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Why crm deployments fail marketers

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  • 1. Why CRM Technologies are failingMarketers…..10 initiatives for 2010Adam Sharp, M.D.February 2010
  • 2. about CleverTouch Intelligent Rules- Marketing based Technology Workflow Marketing Insightasharp@clever-touch.com 2Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 3. 1999- the year marketing changed ….. it went sideways. 3Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 4. Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 5. Web search has fundamentally changed the Selling/Buying DynamicCopyright © 2009 CleverTouch Marketing, All rights reserved 5
  • 6. CRM systems are not an ideal platform for marketing…. 6Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 7. OUTBOUND INBOUND The Gap • Technology • Processes • Content • Skills •Pipeline •Opportunity Management •Sales •Support •(X-sell) 7Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 8. OFFLINE marketing today… OUTBOUND INBOUND ONLINECopyright © 2009 CleverTouch Marketing, All rights reserved
  • 9. …marketing 1.0 Ads & PR SEO & Tele Digital Direct Social Events eMail PPC marketing & Web Mail Ntwk Channels Multiple Versions Of The Truth Multiple Formats- No History & Partners Poor Lead Nurturing & Routing People/Time Intensive Organisation serve Comms Platforms 9Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 10. Marketing 1.0 = Ineffective Marketing Domain ADHOC 80% Sales Domain 20%Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 11. Major Marketing 1.0 issues 1. no real handle on prospect data 2. slow campaigns = individual heroics 3. multi-channel = multi-complexity 4. adhoc workflow 5. constant reinvention (manual nurturing) 6. partners not integrated 7. no personalisation 8. pipeline = feast or famine 9. no closed loop & forensic lead analysis 11Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 12. …and so Marketing needs a new approach 12Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 13. Initiatives for 2010 13Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 14. marketing 2.0 = Balance Business Process & Workflow Operations & eBusiness Customer & Prospect Technology Understanding & Automation Product & Marcom 1 Creativity, Collaboration & InnovationCopyright © 2009 CleverTouch Marketing, All rights reserved
  • 15. …move from emailmarketing to marketingautomation 2 Violates Patent 4700914 15Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 16. adopt a Marketing 2.0 OUTBOUND mindset INBOUND eMail, DM SEO, PPC PR Social Media Web Activity Cluster Analysis based on profile building Engagement Opportunity 41 3 16Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 17. 4 ……….. 7 1. Data Analytics 2. Psychometric Marketing 3. Business Process Review 4. TechnologyCopyright © 2009 CleverTouch Marketing, All rights reserved
  • 18. Get a handleon your data……one place BEFORE AFTER 4 18Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 19. Look for patterns as basis of campaigns Average mean customer spend is £1,306 per year 4 19Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 20. Psychometric Marketing Unaware & Happy Aware & Troubled Committed to Change Explore Solutions Commit to Solutions Marketing Marketing Inside Sales Inside Sales/Sales Sales/SE Economic Technical Executive DEPTH & VARIETY Economic Buyers What CONTENT? What QUESTIONS/INSIGHT? ENSURE DIFFERENT CONTENT AND QUESTIONS AT EACH STAGE ATTITUDE & APTITUDE Technical Buyers Executive Buyers 5 20Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 21. Business Process Review Lack of Controlled Nurturing before Lack of load balancing Lack of Closed loop or feed back 6 21Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 22. Business Process Review Controlled Nurturing Load balancing after Closed loop feed back 6 22Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 23. Marketing Technology1. map requirements2. don’t buy features. 7 23Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 24. Lead Profiling, Lead Scoring, Lead Nurturing…... Consider Engagement Marketing- Openness & Organisational Momentum 8 24Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 25. Social Media = REACH 1. listening 2. influencer marketing 3. compelling content. 9 25Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 26. Dynamic Demand Management © INBOUND OUTBOUND Target Actual Target Actual Target Actual Target Actual MQL Target Actual Pipeline Target Actual 10 Win Target Actual 26Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 27. Marketing Automation is opportunity for Marketing Transformation 27Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 28. 2010 - a holistic approach CRM + Marketing Automation 28Copyright © 2009 CleverTouch Marketing, All rights reserved
  • 29. Why CRM Technologies are failingMarketers…..10 initiatives for 2010Adam Sharp, M.D.February 2010