Businesses need to put the C back in CRM. What does this mean? This means tracking, managing, and utilizing data from each and every touch point that you have with your leads and customers. From phone calls and ebook downloads, to website visits and social interactions, all of this data is useful for both your sales and marketing. Go even further by throwing Predictive Analytics into the mix, and you have a recipe for success.
Ensure the security of your HCL environment by applying the Zero Trust princi...
Complete crm
1. Putting the C back in CRM
Take command. Create demand.
2. The times they are a-changin’
Bob Dylan, 1964
Figure it out
My Mom
Give me six hours to chop down a tree,
and I will spend the first four sharpening the axe.
Abraham Lincoln
5. Is this organization going to survive?
Millennials
Gen X
Baby Boomers Leadership
VP
Technical
Senior
Managers
Operations
Marketing
AE,
Creative
Sales Mgr
Sales Staff
8. Behavioral Change in Progress
Baby Boomers
Gen X
Millennials
Work socially
Do not like hierarchy
Connectors
& Translators
Leaders
Managers
9. What does this mean for CRM?
(or more importantly, for business)
10. You are not alone
70%
…of leads generated are not ready
to make a purchase
88%
…of business leaders know
they need to get closer to the customer
23%
Average reported incorrect data
in contact management systems
•Gartner, Jupiter, 2013
13. How does your organization stack up?
Creative Order
•Personalized content
•Predictive analytics driven by integrated information
•Data-driven, collaborative culture, tests business model
Order
•Marketing automation in place, workflows used
•Scored contacts
•Measure online/offline ROI, ability to adapt strategy
Controlled Chaos
•Grouped contacts, custom data and processes
•Dedicated marketing team – email, social, mobile, events
•Sales team “uses” CRM
Chaos
•No accountability
•Lost / hidden information in departments
•Fragmented software
14. Do you have a relationship with your
CRM? Do your leads & clients?
Good relationships are two-way.
Introduce myself, GR history/heritage
GreenRope – Green = sustainable business model, privately funded, focused on value to clients – Rope = strands of a rope to make strength
3500 clients, distribution model (90% VAR, only VAR capable on the market)
Focus on helping our customers be successful, provide long-term value and tools for growth
- C = Complete, Create Revenue/Value/Sales…. Tell a story
Complete is important in a world of change
Typical org chart
Baby Boomers work in functionally-driven organizations, millennials work in networks
Changing Demographics – drive organization and market changes
Implications for CRM
Must adapt to the market
Traditional CRM not enough
A change in thinking
Business value of complete CRM – C=Create Revenue
Website analytics, predictive analytics, social media – drive collaboration; compelling; core
Understanding customer, personalizing content – gives confidence
Ticketing – showing caring
Tools – give competence to company staff
SMB needs this – the value – efficiency, knowledge, understanding model
How many companies have the resources to manage separate apps for all of these and tie them together?
Connect example – SF + Cvent = lost data, inconsistent messaging
Demo will cover these, the business value of these
Value of complete CRM is having these in one system
What’s in it for the salesperson?
What’s in it for the consumer?
What happens if you don’t support a relationship? Failure.
These brands were once strong and pervasive, but did not adapt
Complete insight and empowerment to do my job better
- show the real value behind each function above
- Show the personal payoff for users
Operations = customer service, project management/execution, onboarding, workflows, etc
Cloud-based, easy-to-start, small investment
Software = Technology
Leadership = Process
Success = Happiness
Primary objective – get in to the CRM, then engage marketing automation
-- Forms, Tickets, Chats
-- Send-to-Friend
-- Manual data entry
Take command of your sales pipeline
Big difference – a “Lead” synonym for “Contact”. Contacts are always leads, always moving up and down sales pipeline (cross/up-sell, referral source)
Will drill in to a few specific areas
Brand and traffic measurement
Lead scoring, conversion tracking, ROI
Focus on the value to the company/user