynamics are important and distinct: not only is this supplemental data disparate, but when brought together there is no logical association that can be made between the two data sets.

Allow me, then, to make the point very simply: not only can this financial and time-based value data (you may be thinking about is as “portfolio monitoring” or “accounting”) be a part of a CRM, it is arguably the most important part of a CRM because it’s at the core of what providing service to the customer entails — information that comes out of data!

Firms need a digital method to engage stakeholders (ie investor portals)

Investor portals are not new; in fact, for many of us — including myself — they conjure up horrifying nightmares in which we’re aimlessly guessing at folders to find the newest document we need.

So in lies the opportunity: not only have the portals we’ve come to hate not simplified the process of acquiring information, they’ve failed to create an entirely new experience that is “customer service” driven.

To be fair, this is not a B2C market where you’d be long out of business for not having focused on customer service and thus the customer’s technology-driven experience. But don’t expect to be around too much longer if you aren’t thinking about this shift.

Today’s institutional investors increasingly expect this same consumer-like experience, and a massive opportunity is being missed by not providing it. It’s not about providing them the experience they desire; it’s more about the ability to measure engagement that is had in return.

Put simply: what’s keeping the market from providing this experience is the availability of the information that’s required to create the service that provides the experience.

If you’ve hung in this long, you know that by focusing on your CRM, you have the data that’s required to manage the customer relationship and the technology-driven experience through which that information is shared to create a differentiated and opportunistic customer experience.

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