crm systems stats & facts. 75% of sales managers say that using a crm helps to drive and...
TRANSCRIPT
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CRM SYSTEMS
STATS & FACTS
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75% of Sales Managers say that using a CRM helps to drive and increase sales
Source.
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CRM offers an average return of $5.60 for every $1 spent.
Source.
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30% of marketers say having disparate data sources is a main reason why they can’t glean useful insights from customer data.
Source.
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Sales reps saw productivity increased by 15% when they had mobile access to CRM applications.
Source.
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According to Docurated's State of Sales Productivity 2015 study, salespeople spend 31% of their time hunting for or creating content.
Source
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Benchmark studies reveal that CRM applications account for revenue increases of up to 41% per sales person.
Source
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Benchmark studies reveal that CRM applications account for decreased sales cycles of over 24% Lead conversion rate improvements of over 300%!
Source
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Benchmark studies reveal that CRM applications account for customer retention improvements of 27%.
Source
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Benchmark studies reveal that CRM applications account for decreased sales and marketing costs of 23%
Source
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Benchmark studies reveal that CRM applications account for Improved profit margins of over 2%
Source
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SMARKETING
STATS & FACTS
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SALES + MARKETING =
SMARKETING.
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WHAT IS SMARKETING?Smarketing is the process of aligning the sales and marketing teams around common goals within a business or organization, focused on improving revenue.
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*WHY ISSMARKETING CRITICAL TO INBOUNDSUCCESS?
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87%of the terms sales & marketing use to describe each other are negative.
CORPORATE EXECUTIVE BOARD SURVEY: HTTP://BIT.LY/WQCZ4B
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SALES• “simple-
minded”• “incompetent
”• “lazy”
• “arts and crafts”
• “academics”• “irrelevant”
MARKETING
CORPORATE EXECUTIVE BOARD SURVEY: HTTP://BIT.LY/WQCZ4B
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Two halves of the same team:
Team Revenue
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20%annual revenue growth.
Companies with strong marketing & sales alignment get
2010 STUDY BY THE ABERDEEN GROUP, HTTP://BIT.LY/ZMIJQD
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Smarketing can happen within any organization size.
FLICKER USER: MIKE LICHT FLICKR USER: JAKOB MONTRASIO
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HOW DO YOU INTEGRATE SMARKETING INTO YOUR ORGANIZATION?
*
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• Speak the same language.
• Implement a service level agreement.
• Set up closed-loop reporting.
• Rely on data.
• Maintain open communication.
5 STEPS TO INTEGRATE SMARKETING
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• Speak the same language.
• Implement a service level agreement.
• Set up closed-loop reporting.
• Rely on data.
• Maintain open communication.
5 STEPS TO INTEGRATE SMARKETING
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SPEAK THE SAME LANGUAGE1
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MARKETING & SALES FUNNEL
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Top of the funnel
Marketing's
responsibility
MARKETING & SALES FUNNEL
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Bottom of the funnelSales’s responsibility
MARKETING & SALES FUNNEL
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Middle ofthe funnelShared marketing & sales responsibility
MARKETING & SALES FUNNEL
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MARKETING & SALES FUNNEL
Top of the funnel
Marketing's
responsibility
Middle of the funnel
Shared marketing &sales
responsibility
Bottom of the funnel
Sales’s responsibility
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Contact
Contact
Contact
Contact
Contact
Contact
MARKETING & SALES FUNNELDefining the 6 stages of the marketing and sales funnel.
The most generic term
for anyone in a marketing and sales funnel is a contact.
The term contact doesn’t indicate which stage of the
funnel they are in, just simply that they exist in the funnel.
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Prospect/Visitor
MARKETING & SALES FUNNELDefining the 6 stages of the marketing and sales funnel.
Prospect:Prospects are website visitors who you’ve gathered minimal data on or who have signed up for a blog or an email newsletter.
Bottom of the funnelSales’s responsibility
Top ofthe funnelMarketing's responsibility
Middle of the funnelShared marketing & salesresponsibility
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Prospect/Visitor
MARKETING & SALES FUNNELDefining the 6 stages of the marketing and sales funnel.
Middle of the funnelShared marketing & salesresponsibility
Bottom of the funnelSales’s responsibility
Top ofthe funnelMarketing's responsibility
Lead
Lead:When you use the term ‘lead’ you’re referring to a contact who has submitted a form in return for a content offer like an eBook, whitepaper, etc.
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Prospect/Visitor
MARKETING & SALES FUNNELDefining the 6 stages of the marketing and sales funnel.
LeadMarketing Qualified Lead (MQL):Contacts who have raised their hands (metaphorically speaking) and identified themselves as more deeply engaged,sales-ready leads.
MQL Middle of the funnelShared marketing & salesresponsibility
Bottom of the funnelSales’s responsibility
Top ofthe funnelMarketing's responsibility
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Prospect/Visitor
MARKETING & SALES FUNNELDefining the 6 stages of the marketing and sales funnel.
Lead
MQL
SQL
SalesQualified Lead (SQL):SQLs are MQLs that your sales team has determined to be worthy of a direct follow-up.
Middle of the funnelShared marketing & salesresponsibility
Bottom of the funnelSales’s responsibility
Top ofthe funnelMarketing's responsibility
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Prospect/Visitor
MARKETING & SALES FUNNELDefining the 6 stages of the marketing and sales funnel.
Lead
MQL
SQL
Opportunity:An opportunity is an SQL that a sales rep has communicated with and logged as a legitimate, potential customer.
Opportunity
Middle of the funnelShared marketing & salesresponsibility
Bottom of the funnelSales’s responsibility
Top ofthe funnelMarketing's responsibility
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Customer
Prospect/Visitor
MARKETING & SALES FUNNELDefining the 6 stages of the marketing and sales funnel.
Lead
MQL
SQL
Opportunity
Middle of the funnelShared marketing & salesresponsibility
Bottom of the funnelSales’s responsibility
Top ofthe funnelMarketing's responsibility
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FIT
INTEREST
What constitutesa marketingqualified lead?A great fit lead with high level of interest.
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FIT
INTEREST
What constitutesa marketingqualified lead?A great fit lead with high level of interest.
Avoid
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FIT
INTEREST
What constitutesa marketingqualified lead?A great fit lead with high level of interest.
Nurture Interest
Avoid
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FIT
INTEREST
What constitutesa marketingqualified lead?A great fit lead with high level of interest.
Nurture Interest
Avoid TakeOrders
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FIT
INTEREST
What constitutesa marketingqualified lead?A great fit lead with high level of interest.
Nurture Interest
Follow-up In 24 hours
Avoid TakeOrders
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60xmore likely to qualify a lead than sales reps who wait24 hours or longer.
SOURCE: HARVAND BUSINESS REVIEW, 2011
Sales reps that follow up with new contacts are
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EXAMPLES OFMARKETING QUALIFIED LEADS• Contact who downloaded an eBook on lead
generation, companyis 200,000 employees and in North America.
• A contact at a company whose role makes him/her adecision maker, e.g. a VP or Director.
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Only
45%
of businesses have established a company-wide
definition of a sales-ready lead.
2009 SURVEY BY MARKETINGSHERPA, HTTP://BIT.LY/ZL3SF0
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SALES“Marketing leads are terrible
quality.”
MARKETING“Sales doesn’t work our leads.”
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Prospect/Visitor
Lead
MQL
SQL
Opportunity
Customer
MARKETING & SALES FUNNELDefining the 6 stages of the marketing and sales funnel.
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MARKETING & SALES FUNNELDefining the 6 stages of the marketing and sales funnel.
Owned byMarketing
Owned by Sales
Prospect/Visitor
Lead
MQL
SQL
Opportunity
Customer
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• Speak the same language.
• Implement a service level agreement.
• Set up closed-loop reporting.
• Rely on data.
• Maintain open communication.
5 STEPS TO INTEGRATE SMARKETING
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IMPLEMENT AN SLA2
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DEFINITION OF ASERVICE LEVEL AGREEMENT.A Sales-Marketing SLA defines what each team commits to accomplishing in order to support the other in reaching the shared revenue goal(s).
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An SLA crystalizesthe alignment around goals.
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CALCULATING THE SLA
MARKETING SALES
How many leads of a certain quality does a sales rep need to make quota?
• Quota (revenue) / avg. revenue per customer = # customers needed
• Customers / avg. lead to customer close % = # leads needed
• May vary by type (quality) of lead
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• Speak the same language.
• Implement a service level agreement.
• Set up closed-loop reporting.
• Rely on data.
• Maintain open communication.
5 STEPS TO INTEGRATE SMARKETING
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SET UP CLOSED LOOP REPORTING3
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CLOSED-LOOP REPORTING
Completes the feedback loop between Marketing and Sales.
MARKETING SALES
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• Do you send leads to sales and never hear about them again?
• Do you end up creating and trying to manage duplicate leads?
• Do you send leads to sales with the basic contact information, but without intelligence about what content those leads consumed?
• Are you unsure of the impact their marketing efforts are havingon revenue?
Questions to identify if you need to setup closed-loop reporting:
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Closed-loop reporting allows you to pass more intel and get feedback from Sales.• Benefits for Marketing
• Get up-to-date contact info and status updates• Learn which marketing programs are working and which
aren’t• Increase Marketing ROI
• Benefits for Sales• De-duplicate leads• Help prioritize leads• Help make warmer calls• Increase close rate and Sales ROI
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• Analyze which marketing sources (organic, social, referral, etc.) are producing the most customers.
• Use conversion assists to help you understand how each individual piece of content you create contributes to closing customers.
• Provide a timeline of all of the interactions a contact took prior to becoming an MQL or a customer.
• Pass information to sales that can help aid them in connecting and engaging with contacts within the first 24 hours
• Send automatic updates to your sales team when their leads revisit the website or take other key actions, to make sure to follow up at the best time.
SPECIFICALLY, CLOSED-LOOP REPORTINGALLOWS YOU TO:
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• Speak the same language.
• Implement a service level agreement.
• Set up closed-loop reporting.
• Rely on data.
• Maintain open communication.
5 STEPS TO INTEGRATE SMARKETING
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RELY ON DATA4
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Frequent
Public
Transparent
USE DASHBOARDSCreate and share a common dashboard with the reports aligned with the teams’ goals. Check the dashboard daily and encourage individuals to fix problems.
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MARKETING DASHBOARDSMeasure and communicate progress towards primary goals as agreed upon in the SLA.
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MARKETING DASHBOARDSMeasure volume of leads or volume of quality leads against the monthly goal, and check daily to adjust.
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TRACK LEADS BY SOURCESet goals per source and measure progress for each of your efforts.
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TRACK LEADS BY CAMPAIGNAnalyze the results for each campaign – which efforts successfully drive traffic, leads, and customers.
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TRACK THE VOLUME OF MQLsMeasure how many MQLs – and which types – are generated.
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MONTHLY MARKETING REPORTDo a full analysis on a monthly basis to dig into all the important metrics and evaluate why Marketing did or did not hit targets. Share it across the company.
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SALES BY DAY DASHBOARDMeasure progress towards the sales goal and compare against previous month.
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SALES ACTIVITY REPORTSTrack how many and how deeply leads are worked by the sales team.
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MAINTAIN OPEN COMMUNICATION5
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• Speak the same language.
• Implement a service level agreement.
• Set up closed-loop reporting.
• Rely on data.
• Maintain open communication.
5 STEPS TO INTEGRATE SMARKETING
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CAMPAIGNCOMMUNICATIONMarket your campaigns to yoursales team – share the info they need in order to be successful.
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PRODUCTCOMMUNICATIONShare updates about products and services – arm the sales team with the details and why customers/prospects will care.