This document discusses maximizing value from integrating a learning management system (LMS) with a customer relationship management (CRM) system like Salesforce. It notes that while CRM adoption is widespread, many organizations fail to fully utilize their CRM capabilities. Integrating an LMS can help organizations better train employees on CRM use, align learning with sales metrics, and provide learning materials to partners to strengthen the "extended enterprise". The document examines benefits like streamlined processes, reduced administration costs, and increased sales. It provides a checklist for selecting an LMS that can effectively integrate with a CRM and drive revenue.

1. Maximizing Value in your Technology Stack
David Patterson

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3. The CRM phenomena
 Big CRM solutions: 15,000 customers and 8 million users
 Cloud CRM solutions: 300,000 customers and 27 million users
 91% of companies with more than 11 employees use a CRM system.*
 There are over 100,000 organisations globally using Salesforce with over 2
million users and growing.#

4. But all is not well in the world of CRM
 AMR Research indicates that 35% of CRM implementations faced serious user
(people) adoption issues, though this is down from 47%.*
 CSO Insights and GoToMarket strategies research indicates that the average CRM
customer had less than 75% adoption rates amongst sales teams.*
 There is a widespread failure to fully use the capacity of CRM applications across the
organisation at more senior levels.*
 In short, only 30% of companies that deploy CRMs report significant increases in
sales performance (Software magazine)*
 * David Taber

5. Getting value from the tech stack
 Just using the CRM is now no longer enough
 Learning how to maximise the potential of the
CRM is now the differentiator
 Massive market requirement for learning and
development

6. The potential opportunity
 An organisation using Salesforce for 100 people will pay $100,000 per
annum
 An LMS will cost 10 -20% of this
 We believe: A CRM – LMS integration can therefore add huge value to an
organisations tech stack.
 FOCUS: Revenue generation and Extended Enterprise

7. Every LMS vendor will be rushing
to integrate wont they?....
 Well no…..
 Research in the UK by Learning Light and by John Leh in the USA has
identified 11 and 14 LMS vendors respectively with Salesforce integrations
 With 600 LMS vendors in the market, why is this so low?

8. The reasons are….
 L&D don’t get involved in “IT projects”
 Salesforce do a good job on the training
 CRM companies and integration partners “don’t get” the potential of the
LMS
 LMS vendors have not yet grasped the potential of the CRM market
 Calculating the ROI is not that easy
 Meaning other priorities win through

9. CRM and LMS
 Understand what the LMS needs to do with the CRM
 Recognise the areas that drive success in a CRM deployment and how the
integration of a cloud hosted learning platform (LMS) should focus
around them to enable success.
 Realise that integration is a journey and by choosing the right cloud
learning platform the journey can commence and progress with growing
success.
 People, Product, Process*

10. Learning as a revenue opportunity
 Workflow learning
 The Learning tab right in the CRM
 For sales and customer support
 Product knowledge aligned to sales performance
 Learning as part of the sales and marketing process
 Extended Enterprise
 Supply learning materials to channel partners etc…

11. LMS checklist
 Cloud
 It needs to be to integrate
 Mobile
 Many sales professionals are very mobile orientated and to achieve their buy in is
crucial
 Social
 More and more sales enquiries and interactions are through this channel: Salesforce
Chatter
 Gamification
 Engagement matters and rewarding engagement works

12. LMS checklist
 Enterprise standard
 The LMS must be able to handle lots of data
 Extended enterprise
 Driving benefits into the sales value chain is vital
 Beyond linear learning
 It is not about assigning courses, but providing support

13. LMS Checklist
 xAPI (Tin Can)
 This is going to be important
 Pricing
 Usage patterns are not traditional,
so licenses have to reflect this
 Use cases
 Vital to illustrate how to integrate
and build out

14. Case study….
 Training company
 Operated a CRM and LMS in silos
 Using e-learning to disrupt the market
 LMS key to delivering courses (blended learning) costing up to £3000 per
individual (Compliance)
 CRM key to managing clients and operating the business

15. Integrating
 Lead becomes a quote confirmed the learner is auto enrolled in LMS with
assigned course in workplace
 Tutor and learner update progress from LMS back to CRM
 Billing points identified and progress monitored

16. Process
 Processes are the way people work with the CRM where data accuracy and
data interpretation are vital to the success of a CRM led business.
Compliance is a classic example where processes must be understood and
followed.

17. Benefits of integration
 Speed of process handling
 Elimination of data duplication and double entry
 Accurate monitoring of progress in CRM and LMS
 ROI is potentially at 20% FTE saving on Admin costs in our case study
and a 35% sales growth after integration
 New revenue generation opportunities

18. A process integration
 This integration did not deal with people as an engagement issue……it
was not needed
 There was some product integration, ensuring the products offered had
supporting learning materials to support the sale.
 This was really about streamlining a business process of providing
training courses
 The LMS was the driver of extension, the CRM made it possible

19. Key is aligning learning to
Salesforce metrics of success
 The LMS can play a key role
 People need to be fully committed
 People are employees of the organisation, but they
can also be channel partners or distributers who
ultimately sell your product to the end customer.

20. Extended Enterprise
 Give your VARS and Channel Partners a competitive advantage
 A compelling reason to favour your solutions over the others
 A real revenue generating opportunity by making your CRM and LMS
look outward

21. Conclusions
 CRM has changed the way so many organisations do business….yet…..
 Too few are reaping the full benefits as too little attention is paid to
training as a revenue opportunity

22. Conclusions
 The LMS-CRM integrated can deliver very real benefits in people
engagement, in product knowledge, in business process and overall
organisational sales performance within and through partners as….
 The LMS-CRM combo can make the extended enterprise opportunity
really work

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