Microsoft Dynamics CRM 4.0 Marketing

MARKETING Overview Ralph R. Zerbonia President Universe Central Corporation

Better Marketing Drives Company Value “ The report found that 58 percent of ‘Best in Class’ organizations use marketing automation technologies, and are realizing increased annual revenue and decreased marketing spend year over year and achieve greater than 100 percent ROI”. The Aberdeen Group “Successful Strategies in Marketing Automation” “ By 2010 over 50% of marketing staff in companies worldwide will be using enterprise software (marketing automation) as opposed to less than 20% today. Additionally, the reports projects that these tools will cut creative production cycle times by 30%.” Gartner Group Gartner Research Report (reprinted in Destination CRM)

Typical Business Challenges in Marketing

Difficulty in demonstrating marketing ROI

Lack of real-time insight into campaigns

Poor data quality in marketing databases

Difficulty in leveraging external data sources

Inefficient processes

Industry Views “ Marketing’s credibility within the boardroom is being damaged because of difficulties in demonstrating its true value … The number one issue is measurement and reporting which stops them from demonstrating the value they are actually delivering.” “ The Marketing Credibility Gap” December 2006 “ Currently, most large companies have physically separate marketing departments in different parts of the world, leading to no clear succinct global company “voice” – or unified marketing effort ... It is time for marketing departments across the world to join hands.“ DM News, January 2007

Change the Game in Marketing Achieve greater marketing impact with less Transform every touch point into a marketing opportunity Discover the untapped potential of customers

SOLUTION

Microsoft Dynamics CRM Marketing Solution

Marketing Capabilities

Full feature set

Marketing Workflow

Designed for

Users

Managers

Executives

Planning and Budgeting Comprehensive capabilities for designing, defining and re-using of marketing campaigns and programs

Microsoft Advantage

Campaign templates for easy re-use

Intuitive tracking of estimated vs. actual costs for easy ROI analysis

Product catalogs and price lists allow for offer customization

Planning and Budgeting Components

Campaign definition

Campaign templates

Product catalogs

Target list

Campaign budget management

Workflow based approvals

Data and List Management Seamless management of customer data and lists and the intuitive segmentation of that data

Microsoft Advantage

Data cleansing tools geared for the business user

Easy manipulation of lists and views for better segmentation

Workflow for triggers on external data sources

Data and List Management Components

Data import/export

Data cleansing

Query tools

Data views

List management

Activity association

Campaign Management Easy execution of campaigns and seamless tracking of all related communications, and tasks for increased follow-up and results

Microsoft Advantage

Closed-loop campaign management

Seamless tracking of communications between Outlook and Microsoft Dynamics CRM

New campaigns just a “Next” button away

Campaign Management Components

Quick Campaign Wizard

Bulk operation support

Offer management

Collateral management

Email templates

Outlook integration

Response and Lead Management End-to-end management of responses via guided wizards and automated conversion and follow-up of those responses

Microsoft Advantage

Response conversion one click away

Seamless connection to lead management enables appropriate follow-up

Powerful rules for response and lead scoring

Response & Lead Management Components

Response tracking

Multi channel comms support

Workflow (i.e. response scoring)

Email tracking

Response conversion

Lead management

Marketing Analytics Full spectrum of sales analysis capabilities ranging from basic reporting to OLAP/data mining and dashboards

Microsoft Advantage

Custom reports just “Next” button away

Easy report sharing and editing

Collaboration with SharePoint for audience specific portals

Marketing Analytics Components

Dashboards

Report Wizard

Standard and Custom reports

Trending and historical comparisons

Drill-through capabilities

Impactful Marketing Scenarios Intelligent Data Management Holistic Lead Management End-to-End Campaign Management Fully Integrated Marketing Targeted Cross-Selling and Up-Selling Tools that empower marketing users to manage and cleanse data across the organization Seamless tracking and conversion of leads across all parts of the organization 360° campaign management with easy campaign creation, seamless communication management Strong multi-lingual capabilities, seamless MS Office integration and robust workflow Insightful analysis for identification of key trends and discovery of hidden opportunities

Powered By Microsoft

Robust Workflow Tools

Native Outlook Client

Powerful Remote Capabilities

Point & Click Customization

Comprehensive Business Intelligence

BENEFITS

Key Benefits of Microsoft Dynamics CRM End-to-end visibility into leads, offers, interactions, responses and marketing programs True 360° Visibility Integrated marketing across the organization drives consistent messaging and brand Improved Consistency Improved Measurability Move marketing ROI from unknown to known by clearly measuring response rates, conversions and key metrics Greater Marketing Efficiency Shorten campaign cycles by automating the planning cycles and lessening reliance on IT

Key Benefits for Marketing

Clearly define the optimal marketing mix and pricing

Drive new lead and revenue opportunities

Deftly articulate the ROI of marketing programs

Rapidly launch new products and offers

Efficiently plan and manage budgets of campaigns

Enforce consistent branding and messaging

Achieve real-time visibility into campaign success

Effectively mange vendor and partner relationships

Seamlessly track customer comms. and interactions

VP of Marketing Marketing Manager Marketing Staff

Key Benefits for IT

Achieve rapid time to value

Realize low total cost of ownership (TCO)

Leverage consistent IT architecture & standards

Adapt to the company as it evolves and changes

Easily integrate existing applications and data

Extend the power of the Microsoft Dynamics CRM

Adapt to the ever-changing business requirements

Track key KPIs and cross-team workflows

Improve relevancy via point & click customization

Chief Information Officer IT Project Team Business Analyst

EVIDENCE

Global Customer Base in Marketing Mid-size Companies Small Businesses Large Enterprises

Customers in Action

High-end fitness club corp.

200 users

Uses Microsoft Dynamics CRM to identify trends, create tailored promotions (i.e. other gym member campaign) and initiate proactive communication.

Uses workflow functionality to automate paper-based processes

Global real estate services

900 users

Merged disparate databases into CRM DB for global customer profile.

Use Microsoft Dynamics CRM to conduct holistic needs analysis and create tailored campaigns (both locally and globally). Segment data for cross-sale/up-sale opportunities in diverse customer base.

Specialty ice cream

franchise

Use Microsoft Dynamics CRM to run online marketing campaigns, promotions and targeted email communications (Birthday Club Program).

Online form automatically populates data in Dynamics DB.

Cold Stone Creamery Equinox Jones Lang & LaSalle

Customer Perspective “ Microsoft Dynamics CRM provides us the ability to better serve our customers by delivering relevant communications and the innovative products they desire.” Cold Stone Creamery “ Microsoft [Dynamics] CRM is delivering Pumpkin Patch with more targeted and effective direct marketing campaigns, resulting in high levels of customer service and satisfaction.” Pumpkin Patch “ Microsoft [Dynamics CRM] helps us understand not only our own capabilities, but also new opportunities we can present to clients, so that we can channel them more effectively” Jones Lang LaSalle

Customer ROI

95% reduction in access time to customer data

98% reduction in time to create mass mailings by over

184% ROI achieved in 8 months

100% achievement of email capture of customers which reduced costly direct mail costs

650% increase in membership in Birthday Program from 200,000 to 1.5 million

Significant reduction in costs of key marketing program per person from 80 cents to pennies

“ Instead of making hundreds of phone calls we used the Microsoft [Dynamics] CRM bulk e-mail system to accomplish this project. Talk about saving time and money!”

Partnering for Success Software and Services Partners for Marketing

DISCUSSION

APPENDIX

Microsoft Dynamics CRM for Marketing: Building a Marketing Solution

Core components of a marketing application include:

Data Import and Cleansing

List Management and Segmentation

Campaign Planning and Execution

Campaign Response Management

Workflow across Teams and Groups

Tight Microsoft Office Integration

Marketing Reporting and Analytics

Commonly integrated components include:

Email sending and response handling

Complex marketing resource management modules

Microsoft Dynamics CRM for Marketing: Leveraging External Data for Marketing

Goal : Easily integrate multiple data sources to support more accurate marketing campaigns

Easily leverage data from multiple internal and external sources

Third-party lists, legacy databases, billing systems, and more

Import large amounts of data easily and at non-peak hours

Key Capabilities in Microsoft Dynamics CRM

Easy to use Data Import Wizard

Web services interfaces for bulk data import

Intra-team and cross-team workflow

Microsoft Dynamics CRM for Marketing: Coordinated Campaign Planning

Goal : Enable consistent campaign planning within or across teams and regions

Support for complex cross-group and cross-region campaigns

Configurable workflow to coordinate campaign process steps

Ability to coordinate with external planning/execution vendors

Multi-language, multi-currency, and multi-time zone support

Numerous UE enhancements in Office and Outlook

Campaign and Quick Campaign enhancements

Presence integration for real-time communication

Email management enhancements

Microsoft Dynamics CRM for Marketing: Effective Reference Management

Goal : Manage key marketing and sales references to better match to activities and to avoid overuse

Manage reference information consistently across the organization

Enforce consistent workflow process for reference usage, including rules to prevent the excessive use of specific references

Score and rank references based on impact, and match references to fit specific prospect or campaign needs

Intra-team and cross-team workflow

Easy-to-use Report Wizard for flexible reporting and analysis

Microsoft Dynamics CRM for Marketing: Ensuring High Quality in Marketing Data

Goal : Maintain clean and consistent marketing data that enable accurate prospect/customer targeting

Easily import legacy and third-party data

Identify, merge, and purge duplicate data

Enforce customer data privacy and contact preference policies

Integrated data migration tools

Batch/bulk operation support

Real-time data de-duplication and data cleansing capabilities

Microsoft Dynamics CRM for Marketing: Real-Time Marketing Insight

Goal : Deliver real-time marketing insight and analysis across campaigns and interaction channels

Enable business users to easily create reports without IT involvement

Share, edit and store reports across teams and regions

Adjust campaigns easily based on reports and analysis

Clearly measure success of marketing programs

Easy-to-use Report Wizard for flexible reporting and analysis

Ability to report on custom entities and across multiple entities

Multi-language reporting options

Improved mail-merge functionality

Additional Customer Quotes “ Microsoft helps us understand not only our own capabilities, but also new opportunities we can present to clients …” Jones Lang Lasalle ““ One of the things that really attracted us to Microsoft [Dynamics] CRM is that, combined with Microsoft Outlook, it’s just like one product.” “In anything else, you’d be duplicating efforts in two separate products.” Whistler Tourism “ We chose Microsoft Dynamics CRM because it’s a flexible tool that integrates easily with other systems. It also provides a familiar interface and is easy for our employees to learn and use.” Cold Stone Creamery

Top 5 Reasons to Choose Microsoft for Marketing Automation