Webinar - How Marketing Automation can sales fall in love with CRM
 

Webinar - How Marketing Automation can sales fall in love with CRM

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SalesFUSION and Analyst firm, Gleanster present a compelling look at how a properly implemented marketing automation solution can dramatically improve CRM adoption and usage by Sales

SalesFUSION and Analyst firm, Gleanster present a compelling look at how a properly implemented marketing automation solution can dramatically improve CRM adoption and usage by Sales

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Webinar - How Marketing Automation can sales fall in love with CRM Webinar - How Marketing Automation can sales fall in love with CRM Presentation Transcript

  • How marketing automation can make sales fall in love with CRM all over again
    Presented by:
    Kevin Miller – EVP Marketing/Sales – SalesFUSION
    Ian Michiels – Principle Analyst - Gleanster
    Session Audio Starts at 2PM EST
  • Today’s Agenda
    • About the speakers & companies
    • Empowering marketing and sales
    • The customer lifecycle approach
    • Top Performers
    • Processes and core technologies
    • Wrap up/Q&A
  • About SalesFUSION
    • SaaS Marketing Automation Solution
    • Support B2B and retail customers
    • Platform for driving all lead/demand generation
    • HQ – Atlanta GA – Offices in PA/CA
    • Focus on integrating marketing/sales
    • Embedded demand generation for CRM
    • Customers/partners operating in 11 countries
  • Ian Michiels
    Principal Analyst
    Gleanster
    4
    Sales and Marketing Alignment How to make sales fall in love with CRM all over again
    I
    CRM
  • Is your CRM a crutch or enabler for Sales?
    What we will cover today:
    Practical tips from Top Performers
    What data is available?
    What does sales really need?
    5
    Agenda: Empowering Marketing & Sales with CRM
  • The research referenced in this webinar comes from the Q4’10-Q2’11
    600+ Survey Respondents
    Top Performers = Respondents that achieved Top Quartile performance in key KPI’s
    Everyone Else = Everyone Else
    Research Findings
    6
    • Lead Nurturing Gleansight
    (Q4’10)
    • iCRM Gleansight
    (Q2’11)
    • Lead Prioritization
    Gleansight
    (Q2’11)
  • 7
    Why are we still having this discussion?
    What are your top 3 challenges with CRM?
    *235 Sales and Marketing Respondents in iCRM 2011 Survey
  • Data: Access to credible data
    Integration
    Technology: Supporting the sales process
    What’s Absent
    Shared definition of a lead (#6)
    Communication
    Accountability / Incentives
    8
    Consistent Themes in the Challenges
  • 9
    How do we ensure a return on CRM investments?
    Forced Usage
    1.
    Sales
    Marketing
    Marching to the Same Beat with a Goal in Mind
    2.
  • 10
    CRM as a Productivity Tool?!?
    Why did you implement CRM?
    *235 Sales and Marketing Respondents in iCRM 2011 Survey
  • 11
    Lot’s of different ways to build a motorcycle…
  • 12
    But some work better than others...
    How do Top Performers Empower Sales Reps with CRM?
  • 13
    Customer Lifecycle Approach
    Customer Lifecycle
    Buying Cycle
    Sales Cycle
    Service
    When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling.
    Inquiry.
    (Unknown buying intent)
    Sales Accepted Lead (SAL)
    = Prospect
    Marketing Qualified Leads (MQL).
    Sales Qualified Lead (SQL) = Valid Opportunity
    Leads
    Prospects
    Customers
  • 14
    Customer Lifecycle Approach
    Customer Lifecycle
    Buying Cycle
    Sales Cycle
    Service
    When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling.
    Inquiry.
    (Unknown buying intent)
    Sales Accepted Lead (SAL)
    = Prospect
    Marketing Qualified Leads (MQL).
    Sales Qualified Lead (SQL) = Valid Opportunity
    Information
    Leads
    Prospects
    Customers
    • Competitive Environment
    • Thought Leadership
    • Buying Intent
    • Budget
    • Need
    • Authority
    • Timeline
    • Social Mentions
    • Behavior
    • Demographics
    • Psychographics
  • 15
    Limited Data Limits Sales Reps
    Customer Lifecycle
    Buying Cycle
    Sales Cycle
    Service
    Is data in your CRM limited to the sales cycle?
    Information
  • 16
    Lack of Visibility at the Beginning and End of the Funnel
    No ability to make data driven decisions
    Consistently make data driven decisions
    Please rate your ability to make data driven decisions on the following areas:
    1 2 3 4 5 6 7 8 9 10
    Measure campaign ROI on prospecting campaigns
    Unknown Demand for Products and Services
    LEADS
    Targeting new prospects or markets
    Known Demand for Products and Services
    MARKETING QUALIFIED LEADS
    Personalize messaging to marketing identified leads
    Sales Opportunities
    SALES ACCEPTED LEADS
    Forecast sales cycle-time
    Forecast sales close ratio
    SALES QUALIFIED LEADS
    Customers
    Measure Customer Lifetime Value
    CLOSED / WON
    Personalize cross-selling and up-selling campaigns
    Top Performers
    TP
    EE
    Everyone Else
    TP
    EE
    TP
    EE
    TP
    EE
    TP
    EE
    TP
    EE
    TP
    EE
    TP
    EE
    5.6
    3.5
    6.1
    2.5
    8.0
    5.3
    9.4
    7.2
    9.6
    7.4
    6.0
    2.3
    7.8
    4.4
  • 17
    Buying Cycle vs. Sales Cycle
    Customer Lifecycle
    Buying Cycle
    Sales Cycle
    Service
    Integrated
    Customer Relationship Management
  • 18
    What is iCRM?
    SERVICE
    Robustness of Solution
    MARKETING
    Sales Performance Mgmt
    • Incentive Comp
    • Sales Analytics
    SALES
    Sales Force Automation
    • Contact Mgmt
    • Pipeline Mgmt
    SFA
    Value Derived
  • 19
    What’s is iCRM?
    SERVICE
    Email Marketing
    • Implicit Data
    • Behavior
    Robustness of Solution
    MARKETING
    Web Analytics
    • Implicit Data
    • Behavior
    CRM
    Customer Intelligence
    • Data Augmentation
    • Data Quality .
    Sales Performance Mgmt
    • Incentive Comp
    • Sales Analytics
    SALES
    Sales Force Automation
    • Contact Mgmt
    • Pipeline Mgmt
    SFA
    Value Derived
  • 20
    What is iCRM?
    Contact Center
    SERVICE
    iCRM
    Marketing Automation
    • Implicit Data
    • Explicit Data
    • Marketing & Sales Alignment
    • Multi-Channel Integration
    Email Marketing
    • Implicit Data
    • Behavior
    Robustness of Solution
    MARKETING
    Web Analytics
    • Implicit Data
    • Behavior
    CRM
    Customer Intelligence
    • Data Augmentation
    • Data Quality .
    Sales Performance Mgmt
    • Incentive Comp
    • Sales Analytics
    SALES
    Sales Force Automation
    • Contact Mgmt
    • Pipeline Mgmt
    SFA
    Value Derived
  • 21
    Tactics for Addressing Top Challenges with CRM
  • Top Performers are 3x more likely to integrate Data Augmentation tools within CRM
    Jigsaw, Bizo, ZoomInfo, etc.
    Make CRM the primary access point for these tools
    Update the database regularly
    Augment Account and Contact Data with Marketing Activity
    22
    Data Credibility and Accessibility
  • Integrating by Account:
    23
    What Do Top Performers Integrate?
  • Web Analytics
    Tracking Code in Marketing Automation
    Google Analytics
    Both
    Email Marketing
    4 out of 5 Use Pre-Built Integration
    Marketing Automation
    100% Use Pre-Built Integration
    24
    How do Top Performers integrate?
  • 6 out of 10 Top Performing Organizations configure Real-Time Sales Alerts for Sales Reps
    By Region
    By Account
    By Page Visit
    Treat Your Reps like Your Marketing Prospects
    Relevant, Timely Information is Key
    25
    Email Sales Alerts HUGE!
  • 26
    Make CRM a Valuable Source of Information
    Traditional CRM is a process interruption…
    Empower Reps within CRM
    Access to Critical Information Exclusively within CRM
  • How can Marketing help Sales Fall in Love with CRM?
    Low Hanging Fruit Lies in Data Integration
    Give Reps a Window into Prospect / Customer Communications across the entire Customer Lifecycle
    Bring the CRM to them through Alerts and Notifications
    27
    Final Thoughts
  • Key Technologies
    • Website visitor tracking
    • Lead activity alerts
    • CRM Field value triggers
    • Lead scoring & routing
  • Lead Flow in a web 2.0 world
    Website
    Marketing Automation
    CRM
    Online Ads
    • Bi-directional flow of data between marketing and CRM
    • Auto-assign leads to sales
    • Trigger follow up campaigns
    • Apply rules and logic
    • Create LP’s for each channel/campaign
    Social
    Email Campaigns
  • The changing nature of marketing
    Marketing’s Role
    • Identify leads
    • Generate leads
    • Execute campaigns
    • Pre-qualify leads
    • Nurture leads
    • Re-Market stale sales leads
    Sales’ Role
    • Complete lead qualification
    • Present and propose solutions
    • Propose pricing
    • Execute contracts
    • Close business
    • Cross-sell
    30
    • Marketing has a stake in CRM
    • Marketing is responsible for upper funnel
    • Marketing may be responsible for inside sales
    • Marketing may have financial stake in pipeline
  • Website Visitor tracking
    • Implicit activity – vital for lead scoring
    • Triggers sales alerts
    • Data presented in CRM
    • Adds value to phone interactions
    • Keeps sales excited about the lead gen process
    • Real-time
  • Lead Scoring
    • Keep CRM clean
    • Collaborate with sales on rules
    • Route leads when they are high-value
    • Allows for predictive marketing pipeline analytics
    • Eliminates early problems with online marketing
    Marketing Automation
    CRM
  • CRM Field-based triggers
    • Marketing – listens to CRM for field value changes
    • Changes to field values drive campaigns
    • Free up sales to focus on closing deals
    • Ensures no lead left behind
    • Replaces the tickler file
    Marketing Automation
    CRM
  • Industrialize the marketing to sales process
    Inbound /Outbound Campaigns enabled by SalesFUSION 360
    Web Activity
    Blog/RSS
    SEO/PPC
    Lead Scoring
    Lead Management
    Marketing to Sales Integration Engine
    Sold Deals =
    Trackable ROI
    Campaign Management
    Online Ads
    inbound
    Sold
    Landing Pages
    outbound
    PR
    Continuous Marketing To Leads
    Decision Analytics Engine
    Email
    CRM
    Events
    Lead Nurturing
    Social Media
  • Thank you!
    • Questions?
    • Get the Gleanster report on integrated CRM
    • Schedule a demo of SalesFUSION
    • Learn more about Gleanster research reports
    • www.gleanster.com
    • Learn more about SalesFUSION
    • www.salesfusion.com
    Marketing Automation
    CRM