This document provides an overview of using Dynamics CRM for sales and marketing activities. It discusses lead generation sources and stages from suspect to opportunity. Key topics covered include qualifying leads, nurturing prospects, reopening disqualified leads, creating contacts, accounts, and opportunities. The sales process, CRM data entry expectations, and types of reporting are also summarized. The presentation aims to teach how Dynamics CRM can be used to develop pipelines, track progress, and improve decision making.

1. Forge Connections
CRM
Training
Presented to Siteworx
Presented by: Sal Tofano
Date: January 7th 2016

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5. Pipeline Development Is Critical to our success - We
Need To learn and Adopt Dynamics To Thrive and
Survive
WHO
• Clients
• Partners
• Board
• Team Mates
• Cross Functional Depts.
• Our Business
WHAT AND WHY
• Timely and Accurate Data
• History
• Better Reporting
• Organizes our Business
• Tracks progress
• Better Decision Making

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Leads And Prospects
• Differentiate between Suspects, Leads and Prospects
• Who, What, Where, Why & How
• Leads and Prospects sometimes are synonymous and
• it can be confusing
• Leads are one way
• Prospects are more two way
• Source Qualification
 ‘’Everyone at SiteWorx Needs to have their prospecting radar on”

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Customer Stages
Definition:
A prospect is a potential customer or Opportunity or sales lead which has been qualified as fitting
certain criteria. This may include: fitting the target market, having buying authority and being a key
decision maker. To become a prospect, an indicated interest in the product or service being offered is not
always necessary.
Once qualification criteria is met, the lead is then converted into a "prospect" (a potential customer).

8. Leads Prospects OPPORTUNITIES
• Types of customer stages
1. Suspects- anyone in your database
A. Your contacts and connections
B. Visited the Siteworx website
C. Follows us on LinkedIn
D. Retweeted our tweets
E. Commented on blogs or articles
shared
2. Leads-are early stage prospects that fit our
initial qualifying criteria and profiles based
on marketing, sales and leadership
qualifiers- size, geography, vertical. Leads
are information based
A. Registered at a webinar
B. Met at trade show/conf
C. Fill out a web form
D. May or may not be sales-ready
E. One way communication
F. Further qualification
G. Inquiry is contacted scored and
qualified
H. Nurture
I. Follow up IS ESSENTIAL
3. Prospects-looking to solve a problem or a challenge-
further along in the sales process
4. FOLLOW UP
5. The selling process begins when the lead becomes a
qualified prospect
A. Downloaded a whitepaper
B. Subscribed to our blogs
C. Meaningful dialogue needed
D. Two-way interaction/communication
E. Needs/challenges are determined
F. Solution set
G. Sales Ready- qualified
H. BANT thought processes – Budget,
Authority, Needs, Timeline
4. Opportunity- Meeting established and
presentation/proposal developed
A. Meeting
B. Feedback
C. Follow-up
D. Objections
E. Q & A
F. Proposal
G. Negotiation
H. Close/Win
5. Client/Customer/Prospect
6. Stewardship process – post sale

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Key Lead Sources, Follow Up and The Research Is Critical!

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You miss 100% of The shots you don’t take!

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LEADS /PROSPECT QUALIFYING
• Pre-qualifying
• Is the lead a person, decision maker, gatekeeper, company, warm
introduction, linked connection cold call?
• Researching the prospect
• Researching the category/industry/vertical
• What are their issues/problems
• Needs analysis
• Preparation
• Internal Communication
• Anyone Working this Prospect? Any intel? Check Dynamics/CRM?
• Pipeline -CRM – Microsoft Dynamics Entry as Lead or Prospect with
name, titles, comments, source. Data is queen.

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13. Communicate / Introduction
• Becomes an opportunity with a RFP, Meeting or Needs Analysis
• FACE TO FACE IS BEST
• Reference a need or idea “’that you read about or understand that you are building a new
ecommerce platform” refer to client initiative
• Customized to their initiatives, products, services, needs, industry.
• We can help!
• Do we have the services that fit?
• Create Value Proposition
• Initial questions/pre needs assessment
• Enter meeting in CRM-pipeline report
• Who will tag team- who do you need?
• Team Meeting To Discuss RFP questions
• Send calendar invite and agenda to client prospect
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PROSPECT OPPORTUNITY

14. • More in depth research based on initial conversation – final qualification of
lead and prospect.
• Presentation development- capabilities presentation combined with
customized benefits analysis matched to company needs
• Marketing, management, sales, product support
• Develop relevant probing questions
• Tools needed – video, decks, support
• Decision makers – who and how many are involved. Contact assessment –
are they gatekeepers, influencers, decision makers , employees, friends,
colleagues
• Enter meeting date and presentation in pipeline /CRM
• Confirm Meeting
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Opportunity Preparation Presentation /RFP Development

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Presentation and BANT: Budget, Authority, Needs, timeline
• Create an engaging audience experience
 Visuals, storytelling, audience participation
• Vivid and clear cut presentation
• Encourage audience activation
• Storytelling, video, sales sheets
• Case studies – industry specific or service specific
• Relevance to their needs problems and opportunities
• Filter probing questions during presentation to audience
• If one on one ask - who is the ultimate decision maker
• If multiple audience – share cards
and ask what they do
• Prospects needs confirmed
• Solutions assessment matched with
capabilities
• Address objections
• Final Questions – ask if there is a
project and a budget
• Next Steps Determined
• Schedule a second meeting or
conference call
• BANT reviewed
• Review deliverables
• Thank You!

16. • Schedule and Conduct deal review
• Assess Notes, Review with sales and business development team
• Discuss product and needs analysis with product team
• Send thank you reaffirming the needs assessments and our solution timetable
• Email. Hand written note works too!
• Establish LinkedIn connection
• Create opportunity in CRM/saleforce.com with estimated revenues, comments,
• start dates and forecast level. Update pipeline
• Develop pricing model, deal terms and proposal
• Schedule follow-up meeting with key stakeholders and decision makers to
• discuss pricing and deal terms
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Follow-up/Next Steps/proposal-pricing

17. • Negotiate deal terms and pricing
• Close deal
• Establish start and end dates of project and deliverables
• Is there an ROI element
• Establish level of forecast confidence with internal team
• Surround the category/industry
• Can we share this presentation with team for other clients?
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Negotiation/Pricing Feedback

18. • Surround the Sale
• Develop and draw up contract
• Signed contract with management
• Develop work flow /project flow with cross functional team
• Enter contract in CRM /pipeline with appropriate closure and renewal dates
• Send thank you and deepen relationship
• Ask for referral
• Ask for testimonial
• Measure and monitor performance
• UMOT (Ultimate Moment of Truth)
• Expand vertical and horizontal Integration and relationships inside company
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Post Closing/Stewardship
UMOT ( Ultimate Moment of truth)

19. • Celebrate Victory!
• Customer is King, Data is Queen –
• complete the process and history in Microsoft
• Take a break!
• Share successes with the team!
• Who else in category/industry can we approach!
• Stay focused and positive!
• If it’s a loss… learn, love, be resilient!
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Celebrate Victories! Be the Client Champion!

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Everyone on this
call is here to
win, but to be a
winner, you must
plan to win,
prepare to win,
and expect to
win.

21. Marketing 101
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22. • Establish a clear conversion path
• Follow up quickly
• Analyze your data to refine your process
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Marketing Best Practices

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Marketing Activities
Marketing Campaigns
Promote your business, expand your reach to new customers, and improve sales by using
campaigns in Microsoft Dynamics CRM. Use campaigns to store all your marketing
information and activities, and to measure the success of your efforts.

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Marketing Activities
Marketing Lists
Create a marketing list in the CRM marketing work area
Your marketing list is the core of running a successful marketing campaign. It can include
any one type of customer record, such as leads, accounts, or contacts.
You can create two types of marketing lists:
Static Use a static list if you prefer to add and update members manually.
Dynamic Use a dynamic marketing list if you want the list to return a list of members
dynamically when needed, based on search criteria you set. For example, if you want to
run a campaign to members of a specific city, use a dynamic list. A dynamic marketing list
retrieves the updated list of members each time you open the list, create a quick campaign
from the list, or distribute a campaign activity for a campaign associated with the list.

25. An Email Send is the record where you set up
the information for sending an email through
ClickDimensions. Anytime an email is sent
through ClickDimensions, you are at some point
going to create an Email Send record.
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Marketing Activities
Email Templates and Sends
To send an email, it is good to start with creating an Email Template. This allows you to use this content
again later, or make a clone and change some of the content for a new email.

26. After you have built your forms or integrated
your existing forms, and somebody submits
your form, a Posted Form record will created
within your CRM as a record of the form
submission.
The Posted Forms can also be viewed on the
Contact/Lead records. Open one of those
records and click on the down arrow next to
their name at the top and then scroll
to Posted Forms.
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Marketing Activities
Form Captures
Forms allow your visitors to submit information such as their name, location, and email address,
which you can then store in your CRM. Such information can be used in a great variety of ways
and can help you, for example, see in which areas your product has garnered the most interest,
add customers to your email lists, or even identify new visitors. Forms can be embedded in
landing pages or directly on your website, and submitted forms can be tied to the Lead or
Contact that supplied the information.

27. Web Tracking tracks the visitors that come to your site on a micro level. You are able to see individual
Leads, Contacts, and Anonymous Visitors who land on your site.
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Marketing Activities
Analytics – visits and page views
Visits
These records contain
information regarding all the
visits Anonymous Visitors,
Leads, or Contacts have
made by visiting your website.
Page Views
These records are created
when a visitor views a page
on your website.
Posted Forms
When a visitor submits a form on your
website that is integrated with
ClickDimensions and your CRM,
ClickDimensions creates a Posted
Form record that holds the information
submitted with the form.

28. With Event integration and ClickDimensions you’ll be able to create Event Records to keep track of
hosted webinars and events and Event Participation Records (that can be associated with lead and
contact records) to track participations in your webinars and events. These records will be generated
automatically from GoToWebinar.
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Marketing Activities
Event Creation (webinars)

29. The fields below are used to determine the
lead’s rating.
Name Any lead
+1
(automatic point for any lead record)
Title Title
+1
(see keyword list in Dynamics)
Company
Industry Industry
+1
(where we have strong case studies; also
managed via keyword list in Dynamics)
Annual Revenue Annual Revenue
+1
(>$50M nonprofit, >$500M other)
Lead Source
Source Campaign Contact Request
+1
(contact form submission from website)
Maximum Potential Lead Rating 5
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Marketing Activities
Marketing Qualified Leads (MQL)
Leads are rated by the system based on the following fields:
Process for all other leads (distributed based on their rating)
3-5 points These leads are assigned to Sales using the Sales
Dialogue.
1 point These leads are converted to status reason of:
Disqualify/Do Not Contact.
2 points These leads are maintained Marketing.

30. Reporting options include: Views, Dashboards and Reports
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Marketing
Reporting

31. Sales 101
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32. MQL SQL Contact Account Opportunity
Closed
Business
Booking Revenue
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Sales Process
High-Level Overview of Sales Process

33. The first step in the Sales Process starts with the LEAD. What is a LEAD? A lead is a prospective
consumer of a product or service that is created when an individual or business shows interest and
provides his or her contact information. i.e. Contact request, Information download, Trade Show or
other Marketing efforts.
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CRM 101
Where Sales Begins – The Lead

34. • You’ll move your leads through a business process with standardized stages and steps, collecting
and inputting important data along the way as you get closer to sealing the deal.
• You complete a step by entering data or marking the step completed in the process bar at the top of
the screen. When all the steps are done, you can move on to the next stage.
• In this example, the business process bar for new leads shows you the four stages (Qualify,
Develop, Propose, and Close), where you are in the process, and what to do next, so there’s no
guesswork.
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Nurture Leads through the Sales Process

35. Great news! A lead that you thought wasn’t interested has contacted you, and it looks like the person will buy after all.
Assuming that you disqualified the lead (instead of deleting), you’ll be able to re-open it without re-entering all the old
information.
• 1. On the list of activities, choose the down arrow and then select the Closed Leads view.
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What if you need to re-open a lead that you thought wasn’t interested
Choose the lead you want to re-open, and
then choose Reactivate Lead.

36. When a lead comes in either through an information download or a contact request it will go
through a scoring process which determines if it goes to the next phase called the MQL or
Marketing Qualified Lead Phase. Once a lead gets to be a MQL it has the level of company
revenue we are looking to pursue, the right title of the person to speak with, etc. This level of
interest then determines if a lead gets passed on to a CP for further follow-up. If the lead is
contacted and there is interest the lead gets re-assigned to the CP and is now a SQL or Sales
Qualified Lead where it is then converted into a Contact, Account & Opportunity for further
pursuit.
MQL Lead List
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Lead Process – MQL-SQL

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Contacts
A Contact is a qualified lead that is converted for further follow-up in which receive specific
information or further contact leading to a potential business opportunity is provided

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Accounts
An Account is a customer record that a business has sold to or attempted to sell a product
or service to .

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Opportunities
What is the definition of an Opportunity?
An opportunity is a qualified lead and interested prospect. The criteria will include a
meeting, a presentation, a needs analysis, questions and answers with the right audience
before increasing to the next probability in the sales cycle.

40.  Potential Customer has been identified and converted to an opportunity from a lead and contact
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Stages of an Opportunity
Prospecting Stage

41. All qualifying questions have been asked and answered to completion in the CRM
providing complete understanding of the need, timelines etc. An in person meeting
has been set and occurred, prospect is interested. Requirement gathering has started
based on the customer’s project scope.
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Qualified Stage

42.  Risk analysis and assessment is done
 Proposal/Quote has been sent to potential customer and is under review
 Price negotiation
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Proposal Stage

43. Siteworx has been chosen as one of the vendors of choice. Awaiting final decision.
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Finalist

44. Proposal/quote signed by prospect and contract sent for signature
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Contract Sent in For Signature

45. Deal is signed by both parties and is booked within Finance.
We win and the client wins - Celebrate victory and share success with the team
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Closed Won

46. There are several types of reports that can be run using Microsoft Dynamics. There are standard out of
the box reports and customized too your liking based on need and what you would like to see.
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Sales Reporting
List of current System Reports

47. To help you stay on top of how you and your team are doing with meeting your sales goals, the sales
dashboard serves up key info for you, like the status of opportunities in the pipeline, how you’re tracking
against your sales goals, and who’s working the most active deals.
• · To get to the dashboard from anywhere in the system, go to Sales, Service, or Marketing >
Dashboards.
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Monitor Performance on the Sales Dashboard

48. CRM activity expectations
 Weekly update of CRM activity due every Friday at 4pm
 Inclusive of start date changes, changes in status, forecast or probability ratios and revenue updates
 Correct entry of all decision makers with appropriate contact information
 Closing out of losses with comments as to why
 Upload of all presentations, proposal and contract information
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CRM Activity Expectations