If you are in search of amarketing automation system, about to implement one, or even have an existing CRM/marketing automation system and want to improve the efficiency, effectiveness and adoption - this webinar is for you!

1. CRM and Marketing Automation 101
Evaluation, Implementation and Optimization!
Presenter: Kathryn Honderd, Client Services Manager"

2. A Little About Me"
• #10 employee at Pardot"
• I <heart> to-do lists"
• Ironman World
Championship (Kona, HI)"

4. What will we talk about today?"
• Evaluation"
– Set goals"
– What to look for"
• Implementation"
– Where to start"
– Keys to success"
• Optimization"
– Revisit"
– Use your sales team"

5. So you’re looking for a Marketing
Automation Tool…"
Evaluation 101!
!

6. The Players"
• Who needs to be involved? "
– Sales"
– Marketing"
– CRM Admin"
– IT"
– Client Services"
– Big Boss"
– Finance"
"

7. THE BIG QUESTION"
• What are your goals?"
• What are other stakeholders’
goals?"
• What are the company’s
goals?"
• **Hint: rank them**!
!

8. Just Say NO"
Process"

9. Wants vs. Needs"
Wants" Needs"
• 100% accurate address info" • First name, last name"
• Swanky interface" • Working interface"
• Lead assignment happens • Lead is assigned to correct
exactly how you picture it" person"
• Mobile app" • Alerts to reps"
• Instantaneous syncing" • Speedy syncing"
• Every report" • Certain reports"
""
**Hint:
You
MUST
have
some
nego6ables!**

10. Checklist: Know Thyself"
q When is a lead assigned & why?"
q What does the “handoff” look like?"
q How does sales follow up with leads?"
q What if they aren’t ready to buy?"
q What data are you collecting?"
q What data is mission critical?"
q How are your sales reps using the CRM?"
q Who else uses the CRM & how?"
q What are you reporting on?"
q What custom set ups or workflows do you use?"
q Other tools or integrations with your CRM?"

11. Checklist: Don’t Forget To Ask"
q What version/type/plan of CRM do you have?"
q What plan/package of Marketing Automation is needed? "
q Set up? ""
q How long?"
q Who helps?"
q Documentation? "
q Additional cost?"
q De-duplication?"
q What syncs? Modules, data, fields…"
q Screenshots, please!"

12. I bought it! Now what…?"
Implementation 101!

13. Do it all on the first day..."

14. First Things First"
• Who needs to be included?"
• What is the time frame?"
• What are you responsible for?"
• What is your vendor and/or
implementer responsible for?"
• What are your goals? "

15. Consult Your Vendor"
Hint:
They
are
usually
right!

16. Map It Out"
• Overall lead flow
including Marketing &
Sales "
• CRM & Marketing
Automation specific"
• **Hint: Get visual –
whiteboard, Visio,
napkin**"

17. Checklist: Just want to make sure…"
q Which system will be the master?"
q How does lead assignment and ownership work?"
q What fields and modules sync?"
q How do you configure or map the syncing?"
q What happens on the initial sync? "
q How will it work after that? "

18. “Go Live” "
• Do it in phases"
• Phase 1"
– Show value asap"
– Sales buy-in"
– Only 1 first impression"

19. I’m ready for awesome"
Optimization 101!

20. Revisit Your Integration"
• Create a nurturing program…for yourself! "
• Or better yet, your stakeholders"
• Fresh eyes"
• Account audit"
• New features"

21. Why isn’t my sales team…?"
• Sales rep = world’s greatest efficiency test"
• Ask them why…"
• And then tweak the process. Or train them. "
• Or train one person…"
• Sales rep = world’s greatest evangelist"
"
"

22. Questions"

23. Contact Info!
Kathryn Honderd "
Client Services Manager"
Kathryn.honderd@pardot.com
@PardotKathryn
"
"
"
"
"
Pardot™, An ExactTarget® Company
950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326"
404.492.6845 | 877.3B2B.ROI | www.pardot.com"