Pardot Elevate 2012 - Implementing and Re- implementing Pardot with Your CRM System

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A well-thought-out CRM integration will lead to less work with better results. A poor configuration can result in missed leads, automation disasters, and a lack of reporting. In these slides, Rob MacEwen brings opportunities into focus and identifies the pitfalls to consider when integrating Pardot with your CRM system. He will cover a multitude of topics including why marketing is driving data quality, managing the handoff between Sales and Marketing, reporting on Pardot within your CRM, and how to avoid common mistakes that prompt a re-implementation.

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Pardot Elevate 2012 - Implementing and Re- implementing Pardot with Your CRM System

  1. 1. CRM  Integra,on  Best  Prac,ces   Improving Marketing & Sales Performance
  2. 2. The  Flight  Path  • Aligning  Sales  and  Marke/ng  • Why  Marke/ng  is  Driving  Data  Quality  • Top  10  Mistakes  Made  Implemen/ng  
  3. 3. Aligning  Sales  and  Marke,ng  • Lead  Defini/on   o  Marke/ng  to  Humans   o  Selling  to  Organiza/ons  • Raising  of  Hands  
  4. 4. Agreeing  on  Ac,ons  • Unknown  Company  • Unknown  Person  • Known  Person  
  5. 5. Sales  Acceptance  • Measure  the  Handoff   o  Accepted  Opportuni/es   o  Completed  Tasks   o  Time  to  Call  
  6. 6. Why  Marke,ng  is  driving  Data  Quality   Data Flowing Image
  7. 7. The  New  Data  Geeks  • Marke/ng  Needs  the  Data  More  • Marke/ng  is  at  the  Beginning  
  8. 8. How  to  be  Awesome  • Implement  a  Data  Quality  Ini/a/ve   o  3  Fields  per  Department   o  Quality  KPIs  on  Dashboards   o  Quarterly  Review  
  9. 9. Push  and  Pull  Great  Data  • Capture  Useful  Data  from  the  Team  
  10. 10. The  Challenge  • Data  as  a  Process   o  It  Never  Ends   o  Needs  Change   o  Data  Gets  Corrupted   o  Each  Record  Costs  
  11. 11. Top  10  Integra,on  Mistakes   Prevent a re-implementation
  12. 12. 10  -­‐  No  Record  Owners  in  CRM  • Who  is  the  Client  Advocate?  
  13. 13. 9  -­‐  Sales  Doesn’t  Use  Pardot  • to  Check  Engagement  • to  Add  to  Program  • to  Correct  Bad  Data  
  14. 14. 8-­‐  No  Repor,ng  Fields  in  CRM  • Repor/ng  for  Business  Decisions   i i i ? i i
  15. 15. 7  -­‐  Strange  Assignment  Rules   • Everything  is  a  Special  Case   • Too  many  Decision  Makers   • Complexity  Kills   Implementa/ons  
  16. 16. 6  -­‐  Rogue  CRM  Admins  • Update  CRM  and  Ignore  Pardot  • Change  Lists  and  Forms  • A  Field  for  Everything  • Bad  Workflow  
  17. 17. 5  -­‐  Mandatory  CRM  Fields  • Make  Fields  Condi/onal  • Progressive  Profiling  • Pardot  Permissions  
  18. 18. 4  -­‐  No  Manual  Monitoring  • Watch  for  Errors  • Scan  and  Grade  Prospects  • Find  Diamonds  
  19. 19. 3  -­‐  Confusing  Automa,on  • Rules  Run  Once!  • Use  Tags  • Ac/ons  are  Everywhere   o  Content   o  Forms   o  Rules   o  Programs  
  20. 20. 2  -­‐  No  CRM  Automa,on  • Repe//ve  Manual  Effort  S/nks   o  Assign  Tasks   o  Create  Opportuni/es   o  Schedule  Phone  Calls  
  21. 21. 1  -­‐  Massive  Duplica,on   Clones
  22. 22. But  WAIT…  The single most important improvement…
  23. 23. The  Hidden  Goldmine   It’s out there…
  24. 24. Financial  Informa,on  • Purchase  Data  is  a  B2B  Marketers     most  Valuable  Tool  
  25. 25. Does  your  CRM  Track  the  Money?   It must…
  26. 26. What  we  do  
  27. 27. Rob  MacEwen   Managing  Director  Toronto,  Canada,  Earth    t          (866)  563-­‐3858  x201  t          @robmacewen    e          rob.macewen@audaxium.com  w        www.audaxium.com    

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