Discover how CRM has helped companies like yours to re-imagine how they market their products and services, and dramatically improve campaign return-on-investment as a result

1. Accelerating
Your 2012
Marketing ROI
through Cloud
CRM Justin Mahon
Head of International Business
Development
CRM Applications
Sage

2. Introduction

3. The Sage Perspective
o 30 year’s experience helping SMBs and
divisions of larger enterprises to grow
profitably and manage their business
processes more effectively
o 6m customers globally
o Supported by 30,000 certified business
partners
o 72,500 organizations using Sage CRM
Solutions, equating to over 3m
individual users
o Largest provider of business
applications to SMBs globally - IDC

4. Sage Business Index – Q3 2011
Canada
Germany
Global Economic Confidence, 02/'11
US
Global Economic Confidence, 09/'11
France
Domestic Economic Confidence, 02/'11
Global economic sentiment dropped from
UK
53.13 to 44.47 in 6 months; UK has most
Domestic Economic Confidence, 09/'11 negative outlook at 40.65; and second
most negative for the domestic economy
Germany UK France United Canada South Singapore Spain Austria
at 42.41
States Africa & Malaysia

5. IPA Bellwether Report – Q4 2011
Confidence & Spend by Quarter Q4 ’11 Δ in Marketing Spend by Category
40%
Search
30%
20% Internet
10%
Other
0%
2006
2007
2008
2009
2010
2011
-10% Direct Marketing
-20%
Sales promotion
-30%
-40% Media
-50%
-60% total
-70%
Confidence index – respondent company’s financial prospects -8.00% -3.00% 2.00% 7.00% 12.00%
Quarterly adjustment to respondent’s marketing budget
Confidence index – respondent industry’s financial prospects
Headlines
o Confidence is down significantly due to market uncertainty
o Q4 2011 marketing budgets up marginally – up .6% in Q4 compared to net increase of 3.4% in Q3
o 2012 budgets expected to rise at lowest levels in 3 years
o Managing budgets tightly in anticipation of challenging trading conditions throughout 2012
o Internet advertising rising at the highest rate
o Traditional media being cut in favour of online, direct marketing and sales promotions
o Spending to protect current market share
Source: IPA Bellwether Report, Q4 2011; copyright permission provided by Markit Economics

6. 2012 Challenges for Marketing
Headline challenges for Marketing:
• Seen as a cost • Revenue driving
centre, not revenue marketing spend, not the
driver other way around
• Lower returns from • Viewed as discretionary
traditional demand • Resources – need to
generation deliver more with less
activities • Not able to execute
• Budgets under quickly enough
pressure
And the underlying causes....
Limited / poor Customer information
Not understanding what Difficulty putting Unable to target the
intelligence on target spread across multiple
works / doesn’t work – forward a compelling highest potential Fewer inbound leads
market and prospect departments and
managing by anecdote business case opportunities
profiles systems
Inability to link
campaigns to specific Takes a long time to roll Very difficult to get real-
Heavily reliant on 3rd Too much time spent on
revenues, customer out new marketing time performance Process bottlenecks
party providers administration
retention or brand programmes information
recognition

7. The Big Question for 2012….
Is Marketing
a good
investment?

8. Getting the Basics
Right

9. Re-Engineering Marketing – Essentials
 Clearly defined stages throughout  Direct linkage to revenue at an
the entire demand creation process opportunity level
accompanied by formalized  Greater ownership of revenue
processes, checkpoints and KPIs generation for marketing
 Tools to support planning,  Full audit trail; complete
execution, reporting and analysis transparency
 Every activity has a specific call-to-
action
 Clear differentiation between KPIs
that simply measure activity and
those that truly drive revenue,
margin, and cost avoidance
 Conversion rates at each stage
makes revenue impact of marketing
investment highly predictable –
investment driven by business
case, not anecdote
 Real-time performance data

10. Formalizing your Marketing Practice
Revenue
Funnel Enablement through CRM
The Great Unwashed
Campaign Management
Total population of touch
First Interaction
Social Media points across all marketing
activities – offline and online
Identifiable engagement –
registration on
E-Marketing First Pass Qualification
Performance Management
website, attendance at
Headline attribute(s)
event, request for call, click-
identified in First Interaction
through on email
used to disqualify based on
Nurture Cycle
Orchestration of
Lead Capture & geography, company size etc
targeted, personalized and
intelligent nurture program to Management Qualified Lead
generate ‘Suspects’ from NN
QSO
and IB
Data Segmentation & Intent and timeframe for
purchase – converted from
Suspect to Lead
Qualified against specific sales
criteria – product / service
Enrichment Forecasted Opportunity
Productivity & Automation
fit, budget and decision maker
Active sales opportunity
committed to sales forecast
Tools Customer additions
with specific close probability
Process optimization Revenue growth Database refinement
Margin growth

11. Leveraging CRM to
Drive through
Transformative
Change

12. Campaign Management
Typical Challenges Encountered by our Customers
o No single place to plan and manage campaigns
o Juggling multiple marketing channels is difficult
o Difficulty targeting the correct profile of target customer; difficulty identifying cross-sell and
up-sell opportunities with current customers; lists are always out-of-date
o Team collaboration and activity management is poor
o Leads and opportunities become orphaned from the marketing programme
o Performance metrics are piecemeal and after-the-event
How CRM helps
 Campaign, waves and activities
 Multi-channel support – offline and
online
 Granular list definition and
management
 Workflow & execution
 Budgeting control with alerts
 Central library for marketing assets
 Team activity and collaboration
management tools
 Lead and opportunity tracking

13. Social Media
Typical Challenges Encountered by our Customers
o Playing catch-up; have not operationalized social media; no policy or governance
o No owner
o Not integrated with other marketing activities
o Not integrated with customer contact records
o Difficulty embracing wide range of blogs, communities, micro blogs, video podcasts etc
o Difficulty separating value from noise
o Measuring activity, not effectiveness
How CRM helps
 Manage social activities centrally
 Social feed aggregation from
Communities, blogs and other
sources
 Contact enrichment with Linkedin
 Track companies, contacts or
topics on Twitter
 Tweets presented as feeds
 Integrate Twitter into outbound
marketing campaigns
 Add Tweets to contact records
 Full audit trail

14. Social Media
Campaign: TimeNExpense Marketing Campaign

15. Social Media – Separating Value from
Noise
Measuring Activity vs. Value of Social Media
Key Questions to ask about your organization’s use of social media
o Is social media driving a specific, measureable outcome on your revenue
funnel?
o Which social channels have the greatest impact?
o Is the correlation clear enough to predict ROI?
o Is the ROI worthwhile?

16. E-Marketing
Typical Challenges Encountered by our Customers
o Standalone activity – divorced from data and other marketing activities
o Manually intensive
o One-size-fits-all mass email; limited personalization
o Not intelligent
o High bounce rates
o Oversaturation
o Difficulty accommodating compliancy requirements
How CRM helps
 Full integrated within CRM
 Set and forget
 WYSIWYG template editor
 Intelligent nurture streams
 Automatic generation of lists based
on responses
 Supports mass personalization
 Powerful template editor
 Real-time performance management
 Advanced Spam checking
 Enforces compliancy requirements
and reporting

17. E-Marketing

18. Set and Forget
E-Marketing
Nurture
Stream

19. Lead Management
Typical Challenges Encountered by our Customers
o Leads not captured or tracked effectively
o Leads not followed up on-time; no SLA; no escalations
o Lack of clear criteria for handover to sales
o No way to enforce formalized lead qualification and grading criteria
o Unstructured, subjective feedback on lead quality
o Leads and opportunities are not associated back to their source or originating campaign
o No mechanism for re-cycling
How CRM helps
 Web-to-lead capture with campaign
landing zones
 Full lifecycle management
 Configurable lead qualification and
scoring capabilities.
 Rules-based, automatic allocation
 Alerts and notifications
 Lead-to-opportunity conversion
workflow
 Full audit trail and detailed KPIs
around qualification, conversion and
close

20. Performance Management & Analytics
Typical Challenges Encountered by our Customers
o Viewed as administration / overhead
o Multiple, disparate sources – finance, web analytics, E-Marketing, sales forecasts etc.
o Days spent pulling information together
o Tools are not intuitive
o Rigid formats; not easy to edit
o Historic snapshot
o Not situational
How CRM helps
 Fully situational – KPIs baked into
the workspace
 Performance management in real-
time
 Team and individual dashboards
 Surface information and services
that are important to each individual
 Can be fully personalized
 Fully contextual - link dashboard
components; full drill down
 Empowerment drives opt-in
 Reporting Suite

21. Performance Management & Analytics

22. Productivity & Automation Tools
Typical Challenges Encountered by our Customers
o Disconnected customer information spread across applications, departments, users and devices
o Spending too much time on administration
o Collaborating across teams and departments is challenging
o Difficulty remaining productive while out of the office
o Time spent re-entering information from one system to the next
o Process bottlenecks impacting on marketing performance
How CRM helps
 360 degree view of customer and
prospect data across departments
and interactions
 Mobile and Tablet support
 Team collaboration tools
 Graphical workflow orchestration
 Maps integration
 Task and calendar management
 Exchange integration

23. Productivity & Automation Tools

24. Quantifying Impact,
Cost of Not Solving
& ROI

25. Quantifying CRM ROI
The Great Unwashed
Increase targeted visitors to
your website through Social
Media
First Interaction
Capture qualification First Pass Qualification
information about your visitors
using Web-to-Lead and
Identify nurture candidates
Landing Zones
through Workflow and
Automated List Building
Nurture Cycle
Increase the number of leads
through nurture E-Marketing &
Social Media Qualified Lead
Prioritize using Lead
QSO Qualification & Scoring
Tools
Ensure qualified opportunities
are followed up on a timely
Forecasted Opportunity
basis through Automatic Lead
Allocation, Alerts and Full traceability back to
Notifications originating lead sources and
campaigns through
Opportunity Management
Better In a more
More of Delivered in At a lower
Higher Value qualified predictable
them less time cost
opportunities way

26. Calculating Top and Bottom Line Impact
for 1 Year
‘Need to Have’ Metrics o Estimated X% increase in the number of
o Estimated X% increase in the number of responses generated by marketing
qualified opportunities campaigns?
o Estimated X% increase in the average
value of an opportunity
o Estimated X% improvement in the
opportunity close rate?
o Estimated X% increase in the number of
cross/up sell opportunities to existing
customers?
o Estimated X% decrease in cost of sale?
o Estimated X% reduction in avoidable
marketing spend
o Estimated X% increase in the number
customer contracts renewed each year?
o Estimated X% increase in the average
contract value?
‘Nice to Have’ Metrics
o Estimated X% reduction in the length of the
average sales cycle?
o Estimated X% improvement in the lead-to-
opportunity conversion rate?

27. Best Practice Case Studies
Parcelforce Buffalo Sabres
o Worldwide Express Parcel division of Royal o NY-based, NHL Eastern League member
Mail; delivers over 40 million packages on o 35 Sage CRM users across marketing and
behalf of its customers annually customer service
o 450 users across marketing and sales o Project to replace multiple, disparate legacy
o Project to replace multiple, disparate legacy applications and paper trails with a single,
applications and paper trails with a single, integrated CRM environment
integrated CRM environment o Solution, based on Sage CRM, delivers
o Solution, based on Sage CRM, manages, sophisticated, yet easy-to-execute database
orchestrates and tracks all marketing marketing and lead management capabilities
campaigns without oversaturation and – maximizes cross-sell and up-sell
improves sales efficiency opportunities without oversaturation
o Complete visibility on all marketing o Covering season tickets, mini-packs, all
interactions with customers and potential access suites, Blue & Gold club
customers; granular ROI calculation for each membership, corporate packages, Sabres
individual campaign Insiders, Poweplay luncheons, Community
o Doubled ROMI in the first year; project and Kid’s Club
breakeven in less than 1 year (a project o 25% increase in ticket sales and 20%
requirement); and significant reduction in reduction in customer service cost in 1st
contract turnaround times year

28. Why Cloud?

29. Rapid Route-to-Value
o Ideally suited to departmental lifetime value of the system
/ workgroup POC o Predictable cost scalability
o Rapid roll-out
o Frictionless, automatic
upgrades
o Limited administrative
overhead
o Reduces / eliminates the
need for IT resource
o Opex – frees working capital
for core projects
o Low up-front cost; spreads
cost more evenly over the

30. Find out more
Sage CRM Solutions provide flexible and robust customer
relationship management (CRM) solutions, including Sage
ACT!, Sage SalesLogix and Sage CRM.
To find out more visit www.sage.co.uk/crm or call
0845 111 99 88.