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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
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
Webinar - How Marketing Automation can sales fall in love with CRM
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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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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  • 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. Today’s Agenda<br /><ul><li>About the speakers & companies
  • 3. Empowering marketing and sales
  • 4. The customer lifecycle approach
  • 5. Top Performers
  • 6. Processes and core technologies
  • 7. Wrap up/Q&A</li></li></ul><li>About SalesFUSION<br /><ul><li>SaaS Marketing Automation Solution
  • 8. Support B2B and retail customers
  • 9. Platform for driving all lead/demand generation
  • 10. HQ – Atlanta GA – Offices in PA/CA
  • 11. Focus on integrating marketing/sales
  • 12. Embedded demand generation for CRM
  • 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. 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. 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. 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. 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. 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. 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. 11<br />Lot’s of different ways to build a motorcycle…<br />
  • 21. 12<br />But some work better than others...<br />How do Top Performers Empower Sales Reps with CRM?<br />
  • 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. 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. Thought Leadership
  • 25. Buying Intent
  • 26. Budget
  • 27. Need
  • 28. Authority
  • 29. Timeline
  • 30. Social Mentions
  • 31. Behavior
  • 32. Demographics
  • 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. 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. 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. 18<br />What is iCRM?<br />SERVICE<br />Robustness of Solution<br />MARKETING<br />Sales Performance Mgmt<br /><ul><li>Incentive Comp
  • 37. Sales Analytics</li></ul>SALES<br />Sales Force Automation<br /><ul><li>Contact Mgmt
  • 38. Pipeline Mgmt</li></ul>SFA<br />Value Derived<br />
  • 39. 19<br />What’s is iCRM?<br />SERVICE<br />Email Marketing<br /><ul><li>Implicit Data
  • 40. Behavior </li></ul>Robustness of Solution<br />MARKETING<br />Web Analytics<br /><ul><li>Implicit Data
  • 41. Behavior </li></ul>CRM<br />Customer Intelligence<br /><ul><li>Data Augmentation
  • 42. Data Quality .</li></ul>Sales Performance Mgmt<br /><ul><li>Incentive Comp
  • 43. Sales Analytics</li></ul>SALES<br />Sales Force Automation<br /><ul><li>Contact Mgmt
  • 44. Pipeline Mgmt</li></ul>SFA<br />Value Derived<br />
  • 45. 20<br />What is iCRM?<br />Contact Center<br />SERVICE<br />iCRM<br />Marketing Automation<br /><ul><li>Implicit Data
  • 46. Explicit Data
  • 47. Marketing & Sales Alignment
  • 48. Multi-Channel Integration</li></ul>Email Marketing<br /><ul><li>Implicit Data
  • 49. Behavior </li></ul>Robustness of Solution<br />MARKETING<br />Web Analytics<br /><ul><li>Implicit Data
  • 50. Behavior </li></ul>CRM<br />Customer Intelligence<br /><ul><li>Data Augmentation
  • 51. Data Quality .</li></ul>Sales Performance Mgmt<br /><ul><li>Incentive Comp
  • 52. Sales Analytics</li></ul>SALES<br />Sales Force Automation<br /><ul><li>Contact Mgmt
  • 53. Pipeline Mgmt</li></ul>SFA<br />Value Derived<br />
  • 54. 21<br />Tactics for Addressing Top Challenges with CRM<br />
  • 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. Integrating by Account:<br />23<br />What Do Top Performers Integrate?<br />
  • 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. 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. 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. 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. Key Technologies<br /><ul><li>Website visitor tracking
  • 62. Lead activity alerts
  • 63. CRM Field value triggers
  • 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. Auto-assign leads to sales
  • 66. Trigger follow up campaigns
  • 67. Apply rules and logic
  • 68. Create LP’s for each channel/campaign</li></ul>Social <br />Email Campaigns<br />
  • 69. The changing nature of marketing<br />Marketing’s Role<br /><ul><li> Identify leads
  • 70. Generate leads
  • 71. Execute campaigns
  • 72. Pre-qualify leads
  • 73. Nurture leads
  • 74. Re-Market stale sales leads</li></ul>Sales’ Role<br /><ul><li> Complete lead qualification
  • 75. Present and propose solutions
  • 76. Propose pricing
  • 77. Execute contracts
  • 78. Close business
  • 79. Cross-sell</li></ul>30<br /><ul><li>Marketing has a stake in CRM
  • 80. Marketing is responsible for upper funnel
  • 81. Marketing may be responsible for inside sales
  • 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. Triggers sales alerts
  • 84. Data presented in CRM
  • 85. Adds value to phone interactions
  • 86. Keeps sales excited about the lead gen process
  • 87. Real-time</li></li></ul><li>Lead Scoring<br /><ul><li>Keep CRM clean
  • 88. Collaborate with sales on rules
  • 89. Route leads when they are high-value
  • 90. Allows for predictive marketing pipeline analytics
  • 91. Eliminates early problems with online marketing</li></ul>Marketing Automation<br />CRM<br />
  • 92. CRM Field-based triggers<br /><ul><li>Marketing – listens to CRM for field value changes
  • 93. Changes to field values drive campaigns
  • 94. Free up sales to focus on closing deals
  • 95. Ensures no lead left behind
  • 96. Replaces the tickler file</li></ul>Marketing Automation<br />CRM<br />
  • 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. Thank you!<br /><ul><li>Questions?
  • 99. Get the Gleanster report on integrated CRM
  • 100. Schedule a demo of SalesFUSION
  • 101. Learn more about Gleanster research reports
  • 102. www.gleanster.com
  • 103. Learn more about SalesFUSION
  • 104. www.salesfusion.com</li></ul>Marketing Automation<br />CRM<br />

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