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Game On: gamified CRM systems

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Cover story in December 2015's Winning Edge magazine from ISMM. How Pete Jenkins of Gamification+ used the gamification in CRM.me to help a start up smash their monthly sales targets.

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Game On: gamified CRM systems

  1. 1. GAME ON WINNINGED E F O R SA L E S A N D M A R K E T I N G P R O F E S S I O N A L S How gamified CRM systems and sales learning programmes can get your salesforce playing to win NOVEMBER/DECEMBER 2015 | www.ismm.co.uk | £4.95 INSIDE STORY Pinning down the rise of inside sales GET VIDEO TAPED Look good on screen or look out MATCH MAKING Data tools that clinch customers   ¡ ¢ £ ¤ ¥ ¦ £ § ¨ ¡ ¡ © ¥ £ ¨ ¤ ¡   ¡ £ ! ! ¡ ¡ ¨ £ # ¨ ¤ £ $ ¡ ¨ ¤ % £
  2. 2. COVER STORY | GAMIFICATION ' ( ) 0 1 0 2 3 ) 4 5 6 2 7 1 8 5 9 ) @ 7 @ @ 7 0 1 9 2 ( A 3 1 9 ( 0 3 4 ( B 7 5 0 1 8 C 6 1 5 6 D E F 2 9 7 2 4 7 3 2 ) 2 1 8 G H 8 0 2 I P 9 7 2 Q 7 R 6 @ 5 ( R 3 4 7 @ 0 6 7 1 4 3 7 4 A ( 4 R 8 5 7 C 1 0 6 2 7 S 7 4 9 6 ) 8 @ 4 7 @ ( 0 6 7 4 4 7 3 2 T 2 9 7 2 C 2 @ 7 R ( 8 2 0 4 0 7 @ ' I 0 6 7 A 5 0 0 6 0 0 6 ( 2 7 4 7 3 2 ) 2 1 8 G H 8 0 2 I P 9 7 2 Q 7 R 5 9 ( 2 7 @ 8 S 7 4 G 7 ( A U U V R ( 4 7 @ 7 9 2 0 W D E V ( A 0 6 7 S 7 4 G 7 5 ( 8 0 4 5 0 S 9 ) 7 T 2 ( A 0 C 4 7 5 ( R 3 8 1 7 2 ' 7 5 ) 2 7 0 6 7 I C 8 0 0 ( 1 8 5 4 7 2 7 1 8 2 1 G 6 0 2 1 8 0 ( 2 9 7 2 3 7 ( 3 9 7 8 @ 2 9 7 2 3 4 ( 5 7 2 2 7 2 T X C 1 @ 7 4 8 G 7 ( A G R 7 0 7 5 6 8 1 Y ) 7 2 4 7 ) 2 7 @ C 1 0 6 1 8 2 9 7 2 ` a b 2 I 2 0 7 R 2 1 8 5 9 ) @ 1 8 G c d 8 @ 1 S 1 @ ) 9 8 @ 0 7 R 5 6 9 9 7 8 G 7 2 e ) ' 9 1 5 9 7 @ 7 4 ' ( 4 @ 2 0 6 0 4 8 f S 4 1 ( ) 2 R 7 0 4 1 5 2 H 2 0 8 @ A 4 7 Y ) 7 8 0 A 7 7 @ ' 5 f 0 ( 0 6 7 Y ) 7 2 0 2 ( 4 R 1 2 2 1 ( 8 2 g 0 ( 2 3 7 7 @ ) 3 0 6 7 3 4 ( @ ) 5 0 1 S 1 0 I ( A 8 7 C 2 0 4 0 7 4 2 8 @ 0 4 1 8 ) 2 7 4 2 0 ( ) 2 7 R ( 4 7 A 7 0 ) 4 7 2 P ( 5 1 9 8 7 0 C ( 4 f 2 g C 1 0 6 2 0 0 ) 2 h ' 4 G G 1 8 G 8 @ 4 7 5 ( G 8 1 0 1 ( 8 i 8 @ 5 0 1 S 1 0 I ( 0 6 7 4 T PANIC STATIONS Q 6 7 5 9 1 7 8 0 4 7 A 7 4 4 7 @ 0 ( 0 0 6 7 ' 7 G 1 8 8 1 8 G ( A 0 6 1 2 ) 2 7 4 ( 8 ' ( 4 @ 1 8 G 8 @ @ ( 3 0 1 ( 8 ( A 0 6 7 2 I 2 0 7 R T 18 WINNING EDGE NOT JUST PLAYING GAMES 7 6 @ 5 9 1 7 8 0 1 8 ' 1 0 ( A ` a b C 7 p @ ' ) 1 9 0 A ( 4 0 6 7 R 1 0 C 2 C ( 4 f 1 8 G 0 ( ( C 7 9 9 T 6 ( C 1 0 R 1 G 6 0 6 7 9 3 I ( ) 4 2 9 7 2 A ( 4 5 7 T WHAT IS GAMIFICATION? 1 2 0 6 0 1 0 1 2 q 0 6 7 ) 2 7 ( A @ 7 2 1 G 8 0 7 5 6 8 1 Y ) 7 2 A 4 ( R G R 7 2 1 8 ' ) 2 1 8 7 2 2 5 ( 8 0 7 r 0 ( 4 2 ( R 7 ( 0 6 7 4 8 ( 8 s 3 3 9 1 5 0 1 ( 8 ( A G R 7 R 7 5 6 8 1 5 2 0 ( 1 8 5 4 7 2 7 @ 7 2 1 4 7 @ ' 7 6 S 1 ( ) 4 T A 7 0 ) 4 7 2 8 @ R 7 5 6 8 1 5 2 4 7 2 ( 7 8 G G 1 8 G 8 @ C 6 1 5 6 G R 7 0 7 5 6 8 1 Y ) 7 2 C 7 2 6 ( ) 9 @ ' 7 ) 2 1 8 G 1 8 8 I G 1 S 7 8 2 1 0 ) 0 1 ( 8 T t 2 7 @ ( 8 7 r 1 2 0 1 8 G 0 6 7 ( 4 1 7 2 A 4 ( R 3 4 5 0 1 5 9 A 4 R 7 C ( 4 f 0 6 0 7 8 ' 9 7 2 ) 2 0 ( 3 3 9 I 0 6 7 2 7 0 6 7 ( 4 1 7 2 7 2 1 9 I 0 ( ' ) 2 1 8 7 2 2 ( 4 3 4 ( 5 7 2 2 T HOW DOES GAMIFICATION APPLY TO SALES? b 1 5 4 ( 2 ( A 0 6 2 G ( 0 1 8 ( 8 0 6 7 5 0 0 6 4 ( ) G 6 1 0 2 4 7 5 7 8 0 0 6 7 H 8 0 2 I P 9 7 2 Q 7 R 3 9 0 A ( 4 R T b 1 5 4 ( 2 ( A 0 p 2 ' 9 ( G ISMM.CO.UK
  3. 3. WINNING EDGE 19 GAMIFICATION | COVER STORY ISMM.CO.UK
  4. 4. ( S 7 4 8 @ G 1 S 7 8 0 6 7 2 0 G G 7 4 1 8 G 0 2 f ( A 0 4 1 3 9 1 8 G 0 6 7 9 7 S 7 9 2 T Q 6 7 2 9 7 2 R 8 G 7 4 2 f 7 @ ) 2 0 ( @ 7 S 1 2 7 2 ( R 7 0 ( 6 7 9 3 0 6 7 R 4 7 5 6 0 6 7 1 4 8 7 C 0 4 G 7 0 2 T Q 6 7 4 7 C 2 8 ( ' ) @ G 7 0 A ( 4 R ( 8 7 0 4 I 4 7 C 4 @ 2 A ( 4 POINTS LEAD TO REWARDS 1 8 7 5 6 4 7 2 7 8 1 ( 4 2 9 7 2 @ S 1 2 7 4 6 8 @ 9 7 2 8 I 5 ( R 3 9 7 r 4 7 Y ) 1 4 7 R 7 8 0 2 8 @ 2 ( R 7 0 1 R 7 2 S 1 2 1 0 2 0 6 7 5 9 1 7 8 0 2 T Q 6 7 2 7 8 1 ( 4 @ S 1 2 7 4 2 4 7 2 ) 3 3 ( 4 0 7 @ ' I 0 6 7 R T Q 6 7 2 I 2 0 7 R C 7 @ 7 S 1 2 7 @ 7 r R 1 8 7 @ 7 S 7 4 I 0 I 3 7 ( A 2 9 7 2 5 9 ( 2 7 @ T 0 ( 7 5 6 0 I 3 7 ( A 5 0 1 S 1 0 I ' ) 0 C 1 0 6 G 7 8 7 4 9 ) 8 @ 7 4 2 0 8 @ 1 8 G 0 6 0 2 9 7 2 C ( 8 p 0 ' 7 5 9 ( 2 7 @ C 1 0 6 ( ) 0 0 0 7 8 0 1 ( 8 0 ( 7 S 7 4 I 9 7 S 7 9 ( A 0 6 7 2 9 7 2 A ) 8 8 7 9 8 @ 2 9 7 2 2 ) 5 5 7 2 2 A ) 9 9 I 9 7 @ 2 0 ( 0 6 7 0 7 R 2 C 6 ( 9 7 6 1 0 0 1 8 G 1 0 2 2 9 7 2 0 4 G 7 0 2 T Q 6 7 2 7 5 ( 8 @ 4 7 4 7 Y ) 1 4 7 @ 2 ( R 7 4 7 2 7 4 5 6 ( 8 5 ( 2 0 9 1 0 0 9 7 ( 4 3 4 7 A 7 4 ' 9 I 8 ( 0 6 1 8 G T u ( 5 6 9 9 7 8 G 7 0 6 7 4 7 1 8 @ 1 5 0 7 @ 0 6 4 7 7 R 1 8 0 I 3 7 2 ( A 4 7 C 4 @ 0 6 0 C ( ) 9 @ R ( 0 1 S 0 7 T h b ( 8 7 I 1 2 8 7 4 9 I 9 C I 2 0 6 7 0 ( 3 ( A 0 6 7 4 7 Y ) 7 2 0 9 1 2 0 2 ( C 7 ' 7 G 8 0 6 7 2 7 A ( 5 ) 2 G 4 ( ) 3 2 ' I 3 4 7 A 7 4 4 7 @ 4 7 C 4 @ 2 A 7 9 9 1 8 0 ( 0 6 7 2 7 5 0 7 G ( 4 1 7 2 c v w x y €  ‚ ƒ w „ … w x † w  ‡ w y ‚  ˆ ‰ €  ‡ ‘ w x y g A 4 ( R ’ w ‚ “ ” • ‚ y w ˆ x w – ‚ x ˆ y ‚  ˆ ‚ ‡ — † ‰ † — † w y g R ( 2 0 9 I S 7 7 4 1 8 G 0 ( C 4 @ 2 0 7 R 2 ( 5 1 9 2 8 @ C ( 4 f 8 6 ( ) 4 7 4 9 I ( 4 6 S 1 8 G 8 7 r 0 7 8 @ 7 @ 9 ) 8 5 6 ˜ 7 8 7 7 @ 7 @ 0 ( f 7 7 3 0 6 7 4 7 C 4 @ 2 7 9 7 5 0 1 ( 8 2 1 R 3 9 7 C 6 1 9 7 6 7 7 @ 1 8 G 0 6 7 9 5 f ( A @ @ 1 0 1 ( 8 9 R ( 8 7 0 4 I ' ) @ G 7 0 T P ( C 7 9 ) 8 5 6 7 @ 0 6 7 4 7 C 4 @ 2 5 6 7 R 7 ' I I ( ) 5 ( ) 9 @ 4 7 @ 7 7 R C 2 ( 8 7 ( A 0 6 7 6 ( ) 4 9 I 4 7 C 4 @ 2 0 ( 5 ( S 7 4 1 8 5 ( R 1 8 G 7 8 Y ) 1 4 1 7 2 ( 8 8 I 3 4 0 1 5 ) 9 4 @ I T t 7 5 ) 2 7 0 6 1 2 5 9 1 7 8 0 @ 1 @ 8 p 0 C 8 0 0 ( 4 1 2 f G 1 S 1 8 G 6 4 @ 7 4 0 ( 5 6 1 7 S 7 T ˜ 7 7 r 3 7 5 0 7 @ 1 0 0 ( 0 f 7 0 9 7 2 0 2 2 ) R 7 @ 0 6 7 I C 7 4 7 8 p 0 9 2 ( 5 2 6 1 8 G 1 8 3 ( 1 8 0 2 A ( 4 0 6 7 TARGETS SMASHED... AND MORE C 1 0 6 1 8 R 7 4 7 2 1 r C 7 7 f 2 T Q 6 7 5 ( R 3 8 I 0 4 G 7 0 2 6 S 7 8 ( C ' 7 7 8 6 1 0 A ( 4 0 C ( R ( 8 0 6 2 1 8 4 ( C 8 @ 4 7 20 WINNING EDGE COVER STORY | GAMIFICATION “Through gamification we are able to reward staff, letting individuals play to their strengths, which successfully leads to the team as a whole hitting its targets” ISMM.CO.UK
  5. 5. ™ d e d f d g h i g j is founder and managing director of Gamification+, which provides strategic consultancy, advice and training on gamification and is the UK partner for the gamified CRM system, CRM.me. He is also the University of Brighton’s entrepreneur-in-residence and is chair of GamFed (International Gamification Confederation). Visit: gamificationplus.uk GAMIFICATION | COVER STORY WINNING EDGE 21 ( 8 5 ( ) 4 2 7 0 ( ' 7 6 1 0 G 1 8 7 2 1 9 I 0 6 1 2 R ( 8 0 6 T Q C ( ' ) 0 4 7 C 1 0 1 8 G A ( 4 @ I C 6 7 8 0 6 7 I A 7 7 9 0 6 7 I p 9 9 4 7 9 9 I C 8 0 0 ( ) 2 7 1 0 T k 7 4 I A 7 C ( A 0 6 7 6 ( ) 4 9 I 4 7 C 4 @ 2 6 S 7 ' 7 7 8 5 2 6 7 @ 1 8 ' I 8 I ' ( @ I h B ) 2 0 P ( 0 6 7 5 9 1 7 8 0 p 2 3 8 1 5 R 7 8 0 1 ( 8 7 @ 7 4 9 1 7 4 C 2 @ ) 7 0 ( 0 6 7 A 5 0 0 6 0 0 6 7 2 I 2 0 7 R C 2 6 1 0 0 1 8 G 0 4 G 7 0 2 g ( ' S 1 ( ) 2 9 I G ( ( @ 0 6 1 8 G 1 8 1 0 2 7 9 A g ' ) 0 0 6 7 I A ( 4 7 2 C 2 ) 5 6 G ( ( @ 0 6 1 8 G T t ) 0 C 7 6 S 7 3 9 8 A ( 4 2 ) 5 6 3 ( 1 8 0 2 G 7 0 6 4 @ 7 4 0 ( 5 6 1 7 S 7 h A ( 4 1 8 2 0 8 5 7 9 7 S 7 9 9 1 8 G ) 3 0 f 7 2 R ( 4 7 5 0 1 S 1 0 I 7 5 6 0 1 R 7 i 2 I ( ) 3 4 ( G 4 7 2 2 0 6 4 ( ) G 6 0 6 7 G R 7 2 ( 0 6 7 7 4 8 1 8 G 4 0 7 2 6 ( ) 9 @ 2 9 ( C @ ( C 8 T ˜ 7 5 8 9 2 ( 9 1 R 1 0 0 6 7 S 1 9 ' 1 9 1 0 I ( A 0 6 7 THE FUTURE OF SALES GAMIFICATION? 1 R 3 4 ( S 7 2 9 7 2 T ˜ 6 7 4 7 1 0 2 7 7 R 2 0 ( ' 7 6 7 @ 1 8 G 1 2 0 6 7 ) 2 7 ( A ' 1 G @ 0 5 ( R ' 1 8 7 @ C 1 0 6 G R 7 s 2 0 I 9 7 6 7 @ s ) 3 @ 1 2 3 9 I 2 0 ( 0 4 1 8 2 9 7 2 3 7 ( 3 9 7 0 ( R 2 0 7 4 8 @ 1 R 3 4 ( S 7 0 6 7 1 4 2 9 7 2 0 7 5 6 8 1 Y ) 7 2 8 @ 3 4 ( 5 7 2 2 7 2 T Q 6 7 4 7 4 7 0 C ( l 8 7 0 6 1 8 G S 1 @ 7 ( G R 7 2 @ ( S 7 4 I C 7 9 9 1 2 6 1 G 6 9 1 G 6 0 @ 0 g 0 ( I ( ) ( 8 9 I g C 6 7 8 @ 7 5 1 2 1 ( 8 8 7 7 @ 2 0 ( ' 7 0 f 7 8 T m R 7 2 0 7 8 @ 8 ( 0 0 ( ' ( R ' 4 @ I ( ) C 1 0 6 4 7 G ) 9 4 1 8 0 6 7 4 1 G 6 0 ( 4 @ 7 4 ( A 3 4 1 ( 4 1 0 I T Q 6 1 2 R 7 8 2 I ( ) R f 7 R ( 4 7 8 @ A 2 0 7 4 @ 7 5 1 2 1 ( 8 2 T Q ( 3 G R 7 3 9 I 7 4 2 1 8 q 7 s 2 3 ( 4 0 2 n 6 S 7 ' 7 7 8 2 6 ( C 8 0 ( R f 7 R ( 4 7 0 6 8 D F F @ 7 5 1 2 1 ( 8 2 R 1 8 ) 0 7 @ ) 4 1 8 G G R 7 3 9 I T 0 ( 2 9 7 2 T b 8 I ( A ( ) 4 5 9 1 7 8 0 2 1 8 2 1 2 0 ( 8 6 S 1 8 G 9 9 5 ( 8 0 5 0 2 C 6 ( 2 7 9 2 0 5 0 1 S 1 0 I @ 0 7 1 2 ( S 7 4 0 6 4 7 7 1 0 1 2 7 r 0 4 7 R 7 9 I 4 4 7 A ( 4 4 7 3 ( 4 0 9 1 f 7 0 6 0 0 ( ' 7 4 ) 8 ( 4 8 I 0 6 1 8 G @ ( 8 7 ' ( ) 0 0 6 ( 2 7 1 8 5 0 1 S 7 5 ( 8 0 5 0 2 T ˜ 1 0 6 3 4 ( 5 0 1 S 7 G R 7 s 9 1 f 7 2 I 2 0 7 R 0 6 7 2 9 7 2 3 7 4 2 ( 8 ) 0 ( R 0 1 5 9 9 I 6 1 G 6 9 1 G 6 0 0 6 0 I ( ) 4 7 ' ( ) 0 0 ( 9 ( 2 7 6 4 @ s 7 4 8 7 @ 9 7 @ 8 @ 4 7 5 ( R R 7 8 @ I ( ) @ ( 2 ( R 7 0 6 1 8 G ' ( ) 0 1 0 T m 4 7 0 G R 7 2 C 8 0 I ( ) 0 ( 6 ( C ' 7 2 0 0 ( 3 9 I 0 6 7 G R 7 T d 0 1 2 8 ( 0 ) 8 0 1 9 I ( ) 3 9 I d 0 p 2 8 3 3 4 ( 5 6 0 6 0 5 8 ' 7 1 8 8 ( S 0 1 S 7 9 I ) 2 7 @ 1 8 @ 7 A ) 9 0 2 ' ) 1 9 0 1 8 0 ( I ( ) 4 2 9 7 2 ` a b 2 I 2 0 7 R T ˜ 1 0 6 9 7 4 8 0 ( q G R 7 n 0 6 7 2 I 2 0 7 R T l 8 5 7 I ( ) p S 7 3 9 I 7 @ 0 0 5 f 8 7 C 0 4 G 7 0 R 4 f 7 0 3 7 4 6 3 2 T d 9 2 ( ' 7 9 1 7 S 7 0 6 1 2 C 1 9 9 6 7 9 3 3 4 7 S 7 8 0 2 9 7 2 3 7 4 2 ( 8 ' ) 4 8 s ( ) 0 8 @ I ( ) 4 0 ( 3 2 9 7 2 3 7 ( 3 9 7 C 1 9 9 2 0 I C 1 0 6 I ( ) 9 ( 8 G 7 4 T b 4 1 G ( a A 0 ( 3 ( ) 9 ( 2 4 7 5 7 8 0 9 I 8 9 I 2 7 @ ( S 7 4 W F F @ 1 2 5 ( S 7 4 7 @ 6 ( C 1 0 1 2 ' 7 5 ( R 1 8 G 5 0 5 6 s 9 9 C ( 4 @ A ( 4 0 6 7 5 ( 4 3 ( 4 0 7 C ( 4 9 @ 0 6 0 7 8 5 ( R 3 2 2 7 2 8 ( 0 2 1 R 3 9 I G R 7 s ' 2 7 @ 9 7 4 8 1 8 G 8 @ 3 9 I A ) 9 7 r 3 7 4 1 7 8 5 7 2 T R ( 4 7 ' ( ) 0 1 0 1 8 0 6 7 A ) 0 ) 4 7 T ISMM.CO.UK

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