HOW MARKETING AUTOMATION CAN MAKE SALES FALL IN LOVE WITH CRM ALL OVER AGAIN

Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSIONIan Michiels – Principle Analyst - GleansterSession Audio Starts at 2PM EST

Today’s Agenda

• About the speakers & companies• Empowering marketing and sales • The customer lifecycle approach• Top Performers• Processes and core technologies• Wrap up/Q&A

•SaaS Marketing Automation Solution•Support B2B and retail customers•Platform for driving all lead/demand generation•HQ – Atlanta GA – Offices in PA/CA•Focus on integrating marketing/sales•Embedded demand generation for CRM •Customers/partners operating in 11 countries

About SalesFUSION

4

Ian MichielsPrincipal Analyst

Gleanster

Sales and Marketing Alignment How to make sales fall in love with CRM all over again

I CRM

5

Is your CRM a crutch or enabler for Sales?

What we will cover today:೦ Practical tips from Top

Performers೦ What data is available?೦ What does sales really need?

Agenda: Empowering Marketing & Sales with CRM

6

The research referenced in this webinar comes from the Q4’10-Q2’11೦ 600+ Survey Respondents

Top Performers = Respondents that achieved Top Quartile performance in key KPI’s

Everyone Else = Everyone Else

Research Findings

•Lead Nurturing Gleansight(Q4’10)

•iCRM Gleansight(Q2’11)

•Lead PrioritizationGleansight(Q2’11)

7

Why are we still having this discussion?

*235 Sales and Marketing Respondents in iCRM 2011 Survey

Modifying the CRM platform to fit company Sales processes

Integration with other systems

Data availability

Sales personnel adoption rate

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

86%

55%

54%

82%

67%

63%

71%

72%

74%

78%

Top Performers All Respondents

What are your top 3 challenges with CRM?

8

೦ Data: Access to credible data

೦ Integration

೦ Technology: Supporting the sales process

೦ What’s Absent– Shared definition of a lead (#6)– Communication– Accountability / Incentives

Consistent Themes in the Challenges

9

How do we ensure a return on CRM investments?M

arke

ting Sales

Forced Usage

Marching to the Same Beat with a Goal in Mind

1.

2.

10

CRM as a Productivity Tool?!?

Why did you implement CRM?

Streamline sales processes

Increase sales cycle timeline

Improve sales forecast accuracy

Improve sales productivity

Increase company revenue

0% 10% 20% 30% 40% 50% 60% 70% 80%

54%

42%

37%

25%

63%

41%

45%

50%

56%

75%

Top Performers Everyone Else*235 Sales and Marketing Respondents in iCRM 2011 Survey

11

Lot’s of different ways to build a motorcycle…

12

But some work better than others...

How do Top Performers Empower Sales Reps with CRM?

13

Customer Lifecycle Approach

Buying Cycle Sales Cycle ServiceCustomer Lifecycle

Leads Prospects Customers

When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling.

Marketing Qualified Leads (MQL).

Inquiry.(Unknown buying intent)

Sales Accepted Lead (SAL)= Prospect

Sales Qualified Lead (SQL) = Valid Opportunity

14

Customer Lifecycle Approach

Buying Cycle Sales Cycle ServiceCustomer Lifecycle

Leads Prospects Customers

When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling.

Marketing Qualified Leads (MQL).

Inquiry.(Unknown buying intent)

Sales Accepted Lead (SAL)= Prospect

Sales Qualified Lead (SQL) = Valid Opportunity

Information

• Competitive Environment• Thought Leadership• Buying Intent• Budget• Need

• Authority• Timeline• Social Mentions• Behavior• Demographics

• Psychographics

15

Limited Data Limits Sales Reps

Buying Cycle Sales Cycle ServiceCustomer Lifecycle

Is data in your CRM limited to the

sales cycle?

Information

16

Lack of Visibility at the Beginning and End of the Funnel

LEADS

MARKETING QUALIFIED LEADS

SALES ACCEPTED LEADS

SALES QUALIFIED LEADS

CLOSED / WONCustomers

Sales Opportunities

Known Demand for Products and Services

Unknown Demand for Products and Services

Please rate your ability to make data driven decisions on the following areas:

Measure campaign ROI on prospecting campaigns

Targeting new prospects or markets

Personalize messaging to marketing identified leads

Forecast sales cycle-time

Forecast sales close ratio

Measure Customer Lifetime Value

Personalize cross-selling and up-selling campaigns

No ability to make data driven decisions

Consistently make data

driven decisions1 2 3 4 5 6 7 8 9 10

TP EE

TP5.6

EE3.5

TP6.1

EE2.5

TP8.0

EE5.3

TP9.4

EE7.2

TP9.6

EE7.4

TP6.0

EE 2.3

TP7.8

EE4.4

Top Performers Everyone Else

17

Buying Cycle vs. Sales Cycle

Buying Cycle Sales Cycle ServiceCustomer Lifecycle

Integrated Customer Relationship Management

18

What is iCRM?

Value Derived

Robu

stne

ss o

f Sol

ution

SFASales Force Automation• Contact Mgmt• Pipeline Mgmt

Sales Performance Mgmt• Incentive Comp• Sales Analytics

SALE

SM

ARKE

TIN

GSE

RVIC

E

19

What’s is iCRM?

Value Derived

Robu

stne

ss o

f Sol

ution

CRM

SFASales Force Automation• Contact Mgmt• Pipeline Mgmt

Sales Performance Mgmt• Incentive Comp• Sales Analytics

Customer Intelligence• Data Augmentation• Data Quality .

Web Analytics• Implicit Data• Behavior

Email Marketing• Implicit Data• Behavior

SALE

SM

ARKE

TIN

GSE

RVIC

E

20

What is iCRM?

Value Derived

Robu

stne

ss o

f Sol

ution

iCRM

CRM

SFASales Force Automation• Contact Mgmt• Pipeline Mgmt

Sales Performance Mgmt• Incentive Comp• Sales Analytics

Customer Intelligence• Data Augmentation• Data Quality .

Web Analytics• Implicit Data• Behavior

Email Marketing• Implicit Data• Behavior

Marketing Automation• Implicit Data• Explicit Data• Marketing & Sales Alignment• Multi-Channel Integration

Contact Center

SALE

SM

ARKE

TIN

GSE

RVIC

E

21

Tactics for Addressing Top Challenges with CRM

22

೦ Top Performers are 3x more likely to integrate Data Augmentation tools within CRM– Jigsaw, Bizo, ZoomInfo, etc. – Make CRM the primary access point for these tools– Update the database regularly

೦ Augment Account and Contact Data with Marketing Activity

Data Credibility and Accessibility

23

Integrating by Account:

What Do Top Performers Integrate?

Event Attendance

Webinar Attendance

Landing Page Click Throughs

Data Augmentation

Landing Page Visits

Content Downloads

Email Campaign History

Email Click-Throughs

Website Page Visits

0% 10% 20% 30% 40% 50% 60% 70% 80%

5%

4%

12%

22%

34%

25%

32%

33%

56%

28%

34%

43%

49%

56%

58%

63%

67%

73%

Top Performers Everyone Else

24

೦ Web Analytics– Tracking Code in Marketing Automation– Google Analytics– Both

೦ Email Marketing– 4 out of 5 Use Pre-Built Integration

೦ Marketing Automation– 100% Use Pre-Built Integration

How do Top Performers integrate?

25

೦ 6 out of 10 Top Performing Organizations configure Real-Time Sales Alerts for Sales Reps– By Region– By Account– By Page Visit

೦ Treat Your Reps like Your Marketing Prospects– Relevant, Timely Information is Key

Email Sales Alerts HUGE!

26

Make CRM a Valuable Source of Information

Traditional CRM is a process interruption…

Empower Reps within CRM

Access to Critical Information Exclusively within CRM

27

How can Marketing help Sales Fall in Love with CRM?

೦ Low Hanging Fruit Lies in Data Integration

೦ Give Reps a Window into Prospect / Customer Communications across the entire Customer Lifecycle

೦ Bring the CRM to them through Alerts and Notifications

Final Thoughts

• Website visitor tracking• Lead activity alerts• CRM Field value triggers• Lead scoring & routing

Key Technologies

CRM

MA

Website

Share | Learn | Save

Lead Flow in a web 2.0 world

• Bi-directional flow of data between marketing and CRM

• Auto-assign leads to sales

• Trigger follow up campaigns

• Apply rules and logic• Create LP’s for each

channel/campaign

Website Marketing Automation

Online Ads

Social

Email Campaigns

CRM

Marketing’s Role• Identify leads• Generate leads• Execute campaigns• Pre-qualify leads• Nurture leads• Re-Market stale sales leads

Sales’ Role• Complete lead qualification• Present and propose solutions• Propose pricing• Execute contracts• Close business• Cross-sell

30

• Marketing has a stake in CRM• Marketing is responsible for upper funnel• Marketing may be responsible for inside sales• Marketing may have financial stake in pipeline

The changing nature of marketing

• Implicit activity – vital for lead scoring• Triggers sales alerts• Data presented in CRM• Adds value to phone interactions• Keeps sales excited about the lead gen process• Real-time

Website Visitor tracking

• Keep CRM clean• Collaborate with sales on rules• Route leads when they are high-value• Allows for predictive marketing pipeline analytics• Eliminates early problems with online marketing

Lead Scoring

Marketing Automation CRM

• Marketing – listens to CRM for field value changes• Changes to field values drive campaigns• Free up sales to focus on closing deals• Ensures no lead left behind• Replaces the tickler file

CRM Field-based triggers

Marketing Automation CRM

Inbound /Outbound Campaigns enabled by SalesFUSION 360

Landing Pages

PR

Email

Events

Online Ads

SEO/PPC

Social Media

Blog/RSS

Campaign Management

Lead ScoringLead

Management

Decision Analytics Engine

Lead Nurturing

Marketing to Sales

Integration Engine

Web Activity

Industrialize the marketing to sales process

CRMContinuous Marketing To Leads

inbound

outbound

Sold Deals = Trackable ROI

Sold

• Questions?• Get the Gleanster report on integrated CRM• Schedule a demo of SalesFUSION• Learn more about Gleanster research reports

• www.gleanster.com• Learn more about SalesFUSION

• www.salesfusion.com

Thank you!

Marketing Automation CRM