getting the most from your crm
TRANSCRIPT
Getting the Most from your CRM
John PatersonCEO, Really Simple Systems
Agenda
• Adoption
• Integration to other systems
• Lead Nurturing
• Marketing Campaigns
• Start & Stay Simple
• Summary and Quick Wins
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Really Simple Systems
• Largest European vendor of Cloud CRM
• Focussing on ease-of-use and end-user adoption
• Customers include RSM Tenon, Fisher Meredith, Red Cross, NHS, Dept of Environment, Royal Academy
• Integrated Sales & Marketing
– No need for 3rd party mailers
• Proven since 2006
– 5,000 users
– 99.999% uptime
• Award winning product & support
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User Adoption
• User adoption will vary across your organisation
– Some will buy in, some won’t
– “nothing in it for me”
• Barriers
– Ease of use
– Speed to update
– Learning curve
– Reliability
• Stick & Carrot
– Track logins, usage
– Thank them when they use it properly
– Nag them (or their manager) when they don’t
• Adoption starts at the top
– Management must be seen to use the CRM
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Integration to your other systems
• Web site
– Lead Capture
– Drip Marketing Campaigns
• Accounting
– Payment status, Invoices & Quotes
• Marketing
– There is but ONE database!
– Capture incoming and outgoing emails
– Use auto-responders sparingly
• APIs
– Always make sure any new systems have APIs included as standard
Copyright © 2013 Really Simple Systems. Making CRM Simple. www.reallysimplesystems.com 5
Marketing Campaigns
• Your CRM has a wealth of data
• Use it!
– Segment
• Suspects, Prospects, Customers
• Industry
• Rebounders – lost prospects worth re-contacting after (say) 6 months
– Create monthly email campaigns
• At any time, there should always be one email campaign running
• Dribble the emails out over days & weeks, don’t send them all at once
– Measure
• Leads, Opportunities, Sales by Campaign
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Start Simple & Stay Simple
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• Many systems start off nice & simple
– Quick & easy to use
• Then, over the years, stuff gets added
– More Fields
– Mandatory fields
• The screens get confusing, data entry slows down
– New users get intimidated
Start Simple & Stay Simple
Copyright © 2013 Really Simple Systems. Making CRM Simple. www.reallysimplesystems.com 10
• Many systems start off nice & simple
– Quick & easy to use
• Then, over the years, stuff gets added
– More Fields
– Mandatory fields
• The screens get confusing, data entry slows down
– New users get intimidated
• The Solution
– Spring Clean your CRM system!
– Remove all old fields
• Delete them
• Hide them
• Make them so only Admins see them
Summary
Copyright © 2013 Really Simple Systems. Making CRM Simple. www.reallysimplesystems.com 11
• Adoption is #1 reason CRM systems fail
– Keep it Simple!
• Use the data you have
– Marketing campaigns
• Spring Clean
• Two quick wins
– Make sure management uses, and is seen to use, CRM
– Get one copy of the data, and start email campaigns
• Choose a CRM system
– That is easy for end users to use
• yet has the analysis capabilities for management reporting & tracking
– With Marketing and Emailing built-in