webinar - how marketing automation can sales fall in love with crm
DESCRIPTION
SalesFUSION and Analyst firm, Gleanster present a compelling look at how a properly implemented marketing automation solution can dramatically improve CRM adoption and usage by SalesTRANSCRIPT
HOW MARKETING AUTOMATION CAN MAKE SALES FALL IN LOVE WITH CRM ALL OVER AGAIN
Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSIONIan Michiels – Principle Analyst - GleansterSession Audio Starts at 2PM EST
Today’s Agenda
• About the speakers & companies• Empowering marketing and sales • The customer lifecycle approach• Top Performers• Processes and core technologies• Wrap up/Q&A
•SaaS Marketing Automation Solution•Support B2B and retail customers•Platform for driving all lead/demand generation•HQ – Atlanta GA – Offices in PA/CA•Focus on integrating marketing/sales•Embedded demand generation for CRM •Customers/partners operating in 11 countries
About SalesFUSION
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Ian MichielsPrincipal Analyst
Gleanster
Sales and Marketing Alignment How to make sales fall in love with CRM all over again
I CRM
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Is your CRM a crutch or enabler for Sales?
What we will cover today:೦ Practical tips from Top
Performers೦ What data is available?೦ What does sales really need?
Agenda: Empowering Marketing & Sales with CRM
6
The research referenced in this webinar comes from the Q4’10-Q2’11೦ 600+ Survey Respondents
Top Performers = Respondents that achieved Top Quartile performance in key KPI’s
Everyone Else = Everyone Else
Research Findings
•Lead Nurturing Gleansight(Q4’10)
•iCRM Gleansight(Q2’11)
•Lead PrioritizationGleansight(Q2’11)
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Why are we still having this discussion?
*235 Sales and Marketing Respondents in iCRM 2011 Survey
Modifying the CRM platform to fit company Sales processes
Integration with other systems
Data availability
Sales personnel adoption rate
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
86%
55%
54%
82%
67%
63%
71%
72%
74%
78%
Top Performers All Respondents
What are your top 3 challenges with CRM?
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೦ Data: Access to credible data
೦ Integration
೦ Technology: Supporting the sales process
೦ What’s Absent– Shared definition of a lead (#6)– Communication– Accountability / Incentives
Consistent Themes in the Challenges
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How do we ensure a return on CRM investments?M
arke
ting Sales
Forced Usage
Marching to the Same Beat with a Goal in Mind
1.
2.
10
CRM as a Productivity Tool?!?
Why did you implement CRM?
Streamline sales processes
Increase sales cycle timeline
Improve sales forecast accuracy
Improve sales productivity
Increase company revenue
0% 10% 20% 30% 40% 50% 60% 70% 80%
54%
42%
37%
25%
63%
41%
45%
50%
56%
75%
Top Performers Everyone Else*235 Sales and Marketing Respondents in iCRM 2011 Survey
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Lot’s of different ways to build a motorcycle…
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But some work better than others...
How do Top Performers Empower Sales Reps with CRM?
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Customer Lifecycle Approach
Buying Cycle Sales Cycle ServiceCustomer Lifecycle
Leads Prospects Customers
When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling.
Marketing Qualified Leads (MQL).
Inquiry.(Unknown buying intent)
Sales Accepted Lead (SAL)= Prospect
Sales Qualified Lead (SQL) = Valid Opportunity
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Customer Lifecycle Approach
Buying Cycle Sales Cycle ServiceCustomer Lifecycle
Leads Prospects Customers
When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling.
Marketing Qualified Leads (MQL).
Inquiry.(Unknown buying intent)
Sales Accepted Lead (SAL)= Prospect
Sales Qualified Lead (SQL) = Valid Opportunity
Information
• Competitive Environment• Thought Leadership• Buying Intent• Budget• Need
• Authority• Timeline• Social Mentions• Behavior• Demographics
• Psychographics
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Limited Data Limits Sales Reps
Buying Cycle Sales Cycle ServiceCustomer Lifecycle
Is data in your CRM limited to the
sales cycle?
Information
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Lack of Visibility at the Beginning and End of the Funnel
LEADS
MARKETING QUALIFIED LEADS
SALES ACCEPTED LEADS
SALES QUALIFIED LEADS
CLOSED / WONCustomers
Sales Opportunities
Known Demand for Products and Services
Unknown Demand for Products and Services
Please rate your ability to make data driven decisions on the following areas:
Measure campaign ROI on prospecting campaigns
Targeting new prospects or markets
Personalize messaging to marketing identified leads
Forecast sales cycle-time
Forecast sales close ratio
Measure Customer Lifetime Value
Personalize cross-selling and up-selling campaigns
No ability to make data driven decisions
Consistently make data
driven decisions1 2 3 4 5 6 7 8 9 10
TP EE
TP5.6
EE3.5
TP6.1
EE2.5
TP8.0
EE5.3
TP9.4
EE7.2
TP9.6
EE7.4
TP6.0
EE 2.3
TP7.8
EE4.4
Top Performers Everyone Else
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Buying Cycle vs. Sales Cycle
Buying Cycle Sales Cycle ServiceCustomer Lifecycle
Integrated Customer Relationship Management
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What is iCRM?
Value Derived
Robu
stne
ss o
f Sol
ution
SFASales Force Automation• Contact Mgmt• Pipeline Mgmt
Sales Performance Mgmt• Incentive Comp• Sales Analytics
SALE
SM
ARKE
TIN
GSE
RVIC
E
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What’s is iCRM?
Value Derived
Robu
stne
ss o
f Sol
ution
CRM
SFASales Force Automation• Contact Mgmt• Pipeline Mgmt
Sales Performance Mgmt• Incentive Comp• Sales Analytics
Customer Intelligence• Data Augmentation• Data Quality .
Web Analytics• Implicit Data• Behavior
Email Marketing• Implicit Data• Behavior
SALE
SM
ARKE
TIN
GSE
RVIC
E
20
What is iCRM?
Value Derived
Robu
stne
ss o
f Sol
ution
iCRM
CRM
SFASales Force Automation• Contact Mgmt• Pipeline Mgmt
Sales Performance Mgmt• Incentive Comp• Sales Analytics
Customer Intelligence• Data Augmentation• Data Quality .
Web Analytics• Implicit Data• Behavior
Email Marketing• Implicit Data• Behavior
Marketing Automation• Implicit Data• Explicit Data• Marketing & Sales Alignment• Multi-Channel Integration
Contact Center
SALE
SM
ARKE
TIN
GSE
RVIC
E
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Tactics for Addressing Top Challenges with CRM
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೦ Top Performers are 3x more likely to integrate Data Augmentation tools within CRM– Jigsaw, Bizo, ZoomInfo, etc. – Make CRM the primary access point for these tools– Update the database regularly
೦ Augment Account and Contact Data with Marketing Activity
Data Credibility and Accessibility
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Integrating by Account:
What Do Top Performers Integrate?
Event Attendance
Webinar Attendance
Landing Page Click Throughs
Data Augmentation
Landing Page Visits
Content Downloads
Email Campaign History
Email Click-Throughs
Website Page Visits
0% 10% 20% 30% 40% 50% 60% 70% 80%
5%
4%
12%
22%
34%
25%
32%
33%
56%
28%
34%
43%
49%
56%
58%
63%
67%
73%
Top Performers Everyone Else
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೦ Web Analytics– Tracking Code in Marketing Automation– Google Analytics– Both
೦ Email Marketing– 4 out of 5 Use Pre-Built Integration
೦ Marketing Automation– 100% Use Pre-Built Integration
How do Top Performers integrate?
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೦ 6 out of 10 Top Performing Organizations configure Real-Time Sales Alerts for Sales Reps– By Region– By Account– By Page Visit
೦ Treat Your Reps like Your Marketing Prospects– Relevant, Timely Information is Key
Email Sales Alerts HUGE!
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Make CRM a Valuable Source of Information
Traditional CRM is a process interruption…
Empower Reps within CRM
Access to Critical Information Exclusively within CRM
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How can Marketing help Sales Fall in Love with CRM?
೦ Low Hanging Fruit Lies in Data Integration
೦ Give Reps a Window into Prospect / Customer Communications across the entire Customer Lifecycle
೦ Bring the CRM to them through Alerts and Notifications
Final Thoughts
• Website visitor tracking• Lead activity alerts• CRM Field value triggers• Lead scoring & routing
Key Technologies
CRM
MA
Website
Share | Learn | Save
Lead Flow in a web 2.0 world
• Bi-directional flow of data between marketing and CRM
• Auto-assign leads to sales
• Trigger follow up campaigns
• Apply rules and logic• Create LP’s for each
channel/campaign
Website Marketing Automation
Online Ads
Social
Email Campaigns
CRM
Marketing’s Role• Identify leads• Generate leads• Execute campaigns• Pre-qualify leads• Nurture leads• Re-Market stale sales leads
Sales’ Role• Complete lead qualification• Present and propose solutions• Propose pricing• Execute contracts• Close business• Cross-sell
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• Marketing has a stake in CRM• Marketing is responsible for upper funnel• Marketing may be responsible for inside sales• Marketing may have financial stake in pipeline
The changing nature of marketing
• Implicit activity – vital for lead scoring• Triggers sales alerts• Data presented in CRM• Adds value to phone interactions• Keeps sales excited about the lead gen process• Real-time
Website Visitor tracking
• Keep CRM clean• Collaborate with sales on rules• Route leads when they are high-value• Allows for predictive marketing pipeline analytics• Eliminates early problems with online marketing
Lead Scoring
Marketing Automation CRM
• Marketing – listens to CRM for field value changes• Changes to field values drive campaigns• Free up sales to focus on closing deals• Ensures no lead left behind• Replaces the tickler file
CRM Field-based triggers
Marketing Automation CRM
Inbound /Outbound Campaigns enabled by SalesFUSION 360
Landing Pages
PR
Events
Online Ads
SEO/PPC
Social Media
Blog/RSS
Campaign Management
Lead ScoringLead
Management
Decision Analytics Engine
Lead Nurturing
Marketing to Sales
Integration Engine
Web Activity
Industrialize the marketing to sales process
CRMContinuous Marketing To Leads
inbound
outbound
Sold Deals = Trackable ROI
Sold
• Questions?• Get the Gleanster report on integrated CRM• Schedule a demo of SalesFUSION• Learn more about Gleanster research reports
• www.gleanster.com• Learn more about SalesFUSION
• www.salesfusion.com
Thank you!
Marketing Automation CRM