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

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

on

  • 1,521 views

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

Statistics

Views

Total Views
1,521
Views on SlideShare
1,521
Embed Views
0

Actions

Likes
0
Downloads
19
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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