SOMO CRM                                 	                          Social	  Mobile	             Customer	  Rela.onship	  ...
AGENDA                              1	      System	  Overview	                                2	      Marketing	  Automati...
CONSUMER PURCHASE FUNNELwww.ictvglobal.com/iCollege
THE DEMAND FUNNEL                                                      Inquiry	                                Marke:ng	  ...
B U S I N E SS A P P L I C AT I O N    o  Streamline	  your	  business	  opera.ons	  through	  system	  integra.on	  and	 ...
SYSTEM OVERVIEW     SOMO	  CRM	  stands	  for	  Social	  Mobile	  Customer	  Rela:onship	       Management.	  	  It	  leve...
SYSTEM ARCHITECTURE                             Client Premises                                                           ...
AGENDA                              1	      System	  Overview	                                2	      Marketing	  Automati...
M A R K E T I N G A U TO M AT I O N     SOMO	  CRM	  provides	  E-­‐mail	  Marke.ng,	  Online	  Lead	  Forms,	  Product	  ...
CAMPAIGN MANAGEMENT    Plan	  your	  campaign	  through	  SOMO	  CRM’s	  campaign	  management.	  	      Keep	  track	  of...
LEAD MANAGEMENT    Leads	  can	  s.ll	  be	  created	  through	  the	  tradi.onal	  lead	  management	  in	  addi.on	     ...
AGENDA                              1	      System	  Overview	                                2	      Marketing	  Automati...
S A L E S F O R C E A U TO M AT I O N     Sales	  Force	  Automa.on	  is	  used	  to	  support	  the	  sales	  process	  o...
POTENTIAL MANAGEMENT   Poten.als	  are	  managed	  through	  Poten.al	  Management	  module.	  	  Key	  informa.on	  such	...
CONVERSION OF LEAD TO POTENTIAL   Poten.al	  can	  be	  created	  either	  through	  direct	  data	  entry	  or	  by	  con...
AGENDA                              1	      System	  Overview	                                2	      Marketing	  Automati...
S U P P LY C H A I N M A N A G E M E N T     SOMO	  CRM	  extends	  beyond	  tradi.onal	  CRM	  to	  provide	  a	  complet...
S U P P LY C H A I N M A N A G E M E N T ( I N V O I C E )   SOMO	  CRM	  includes	  modules	  related	  to	  supply	  cha...
COLLECTION AND                              INVOICE VIA TELEMATICS        Client	  Premises	                              ...
AGENDA                              1	      System	  Overview	                                2	      Marketing	  Automati...
CUSTOMER FULFILLMENT & SUPPORT     SCRM	  provides	  enterprise	  quality	  Customer	  Support	  &	  Service	       featur...
AGENDA                              1	      System	  Overview	                                2	      Marketing	  Automati...
S O C I A L WA L L C O L L A B O R AT I O N     Social	  Wall	  is	  a	  FaceBook	  like	  interface	  to	  ease	  up	  co...
SOCIAL WALL   Social	  Wall	  provides	  an	  interac.ve	  wall	  for	  users	  to	  exchange	  their	  ideas.	  	  It	  c...
DOCUMENT WALL   Document	  Wall	  is	  an	  op.onal	  feature	  within	  SOMO	  CRM	  that	  is	  integrated	  to	  an	   ...
O P E R AT I O N S WA L L   This	  is	  an	  op.onal	  wall	  to	  streamline	  an	  organiza.ons	  process	  by	  incorpo...
AGENDA                              1	      System	  Overview	                                2	      Marketing	  Automati...
S M S / E - M A I L I N T E G R AT I O N  SOMO	  CRM	  have	  SMS	  and	  E-­‐Mail	  engine	  that	  is	  integrated	  wit...
L E A D V I A S M S I N T E G R AT I O N    Automa.cally	  creates	  lead	  from	  an	  SMS	  received	  from	  a	  poten....
L E A D V I A W E B I N T E G R AT I O N    Automa.cally	  creates	  lead	  from	  a	  company	  website	  that	  is	  int...
L E A D V I A S M S I N T E G R AT I O N    Email	  response	  can	  also	  be	  configured	  within	  SOMO	  CRM	  to	  ac...
AGENDA                              1	      System	  Overview	                                2	      Marketing	  Automati...
RESPONSIVE WEB DESIGN         Our	  SOMO	  CRM	  was	  developed	  to	  be	  responsive	  to	  whatever	  device	  you	  h...
AGENDA                              1	      System	  Overview	                                2	      Marketing	  Automati...
L E A D G E N E R AT I O N I S A P R O C E SS                                      Inquiry	  genera.on	                   ...
IT’S A NUMBERS GAME          o  Of	  100	  inquiries...	  20%	  will	               qualify	  (that’s	  20	  qualified	    ...
L E A D C O N V E R S I O N R AT E Swww.ictvglobal.com/iCollege
1 IN 63 INQUIRERS CONVERTS TO A SALEwww.ictvglobal.com/iCollege
USE THE MOST PRODUCTIVE                      INQUIRY GENERATION MEDIA                  TOP	  TECHNIQUES	  TODAY	          ...
TURN YOUR WEBSITE INTO A                L E A D G E N E R AT I O N M A C H I N E                                          ...
www.ictvglobal.com/iCollege
SOCIAL MEDIA IS                      R A M P I N G U P I N B -TO - B                                                About	...
H O W T O A P P LY S O C I A L M E D I A T O            L E A D G E N E R AT I O N O B J E C T I V E S                   O...
LANDING PAGE                                BEST PRACTICES                         o  Visually	  connect	  the	  landing	 ...
BOTH ONLINE & OFFLINE SOURCES                   ARE IMPORTANT TO BUYERSwww.ictvglobal.com/iCollege
WHAT DOES THIS                             MEAN FOR MARKETERS?                 o  Companies	  have	  the	  chance	  to	  m...
H O W B -TO - B D I R E C T                       MARKETING IS EVOLVING                 Tradi:onal	  approach	            ...
CHECKLIST OF CONTENT ASSETS                              A	  library	  that	  can	  serve	  different	  needs	             ...
MASTERY OF MARKETING AUTOMATION           Business	                 Configura.on	                    Campaign	             ...
FUNNEL TAXONOMY AND DEFINITIONS             Funnel	  Stage	                      Primary	  Owner	                         ...
www.ictvglobal.com/iCollege
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SoMo CRM Introduction

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Best practices in the use of social media and mobile technologies for managing customer relationships, including lead generation, selling/buying cycle automation, analytics, team collaboration, etc.

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SoMo CRM Introduction

  1. 1. SOMO CRM   Social  Mobile   Customer  Rela.onship  Management  
  2. 2. AGENDA 1   System  Overview   2   Marketing  Automation   3   Sales  force  Automation   4   Supply  Chain  Management   5   Customer  Fulfillment  and  Support   6   Social  Collaboration  Wall   7   SMS  /  eMail  Integration   8   Responsive  Web  Design   9   Some  thoughts  on  Digital  Marketing  www.ictvglobal.com/iCollege
  3. 3. CONSUMER PURCHASE FUNNELwww.ictvglobal.com/iCollege
  4. 4. THE DEMAND FUNNEL Inquiry   Marke:ng  Qualified  Lead  (MQL)   Sales  Accepted  Lead  (SAL)   Sales  Qualified  Lead   (SAL)   Closed/Won  www.ictvglobal.com/iCollege Source:  ©2012,  Marketo,  Inc.  -­‐  h?p://www.marketo.com  
  5. 5. B U S I N E SS A P P L I C AT I O N o  Streamline  your  business  opera.ons  through  system  integra.on  and  automa.on.    Make  your   presence  known  to  the  world  while  capturing  analy.cs  to  aid  your  marke.ng  and  sales  group   in  planning  their  campaigns  and  strategy.     Social   SMS   Media     Marke:ng     Campaign   Responses   Phone   Website   Calls   Sales   Qualifica.on   Closure   SCRM   Supply   Customer   Front-­‐End   Opera:ons   Leads  +   Chain   Support   Telema:cs   Personal   Behavioral   Interac:on   Data  www.ictvglobal.com/iCollege
  6. 6. SYSTEM OVERVIEW SOMO  CRM  stands  for  Social  Mobile  Customer  Rela:onship   Management.    It  leverages  in  todays  ho?est  trend  in  technology  to   iden.fy,  interact  and  support  new  and  exis.ng  customers.    Combined   with  the  basic  features  of  a  standard  CRM  system,  SOMO  CRM  enables   organiza.on  to  streamline  their  processes  from  lead  genera.on  to   fulfilment.     o  Marke.ng  Automa.on     o  Sales  Force  Automa.on   o  Supply  Chain  Management   o  Customer  Fulfillment  and  Support   o  Social  Collabora.on  Wall   o  SMS  /  eMail  Integra.on    www.ictvglobal.com/iCollege
  7. 7. SYSTEM ARCHITECTURE Client Premises Client  Inquiry   Dedicated  Server   Connected  to  Client   Generates  a  lead   for  SOMO  CRM   Firewall  for  Security   Users  at  client   site  can  access   SMS   SCRM  wall  and   inquiry   Standard   generates  a   Features   lead   Email  inquiry   generates  a   lead   E-­‐Mail  and  SMS  Blast  can   be  configured  via   scheduled  job  or  Web   Service  Call  www.ictvglobal.com/iCollege
  8. 8. AGENDA 1   System  Overview   2   Marketing  Automation   3   Salesforce  Automation   4   Supply  Chain  Management   5   Customer  Fulfillment  and  Support   6   Social  Collaboration  Wall   7   SMS  /  eMail  Integration   8   Responsive  Web  Design   9   Some  thoughts  on  Digital  Marketing  www.ictvglobal.com/iCollege
  9. 9. M A R K E T I N G A U TO M AT I O N SOMO  CRM  provides  E-­‐mail  Marke.ng,  Online  Lead  Forms,  Product   Management  specifically  useful  for  your  organiza.ons  marke.ng   team.    It  also  have  other  marke.ng-­‐related  modules  that  will   synchronize  your  marke.ng  teams  campaign  plan  and  results.     o  Campaign  Management   o  Lead  Management   o  Products  Management   o  Ac.vity  Management   o  Calendaring   o  Contact  Management   o  E-­‐mail  Marke.ng  www.ictvglobal.com/iCollege
  10. 10. CAMPAIGN MANAGEMENT Plan  your  campaign  through  SOMO  CRM’s  campaign  management.     Keep  track  of  your  budget  and  monitor  the  effec.veness  by  measuring   the  captured  and  closed  leads  against  your  target.    www.ictvglobal.com/iCollege
  11. 11. LEAD MANAGEMENT Leads  can  s.ll  be  created  through  the  tradi.onal  lead  management  in  addi.on   to  the  automated  link  from  your  Website  and  SMS  gateway.    Either  way,  leads   captured  can  be  accessed  through  SOMO  CRM’s  Lead  Management  module.  www.ictvglobal.com/iCollege
  12. 12. AGENDA 1   System  Overview   2   Marketing  Automation   3   Salesforce  Automation   4   Supply  Chain  Management   5   Customer  Fulfillment  and  Support   6   Social  Collaboration  Wall   7   SMS  /  eMail  Integration   8   Responsive  Web  Design   9   Some  thoughts  on  Digital  Marketing  www.ictvglobal.com/iCollege
  13. 13. S A L E S F O R C E A U TO M AT I O N Sales  Force  Automa.on  is  used  to  support  the  sales  process  of  an   organiza.on.    It  provides  various  tools  to  manage  various  stages  of  a   sales  ac.vity.    Various  reports  and  analy.cs  can  be  retrieved  to   streamline  an  organiza.ons  sales  process.     o  Lead  Management   o  Opportunity  Management   o  Account  Management   o  Contact  Management   o  Ac.vity  Management   o  Reports  and  Dashboards   o  Product  Customiza.on  www.ictvglobal.com/iCollege
  14. 14. POTENTIAL MANAGEMENT Poten.als  are  managed  through  Poten.al  Management  module.    Key  informa.on  such  as   Lead/Campaign  Source,  Amount,  Expected  Close  Date,  Sales  Stage,  etc.  are  recorded  to   properly  monitor  and  determine  the  appropriate  ac.on  needed  to  close  the  deal.  www.ictvglobal.com/iCollege
  15. 15. CONVERSION OF LEAD TO POTENTIAL Poten.al  can  be  created  either  through  direct  data  entry  or  by  conver.ng  an  exis.ng  Lead   to  a  Poten.al.  www.ictvglobal.com/iCollege
  16. 16. AGENDA 1   System  Overview   2   Marketing  Automation   3   Salesforce  Automation   4   Supply  Chain  Management   5   Customer  Fulfillment  and  Support   6   Social  Collaboration  Wall   7   SMS  /  eMail  Integration   8   Responsive  Web  Design   9   Some  thoughts  on  Digital  Marketing  www.ictvglobal.com/iCollege
  17. 17. S U P P LY C H A I N M A N A G E M E N T SOMO  CRM  extends  beyond  tradi.onal  CRM  to  provide  a  complete   sales  cycle  management  by  integra.ng  Inventory  Management   func.ons,  such  as  Products,  Price  Books,  Vendors,  Sales  Quotes,   Purchase  Orders,  Sales  Orders,  and  Invoices  with  CRM  modules,  such   as  Leads,  Accounts  &  Contacts,  and  Opportuni.es.  Through  SCRM  you   can  achieve  the  seamless  integra.on  between  pre-­‐sales  and  post-­‐sales   ac.vi.es  in  a  single  applica.on.     o  Products  Management   o  Sales  Quote   o  Order  Management   o  Invoices  www.ictvglobal.com/iCollege
  18. 18. S U P P LY C H A I N M A N A G E M E N T ( I N V O I C E ) SOMO  CRM  includes  modules  related  to  supply  chain  management  such  as  Sales  Order,   Inventory,  Invoice,  etc.    Though  not  as  mature  as  those  available  in  SAP  or  Oracle   Financials,  it’s  supply  chain  management  can  support  simple  processes  or  at  least  makes   integra.on  to  other  Systems  easier.  www.ictvglobal.com/iCollege
  19. 19. COLLECTION AND INVOICE VIA TELEMATICS Client  Premises   Internal  users  and   clients  access   SOMO  CRM  via   Internet  connec:on   Dedicated  Server   for  SOMO  CRM   Field  Agents     Access   Secured  Access     Telema:cs  in  Sales  Opportuni:es   Via  VPN  Connec:on   and  Invoices  are     real  :me  via  processed  between   secured  VPN   SOMO  CRM  and   Connec:on  and   Telema:cs  in  Real   collect   Connected  to  Client   payments  based   Time   Firewall  for  Security   on  job  orders   Dedicated  Server  for   Invoices  are  printed  via  Telema:cs  using     Telema:cs   a  portable  printer  device  through    
  20. 20. AGENDA 1   System  Overview   2   Marketing  Automation   3   Salesforce  Automation   4   Supply  Chain  Management   5   Customer  Fulfillment  and  Support   6   Social  Collaboration  Wall   7   SMS  /  eMail  Integration   8   Responsive  Web  Design   9   Some  thoughts  on  Digital  Marketing  www.ictvglobal.com/iCollege
  21. 21. CUSTOMER FULFILLMENT & SUPPORT SCRM  provides  enterprise  quality  Customer  Support  &  Service   features  specifically  useful  for  your  organiza.ons  customer  support   force.  You  can  also  use  other  customer  support-­‐related  modules,  such   as  Products,  Ac.vity  Management,  Calendar,  Contact  Management   and  the  rest  of  the  modules  to  ease  collabora.on  amongst   departments.     o  Service  Contracts   o  Ticket  Management   o  Frequently  Asked  Ques.ons    www.ictvglobal.com/iCollege
  22. 22. AGENDA 1   System  Overview   2   Marketing  Automation   3   Salesforce  Automation   4   Supply  Chain  Management   5   Customer  Fulfillment  and  Support   6   Social  Collaboration  Wall   7   SMS  /  eMail  Integration   8   Responsive  Web  Design   9   Some  thoughts  on  Digital  Marketing  www.ictvglobal.com/iCollege
  23. 23. S O C I A L WA L L C O L L A B O R AT I O N Social  Wall  is  a  FaceBook  like  interface  to  ease  up  collabora.on.    It  is   integrated  with  the  core  CRM  features  such  as  leads,  accounts,   poten.als,  invoices  and  the  likes.    A  wall  entry  will  be  created  for   various  CRM  entries.    From  such  entry,  other  users  of  SOMO  CRM  can   comment  for  a  threaded  discussion.     o  Main  CRM  Integra.on   o  E-­‐Mail  Alert   o  Document  Wall  (op.onal  feature  –  integra.on  with  DMS)   o  Opera.ons  Wall  (op.onal  feature  –  customized  per  organiza.on)    www.ictvglobal.com/iCollege
  24. 24. SOCIAL WALL Social  Wall  provides  an  interac.ve  wall  for  users  to  exchange  their  ideas.    It  can  also  be   used  to  raise  a  request  and/or  collaborate  on  the  plan  and  strategy  across  personnel  who   have  access  to  the  Social  Wall.      www.ictvglobal.com/iCollege
  25. 25. DOCUMENT WALL Document  Wall  is  an  op.onal  feature  within  SOMO  CRM  that  is  integrated  to  an   Electronic  Document  Management  Systems.    It  provides  a  venue  for  sharing  documents  to   other  users  who  have  access  to  a  common  wall.  www.ictvglobal.com/iCollege
  26. 26. O P E R AT I O N S WA L L This  is  an  op.onal  wall  to  streamline  an  organiza.ons  process  by  incorpora.ng  some   workflow  in  the  crea.on  and  processing  of  transac.ons.  www.ictvglobal.com/iCollege
  27. 27. AGENDA 1   System  Overview   2   Marketing  Automation   3   Salesforce  Automation   4   Supply  Chain  Management   5   Customer  Fulfillment  and  Support   6   Social  Collaboration  Wall   7   SMS  /  eMail  Integration   8   Responsive  Web  Design   9   Some  thoughts  on  Digital  Marketing  www.ictvglobal.com/iCollege
  28. 28. S M S / E - M A I L I N T E G R AT I O N SOMO  CRM  have  SMS  and  E-­‐Mail  engine  that  is  integrated  with  the   tradi.onal  CRM  features  to  provide  an  automated  link  with  your   organiza.on  and  your  customers.         o  Leads  via  E-­‐Mail  and/or  SMS   o  Customer  Service  via  E-­‐Mail  and/or  SMS   o  Marke.ng  via  Web  Site,  SMS  or    E-­‐Mail  Blast      (customized  per  organiza.on)    www.ictvglobal.com/iCollege
  29. 29. L E A D V I A S M S I N T E G R AT I O N Automa.cally  creates  lead  from  an  SMS  received  from  a  poten.al   client.    An  entry  will  also  be  created  in  the  wall  and  an  email  alert  will   be  sent  to  the  group  assigned  to  manage  the  wall.    www.ictvglobal.com/iCollege
  30. 30. L E A D V I A W E B I N T E G R AT I O N Automa.cally  creates  lead  from  a  company  website  that  is  integrated   to  SOMO  CRM.    An  entry  will  also  be  created  in  the  wall  and  an  email   alert  will  be  sent  to  the  group  assigned  to  manage  the  wall.    www.ictvglobal.com/iCollege
  31. 31. L E A D V I A S M S I N T E G R AT I O N Email  response  can  also  be  configured  within  SOMO  CRM  to  acknowledge  receipt  of  a   client  inquiry.    www.ictvglobal.com/iCollege
  32. 32. AGENDA 1   System  Overview   2   Marketing  Automation   3   Salesforce  Automation   4   Supply  Chain  Management   5   Customer  Fulfillment  and  Support   6   Social  Collaboration  Wall   7   SMS  /  eMail  Integration   8   Responsive  Web  Design   9   Some  thoughts  on  Digital  Marketing  www.ictvglobal.com/iCollege
  33. 33. RESPONSIVE WEB DESIGN Our  SOMO  CRM  was  developed  to  be  responsive  to  whatever  device  you  have   (desktop/laptop,  iPhone/Android  or  Tablet).    www.ictvglobal.com/iCollege
  34. 34. AGENDA 1   System  Overview   2   Marketing  Automation   3   Salesforce  Automation   4   Supply  Chain  Management   5   Customer  Fulfillment  and  Support   6   Social  Collaboration  Wall   7   SMS  /  eMail  Integration   8   Responsive  Web  Design   9   Some  thoughts  on  Digital  Marketing  www.ictvglobal.com/iCollege
  35. 35. L E A D G E N E R AT I O N I S A P R O C E SS Inquiry  genera.on   Response  handling     Lead  qualifica.on     Lead  nurturing     Hand  off  to  sales     Sales  closure     Tracking   Con.nuous  improvement   The  company  with  the  best  process  wins.  www.ictvglobal.com/iCollege
  36. 36. IT’S A NUMBERS GAME o  Of  100  inquiries...  20%  will   qualify  (that’s  20  qualified   leads)   o  Of  20  qualified...  50%  can  be   contacted  (that’s  10  contacted)   o  Of  10  contacted...20%  will   convert      (that’s  2)   o  So  we  may  just  end  up  with  2   closed  sales.  www.ictvglobal.com/iCollege
  37. 37. L E A D C O N V E R S I O N R AT E Swww.ictvglobal.com/iCollege
  38. 38. 1 IN 63 INQUIRERS CONVERTS TO A SALEwww.ictvglobal.com/iCollege
  39. 39. USE THE MOST PRODUCTIVE INQUIRY GENERATION MEDIA TOP  TECHNIQUES  TODAY   o  Solicit  leads  at  your  website   o  Ask  your  customers  for  referrals   o  Search  engine  marke.ng   o  SEO   o  SEM   o  Outbound  telemarke.ng   o  Direct  mail,  including  dimensional  mail   o  Trade  shows,  if  the  audience  is  highly  qualified  www.ictvglobal.com/iCollege
  40. 40. TURN YOUR WEBSITE INTO A L E A D G E N E R AT I O N M A C H I N E Mo.vate  visitors     to  leave  behind    their  contact   informa.on.  www.ictvglobal.com/iCollege
  41. 41. www.ictvglobal.com/iCollege
  42. 42. SOCIAL MEDIA IS R A M P I N G U P I N B -TO - B About  90%  of   businesses  report   they  are  using   social  media   today.  www.ictvglobal.com/iCollege
  43. 43. H O W T O A P P LY S O C I A L M E D I A T O L E A D G E N E R AT I O N O B J E C T I V E S Objec:ve   Medium   Applica:on   INQUIRY   Add  an  offer.  Drive  to   GENERATION   landing  page.  Collect  data.   LEAD   Supplement  outbound   QUALIFICATION   communica.ons  with   research  on  networks.   LEAD  NURTURING   Keep  in  touch  with   unqualified  prospects     via  every  possible  medium.  www.ictvglobal.com/iCollege
  44. 44. LANDING PAGE BEST PRACTICES o  Visually  connect  the  landing  page  to  the  ad.   o  Landing  pages  specific  to  the  outbound              message  improve  response  by  48%              (according  to  Marketo)   o  Deliver  on  the  ad’s  promise.   o  Ask  for  only  the  data  you  need.   o  Pre-­‐populate  forms  where  possible.   o  Test!  www.ictvglobal.com/iCollege
  45. 45. BOTH ONLINE & OFFLINE SOURCES ARE IMPORTANT TO BUYERSwww.ictvglobal.com/iCollege
  46. 46. WHAT DOES THIS MEAN FOR MARKETERS? o  Companies  have  the  chance  to  meet  their  prospects  earlier                in  the  process  than  ever.   o  Set  yourself  up  to  respond  to  buying  signals  in  real  .me.   o  Marke.ng  must  keep  the  rela.onship  moving  forward   o  for  a  longer  period   o  synchronizing  their  communica.ons  throughout                the  buying  process   o  with  mul.ple  par.es  who  have  different  agendas   o  through  a  wide  variety  of  media  www.ictvglobal.com/iCollege
  47. 47. H O W B -TO - B D I R E C T MARKETING IS EVOLVING Tradi:onal  approach   The  new  B-­‐to-­‐B  direct  marke:ng   o  Generate  a  lead   o  Communica.ons  across   o  Qualify   along  sales  cycle   o  Hand  off  to  sales   o  Mul.ple  touches,   o  Cross-­‐sell/up-­‐sell   media,  offers   o  Messaging  relevant  to   mul.ple  par.es   o  Marke.ng  responsiveness   to  buying  signals  in  real  .me  www.ictvglobal.com/iCollege
  48. 48. CHECKLIST OF CONTENT ASSETS A  library  that  can  serve  different  needs   o  Case  studies   o  White  papers   o  Archived  webinars   o  Podcasts   o  Videos   o  Research  reports   o  Blog  entries,  Tweets   o  Infographics   o  Press  releases   o  Ar.cles   o  Data  sheets   o  Customer  stories   o  eBooks   o  Execu.ve  interviews   o  Presenta.ons  www.ictvglobal.com/iCollege
  49. 49. MASTERY OF MARKETING AUTOMATION Business   Configura.on   Campaign   Lead   Close-­‐Loop   Process   &   Execu.on  &   Management   Repor.ng   Review   Deployment   Adop.on   Programs   PHASE  1   PHASE  2   PHASE  3   A  phased  approach  for  achieving  extraordinary  results  for  leveraging   Marke.ng  Automa.on  and  CRM,  and  aligning  marke.ng  and  sales.  www.ictvglobal.com/iCollege Source:  ©2012,  Marketo,  Inc.  -­‐  h?p://www.marketo.com  
  50. 50. FUNNEL TAXONOMY AND DEFINITIONS Funnel  Stage   Primary  Owner   Defini:on   Inquiry   Marke.ng   An  ini.al  response  to  a  marke.ng   campaign  who  does  not  yet  meet   minimum  qualifica.on/behavior   criteria.   Marke:ng  Qualified   Marke.ng   An  inquiry  qualified  by  Marke.ng   who  meets  the  minimum  fit  criteria   lead  (MQL)   and  has  displayed  enough  interest   to  be  handed  off  to  sales.   Sales  Accepted  Lead   Sales   A  MQL  that  has  been  ve?ed  and   accepted  by  sales  for  further   (SAL)   qualifica.on  in  order  to  reach   pipeline-­‐readiness.   Sales  Qualified  Lead   Sales   A  SAL  that  has  progressed  to  an   opportunity,  usually  by  qualifying   (SQL)   the  needed  BANT  criteria.   Close  Won   Sales   An  opportunity  that  has  resulted  in   a  closed  won  deal.  www.ictvglobal.com/iCollege Source:  ©2012,  Marketo,  Inc.  -­‐  h?p://www.marketo.com  
  51. 51. www.ictvglobal.com/iCollege

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