7 Imperatives for the Socially Engaged Sales Function

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A few things are certain in life: death, taxes, and… new buzzwords in business. Today, one of those hot new buzzwords is “Social CRM”. No, it’s not just a fancy way to recharge CRM (which for all intensive purposes is a mature technology) with the emerging popularity of Social Media. It’s a transformation in the way buyers and sellers interact during a purchase decision. In truth, Social CRM should be ubiquitous with CRM because it’s about empowering the sales function with a system to improve a company’s ability to collect and aggregate insights about customer needs and behaviors by augmenting transition data with lifestyle data customers share online.

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7 Imperatives for the Socially Engaged Sales Function

  1. 1. Sponsored by:
  2. 2. Top Performers: Respondents that achieved Top Quartile performance in key KPI’s TODAY’S STATS Everyone Else: Everyone ElseTotal survey responses: 452Qualified survey responses: 356 Integrated CRM for SMB CRM Gleansight Gleansight (Publishing June 2012)(June 2011) REVENUE CHANGE IN AVERAGE DEAL SIZE BID-TO-WIN RATIO LEAD-TO-SALES CONVERSION #Social7 2
  3. 3. CRM CRM 2.0 Social CRM #Social7 3
  4. 4. CRM CRM 2.0 Social CRM DEPENDS WHICH BANDWAGON YOU ARE ON #Social7 4
  5. 5. #Social7 5
  6. 6. Significantly 12% Somewhat 34% Not at All 35% Cant Say 19% 0% 10% 20% 30% 40% * Gleanster iCRM Survey September 2011, Title: Sales #Social7 6
  7. 7. Title: Sales11% Yes No 89% * Gleanster iCRM Survey September 2011, Title: Sales #Social7 7
  8. 8. SALESPERSON DECISION MAKERS #Social7 8
  9. 9. HAPPY / UNHAPPY CUSTOMERSSALESPERSON DECISION MAKERS SALESPERSON DECISION MAKERS COLLEAGUES FRIENDS / FAMILY COMPETITORS #Social7 9
  10. 10.  #Social7 10
  11. 11.  #Social7 11
  12. 12.  #Social7 12
  13. 13.  #Social7 13
  14. 14.  #Social7 14
  15. 15.  #Social7 15
  16. 16.  #Social7 16
  17. 17.  #Social7 17
  18. 18.  #Social7 18
  19. 19.  #Social7 19
  20. 20. Paul Greenberg Definition Philosophy and Business Strategy:  Technology Platform  Business Rules  Workflow  Processes  Social Characteristics To…  Engage Customer  Collaborative Conversation  Mutual Benefit  Value  Trust  Transparency#Social7 20
  21. 21. •••• #Social7 21
  22. 22. • •• ••• • #Social7 22
  23. 23. CRM CRM 2.0 Social CRM೦೦೦೦ #Social7 23
  24. 24. CRM CRM 2.0 Social CRM೦೦೦೦ #Social7 24
  25. 25. ೦೦೦೦ #Social7 25
  26. 26. CRM CRM CRM೦೦೦೦ #Social7 26
  27. 27. 27
  28. 28. 28
  29. 29.  #Social7 29
  30. 30.  #Social7 30
  31. 31.  #Social7 31
  32. 32.  #Social7 32
  33. 33.  #Social7 33
  34. 34.  #Social7 34
  35. 35.  #Social7 35
  36. 36.  #Social7 36
  37. 37. *Source: Gleanster Research#Social7 37
  38. 38. 38
  39. 39.   Your Company  Your Industry  Problems Your Products Address www.socialmention.com  Your Products  Your Competitors TEST THIS…  #Social7 39
  40. 40. ••• #Social7 40
  41. 41. 41
  42. 42. #Social7 42
  43. 43. 43
  44. 44. •• #Social7 44
  45. 45. Content Measurable ROI Conversation #Social7 45
  46. 46. #Social7 46
  47. 47. “Check out this whitepaper”“Check out this video”“This might help answer your question…” #Social7 47
  48. 48. 48
  49. 49. Sentimentwww.socialmention.com Passion Top Keywords Reach #Social7 49
  50. 50. •Key Questions:•Do people shareinformation?•Where do theyshare it?•What type ofinformation dothey share? #Social7 50
  51. 51. #Social7 51
  52. 52. 52
  53. 53. 53
  54. 54. #Social7 54
  55. 55. Source: Gleanster Research#Social7 55
  56. 56.  #Social7 56
  57. 57.  #Social7 57
  58. 58. 58
  59. 59. •• #Social7 59
  60. 60. • – Goals for social media engagement – Core values – Appropriate platforms – Dealing with negative remarks – Talking about competitors – Personal vs Business #Social7 60
  61. 61. 61
  62. 62. Philosophy and Business Strategy:  Technology Platform  Business Rules Resellers/ Channel  Workflow  Processes  Social Characteristics Sales Customer Marketing Experience  Engage Customer  Collaborative Conversation Customer  Mutual Benefit Service  Value  Trust  Transparency #Social7 62
  63. 63. *38% *29% *Percentage of Top Performers that integrate technology with CRM*58% *46% DATA WAREHOUSEOther Channels (Less frequently integrated) DIRECT MAIL DIGITAL SIGNAGE BUSINESS FULFILLMENT MOBILE MARKETING INTELLIGENCE SOLUTION DIGITAL SIGNAGE WEB CONTENT MANAGEMENT DIGITAL ASSET MANAGEMENT #Social7 63
  64. 64. #Social7 64
  65. 65. 65
  66. 66. Deep Dive: 7 Imperatives for the Socially Engaged Sales Function (June 2012) Download for free at www.gleanster.com http://www.gleanster.com/reports /reports/7-imperatives-for- embracing-social-media-in-sales #Social7 66

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