why crm deployments fail marketers
TRANSCRIPT
Why CRM Technologies are failing Marketers…..10 initiatives for 2010
Adam Sharp, M.D.
February 2010
Copyright © 2009 CleverTouch Marketing, All rights reserved
Rules-based
Workflow
Marketing Insight
2
Intelligent Marketing Technology
about CleverTouch
Copyright © 2009 CleverTouch Marketing, All rights reserved
1999- the year
marketing changed ….. it wentsideways.
3
Copyright © 2009 CleverTouch Marketing, All rights reserved
Copyright © 2009 CleverTouch Marketing, All rights reserved
Web search has fundamentally changed the Selling/Buying Dynamic
5
Copyright © 2009 CleverTouch Marketing, All rights reserved
CRM systems are not an ideal platform for marketing….
6
Copyright © 2009 CleverTouch Marketing, All rights reserved
7
•Pipeline
•Opportunity Management
•Sales
•Support
•(X-sell)
INBOUNDOUTBOUND
The Gap
• Technology
• Processes
• Content
• Skills
Copyright © 2009 CleverTouch Marketing, All rights reserved
INBOUNDOUTBOUND
ONLINE
OFFLINE
marketing today…
Copyright © 2009 CleverTouch Marketing, All rights reserved
9
SEO & PPC
Ads & Direct Mail
PRSocial Ntwk
Telemarketing
Digital& Web
Events eMail
Multiple Versions Of The TruthMultiple Formats- No HistoryPoor Lead Nurturing & RoutingPeople/Time IntensiveOrganisation serve Comms Platforms
Channels& Partners
…marketing 1.0
Copyright © 2009 CleverTouch Marketing, All rights reserved
Marketing 1.0 = Ineffective
MarketingDomain
Sales Domain
20%
ADHOC 80%
Copyright © 2009 CleverTouch Marketing, All rights reserved
Major Marketing 1.0 issues
11
1. no real handle on prospect data
2. slow campaigns = individual heroics
3. multi-channel = multi-complexity
4. adhoc workflow
5. constant reinvention (manual nurturing)
6. partners not integrated
7. no personalisation
8. pipeline = feast or famine
9. no closed loop & forensic lead analysis
Copyright © 2009 CleverTouch Marketing, All rights reserved
12
…and so Marketing needs a new approach
Copyright © 2009 CleverTouch Marketing, All rights reserved
13
Initiatives for 2010
Copyright © 2009 CleverTouch Marketing, All rights reserved
1
Customer &
Prospect
Understanding
Creativity,
Collaboration
& Innovation
Technology
& Automation
Business Process
& Workflow
Product
& Marcom
Operations
& eBusiness
marketing 2.0 = Balance
Copyright © 2009 CleverTouch Marketing, All rights reserved
2
15
…move from email marketing to marketing automation
Violates
Patent
4700914
Copyright © 2009 CleverTouch Marketing, All rights reserved
316
adopt a Marketing 2.0 mindsetOUTBOUND INBOUND
eMail, DM
PRSEO, PPC
Social Media
Web Activity
Cluster Analysis based on profile building
41
Opportunity
Engagement
Copyright © 2009 CleverTouch Marketing, All rights reserved
4 7………..
1. Data Analytics2. Psychometric Marketing3. Business Process Review4. Technology
Copyright © 2009 CleverTouch Marketing, All rights reserved
18
4
Get a handle on your data……one place
BEFORE
AFTER
Copyright © 2009 CleverTouch Marketing, All rights reserved
19
Look for patterns as basis of campaigns
4
Average meancustomer spend is £1,306 per year
Copyright © 2009 CleverTouch Marketing, All rights reserved
Psychometric Marketing
20
Unaware & Happy Aware & Troubled Committed to Change Explore Solutions Commit to Solutions
Marketing Marketing Inside Sales Inside Sales/Sales Sales/SE
Economic
Technical
Executive
What CONTENT?
What QUESTIONS/INSIGHT?
ENSURE DIFFERENT CONTENT AND QUESTIONS AT EACH STAGE
Technical Buyers
Economic Buyers
Executive Buyers
5
DEPTH & VARIETY
ATTITUDE & APTITUDE
Copyright © 2009 CleverTouch Marketing, All rights reserved
6
21
Business Process ReviewLack of Controlled
Nurturing
Lack of
Closed loop
or feed back
Lack of
load balancing
befo
re
Copyright © 2009 CleverTouch Marketing, All rights reserved
622
Business Process Review
Controlled Nurturing
Closed loop
feed back
Load balancing
aft
er
Copyright © 2009 CleverTouch Marketing, All rights reserved
23
7
Marketing Technology1. map requirements2. don’t buy features.
Copyright © 2009 CleverTouch Marketing, All rights reserved
24
8
Lead Profiling, Lead Scoring,Lead Nurturing…...Consider Engagement Marketing- Openness & Organisational Momentum
Copyright © 2009 CleverTouch Marketing, All rights reserved
25
Social Media = REACH
1. listening
2. influencer marketing
3. compelling content.
9
Copyright © 2009 CleverTouch Marketing, All rights reserved
Win Target Actual
Dynamic Demand Management ©
26
MQL
Target Actual
Target Actual
Target Actual
Pipeline
Target Actual
Target Actual
Target Actual
10
OUTBOUNDINBOUND
Copyright © 2009 CleverTouch Marketing, All rights reserved
27
Marketing Automation isopportunity for Marketing Transformation
Copyright © 2009 CleverTouch Marketing, All rights reserved
2010 - a holistic
approach
28
CRM + Marketing Automation
Why CRM Technologies are failing Marketers…..10 initiatives for 2010
Adam Sharp, M.D.
February 2010