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CRM and Marketing Automation 101 - Evaluation, Implementation and Optimization
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CRM and Marketing Automation 101 - Evaluation, Implementation and Optimization

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If you are in search of amarketing automation system, about to implement one, or even have an existing CRM/marketing automation system and want to improve the efficiency, effectiveness and adoption - …

If you are in search of amarketing automation system, about to implement one, or even have an existing CRM/marketing automation system and want to improve the efficiency, effectiveness and adoption - this webinar is for you!

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  • 1. CRM and Marketing Automation 101
Evaluation, Implementation and Optimization!
Presenter: Kathryn Honderd, Client Services Manager"
  • 2. A Little About Me" •  #10 employee at Pardot" •  I <heart> to-do lists" •  Ironman World Championship (Kona, HI)"
  • 3. What will we talk about today?"•  Evaluation" –  Set goals" –  What to look for"•  Implementation" –  Where to start" –  Keys to success"•  Optimization" –  Revisit" –  Use your sales team"
  • 4. So you’re looking for a Marketing Automation Tool…" Evaluation 101! !
  • 5. The Players"•  Who needs to be involved? " –  Sales" –  Marketing" –  CRM Admin" –  IT" –  Client Services" –  Big Boss" –  Finance""
  • 6. THE BIG QUESTION"•  What are your goals?"•  What are other stakeholders’ goals?"•  What are the company’s goals?"•  **Hint: rank them**! !
  • 7. Just Say NO" Process"
  • 8. Wants vs. Needs"Wants" Needs"•  100% accurate address info" •  First name, last name"•  Swanky interface" •  Working interface"•  Lead assignment happens •  Lead is assigned to correct exactly how you picture it" person"•  Mobile app" •  Alerts to reps"•  Instantaneous syncing" •  Speedy syncing"•  Every report" •  Certain reports" ""**Hint:  You  MUST  have  some  nego6ables!**  
  • 9. Checklist: Know Thyself"q  When is a lead assigned & why?"q  What does the “handoff” look like?"q  How does sales follow up with leads?"q  What if they aren’t ready to buy?"q  What data are you collecting?"q  What data is mission critical?"q  How are your sales reps using the CRM?"q  Who else uses the CRM & how?"q  What are you reporting on?"q  What custom set ups or workflows do you use?"q  Other tools or integrations with your CRM?"
  • 10. Checklist: Don’t Forget To Ask"q  What version/type/plan of CRM do you have?"q  What plan/package of Marketing Automation is needed? "q  Set up? "" q  How long?" q  Who helps?" q  Documentation? " q  Additional cost?"q  De-duplication?"q  What syncs? Modules, data, fields…"q  Screenshots, please!"
  • 11. I bought it! Now what…?" Implementation 101!
  • 12. Do it all on the first day..."      
  • 13. First Things First"•  Who needs to be included?"•  What is the time frame?"•  What are you responsible for?"•  What is your vendor and/or implementer responsible for?"•  What are your goals? "
  • 14. Consult Your Vendor" Hint:  They  are  usually  right!  
  • 15. Map It Out"•  Overall lead flow including Marketing & Sales "•  CRM & Marketing Automation specific"•  **Hint: Get visual – whiteboard, Visio, napkin**"
  • 16. Checklist: Just want to make sure…"q  Which system will be the master?"q  How does lead assignment and ownership work?"q  What fields and modules sync?"q  How do you configure or map the syncing?"q  What happens on the initial sync? "q  How will it work after that? "
  • 17. “Go Live” "•  Do it in phases"•  Phase 1" –  Show value asap" –  Sales buy-in" –  Only 1 first impression"
  • 18. I’m ready for awesome" Optimization 101!
  • 19. Revisit Your Integration"•  Create a nurturing program…for yourself! "•  Or better yet, your stakeholders"•  Fresh eyes"•  Account audit"•  New features"
  • 20. Why isn’t my sales team…?"•  Sales rep = world’s greatest efficiency test"•  Ask them why…"•  And then tweak the process. Or train them. "•  Or train one person…"•  Sales rep = world’s greatest evangelist"""
  • 21. Questions"
  • 22. Contact Info! Kathryn Honderd " Client Services Manager" Kathryn.honderd@pardot.com   @PardotKathryn   " " " " "Pardot™, An ExactTarget® Company
950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326"  404.492.6845 | 877.3B2B.ROI | www.pardot.com"

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