Why CRM Fails Without Marketing Automation

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Welcome!

2. Webinar Details
• Presentation is roughly 1 hour
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3. Today’s Presenters
Peter Thomas | Net@Work
Senior CRM Account Executive
Keith Jones | Salesfusion
Sales & Marketing Operations Manager

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5. Why CRM Fails Without
Marketing Automation
&

6. © Salesfusion, Inc. All Rights Reserved.
Today’s Agenda
1. MAP vs. CRM
2. Understanding the new buyer journey
3. 5 Tips for optimizing your integration
4. Live Demonstration of Salesfusion & CRM Integration
5. Q & A
Agenda:

7. MAP vs. CRM

8. © Salesfusion, Inc. All Rights Reserved.
Traditional Marketing Automation
ATTRACT & CAPTURE
prospects in your
target market
SCORE
leads based on who
is most likely to buy
MEASURE
and improve
marketing ROI
NURTURE
leads who aren’t
ready to buy
RETAIN
and extend customer
relationships
ALIGN
sales and marketing for
seamless experience

9. © Salesfusion, Inc. All Rights Reserved.
Traditional CRM
Manage sales activities
and tasks
Manage a pipeline/forecast Manage a sales process
(opportunity stages)
Manage post-sales client
relationships
(service/support)
Selling Process

10. Understanding the New
Buyer Journey

11. © Salesfusion, Inc. All Rights Reserved.
Awareness
Information Gathering
Comparison
Engagement
Purchase Decision
Modern B2B Buyer Journey
The modern B2B buyer
journey is a series of
research points wherein
the buyer consumes
digital content (both
internally and externally)

12. © 2015 Salesfusion, Inc. All Rights Reserved.
CRM is designed to manage and assist
with the engagement and purchase
decision phases of the buyer journey.
As much as 70% of the buyer’s
journey may be completed prior to
sales engagement.
Unless sales can engage earlier in the
journey, they are operating at a
disadvantage.
CRM systems, in their current state,
cannot help sales prior to
“engagement”.
Awareness
Information Gathering
Comparison
Engagement
Purchase Decision
CRM and the Buyer’s Journey

13. © Salesfusion, Inc. All Rights Reserved.
Disconnected Approach
Awareness
Information Gathering
Comparison
Engagement
Purchase Decision
Disconnected Approach
● Marketing is focused (in
technology and programs) on
managing awareness,
information gathering, and
comparison phases
● Sales is focused (in technology
and process) on managing
engagement and purchase
decision phases
● Each is managing these phases
in a mutually exclusive manner.
● This leads to lack of a cohesive
funnel, lost leads, poor metrics,
and lost sales

14. © Salesfusion, Inc. All Rights Reserved.
80% of companies with highly integrated systems achieved revenue goals
These results demonstrate that the benefits of sales
and marketing technologies are real and have an
impact on revenue achievement.
A goal of this study is to understand how sales and
marketing alignment impacts performance, and
systems such as these represent an opportunity for
alignment to occur through systems integration.
For this reason, the analysis of study data south to
determine the relationship between the effectiveness
of integration and revenue achievement.
When it comes to revenue achievement, the message
in the data is unmistakeable: sales and marketing
systems that are highly integrated provide a distinct
advantage when it comes to revenue achievement.
% Achieving Revenue Goals by Degree of Integration
Between Key Sales & Marketing Systems
80%
68%
56%
44%
36%
Moderately Minimally Ineffective NoneHighly

15. 5 Tips for Optimizing
Your Integration

16. © Salesfusion, Inc. All Rights Reserved.
#1 - Build a Roadmap

17. © Salesfusion, Inc. All Rights Reserved.
#2 - Keep your CRM Clean

18. © Salesfusion, Inc. All Rights Reserved.
#3 - Bi-directional system communications
MAP CRM

19. © Salesfusion, Inc. All Rights Reserved.
#4 - Have a CRM Admin

20. © Salesfusion, Inc. All Rights Reserved.
#5 - Analyze Results

21. Live Demonstration

22. Sign-Up For Our Upcoming Webinars
Register Online: netatwork.com/events
How to Pick the Right Marketing Automation Platform
Date/Time: 4/6/17 | 2pm
The CIO’s Guide to Implementing Marketing Automation
Date/Time: 5/4/17 | 2pm

23. Please type in
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Any Questions?

24. Thank You For Attending!
Peter Thomas | Net@Work
Senior CRM Account Executive
(P) (646) 293-1795
(E) pthomas@netatwork.com
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