SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relationship Continuum


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Tim Price, Act-On

Sophisticated business managers recognize that not only is the definition of customer relationships changing, but requirements in the earlier stages of the sales funnel are evolving as well. Maintaining a holistic view of the process, recognizing that Marketing Automation and CRM are both natural extensions of one another is essential, however few fully understand how they coexist effectively. In this session, learn the similarities and differences, as well as how, when integrated, the two technologies deliver a whole that is exponentially more efficient and complete than the sum of its parts.

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SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relationship Continuum

  1. 1. CRM and MA: Understanding theRelationship ContinuumTim Price, Act-On
  2. 2. Agenda•  The Situation Today•  Strategically Tackling the Funnel•  Sales Handoff•  Measurement & Feedback•  Wrap-up & Questions
  3. 3. The Usual Conundrum3Sales wants all“leads” fast Marketing hits the“more” buttonSales doesn’t follow up Marketing: “Why nofollowup?”Sales: The “leads”are no goodMarketing:Wasted effort, poor performance,bitterness, despairReference: Sirius Decisions
  4. 4. What Typically Happens4InquiriesMarketing Qualified LeadsSales Qualified LeadsClose417 inquiries toclose 1 dealSales AcceptanceMarketing and Tele QualificationInquiry80%No nurture/qualification100%Sales acceptseverything/nothing3% - ??Inefficient use ofsales resourcesSQL10% - ??Poor pipelinedynamicsSales QualificationCloseSales QualificationMarketing QualificationInquiryOutboundInboundTeleprospecting QualifiedLeads (TQLs)Teleprospecting Accepted Leads (TALs)Sales GeneratedLeads (SGLs)Sales AcceptedLeads (SALs)Automation Qualified Leads (AQLs)TeleprospectingGenerated Leads (TGLs)Sales Qualified Leads (SQLs)Won BusinessReference: Sirius Decisions
  5. 5. Agenda•  The Situation Today•  Strategically Tackling the Funnel•  Sales Handoff•  Measurement & Feedback•  Wrap-up & Questions
  6. 6. LEADSMQLSQL &OPPORTUNITIESCUSTOMERSENGAGEDCUSTOMERSADVOCATE& FANChange the Process & the ResultsCampaigns, Content, Programs, SLAs,Measurement & ResultsJoint EffortSales ResponsibilityMarketing Responsibility
  7. 7. Acquisition Programs•  Build Database–  Permission-based list acquisition–  Data capture•  Attract Attention–  Tell the story–  Links, videos, & images•  Content Strategies–  Blog, website, social media–  Right target receiving relevant and engaging contentGather prospect information where ever possibleLEADSMQLSQL &OPPORTUNITIESCUSTOMERSENGAGEDCUSTOMERSADVOCATE& FANNAMES
  8. 8. Develop & Deploy Great Content•  Develop–  Partner & co-sponsorwith industry thought leaders–  Capture emergent trends/topics–  Repurpose content•  Deploy–  Promote in multiple channels–  Website, social media, email–  Insist on a call to actionCreate a hub of compelling and contemporarycontent – reuse as appropriate
  9. 9. Nurture Before You Sell•  Coordinated Campaigns–  Editorial Calendar – compelling content and events–  Share your story – easy to embrace and understand–  Sales and Marketing – same coordinated story•  Scoring–  Segmentation and nurturing based on actions–  Who gets what based on what they have done•  Feedback–  “Know” how they are finding you–  Constant iteration to keep content fresh–  Take advantage of repurposing contentOrganizations that nurture leads see lead generationROI of 138% versus 78% for those that don’tSource: Marketing Sherpa
  10. 10. Deliberate Approach to ScoringEMAIL MARKETING WEB VISITS WEBINARSFORMS PAY-PER-CLICK PHYSICAL ACTIVITIES•  Clicked on message•  More points for specific messages•  Do not assign score for:• “Email sent” – no action takenon their part• “Opens”•  How many pages did they visit?•  Which pages did they visit:Contact Us and/or Pricing vsSupport?•  How often do they visit the site?•  Where did they come from?•  Download whitepaper or othermedia?Act-On Customer Rapid Notify had 50% increase in opportunitycreation and 20% increase in close rate after implementing scoring•  Attendees vs. Non-Attendees•  Who visited registration page butdidn’t submit•  Submitted /viewed form•  How did they respond to thequestions?•  Is the data they provided valid?•  Do they fit your target audience?•  Which keywords perform the best?•  What is my cost per click?•  Where did they come from?•  Attended a trade show / physicalevent?•  Which mailing lists performed thebest?•  Which print advertising generatesleads?
  11. 11. Lead Scoring ExampleExample•  Youre a small software company that sells patch management software.•  You have two offices, one in Asia and one in the US, but you arent global yet.•  Your software isnt cheap, so you need prospects with reasonably large budgets.Registration Question Excellent Prospect Okay Prospect Bad ProspectJob Title IT Director 5 SystemAdministrator3 Sales Engineer -4Location ofHeadquartersUnited States 5 Hong Kong 4 Romania -5Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2Industry InformationTechnologyServices5 ComputerSoftware4 Automotive -5Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2Implicit Online Behaviour Point ValueVisitor downloaded the How Do We Compare To Our Competition white paper 5Visitor browsed company website multiple times in the past 7 days. 5Visitor downloaded the Evaluation Guide. 5Visitor is already a lead in the sales system. 4Visitor clicked on companys Jobs web page. -5
  12. 12. Setting Up Scoring
  13. 13. Agenda•  The Situation Today•  Strategically Tackling the Funnel•  Sales Handoff•  Measurement & Feedback•  Wrap-up & Questions
  14. 14. The Art of the Handoff•  Lead definitions (what is a lead?)•  Timeframe & responsibility•  Criteria for acceptance & rejection•  Routing of leads (who gets what?)•  Well defined service level agreements (SLAs)LEADSMQLSQL &OPPORTUNITIESCUSTOMERSENGAGEDCUSTOMERSADVOCATE& FAN
  15. 15. Using Scores to Prioritize Leads
  16. 16. CRM Integration – Hot Leads to Sales
  17. 17. Ensuring Success•  Focus–  Keep SLAs clear and brief (minimize nuances and exceptions)•  Evolve–  Adjust based on performance metrics, data and feedback•  Enforce–  Those bound by SLAs must be held responsible–  Visibility into key performance metrics for each function–  Agreement between leaders on how to manage•  Own–  Marketing and sales operations usually own maintenance–  Marketing and sales leaders sign and communicate contents17Automation helps track & measure performance
  18. 18. Agenda•  The Situation Today•  Strategically Tackling the Funnel•  Sales Handoff•  Measurement & Feedback•  Wrap-up & Questions
  19. 19. Start by Keeping it Simple…19Function Key MetricsAll •  Waterfall conversion ratesMarketing •  Lead volume/quality adherenceTelesales•  Accept/reject/disqualify/promote timeframes•  Disqualify reasons (adherence and lead quality)Sales•  Accept/reject/disqualify/promote timeframes•  Disqualify reasons (adherence)Truly successful decision making relies on abalance between deliberate and instinctivethinking.Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005
  20. 20. From Leads to Revenue… Close the Loop•  Complete campaignreports to measure leads& opportunities•  Detailed reports groupscampaign by campaigntype•  Integrate Opportunity andClosed data from SFANew LeadsLeads ConvertedTo OpportunitiesOpportunitiesTo RevenueCampaignPerformance byCampaign Type
  21. 21. Agenda•  The Situation Today•  Strategically Tackling the Funnel•  Sales Handoff•  Measurement & Feedback•  Wrap-up and Questions
  23. 23. About Act-On•  Our Company–  Founded in 2008 by founders of Responsys and Webex–  140+ employees today in Oregon & California•  Our Technology–  Designed from the ground up for small marketing teams–  Simple, powerful and easy to integrate–  3rd generation SaaS platform built to scale•  Our Customers–  1,400+ and growing across all major vertical industries–  From Progressive Insurance and Cisco to many companiesyou probably don’t recognize
  24. 24. Questions…Phone: (877) 530-1555 Email: | #ActOnSW
  25. 25. Thank YouSubtitle