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Breathing New Life
Into Your CRM INFO 3
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Panel Introduction
Kris Filan – Ropes & Gray
Chris Fritsch – CLIENTSFirst Consulting
Simone Hughes – Field Law
Peter Schmidt – Kraft & Kennedy
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Defining Goals &
Measuring Success
Why do it? What do you want to accomplish?
Short-term, mid-range and long-term
How do you define it?
How do you measure it?
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Conventional Uses Marketing / Business Development
List Management
Compliance, Privacy, Subscription Preferences, Opt-In/Out
Email Marketing
Event Management
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Unconventional Uses Tracking Business Development
Event Automation
Dashboard for tracking activities
Referral tracking
Expense tracking
Client Teams
Pipeline
Competitive Intelligence
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Event Automation
1. Event list
3. Registrations captured
through 3rd party event service 4. Contacts print their
own bar-coded ticket
5. iPads with Entry
Manager app scan
tickets and update
attendance statistics
6. Bulk import
back into CRM
2. Invitations sent through
3rd party mailing service
CRM
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Dashboard
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Unconventional Uses
Records Management
Retention / Aging /Tracking
Communications
Media Interface
Private Clients: Equity / Trust / Wealth Management
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Biggest Hurdles
Hesitance to share data
Fear of exposing private contacts
Technology resistance
‘Don’t touch my client!’
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Success Factors
Clear Benefits
Realistic Expectations
Leadership and Management Support
Communication and Training
Data Quality
Resource Allocation
Build support – One person at a time
Departmental partnerships (Marketing and IT play nicely)
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Unexpected Challenges
What were the unanticipated issues
Ways to overcome issues
What didn’t work
What DID?
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What is ROI for CRM?
How do you know you achieved your goal?
Metrics
Client Retention
Increased Revenue
New Client Representations
Reduction of redundant tasks
Lateral Recruiting
Enhanced Business Reporting
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Questions