make the most of your crm for sales & marketing organzations
DESCRIPTION
You’ve invested money in your CRM, but are you using it to its fullest potential? Is it making your sales and marketing teams’ lives easier, or more complicated? Are you simply using it as a glorified rolodex, or are you maximizing the data at hand? In today’s digital world where social media, mobile platforms, and a plethora of marketing channels abound, you need to understand how to best use your CRM to harness useful and actionable information.TRANSCRIPT
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#B2BU
Making the Most of Your CRM for Sales & Marketing Organizations
Dial in: 800-779-64371-203-827-7016
Passcode: 5163542
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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
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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
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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
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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
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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
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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%
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
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Grant Leboff-
CEO, Sticky Marketing Club
@GrantLeboff
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Word of mouth went online
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Mass Personalization / relevance
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
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Understanding the social graph / influencer Marketing
ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
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Sean McPheat-Managing Director, MTD Sales
Training
@Sean McPheat
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#B2BU
9 ½ TIPS For Improving CRM Adoption In Sales People
Sean McPheat
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
QUESTION…
Why is there a problem with CRM adoption in sales?
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
TRADITIONALLY CRM SYSTEMS WERE USED FOR…
Keeping ScoreContact Database
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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%
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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%
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
THE REAL ISSUE WITH CRM ADOPTION IN SALES…
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
WHAT ARE THE ISSUES?
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
WHAT CAN YOU DO TO IMPROVE ADOPTION?
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
IMPROVING CRM ADOPTION – TIP 1
Clear Expectations Of What The System Will Accomplish
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
IMPROVING CRM ADOPTION – TIP 2
Personalised System – Relevancy – Mirrors Your Sales Process
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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
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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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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
IMPROVING CRM ADOPTION – TIP 5
Utilise The Reporting Power Of The System & Dashboards
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
IMPROVING CRM ADOPTION – TIP 6
Exception Reporting – Very Powerful Motivator
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
IMPROVING CRM ADOPTION – TIP 7
Reward Activity
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
IMPROVING CRM ADOPTION – TIP 8
Make Using CRM A KPI Within Your Performance Management System
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
IMPROVING CRM ADOPTION – TIP 9
Motivate Through Natural Competition
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
IMPROVING CRM ADOPTION – TIP 9 ½
Mobile Is A Given!
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
SUMMARY
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
Adil Berdai-
Product Manager- CRM, OneSource
@OneSourceInfo
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AUGMENT YOUR CRM
Adding value improves CRM adoption
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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
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
Adding value for CRM stakeholders – WIIFM?
ADDING VALUE
Sales
Marketing
Customers
CRM
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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
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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
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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
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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
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU
ADDING VALUE FOR CUSTOMERS
ROI
Satisfaction
Engagement
Personalization
Relevance
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ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU