crm meet abm – best practices for integrating your sales management and ad business management...
DESCRIPTION
Operative and Alloy Digital’s Director of Ad Ops, Michael Goefron, illustrate why a CRM system is not enough when it comes to managing your advertising business. This deck shares Michael’s experience integrating a CRM solution, Salesforce.com, with an ad business management system. He reviews why Alloy decided to integrate versus customization of the CRM, what the vendor selection process was like, and what benefits they will achieve through the CRM and ABM integration.TRANSCRIPT
- 1. CRM Meets ABM: Best Practices for Integrating Your Sales Management & Ad Business Management Systems 10.20.2011 Michael Goefron, Senior Director, Ad Operations, Alloy Digital Geoff Petkus, Senior Director of Product Management, Operative
2. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. AGENDA Challenges We Were Facing Our Approach to Solving Them Why CRM + ABM Made Long-Term Business Sense Q&A 3. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. What Do We Mean by CRM and ABM? 4. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. We Didnt Know Our Right From Left AKA, Pain 1.0 Everyone was working off multiple systems There was no way to share information Hard to develop and access key data to make business decisions 5. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. Our Initial Solution for Pain 1.0 6. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. Pain 2.0: CRM Cant Solve All Our Problems Issues CRM Solved Issues We Still Faced Product/ Inventory Ability to create products Unable to standardize products so that its easier to manage inventory Unable to keep track of reservations Sales Track prospect and customer information Track opportunities Unable to show sales team accurate avails Unable to provide rules and discipline around product inventory Ad Ops First unified workflow Unable to push campaigns to ad server(s) Finance First unified workflow Unable to determine what to bill for 7. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. What We Needed All Along: A True End-to-End Platform One place for all to work from Easier access to information Less paperwork Less chance of discrepancies & errors Ability to analyze data easier Clean-up of workflow procedures Easier way to integrate with our systems 8. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. A CRM+ABM Integration Made Most Sense One system that rules all Updated shared information Linear progress of a business function from start to finish Easy access to data Discrepancies reduced between systems More bandwidth to analyze data All of the above improved, consistent experience for the client 9. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. The Solution: Operative.One End-to-end (full lifecycle) Ad Business Management Platform Able to access available inventory in real-time Able to build RFPs quicker Able to put controls in place for Sales Able to push campaigns direct to ad server(s) Able to bill accurately and in less time 10. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. ABM One Process. One Data Set. 11. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. Leveraging the CRM Strengths 12. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. ABM Seamlessly Continues the Workflow 13. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. Revenue Schedule Integration 14. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. Looking BackLessons Learned 1. Need to look at the BIG PICTURE Be clear on long-term strategic goals and objectives and make sure your vendor(s) can deliver Establish success criteria 2. Need a strong implementation team Analyze and commit team resources Garner executive sponsorship throughout the project Non-stop training, training, training 15. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. Conclusion Data continues to grow as a revenue generator Digital platforms will continue to multiply and diversify Workflow process will become more important The need for personnel with highly specialized skill-sets dealing with data analytics and operations will grow in demand Need the right infrastructure to support current and future needs 16. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. Q&A Questions? 17. Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved. Thank You Michael Goefron Senior Director, Ad Operations, Alloy Digital [email protected] Geoff Petkus Senior Director of Product Management, Operative [email protected]