#B2BU
Making the Most of Your CRM for Sales & Marketing Organizations
Dial in: 800-779-64371-203-827-7016
Passcode: 5163542
Moderator
Ben Turner- Sales Director, The Institute of Sales & Marketing
Management
@ISMM_UK
Sean McPheat- Managing Director, MTD Sales Training
@SeanMcPheat
@Sales_Training
Adil Berdai- Product Manager- CRM,
OneSource
@OneSourceInfo
Grant Leboff- CEO, Sticky Marketing Club
@GrantLeboff
CRM Survey ResultsThe panel will reflect on the results from the annual ISMM / OneSource CRM Survey and explore practical ways to achieve increased CRM effectiveness
Supporting, Promoting and Representing those who work in Sales
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
CRM Survey ResultsThe panel will reflect on the results from the annual ISMM/Onesource CRM Survey and explore practical ways to achieve increased CRM effectiveness.
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
What key functions do you and other staff use in the CRM system?
2011 2012 2013
Contact management 93% 91% 92%
Opportunity management 65% 67% 65%
Sales analytics/forecasting 63% 58% 58%
Lead generation 52% 48% 57%
Customer service 53% 46% 49%
Telesales and inside sales use 52% 45% 44%Mobile working – the system is available on laptops, Blackberry, iPad etc 48% 40% 38%
Territory management 44% 32% 35%
Integration with a sales methodology 31% 32% 32%Sales collaboration – organising webinars, email campaigns etc. 33% 31% 25%Content management – sales collateral, price lists etc. 26% 19% 20%Social CRM' – integration with Facebook, Twitter, LinkedIn, other social media 11% 17% 15%
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
Taking these functions again, which ones have made the most impact for you or your company?
2011 2012 2013Contact management 68% 70% 67%
Opportunity management 43% 47% 47%
Sales analytics/forecasting 32% 29% 34%
Lead generation 21% 22% 24%
Customer service 19% 21% 23%
Telesales and inside sales use 21% 19% 16%
Mobile working – the system is available on laptops, Blackberry, iPad etc 20% 16% 14%
Integration with a sales methodology 11% 10% 13%
Territory management 14% 12% 11%
Content management – sales collateral, price lists etc. 6% 6% 9%
Sales collaboration – organising webinars, email campaigns etc. 9% 6% 9%Social CRM' – integration with Facebook, Twitter, LinkedIn, other social media 2% 4% 3%
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
Has your company integrated any of these additional sales-related applications into the core CRM system?
2011 2012 2013Customer record lists and data cleaning service 60% 59% 60%Information and business intelligence service/market research 28% 34% 34%
Extra reporting/analytics 32% 36% 32%
Customer satisfaction surveys/monitoring 31% 29% 29%
Customer reference system 32% 19% 25%
Contract management 26% 21% 19%
Relationship mapping tools 16% 16% 18%
Web analytics 15% 8% 12%
Collaboration tools 14% 13% 11%
Call centre system 16% 17% 10%
Document signing system 7% 10% 9%
Expenses management 9% 9% 8%
Route planning/vehicle tracking 5% 9% 6%
Compensation management 8% 6% 4%
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Grant Leboff-
CEO, Sticky Marketing Club
@GrantLeboff
Word of mouth went online
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
Mass Personalization / relevance
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Understanding the social graph / influencer Marketing
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Sean McPheat-Managing Director, MTD Sales
Training
@Sean McPheat
#B2BU
9 ½ TIPS For Improving CRM Adoption In Sales People
Sean McPheat
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
QUESTION…
Why is there a problem with CRM adoption in sales?
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
TRADITIONALLY CRM SYSTEMS WERE USED FOR…
Keeping ScoreContact Database
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
QUESTION…
What Key Functions Do You Use In Your CRM System?
From The Research…
Contact Management 92%Opportunity Management 65%Sales Analytics/Forecasts 58%
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
QUESTION…
Which ones have made the most impact for you
or your company?
From The Research…
Contact Management 67%Opportunity Management 47%Sales Analytics/Forecasts 34%
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
THE REAL ISSUE WITH CRM ADOPTION IN SALES…
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
WHAT ARE THE ISSUES?
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WHAT CAN YOU DO TO IMPROVE ADOPTION?
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IMPROVING CRM ADOPTION – TIP 1
Clear Expectations Of What The System Will Accomplish
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
IMPROVING CRM ADOPTION – TIP 2
Personalised System – Relevancy – Mirrors Your Sales Process
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
IMPROVING CRM ADOPTION – TIP 3
Make It Easy To Use – Involve Your Sales People In The DesignUse Skins & Applications To Make Using It Easier
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
IMPROVING CRM ADOPTION – TIP 4
Train Your Sales People On The CRM System
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IMPROVING CRM ADOPTION – TIP 5
Utilise The Reporting Power Of The System & Dashboards
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IMPROVING CRM ADOPTION – TIP 6
Exception Reporting – Very Powerful Motivator
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IMPROVING CRM ADOPTION – TIP 7
Reward Activity
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IMPROVING CRM ADOPTION – TIP 8
Make Using CRM A KPI Within Your Performance Management System
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IMPROVING CRM ADOPTION – TIP 9
Motivate Through Natural Competition
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IMPROVING CRM ADOPTION – TIP 9 ½
Mobile Is A Given!
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
SUMMARY
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
Adil Berdai-
Product Manager- CRM, OneSource
@OneSourceInfo
AUGMENT YOUR CRM
Adding value improves CRM adoption
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
Adding value improves CRM adoption
CRM VALUE
Sales collaboration – organising webinars, email campaigns etc. 33% 31% 25%Social CRM' – integration with Facebook, Twitter, LinkedIn, other social media 11% 17% 15%
Sales collaboration – organising webinars, email campaigns etc. 9% 6% 9%Social CRM' – integration with Facebook, Twitter, LinkedIn, other social media 2% 4% 3%
Functions Used
Functions Impact
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
Adding value for CRM stakeholders – WIIFM?
ADDING VALUE
Sales
Marketing
Customers
CRM
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
ADDING VALUE FOR SALES
Revenue
Great leads and lot of them
Knowing when and how to engage these leads
Some suggested Apps to add value:
HubSpot
Nurture sales prospects with the right content at the right time
OneSource iSell
Provides you with who to call, when to call and what to say
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
ADDING VALUE FOR SALES
Staying engaged in your prospect’s echo system
Detecting opportunities and risks within existing accounts and opportunities
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
ADDING VALUE FOR SALES
Raising the whole team’s IQ
Reporting and territory management
Some suggested apps to add value:
Compete
Gamification to motivate sales, service & adoption
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
ADDING VALUE FOR MARKETING
Campaigns
Brand awareness
Lead generation & nurturing
Lead scoring and qualification
Some suggested apps to add value: Marketo
Automate & measure demand generation campaigns
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
ADDING VALUE FOR CUSTOMERS
ROI
Satisfaction
Engagement
Personalization
Relevance
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