game on: gamified crm systems

5
GAME ON WINNING ED E FOR SALES AND MARKETING PROFESSIONALS How gamified CRM systems and sales learning programmes can get your salesforce playing to win NOVEMBER/DECEMBER 2015 | www.ismm.co.uk | £4.95 INSIDE STORY Pinning down the rise of inside sales GET VIDEO TAPED Look good on screen or look out MATCH MAKING Data tools that clinch customers

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Page 1: Game On: gamified CRM systems

GAME ON

WINNINGED EF O R SA L E S A N D M A R K E T I N G P R O F E S S I O N A L S

How gamified CRM systems and sales learning

programmes can get your salesforce playing to win

NOVEMBER/DECEMBER 2015 | www.ismm.co.uk | £4.95

INSIDE STORYPinning down the

rise of inside sales

GET VIDEO TAPEDLook good on

screen or look out

MATCH MAKINGData tools that

clinch customers

� � � � � � � �� � � � � � � � � � � � � � � � � � � �� � � � � � � � � � � �� � � � � � � � � � �

Page 2: Game On: gamified CRM systems

COVER STORY | GAMIFICATION

� � � � � � � ! � " # $ � % � & # ' � ( % ( ( % � � � ' � ) �! � ' � � ! " � * % # � � & + $ � # $ , - . � ' % " % ! � � & /0 � & � � 1 2 � ' % 3 % � 4 $ � ( # � 4 ! � " % ( � $ % � "! % " ) � " 4 � & # % + � � $ % 5 % " � ' $ � & ( " % ( � � $ % " " % ! 6 � ' % + � ( % 4 � & � " � � % ( � 1 � $ % ) � # � � $ � � � $ � % " % ! � � & / 0 � & � � 1 2 � ' % 3 % � 4 # ' � % ( � & � 5 % " � / % � ) 7 7 84 � " % ( % � ' � � 9 , - 8 � ) � $ % � 5 % " � / % # � & � " � # � 5 � ' � % 6 � ) � + � " % # � 4 ! � & � % � % # � � % � $ % 1 + � & � � � � & # " % � %� & � / $ � � & � � � ' % ! % � ! ' % � & ( � ' % ! " � # % % 6: + � ( % " � & / % � ) / � 4 % � % # $ & � ; � % � " % � % (+ � � $ � & � ' % < = > 1 � % 4 � & # ' � ( � & / ?@ & ( � 5 � ( � � ' � & ( � % � 4 # $ � ' ' % & / % A � � ' � # ' % � ( % " � � � " ( � $ � � " � & B5 � " � � � 4 % � " � # 0 � � � & ( ) " % ; � % & � ) % % ( � � # B � � � $ %; � % � � " 4 � � � & C � � ! % % ( � ! � $ %! " � ( � # � � 5 � � 1 � ) & % + � � " � % " � & ( � " � � &� % " � � � % 4 � " % ) % � � � " % 2 � # � � ' & % � + � " B C + � � $ � � � � D � " � / / � & / � & ( " % # � / & � � � � & E � & ( � # � � 5 � � 1� � $ % " 6PANIC STATIONS3 $ % # ' � % & � " % ) % " " % ( � � � � � $ % � % / � & & � & / � ) � $ � � % " � & � � � " ( � & / � & ( � ( � ! � � � & � ) � $ % 1 � % 4 6

18 WINNING EDGE

NOT JUST PLAYING GAMES

% $ � ( � # ' � % & � � & � � � � � ) �< = > + % F ( � � � ' � ) � " � $ % 4� � + � + � " B � & / � � � + % ' ' 6$ � + � � 4 � / $ � $ % ' ! 1 � � " � ' % ) � " # % 6WHAT IS GAMIFICATION?� � $ � � � � � G � $ % � % � ) ( % � / & � % # $ & � ; � % ) " � 4/ � 4 % � & � � � � & % # � & � % H � � " � 4 % � � $ % " & � & I� ! ! ' � # � � � � & � ) / � 4 % 4 % # $ � & � # � � � & # " % � % �( % � " % ( � % $ � 5 � � � " 6) % � � � " % � & ( 4 % # $ � & � # � " % � % & / � / � & / � & ( + $ � # $/ � 4 % � % # $ & � ; � % + % $ � � ' ( � % � � & / � & � & 1 / � 5 % & � � � � � � � & 6 J � % ( � & % H � � � & / � $ % � " � % ) " � 4� ! " � # � � # � ' ) " � 4 % + � " B � $ � � % & � � ' % � � � � ! ! ' 1� $ % % � $ % � " � % % � � ' 1 � � � � � � & % � " ! " � # % 6HOW DOES GAMIFICATION

APPLY TO SALES?> � # " � � ) � $ � / � � � & � & � $ % � # � � $ " � � / $ � � " % # % & �� $ % 0 � & � � 1 2 � ' % 3 % � 4 ! ' � � ) � " 4 6 > � # " � � ) � F � ' � /ISMM.CO.UK

Page 3: Game On: gamified CRM systems

WINNING EDGE 19

GAMIFICATION | COVER STORY

ISMM.CO.UK

Page 4: Game On: gamified CRM systems

� 5 % " � & ( / � 5 % & � $ % � � / / % " � & / � � B � ) � " � ! ' � & / � $ %' % 5 % ' 6 3 $ % � ' % 4 � & � / % " � B % ( � � � ( % 5 � % � 4 %� � $ % ' ! � $ % 4 " % � # $ � $ % � " & % + � � " / % � 63 $ % " % + � & � � � ( / % � ) � " 4 � & % � � " 1 " % + � " ( ) � "POINTS LEAD TO REWARDS� & % � # $ � " % � � % & � � " � ' % � ( 5 � % " $ � & ( ' % � & 1# � 4 ! ' % H " % ; � � " % 4 % & � � & ( � 4 % � � 4 % 5 � � � � $ %# ' � % & � 6 3 $ % % & � � " � ( 5 � % " � " % � ! ! � " � % ( � 1� $ % 4 6 3 $ % 1 � % 4 + % ( % 5 � % ( % H � 4 � & % ( % 5 % " 1

� 1 ! % � ) � ' % # ' � % ( 6� � % � # $ � 1 ! % � ) � # � � 5 � � 1 � � � + � � $ � / % & % " � '� & ( % " � � & ( � & / � $ � � � ' % + � & F � � % # ' � % ( + � � $ � � �� � � % & � � � & � � % 5 % " 1 ' % 5 % ' � ) � $ % � ' % ) � & & % ' � & ( � ' % � # # % ) � ' ' 1 ' % � ( � � � $ % � % � 4 � � + $ � ' % $ � � � � & / � � � ' % � � " / % � 63 $ % % # � & ( � " % � " % ; � � " % ( � 4 % " % % � " # $ � &# � � ' � � � ' % � " ! " % ) % " � � ' 1 & � � $ � & / 6 K � # $ � ' ' % & / % � $ % " %� & ( � # � � % ( � $ " % % 4 � � & � 1 ! % � ) " % + � " ( � $ � � + � � ' (4 � � � 5 � � % 6 D > � & % 1 � & % � " ' 1 � ' + � 1 � $ % � � ! � ) � $ %" % ; � % � ' � � � + % � % / � & � $ % % ) � # � / " � � ! � 1! " % ) % " " % ( " % + � " ( ) % ' ' � & � � � $ % % # � � % / � " � % ?L M N O P Q R S M T U M N V M Q W M O R Q X Y P Z W [ M N O C ) " � 4\ M R ] ^ _ R O M X N M ` R N X O R Q X R W a V Y V a V M OC 4 � � ' 1 5 % % " � & / � � + � " ( � % � 4 � # � � ' � & (+ � " B � & $ � � " % � " ' 1 � " $ � 5 � & / � & % H � % & ( % ( ' � & # $b % & % % ( % ( � � B % % ! � $ % " % + � " ( % ' % # � � � & � 4 ! ' %+ $ � ' % $ % % ( � & / � $ % ' � # B � ) � ( ( � � � � & � ' 4 � & % � � " 1

� � ( / % � 6 2 � + % ' � � & # $ % ( � $ % " % + � " ( # $ % 4 % � 11 � � # � � ' ( " % ( % % 4 + � � & % � ) � $ % $ � � " ' 1 " % + � " ( � � # � 5 % " � & # � 4 � & / % & ; � � " � % � & � & 1 ! � " � � # � ' � " ( � 1 6J % # � � % � $ � # ' � % & � ( � ( & F � + � & � � � " � B / � 5 � & /$ � " ( % " � � � # $ � % 5 % 6 b % % H ! % # � % ( � � � � � � B % � � ' % � �� � 4 % ( � $ % 1 + % " % & F � � ' � # � $ � & / � & ! � � & � ) � " � $ %TARGETS SMASHED... AND MORE+ � � $ � & � 4 % " % � H + % % B 6 3 $ % # � 4 ! � & 1 � � " / % � $ � 5 % & � + � % % & $ � � ) � " � + � 4 � & � $ � & � " � + � & ( � " %

20 WINNING EDGE

COVER STORY | GAMIFICATION

“Through gamification we are able to reward staff, letting

individuals play to their strengths, which successfully leads

to the team as a whole hitting its targets”

ISMM.CO.UK

Page 5: Game On: gamified CRM systems

c d e d f d g h i g j is founder

and managing director of Gami!cation+, which provides strategic consultancy, advice and training on gami!cation and is the UK partner for the gami!ed CRM system, CRM.me. He is also the University of Brighton’s entrepreneur-in-residence and is chair of GamFed (International Gami!cation Confederation). Visit: gami!cationplus.uk

GAMIFICATION | COVER STORY

WINNING EDGE 21

� & # � � " % � � � % $ � � � / � � & % � � ' 1 � $ � 4 � & � $ 6 3 + �� � � � " % + � � � � & / ) � " � ( � 1 + $ % & � $ % 1 ) % % ' � $ % 1 F ' '" % � ' ' 1 + � & � � � � % � � 6 k % " 1 ) % + � ) � $ % $ � � " ' 1" % + � " ( $ � 5 % � % % & # � $ % ( � & � 1 � & 1 � � ( 1 D * � � �2 � � $ % # ' � % & � F ! � & � # 4 % & � � � & % ( % � " ' � % " + � ( � %� � � $ % ) � # � � $ � � � $ % 1 � % 4 + � $ � � � � & / � � " / % � C� � 5 � � � ' 1 � / � � ( � $ � & / � & � � % ' ) C � � � � $ % 1 ) � " % � + � # $ � / � � ( � $ � & / 6 J � � + % $ � 5 % � ! ' � & ) � " � # $! � � & � / % � $ � " ( % " � � � # $ � % 5 % D ) � " � & � � & # % ' % 5 % ' ' � & /� ! � � B % 4 � " % � # � � 5 � � 1 % � # $ � � 4 % E � 1 � � ! " � / " % � $ " � � / $ � $ % / � 4 % � � $ % % � " & � & / " � � % $ � � ' ( ' � +( � + & 6 b % # � & � ' � ' � 4 � � � $ % � 5 � � ' � � � ' � � 1 � ) � $ %THE FUTURE OF SALES GAMIFICATION?� 4 ! " � 5 % � ' % 6 b $ % " % � � % % 4 � � � % $ % � ( � & / � � $ %� % � ) � � / ( � � � # � 4 � � & % ( + � � $ / � 4 % I � 1 ' % $ % � ( I � !( � ! ' � 1 � � � " � � & � ' % ! % � ! ' % � � 4 � � % " � & ( � 4 ! " � 5 %� $ % � " � ' % � % # $ & � ; � % � & ( ! " � # % % 6 3 $ % " % � " % � + �

l & %� $ � & / 5 � ( % � / � 4 % ( � 5 % " 1 + % ' ' � $ � / $ ' � / $ � ( � � � C� � 1 � � � & ' 1 C + $ % & � ( % # � � � & & % % ( � � � % � � B % & 6m � 4 % � % & ( & � � � � � � 4 � � " ( 1 � � + � � $ " % / � ' � "� & � $ % " � / $ � � " ( % " � ) ! " � � " � � 1 6 3 $ � 4 % � & 1 � � 4 � B %4 � " % � & ( ) � � % " ( % # � � � & 6 3 � ! / � 4 % ! ' � 1 % " � &G % I ! � " � n $ � 5 % � % % & $ � + & � � 4 � B % 4 � " % � $ � &, . . ( % # � � � & � 4 � & � � % ( � " � & / / � 4 % ! ' � 1 6� � � ' % 6 > � & 1 � ) � � " # ' � % & � � & � � � & $ � 5 � & / �� ' ' # � & � � # � + $ � % ' � � � # � � 5 � � 1 ( � � % � � 5 % " � $ " % %� � � % H � " % 4 % ' 1 " � " % ) � " � " % ! � " � ' � B % � $ � � � � � % " � &� " � & 1 � $ � & / ( � & % � � � � � � $ � % � & � # � � 5 % # � & � � # � 6b � � $ � ! " � � # � � 5 % / � 4 % I ' � B % 1 � % 4 � $ % � ' % ! % " � &� � � � 4 � � � # � ' ' 1 $ � / $ ' � / $ � � $ � � 1 � � � " % � � � � � � � ' � %� $ � " ( I % � " & % ( ' % � ( � & ( " % # � 4 4 % & ( 1 � � ( � � 4 % � $ � & / � � � � � � � 6 m " % � � / � 4 % + � & � 1 � � � �$ � + � % � � � ! ' � 1 � $ % / � 4 % 6 @ � � & � � � & � � ' 1 � � ! ' � 1@ � F � & � ! ! " � � # $ � $ � � # � & � % � & & � 5 � � � 5 % ' 1 � % ( � &( % ) � � ' � � � � ' � � & � � 1 � � " � ' % < = > 1 � % 4 6 b � � $' % � " & � � G / � 4 % n � $ % 1 � % 4 6 l & # % 1 � � F 5 % ! ' � 1 % ( �� � � � # B � & % + � � " / % � 4 � " B % � ! % " $ � ! 6 @ � ' � � % ' � % 5 %� $ � + � ' ' $ % ' ! ! " % 5 % & � � ' % ! % " � & � � " & I � � � � & (1 � � " � � ! � ' % ! % � ! ' % + � ' ' � � 1 + � � $ 1 � � ' � & / % " 6> � " � / � = � ) � � ! � � ' � " % # % & � ' 1 � & � ' 1 % ( � 5 % " 9 . .( � # � 5 % " % ( $ � + � � � � % # � 4 � & / � # � � # $ I � ' ' + � " ( ) � "� $ % # � " ! � " � � % + � " ' ( � $ � � % & # � 4 ! � % & � � � 4 ! ' 1/ � 4 % I � � % ( ' % � " & � & / � & ( ! ' � 1 ) � ' % H ! % " � % & # % 64 � " % � � � � � � � � & � $ % ) � � � " % 6ISMM.CO.UK