How marketing automation can make sales fall in love with CRM all over again<br />Presented by: <br />Kevin Miller – EVP M...
Today’s Agenda<br /><ul><li>About the speakers & companies
  Empowering marketing and sales
  The customer lifecycle approach
  Top Performers
 Processes and core technologies
 Wrap up/Q&A</li></li></ul><li>About SalesFUSION<br /><ul><li>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</li></li></ul><li>Ian Michiels<br />Principal Analyst<br />Gleanster<br />4<b...
Is your CRM a crutch or enabler for Sales?<br />What we will cover today:<br />Practical tips from Top Performers<br />Wha...
The research referenced in this webinar comes from the Q4’10-Q2’11<br />600+ Survey Respondents<br />Top Performers = Resp...
7<br />Why are we still having this discussion?<br />What are your top 3 challenges with CRM?<br />*235 Sales and Marketin...
Data: Access to credible data<br />Integration<br />Technology: Supporting the sales process<br />What’s Absent<br />Share...
9<br />How do we ensure a return on CRM investments?<br />Forced Usage<br />1.<br />Sales<br />Marketing<br />Marching to ...
10<br />CRM as a Productivity Tool?!?<br />Why did you implement CRM?<br />*235 Sales and Marketing Respondents in iCRM 20...
11<br />Lot’s of different ways to build a motorcycle…<br />
12<br />But some work better than others...<br />How do Top Performers Empower Sales Reps with CRM?<br />
13<br />Customer Lifecycle Approach<br />Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />When the ...
14<br />Customer Lifecycle Approach<br />Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />When the ...
 Thought Leadership
 Buying Intent
 Budget
 Need
 Authority
 Timeline
 Social Mentions
 Behavior
 Demographics
 Psychographics</li></li></ul><li>15<br />Limited Data Limits Sales Reps<br />Customer Lifecycle<br />Buying Cycle<br />Sa...
16<br />Lack of Visibility at the Beginning and End of the Funnel<br />No ability to make data driven decisions<br />Consi...
17<br />Buying Cycle vs. Sales Cycle<br />Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />Integrat...
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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

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

  1. 1. How marketing automation can make sales fall in love with CRM all over again<br />Presented by: <br />Kevin Miller – EVP Marketing/Sales – SalesFUSION<br />Ian Michiels – Principle Analyst - Gleanster<br />Session Audio Starts at 2PM EST<br />
  2. 2. Today’s Agenda<br /><ul><li>About the speakers & companies
  3. 3. Empowering marketing and sales
  4. 4. The customer lifecycle approach
  5. 5. Top Performers
  6. 6. Processes and core technologies
  7. 7. Wrap up/Q&A</li></li></ul><li>About SalesFUSION<br /><ul><li>SaaS Marketing Automation Solution
  8. 8. Support B2B and retail customers
  9. 9. Platform for driving all lead/demand generation
  10. 10. HQ – Atlanta GA – Offices in PA/CA
  11. 11. Focus on integrating marketing/sales
  12. 12. Embedded demand generation for CRM
  13. 13. Customers/partners operating in 11 countries</li></li></ul><li>Ian Michiels<br />Principal Analyst<br />Gleanster<br />4<br />Sales and Marketing Alignment How to make sales fall in love with CRM all over again<br />I<br />CRM<br />
  14. 14. Is your CRM a crutch or enabler for Sales?<br />What we will cover today:<br />Practical tips from Top Performers<br />What data is available?<br />What does sales really need?<br />5<br />Agenda: Empowering Marketing & Sales with CRM<br />
  15. 15. The research referenced in this webinar comes from the Q4’10-Q2’11<br />600+ Survey Respondents<br />Top Performers = Respondents that achieved Top Quartile performance in key KPI’s<br />Everyone Else = Everyone Else<br />Research Findings<br />6<br /><ul><li>Lead Nurturing Gleansight</li></ul>(Q4’10)<br /><ul><li>iCRM Gleansight</li></ul>(Q2’11)<br /><ul><li>Lead Prioritization</li></ul>Gleansight<br />(Q2’11)<br />
  16. 16. 7<br />Why are we still having this discussion?<br />What are your top 3 challenges with CRM?<br />*235 Sales and Marketing Respondents in iCRM 2011 Survey<br />
  17. 17. Data: Access to credible data<br />Integration<br />Technology: Supporting the sales process<br />What’s Absent<br />Shared definition of a lead (#6)<br />Communication<br />Accountability / Incentives<br />8<br />Consistent Themes in the Challenges<br />
  18. 18. 9<br />How do we ensure a return on CRM investments?<br />Forced Usage<br />1.<br />Sales<br />Marketing<br />Marching to the Same Beat with a Goal in Mind<br />2.<br />
  19. 19. 10<br />CRM as a Productivity Tool?!?<br />Why did you implement CRM?<br />*235 Sales and Marketing Respondents in iCRM 2011 Survey<br />
  20. 20. 11<br />Lot’s of different ways to build a motorcycle…<br />
  21. 21. 12<br />But some work better than others...<br />How do Top Performers Empower Sales Reps with CRM?<br />
  22. 22. 13<br />Customer Lifecycle Approach<br />Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />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.<br />Inquiry.<br />(Unknown buying intent)<br />Sales Accepted Lead (SAL)<br />= Prospect<br />Marketing Qualified Leads (MQL). <br />Sales Qualified Lead (SQL) = Valid Opportunity<br />Leads<br />Prospects<br />Customers<br />
  23. 23. 14<br />Customer Lifecycle Approach<br />Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />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.<br />Inquiry.<br />(Unknown buying intent)<br />Sales Accepted Lead (SAL)<br />= Prospect<br />Marketing Qualified Leads (MQL). <br />Sales Qualified Lead (SQL) = Valid Opportunity<br />Information<br />Leads<br />Prospects<br />Customers<br /><ul><li> Competitive Environment
  24. 24. Thought Leadership
  25. 25. Buying Intent
  26. 26. Budget
  27. 27. Need
  28. 28. Authority
  29. 29. Timeline
  30. 30. Social Mentions
  31. 31. Behavior
  32. 32. Demographics
  33. 33. Psychographics</li></li></ul><li>15<br />Limited Data Limits Sales Reps<br />Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />Is data in your CRM limited to the sales cycle? <br />Information<br />
  34. 34. 16<br />Lack of Visibility at the Beginning and End of the Funnel<br />No ability to make data driven decisions<br />Consistently make data driven decisions<br />Please rate your ability to make data driven decisions on the following areas:<br />1 2 3 4 5 6 7 8 9 10<br />Measure campaign ROI on prospecting campaigns<br />Unknown Demand for Products and Services<br />LEADS<br />Targeting new prospects or markets<br />Known Demand for Products and Services<br />MARKETING QUALIFIED LEADS<br />Personalize messaging to marketing identified leads<br />Sales Opportunities<br />SALES ACCEPTED LEADS<br />Forecast sales cycle-time<br />Forecast sales close ratio<br />SALES QUALIFIED LEADS<br />Customers<br />Measure Customer Lifetime Value<br />CLOSED / WON<br />Personalize cross-selling and up-selling campaigns<br />Top Performers<br />TP<br />EE<br />Everyone Else<br />TP<br />EE<br />TP<br />EE<br />TP<br />EE<br />TP<br />EE<br />TP<br />EE<br />TP<br />EE<br />TP<br />EE<br />5.6<br />3.5<br />6.1<br />2.5<br />8.0<br />5.3<br />9.4<br />7.2<br />9.6<br />7.4<br />6.0<br />2.3<br />7.8<br />4.4<br />
  35. 35. 17<br />Buying Cycle vs. Sales Cycle<br />Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />Integrated <br />Customer Relationship Management<br />
  36. 36. 18<br />What is iCRM?<br />SERVICE<br />Robustness of Solution<br />MARKETING<br />Sales Performance Mgmt<br /><ul><li>Incentive Comp
  37. 37. Sales Analytics</li></ul>SALES<br />Sales Force Automation<br /><ul><li>Contact Mgmt
  38. 38. Pipeline Mgmt</li></ul>SFA<br />Value Derived<br />
  39. 39. 19<br />What’s is iCRM?<br />SERVICE<br />Email Marketing<br /><ul><li>Implicit Data
  40. 40. Behavior </li></ul>Robustness of Solution<br />MARKETING<br />Web Analytics<br /><ul><li>Implicit Data
  41. 41. Behavior </li></ul>CRM<br />Customer Intelligence<br /><ul><li>Data Augmentation
  42. 42. Data Quality .</li></ul>Sales Performance Mgmt<br /><ul><li>Incentive Comp
  43. 43. Sales Analytics</li></ul>SALES<br />Sales Force Automation<br /><ul><li>Contact Mgmt
  44. 44. Pipeline Mgmt</li></ul>SFA<br />Value Derived<br />
  45. 45. 20<br />What is iCRM?<br />Contact Center<br />SERVICE<br />iCRM<br />Marketing Automation<br /><ul><li>Implicit Data
  46. 46. Explicit Data
  47. 47. Marketing & Sales Alignment
  48. 48. Multi-Channel Integration</li></ul>Email Marketing<br /><ul><li>Implicit Data
  49. 49. Behavior </li></ul>Robustness of Solution<br />MARKETING<br />Web Analytics<br /><ul><li>Implicit Data
  50. 50. Behavior </li></ul>CRM<br />Customer Intelligence<br /><ul><li>Data Augmentation
  51. 51. Data Quality .</li></ul>Sales Performance Mgmt<br /><ul><li>Incentive Comp
  52. 52. Sales Analytics</li></ul>SALES<br />Sales Force Automation<br /><ul><li>Contact Mgmt
  53. 53. Pipeline Mgmt</li></ul>SFA<br />Value Derived<br />
  54. 54. 21<br />Tactics for Addressing Top Challenges with CRM<br />
  55. 55. Top Performers are 3x more likely to integrate Data Augmentation tools within CRM<br />Jigsaw, Bizo, ZoomInfo, etc. <br />Make CRM the primary access point for these tools<br />Update the database regularly<br />Augment Account and Contact Data with Marketing Activity<br />22<br />Data Credibility and Accessibility<br />
  56. 56. Integrating by Account:<br />23<br />What Do Top Performers Integrate?<br />
  57. 57. Web Analytics<br />Tracking Code in Marketing Automation<br />Google Analytics<br />Both<br />Email Marketing<br />4 out of 5 Use Pre-Built Integration<br />Marketing Automation<br />100% Use Pre-Built Integration<br />24<br />How do Top Performers integrate?<br />
  58. 58. 6 out of 10 Top Performing Organizations configure Real-Time Sales Alerts for Sales Reps<br />By Region<br />By Account<br />By Page Visit<br />Treat Your Reps like Your Marketing Prospects<br />Relevant, Timely Information is Key<br />25<br />Email Sales Alerts HUGE!<br />
  59. 59. 26<br />Make CRM a Valuable Source of Information <br />Traditional CRM is a process interruption…<br />Empower Reps within CRM<br />Access to Critical Information Exclusively within CRM<br />
  60. 60. How can Marketing help Sales Fall in Love with CRM?<br />Low Hanging Fruit Lies in Data Integration<br />Give Reps a Window into Prospect / Customer Communications across the entire Customer Lifecycle<br />Bring the CRM to them through Alerts and Notifications<br />27<br />Final Thoughts<br />
  61. 61. Key Technologies<br /><ul><li>Website visitor tracking
  62. 62. Lead activity alerts
  63. 63. CRM Field value triggers
  64. 64. Lead scoring & routing</li></li></ul><li>Lead Flow in a web 2.0 world<br />Website <br />Marketing Automation <br />CRM<br />Online Ads<br /><ul><li>Bi-directional flow of data between marketing and CRM
  65. 65. Auto-assign leads to sales
  66. 66. Trigger follow up campaigns
  67. 67. Apply rules and logic
  68. 68. Create LP’s for each channel/campaign</li></ul>Social <br />Email Campaigns<br />
  69. 69. The changing nature of marketing<br />Marketing’s Role<br /><ul><li> Identify leads
  70. 70. Generate leads
  71. 71. Execute campaigns
  72. 72. Pre-qualify leads
  73. 73. Nurture leads
  74. 74. Re-Market stale sales leads</li></ul>Sales’ Role<br /><ul><li> Complete lead qualification
  75. 75. Present and propose solutions
  76. 76. Propose pricing
  77. 77. Execute contracts
  78. 78. Close business
  79. 79. Cross-sell</li></ul>30<br /><ul><li>Marketing has a stake in CRM
  80. 80. Marketing is responsible for upper funnel
  81. 81. Marketing may be responsible for inside sales
  82. 82. Marketing may have financial stake in pipeline</li></li></ul><li>Website Visitor tracking<br /><ul><li>Implicit activity – vital for lead scoring
  83. 83. Triggers sales alerts
  84. 84. Data presented in CRM
  85. 85. Adds value to phone interactions
  86. 86. Keeps sales excited about the lead gen process
  87. 87. Real-time</li></li></ul><li>Lead Scoring<br /><ul><li>Keep CRM clean
  88. 88. Collaborate with sales on rules
  89. 89. Route leads when they are high-value
  90. 90. Allows for predictive marketing pipeline analytics
  91. 91. Eliminates early problems with online marketing</li></ul>Marketing Automation<br />CRM<br />
  92. 92. CRM Field-based triggers<br /><ul><li>Marketing – listens to CRM for field value changes
  93. 93. Changes to field values drive campaigns
  94. 94. Free up sales to focus on closing deals
  95. 95. Ensures no lead left behind
  96. 96. Replaces the tickler file</li></ul>Marketing Automation<br />CRM<br />
  97. 97. Industrialize the marketing to sales process<br />Inbound /Outbound Campaigns enabled by SalesFUSION 360<br />Web Activity <br />Blog/RSS <br />SEO/PPC <br />Lead Scoring<br />Lead Management<br />Marketing to Sales Integration Engine<br />Sold Deals = <br />Trackable ROI<br />Campaign Management<br />Online Ads <br />inbound<br />Sold<br />Landing Pages<br />outbound<br />PR <br />Continuous Marketing To Leads<br />Decision Analytics Engine<br />Email <br />CRM<br />Events <br />Lead Nurturing<br />Social Media <br />
  98. 98. Thank you!<br /><ul><li>Questions?
  99. 99. Get the Gleanster report on integrated CRM
  100. 100. Schedule a demo of SalesFUSION
  101. 101. Learn more about Gleanster research reports
  102. 102. www.gleanster.com
  103. 103. Learn more about SalesFUSION
  104. 104. www.salesfusion.com</li></ul>Marketing Automation<br />CRM<br />
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