[201] salesforce for power user day 2
DESCRIPTION
行銷與業務的工作流程。示範如何使用 Salesforce 滿足流程所需。TRANSCRIPT
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Cloud Computing CRM
– based on Salesforce.com
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Contents
CRM, SaaS, and PaaS Data Management and Collaboration Sales and Marketing Service and Knowledge Management Report and Dashboard
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Sales and Marketing
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Top Search Terms Leads by SourceCampaign ROI
Web Form
Lead Capture
Import Data
Web Site Visitors
Inbound Calls
Lists
Plan and ExecuteMarketing Campaign
• Google AdWords
• Email Marketing
• Direct Mail
• Cold Calls
• Partners
• TV
• Radio
• Events
• Trade Shows
• PR
• Set up auto-response emails -”Thank you for your interest” -Your trial information -Event details
• Set up lead assignment rules -Geography -Company size -Product of interest
• Use the import wizard or Excel connector
• Purchased list• Trade show• Legacy data
• “Contact me” request• Free trial• Event registration
• Organic Web traffic• AdWords referrals• Email responses
• Yellow pages• Google Maps• Word-of-mouth referrals
Create New Leads
• Search for the customer in Salesforce• If one doesn’t exist, create a new lead
Lead Quality
Generate More LeadsPlan and execute marketing campaigns that generate demand for your product or service. Capture those leads through a variety of channels including your Web site.
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Converted Leads by MonthLead by Status Lead Conversion %
Qualified?
Set up different views to manage your leads. For example, today’s leads or leads sorted by lead type.
YesWhen you’re working a lead, you’ll set up a series of tasks, which might vary based on the type of lead. For example: Day 1: Personalize mass emailDay 2: Call/voicemailDay 4: Call/voicemailDay 7: Personalize mass email
Establish Contact?My Open Leads Duplicate Lead? Working Leads
The find duplicate button searches for similar leads or contacts in Salesforce.
If a lead turns out to be a duplicate, easily merge the two records.
Salesforce has a number of AppExchange partners that provide high volume de-duplication and data cleansing tools.
YesNo
Use email marketing and call downs to re-market to your archived leads.
Keep an archive of your dead leads.
No Create a set of qualification questions, such as current situation, product of interest, timeframe, key decision makers
If the lead is qualified, convert it into a contact, with an associated opportunity and account.
Top Sales Reps
Optimize Lead FlowCreate a closed-loop follow-up process so leads don’t slip though the cracks.Establish a lead qualification process to make sure all sales reps use the same consistent methodology.
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Month-to-Date Trending Closed Business by Month Top Sales RepsTop 10 Deals
Presentation Proposal Negotiation WonYesNo
Open Opportunities
You can monitor your opportunities reports and dashboards to keep track of your top deals and prioritize your time.
Customize Salesforce to fit your internal sales methodologies and processes, making it easier to monitor your sales pipeline.
Use email marketing and call downs to re-market to your archived opportunities.
Keep an archive of your dead opportunities.
Salesforce gives your entire company a 360-degree view of your customers and facilitates collaboration across your organization, helping you build strong, lasting customer relationships.
Sales
Support
Marketing
New Customers
Close More DealsClose deals faster by providing a single place for updating deal information, tracking opportunity milestones, and recording interactions.Easily analyze your sales pipeline so you can quickly identify and eliminate any bottlenecks in the sales cycle.
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Marketing Team
Tier 2 Sales: Account Executives or Field Sales
Management Reports & Dashboards
Account Management
Win/Loss Analysis
Win Rate
Opportunity Pipeline
Account & Opportunity Management
Opportunity Management
Closed Business
Account Ownership
Howfresh is
the data?
Recent
Out of date
Assign AccountOwner
Neglected Accounts
Sales Team• Can be internal and
external sales teams• Global in Coverage• Different Roles to play
Win?
Record reasons for
Loss
Record reasons for
Success
OpportunityManagement
Process
Existing Account• Existing Customer• Previous Sales
Activity• Imported List of key
Accounts
Existing Account
Perform Data Cleansing Operation
Cleanse Data• Contact Customer to confirm details
(Stay In Touch Mailers)• Use third party data cleansing
services
Follow On• From Lead Generation• Marketing Events
NewAccount
Model the Account/Contact Hierarchy• Indicate dependencies and parent,
subsidiary relationships• Record key personnel and title within the
Account• Associate existing contacts• Record new contacts• Check for duplicate accounts/contacts and
merge where applicable
Understand CustomerContact
Hierarchy
Account Team• Sales Personnel• Technical Advisors
• Marketing Liaisons• Legal Team
DefineInternal Account
Team
Understand Account
Hierarchy
YesNo
Qualify Business
Opportunity
Understand Contact Roles
within Opportunity
Record Competitive Landscape
Associate all Activity to the Opportunity
Assign Sales Teams,
associate Partners
Adopt Sales Process• Lead• Needs Analysis• Confirmed• Objection Handling• Selected • Negotiating• Closed/Won• Closed/Lost
Sales Cycle
Revenue by Service/Product
Revenue by Team
Account becomes an active customer
Active Customer
ArchivedOpportunities
Keep an historical record of archived opportunities and set up email campaigns or follow up reminders to regenerate interest
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Contacts
Sales and Marketing: Tools and TerminologyBelow you’ll find the tools and terminology used in the application and online training. For more information visit Successforce.com, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in.
Accounts
Opportunities
Accounts are your organization's customers, competitors, and partners. Each account stores information such as name, address, and phone numbers. For each account, you can store related information such as opportunities, activities, cases, partners, contracts, and notes.
Contacts are all of the individuals associated with your business accounts that you need to track in Salesforce. You can store various information for a contact, such as phone numbers, addresses, titles, and roles in a deal.
Opportunities are the sales and pending deals that you want to track. By adding opportunities, you are also building your “pipeline,” which will contribute to your forecast. You can also link opportunities to campaigns to help measure the ROI of your marketing programs.
A lead is a prospect or potential opportunity - a person you met at a conference who expressed interest, or someone who filled out a form on your company’s website.
A campaign is an outbound marketing project that you want to plan, manage, and track within Salesforce. It can be a direct mail program, seminar, print advertisement, email, or other type of marketing initiative.
Leads
Campaigns
Google AdWords™ is an online advertising service used to create advertisements that display on major search engines, including Google. Many Salesforce customers advertise online with Google AdWords as a mechanism to generate leads.Google AdWords
With Web-to-Lead, you can gather information from your company’s website and automatically generate leads. Web-to-Lead form can be used for contact me requests, registration pages, or campaign landing pages.
Products are the individual items that you sell on your opportunities. You can create a product and associate it with a price in a price book. Each product can exist in many different price books with many different prices. A product that is listed in a price book with an associated price is called a price book entry.
Products
Web-to-Lead Form
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Sales and Marketing: Tools and Terminology
A forecast is your best estimate of how much revenue you can generate in a quarter. This amount is divided between Commit Amount - the amount you can confidently close - and Best Case Amount - the total amount of revenue you might possibly generate. A manager’s forecast should include the amount of revenue the entire team can generate together.
Forecasts
A contract is a written agreement between two or more parties. Many companies use contracts to define the terms for doing business with other companies. Track the contract through your organization’s approval process and use workflow alerts to notify yourself when to initiate contract renewals.
Contracts
Group calendaring will helps you better collaborate as a team, and arrange meetings with prospects and customers.
Task
Activities
Tasks are to-do items that need to be followed up on. They can be associated with accounts, contacts, leads, or other custom objects. You can follow up on the task yourself, or assign it to another user.
Maintain a historical record of all activities related to an account, contact, or opportunity. Your activity history includes emails, call notes, and calendar events, so everyone is on the same page.
Calendar Events
Reports are lists, summaries, and analyses of your data, which you can display or print. To help you monitor your organization, Salesforce offers a wide range of standard reports, accessible in the Reports tab. You can also create new custom reports to access exactly the information you need. You can subtotal and limit your data to help you analyze trends and get a concise picture of what is happening in your organization.
Reports
Dashboards give you a real-time snapshot of corporate metrics and key performance indicators. A dashboard is a group of different charts (or components) that graphically display your custom report data. You can select up to 20 different custom reports to display data graphically as charts in each dashboard.
Dashboards
A document library is a place to store files without attaching them to accounts, contacts, opportunities, or other records. Each document in the document library resides in a folder. The folder’s attributes determine the accessibility of the folder and the documents within it.
Documents
Below you’ll find the tools and terminology used in the application and online training. For more information visit Successforce.com, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in.
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Make searching data and interacting with the results of your searches simple, smooth, and highly effective. Inline paging and sorting features simplify the task of working with large sets of search results. Powerful filtering and scoping functions narrow searches and results. Customization options enable users to design search results layouts that are tailored for the way they work.
Sales and Marketing: Tools and Terminology
With computer-telephony integration (CTI) capabilities, you can directly integrate your telephone network into Salesforce and access it entirely through the familiar, browser-based Salesforce interface. With the combined power of CTI and the new Salesforce Console, salesforce.com delivers unlimited productivity to your call centers.
Outlook users enjoy high levels of productivity with Apex Connect Outlook—formerly called Outlook Edition—which makes it easy to synchronize important customer data between two commonly used applications. With Connect Outlook 3.0 in Spring ’07, productivity for Outlook users gets another boost with several enhancements. Users can add emails with attachments, create contacts and leads directly in Outlook, and create relationships between calendar events and associated objects such as accounts and opportunities.
CTI Integration
Connect Outlook
You can set up a Web-to-Lead form to capture contact me requests from your company’s website. With a lead de-dupe solution you can automatically route those requests to the person who owns the account.Web-to-Lead Form
With Salesforce you can create email templates for common emails such as web-to-lead responses, sales prospecting, announcements, and internal workflow. You can even personalize parts of the email with information from the contact or account record.
Email Templates
Plan and execute email campaigns targeted at prospects and customers. Enterprise Edition customers can send 500 emails per mass mailing, while Unlimited Edition customers can send 1,000 emails per mass mailing. Salesforce can also integrate with third-party marketing solutions and offers out-of-the-box integration with several top email marketing vendors.
Mass Email
Evaluate the success of email campaigns with integrated response tracking and easy monitoring of key campaign metrics, such as whether recipients open the messages, when they open them, and more.
Email Tracking
Search
Import Wizard
The ability to easily import data into Salesforce is one of the application's key benefits. Import excel worksheets or CSV (comma separated value) files. Map the information to leads, contacts, accounts, solutions, and custom objects. Search Import Tools on Successforce.com for more information.
Below you’ll find the tools and terminology used in the application and online training. For more information visit Successforce.com, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in.
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往來記錄 蒐集名單
行銷活動 篩選轉換
業務管理 延伸閱讀
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往來記錄
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來電搜尋
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新增商機
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套用指派規則
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自訂指派規則
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檢視商機基本資料
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自訂社交資訊
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商機往來記錄
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記錄並指定後續工作
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接到指派工作
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完成工作
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比較兩種主題的表達方式
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指派工作包含附件
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追蹤信件
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僅能追蹤 HTML 格式信件
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開啟記錄
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蒐集名單
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網頁截取商機
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自動產生 HTML 標籤
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利用 Google Site 建立網站
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建立頁面
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製作 W2L 頁面
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自動產生的 W2L 頁面
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手動修改 HTML 標籤<form action="https://www.salesforce.com/servlet/servlet.WebToLead?encoding=UTF-8" method="POST">
<input type=hidden name="oid" value="00D90000000d27W"><input type=hidden name="retURL" value="https://sites.google.com/site/mycrmsalesforce/marketingcampaign/20120325---mcu/thankyou">
<table border="0" width="300"> <tr> <td width="100" bgcolor="#FFFF99"> <p><font face=" 微軟正黑體 "><b> 姓氏: </b></font></p> </td> <td width="200" bgcolor="#FFFF99"> <p><input id="last_name" maxlength="80" name="last_name" size="20" type="text" /></p> </td> </tr> <tr> <td width="100"> <p><font face=" 微軟正黑體 "><b> 名字: </b></font></p> </td> <td width="200"> <p><input id="first_name" maxlength="40" name="first_name" size="20" type="text" /></p> </td> </tr> <tr> <td width="100" bgcolor="#FFFF99"> <p><font face=" 微軟正黑體 "><b> 公司: </b></font></p> </td>
<td width="200" bgcolor="#FFFF99"> <p><input id="company" maxlength="40" name="company" size="20" type="text" /></p> </td> </tr> <tr> <td width="100"> <p><font face=" 微軟正黑體 "><b> 電子郵件: </b></font></p> </td> <td width="200"> <p><input id="email" maxlength="80" name="email" size="20" type="text" /></p> </td> </tr> <tr> <td width="294" colspan="2"> <p><center><input type="submit" name="submit" value=" 送出 "></center></p> </td> </tr></table>
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修改過的 W2L 頁面
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傳回 URL 頁面
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測試 W2L 頁面
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傳回頁面有誤
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有新增一筆商機
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以圖片代替頁面
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修改 HTML 標籤<form action="https://www.salesforce.com/servlet/servlet.WebToLead?encoding=UTF-8" method="POST">
<input type=hidden name="oid" value="00D90000000d27W"><input type=hidden name="retURL" value="https://sites.google.com/site/mycrmsalesforce/marketingcampaign/graphics/ThankYouforSubmit.JPG">
<table border="0" width="300"> <tr> <td width="100" bgcolor="#FFFF99"> <p><font face=" 微軟正黑體 "><b> 姓氏: </b></font></p> </td> <td width="200" bgcolor="#FFFF99"> <p><input id="last_name" maxlength="80" name="last_name" size="20" type="text" /></p> </td> </tr> <tr> <td width="100"> <p><font face=" 微軟正黑體 "><b> 名字: </b></font></p> </td> <td width="200"> <p><input id="first_name" maxlength="40" name="first_name" size="20" type="text" /></p> </td> </tr> <tr> <td width="100" bgcolor="#FFFF99"> <p><font face=" 微軟正黑體 "><b> 公司: </b></font></p> </td>
<td width="200" bgcolor="#FFFF99"> <p><input id="company" maxlength="40" name="company" size="20" type="text" /></p> </td> </tr> <tr> <td width="100"> <p><font face=" 微軟正黑體 "><b> 電子郵件: </b></font></p> </td> <td width="200"> <p><input id="email" maxlength="80" name="email" size="20" type="text" /></p> </td> </tr> <tr> <td width="294" colspan="2"> <p><center><input type="submit" name="submit" value=" 送出 "></center></p> </td> </tr></table>
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回傳正常
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匯入商機
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準備上傳檔案
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商機匯入精靈
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指定檔案格式
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欄位對應
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處理完成通知信件
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確認匯入成功
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行銷活動
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行銷 ROI
自動線上報名
記錄企劃案
增加行銷類型選項
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建立行銷活動
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增加類型選項
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增加自訂欄位
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修改行銷活動內容
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行銷活動企劃案
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企劃案框架
企劃案活動分工
行銷目標
目標對象 訴求重點
促銷計畫
會後跟追
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建立線上報名表單
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行銷活動相關 HTML 標籤<form action="https://www.salesforce.com/servlet/servlet.WebToLead?encoding=UTF-8" method="POST">
<input type=hidden name="oid" value="00D90000000d27W"><input type=hidden name="retURL" value="https://sites.google.com/site/mycrmsalesforce/marketingcampaign/graphics/ThankYouforSubmit.JPG">
<label for="first_name">名字</label><input id="first_name" maxlength="40" name="first_name" size="20" type="text" /><br>
<label for="last_name">姓氏</label><input id="last_name" maxlength="80" name="last_name" size="20" type="text" /><br>
<label for="email">電子郵件</label><input id="email" maxlength="80" name="email" size="20" type="text" /><br>
<label for="company">公司</label><input id="company" maxlength="40" name="company" size="20" type="text" /><br>
<label for="Campaign_ID">行銷活動 </label><select id="Campaign_ID" name="Campaign_ID"><option value="">--無 --</option><option value="70190000000DtDl">20120325 - Salesforce.com CRM 雲端服務體驗營 </option><option value="70190000000KG38">GC Product Webinar - Jan 7, 2002</option><option value="70190000000KG39">User Conference - Jun 17-19, 2002</option><option value="70190000000KG3A">DM Campaign to Top Customers - Nov 12-23, 2001</option><option value="70190000000KG3B">International Electrical Engineers Association Trade Show - Mar 4-5, 2002</option></select><br>
<input type="hidden" id="member_status" name="member_status" value="" /><br>
<input type="submit" name="submit">
</form>
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建立線上報名測試頁面
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線上商機加入行銷活動
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成員狀態
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自動更新行銷 KPI
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隱藏行銷活動 HTML 標籤
<label for="Campaign_ID">行銷活動 </label><select id="Campaign_ID" name="Campaign_ID"><option value="">--無 --</option><option value="70190000000DtDl">20120325 - Salesforce.com CRM 雲端服務體驗營 </option><option value="70190000000KG38">GC Product Webinar - Jan 7, 2002</option><option value="70190000000KG39">User Conference - Jun 17-19, 2002</option><option value="70190000000KG3A">DM Campaign to Top Customers - Nov 12-23, 2001</option><option value="70190000000KG3B">International Electrical Engineers Association Trade Show - Mar 4-5, 2002</option></select><br>
<input type="hidden" id="member_status" name="member_status" value="" /><br>
<input type="submit" name="submit">
</form>
<input type="HIDDEN" name="Campaign_ID" value="70190000000DtDl"></select>
<input type="hidden" id="member_status" name="member_status" value="" /><br>
<input type="submit" name="submit">
</form>
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篩選轉換
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轉換商機為機會
對應商機欄位
在商機與機會中加入 BANT
如何篩選
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新增 Budget 文字區域欄位
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建立其餘欄位
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在機會中建立 BANT 欄位
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對應商機欄位
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即將轉換的商機
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轉換後的新建帳戶
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轉換後的新建機會
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轉換後的新建聯絡人
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業務管理
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機會管理
業務預測
銷售階段
銷售漏斗
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來源: http://upload.wikimedia.org/wikipedia/en/5/53/Sales-funnel.png
銷售漏斗
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銷售階段
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階段與贏率
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階段歷程記錄
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階段影響預期收入
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行銷 ROI
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指定聯絡人角色
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自訂聯絡人角色
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加入合作夥伴與競爭者
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自訂合作夥伴
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在機會中加入合作夥伴
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自訂競爭者
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在機會中加入競爭者
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更高的機會掌握度
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延伸閱讀
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行銷
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業務
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SPIN
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第二天課程結束~