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Mingle Monday on Marketing automation and CRM

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Bridging the gap between Marketing & Sales through integrated processes & tools.
Businesses that have integrated a Marketing Automation system with their existing CRM to create one Sales and Marketing ecosystem have seen proven results when it comes to ROI, Sales performance, Marketing and Sales alignment, and more. Why not starting your integration tomorrow?
In this presentation, we share some insights to help you to:
• Define your CRM journey and the next steps towards Marketing Automation
• Ensure process and organisation alignment between Sales and Marketing
• Integrate your CRM with a Marketing Automation tool/module to accelerate Sales & Marketing business impact

Published in: Marketing
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Mingle Monday on Marketing automation and CRM

  1. 1. 1
  2. 2. 2 Agenda 2 • Welcome and introductions • Importance of aligned Sales & Marketing + latest trends • CRM & Marketing automation as enablers to Sales & Marketing alignment • MOOOSE as solution to alignment • Argenta’s journey in CRM & Marketing Automation • Q&A
  3. 3. Focus on Driving Your Growth 3 MARKETING Define, develop, communicate and deliver offerings that have value for your customers SALES Boosting commercial performance enabling you to find, win and retain customers TRANSFORMATION Building organizational focus, capabilities and the necessary change to win more in the market
  4. 4. Marketing Sales Transformation • Market Assessments • Sales Management • Defining or aligning on vision & mission • Segmentation, targeting & positioning • Funnel planning and lead generation • Shifting the paradigm and change management • Product management & marketing • Creating sales opportunities • Innovation & NPD processes • Go to market plans & activation • Managing opportunities • Organizational design • Integrated communications management • Managing relationships - Large Account Management Process • Building customer centric or solution led organizations • Pricing & value capturing • Value based selling and pricing • Internal communications • (Employer) brand management • Negotiating success • Coaching & capability building • Customer experience & loyalty • Leveraging your CRM tools • Marketing & sales alignment • Marketing automation, performance & scorecards • Partner channel management • Building employee engagement 4 Deep Expertise
  5. 5. We Mind Your Business 5 INTERIM SERVICES Specialist resources to fill organizational gaps CONSULTING SERVICES Experts to define strategy or manage projects/programs TRAINING COACHING Trainers or advisors to build capabilities of people and teams
  6. 6. AGENDA 6 • Welcome and introductions • Importance of aligned Sales & Marketing + latest trends • CRM & Marketing automation as enablers to Sales & Marketing alignment • MOOOSE as solution to alignment • Argenta’s journey in CRM & Marketing Automation • Q&A
  7. 7. IMPORTANCE OF ALIGNED SALES & MARKETING + LATEST TRENDS 7
  8. 8. IMPORTANCE OF ALIGNED SALES & MARKETING COMPANIES THAT ARE BEST IN CLASS IN SALES AND MARKETING ALIGNMENT ACHIEVE MORE GROWTH 8 5.4 % MORE UNIT GROWTH compared to poorly aligned organizations 38 % Improvement in DEAL CLOSURE rate and better productivity of sales 36 % Reduced CHURN in customers or business at that customer
  9. 9. IMPORTANCE OF ALIGNED SALES & MARKETING RECENT STUDY SHOWED BEST IN CLASS GETTING BETTER SALES AND MARKETING PERFORMANCE 9
  10. 10. AGENDA 10 • Welcome and introductions • Importance of aligned Sales & Marketing + latest trends • CRM & Marketing automation as enablers to Sales & Marketing alignment • MOOOSE as solution to alignment • Argenta’s journey in CRM & Marketing Automation • Q&A
  11. 11. CRM & MARKETING AUTOMATION AS ENABLERS HOW DOES “WINNING” LOOK LIKE • What are the COMPANY’s goals • What are YOUR goals • What are OTHER PEOPLE’s goals 11
  12. 12. CRM & MARKETING AUTOMATION AS ENABLERS Questions to ask: • Goals or concerns about marketing automation : Start with GOALS then look at processes! • How would sales want to use / interact with it? • What is a qualified lead? Date to review: • Won deals – where did the leads come from? • CRM Reports – where are the gaps? 12
  13. 13. CRM & MARKETING AUTOMATION AS ENABLERS Map it out: • Overall lead flow between Marketing & Sales • CRM & Marketing Automation specific 13
  14. 14. CRM & MARKETING AUTOMATION AS ENABLERS 14 Marketing Planning Define Campaigns Approve Campaign Prepare Campaign Deploy Evaluate Campaign Business Planning Funnel follow up 1 2 4 5 6 7 83 1. Plan 2. Initiate 3. Execute 4. Evaluate
  15. 15. CRM & MARKETING AUTOMATION AS ENABLERS 15 Marketing Planning Define Campaigns Approve Campaign Prepare Campaign Deploy Evaluate Campaign Business Planning Funnel follow up 1 2 4 5 6 7 83 1. Plan 2. Initiate 3. Execute 4. Evaluate
  16. 16. CRM & MARKETING AUTOMATION AS ENABLERS 16 Marketing Planning Define Campaigns Approve Campaign Prepare Campaign Deploy Evaluate Campaign Business Planning Funnel follow up 1 2 4 5 6 7 83 1. Plan 2. Initiate 3. Execute 4. Evaluate
  17. 17. CRM & MARKETING AUTOMATION AS ENABLERS Checklist / key questions to ask: • What really makes a qualified lead? • When is a lead assigned & why + what data do sales need? • How does lead assignment and ownership work? • How does / should sales follow up with leads? • What do we do if customer is not ready to buy? • When and how to nurture? • Which data are we collecting and which one do we need? • How are our Sales Rep using the CRM? Who else uses the CRM & how? • What are we reporting on? • Which other tools are integrating with your CRM? • Which system will be the master? • Which governance to be set up? • ROI of the project? 17
  18. 18. AGENDA 18 • Welcome and introductions • Importance of aligned Sales & Marketing + latest trends • CRM & Marketing automation as enablers to Sales & Marketing alignment • MOOOSE as solution to alignment • Argenta’s journey in CRM & Marketing Automation • Q&A
  19. 19. 19 MARKETING AUTOMATION 101
  20. 20. DISTRIBUTED MARKETING DTP & DESIGN MOBILE MESSAGING & APPS PICK & PACK PRINT E-MAIL & DIRECT MAIL DIGITAL SIGNAGE INTEGRATION EVENT WEBSITES SOCIAL INTEGRATION COMMUNICATION PRODUCTION HOUSE
  21. 21. DISTRIBUTED MARKETING DTP & DESIGN MOBILE MESSAGING & APPS PICK & PACK PRINT E-MAIL & DIRECT MAIL DIGITAL SIGNAGE INTEGRATION EVENT WEBSITES SOCIAL INTEGRATION SINGLE POINT OF CONTACT
  22. 22. 22
  23. 23. 23 NOT ABOUT TOOLS
  24. 24. 24
  25. 25. 25 IS YOUR ORGANISATION FUTURE PROOF ? PEOPLE | SKILLS MATRIC PROCESSES |ORGANISATION
  26. 26. 26 +50% sees themselves as “in front of the pack”
  27. 27. 27
  28. 28. 28 ARE WE ASKING THE RIGHT QUESTIONS ?
  29. 29. 29 INSPIRATION POWERED BY
  30. 30. 30 DOES A MARKETING MANAGER HAVE TO WASTE TIME ON SENDING OUT SAMPLES?
  31. 31. BUSINESS CASE • 4 hours every week • Average full people cost: 100K (62€/hour) 31 TCO 3 year: 40K
  32. 32. - Sample management - Gadget management - Marketing materials
  33. 33. 33 CAN WE AUTOMATE DIRECT MAIL ?
  34. 34. BUSINESS CASE • ½ FTE per DM – Lower relevancy: 30 day cyclus – Manual invlvement: • Offers • Contact database • Design elements • Average full people cost: 80K 34 TCO on 3 years / 4 DM pieces/year: 40K
  35. 35. 36 HOW CAN I DO MORE WITH THE SAME ORGANISATION ?
  36. 36. 37
  37. 37. 38 AUTOMATION SOLVE A PROBLEM EASE OUT FRUSTRATIONS QUICK TIME TO MARKET
  38. 38. THE RIGHT QUESTIONS • How can we work faster, more flexible, scalable? • What processes take a lot of time? • Who is doing what in my marketing organisation? • Do we have the right skills matrix? • AND NOT: how can we digitise certain channels? 39
  39. 39. 40 IS YOUR MARKETING TEAM FUTURE PROOF?
  40. 40. 41 CASE ARGENTA POWERED BY
  41. 41. AGENDA 42 • Argenta, bank en verzekeringsgroep • Argenta in transformatie: de uitdaging • Marketingautomatisering: de beslissing • Stap voor stap naar marketingautomatisering • Eerste indrukken – evaluatie • Argenta MOOOSE visueel - Piloot
  42. 42. ARGENTA, BANK EN VERZEKERINGSGROEP • Opgericht in 1956 • Actief in België, Nederland en Luxemburg. • Focus op gezinnen, niet op ondernemingen. • De op vier na grootste bankinstelling in België. • Kernactiviteiten: – spaar- en beleggingsproducten, – kredieten – verzekeringen. • Uitgebreid net van zelfstandige kantoren (500+). • Kantoorhouders van tweede of derde generatie. 43
  43. 43. ARGENTA IN DE DIGITALE TRANSFORMATIE: DE UITDAGING • Lokaal ondernemerschap: – 50 tot 100 individuele vragen per week – Stockbeheer/verspilling • Doolhof van informatie en procedures: – Sharepoint, Gadgetshop, Addemar, Promoweb,… – Overzicht – Actueel houden van materiaal • Uniformiteit van het merkbeleid waarborgen; • Compliance garanderen van het lokaal materiaal. 44
  44. 44. AUTOMATISERING – DE BESLISSING • Nood aan efficiëntie – Regiefunctie van marketing – Proactief versus responsief – Automatisering – Standaardisatie • Nood aan meer effectiviteit – Uniforme boodschappen – cross channel aanpak • Vooronderzoek – 75% van adhoc aanvragen is automatiseerbaar – 80% van de overige vragen is standaardiseerbaar 45
  45. 45. STAP VOOR STAP NAAR MARKETINGAUTOMATISERING Fase I: voorbereiding • Oprichting werkgroep met delegatie van stakeholders • Workshops: definitie van de behoeften: – Navigatie, identificaties, veiligheid, rapportering, … • Definitie van de belangrijke parameters; • Inventaris/cleaning van bestaand materiaal; • Afspraken over security en support – SLA’s; • Creatie van ondersteunend materiaal/training. 46
  46. 46. STAP VOOR STAP NAAR MARKETINGAUTOMATISERING Fase II: implementatie 47 PILOOT 1/3/16 LANCERING 2/5/2016 STAP 2 1/9/16 STAP 3 1/11/16  PILOOT: 30 kantoren met een selectie van 25 standaarditems  Lancering: algemeen materiaal + nieuw campagnemateriaal + populair materiaal  Stap 2: Nieuw productmateriaal  Stap 3: Media & modellen – volledige personalisatie
  47. 47. STAP VOOR STAP NAAR MARKETINGAUTOMATISERING Fase III: integratie (2017) • Andere applicaties voor het kantorennet – Webshop, … • Andere kanalen/media – E-mailing – Social media platform • Globale CRM oplossing • Interne toepassingen (HR, CC,…) 48
  48. 48. EERSTE INDRUKKEN - EVALUATIE Aandachtspunten: • Vooraf behoeften gedetailleerd in kaart brengen; • Snelle implementatie: stap voor stap opbouw – Verandering in mindset – gewoontepatroon – Onmiddellijk toegevoegde waarde leveren – Eenvoudige applicatie/procedure werkt drempelverlagend • Feedback procedure (online survey) inbouwen; • Betrokkenheid van alle ‘andere’ partijen: – IT security, IT support, compliance, stockbeheer, CC, … 49
  49. 49. ARGENTA MOOOSE VISUEEL - PILOOT 50
  50. 50. THANKS !! • Code for M&M Parking – Park Hill - E. Mommaertslaan 16B Code : 9765 51

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