1. The World of CRMHOW TO PICK THE RIGHT SOLUTION FOR YOUR BUSINESS
Brad Tornberg
E3 Consulting Partners, LLC.
Btornberg@e3businessconsultants.com
(732) 735-6429
2.
3. What CRM Isn’t
•Just Contact Management
•The Silver Bullet to Sales Growth
•A Tactic its a Strategy
•Successful if you don’t put in the effort
• Just a collection of data
6. Agenda
What Is CRM?
What is XRM?
Types of CRM
Benefits
The CRM Market
Review of Solutions – Stand Alone, Integrated and All in One
Questions & Discussions
7. Definition of CRM
An integrated approach to identifying, acquiring and
maintaining customers.
Allows companies to coordinate their approach across
channels, departments and also geographically
Customer Relationship Management (CRM) is a business
strategy directed to understand, anticipate and respond
to the needs of an enterprise's current and potential
customers in order to grow the relationship value. This
definition can be defined by five views:
8.
9.
10.
11. As a CEO Why is xRM Important
• What is going on in your company
• Reconnects you from the disconnect with Sales and other parts of the
business
• Now is a tool for the “C” not just traditional Sales & Marketing
• Big Data & Business Analytics
12.
13. What Are The Benefits?
1. TAILORED TO YOUR BUSINESS
• The xRM Application Framework is the common foundation upon which both
core CRM applications and “beyond” CRM applications (created by independent
software vendors) are built. So, for example, if you’re an insurance agency, you
can benefit significantly with an extended CRM (or xRM) application that
integrates seamlessly with your other systems to manage policies, underwriting
processes and approvals
2. RAPID DEPLOYMENT
• The xRM Applications Framework enables a company to use its existing CRM to
build custom applications within minutes or days, instead of weeks or months.
This shortens the time it takes for you to reap the value of your system and
lowers overall deployment cost.
14. What Are The Benefits?
3. INTUITIVE USER-INTERFACE
• Experiences can be customized using built-in form editors and other customization
techniques, helping increase employee adoption of the new system and reduce training
costs.
4. POINT-AND-CLICK DYNAMIC CUSTOMIZATION
• The xRM Framework is designed for flexibility, enabling you to support in-house the bulk
of application scenarios, with point-and-click customizations for simple applications that
include data and meta data services, user experience services, access and security
services, and analytical services. In other words, this platform empowers your staff to
build applications without having to use code or be expert programmers to make basic
changes.
5. SCALABILITY TO EXPAND WITH YOUR BUSINESS
• The xRM multi-tenant platform enables organizations to securely deliver line of business
(LOB) capabilities to multiple business units around the world, with full support for
multiple languages and currencies, allowing your system to grow as your business grows.
17. ANALYTICAL CRM
Analytical CRM is designed to analyze deeply the customer’s information and data and unwrap or disclose the essential
convention and intension of behaviour of customers on which capitalization can be done by the organization
COLLABORATIVE CRM
Collaborative CRM deals with synchronization and integration of customer interaction and channels of
communications like phone, email, fax, web etc. with the intent of referencing the customers a consistent and
systematic way.
OPERATIONAL CRM
Operational CRM is mainly focused on automation, improvement and enhancement of business processes which are
based on customer-facing or customer supporting.
GEOGRAPHICAL CRM
Geographic CRM (GCRM) combines geographic information system and traditional CRM. Geographic data can be
analyzed to provide a snapshot of potential customers in a region or to plan routes for customer visits.
18. SALES INTELLIGENCE CRM:-Top-performing sales organizations are
meeting the challenges of identifying the most likely buyers of their products
and services through the deployment of sales intelligence solutions that
introduce a wide variety of data streams to their front-line staff. By empowering
their sellers with better information about their prospect companies, markets and
individuals, these firms are able to maximize their chances of hitting quota, and
at the same time create efficiencies within the sales operations environment
23. All in One (Bundled)
Solutions
THE LANDSCAPE – WHICH ONE IS RIGHT FOR YOUR BUSINESS?
24.
25.
26.
27.
28. HubSpot evangelizes the inbound marketing concept through its own marketing
The company manages an 8,000-member LinkedIn group called Pro-Marketers
HubSpot's most effective inbound marketing has been its free online tools,such as Marketing Grader (formerly Website
Grader), which grades a website's performance and gives it a score based on how it compares to other websites that
have been ranked
HubSpot provides a software-as-a-service product for inbound marketing also called HubSpot
It includes tools for social media marketing, email marketing, content management, analytics, landing pages and search
engine optimization, among others.
The HubSpot suite of online tools has three primary applications: Content management tools for creating or managing
blogs, templates, forms and landing pages; Exposure optimization applications that help the content be found, such as
through search engine optimization; and Lead tracking and intelligence tools, which track and manage e-mail marketing,
customer interactions, qualified prospects, reports and analysis
As of 2012, about 8,000 companies use HubSpot. 85 percent of customers are based in the US.
HubSpot has integration features for salesforce.com, SugarCRM, NetSuite, Microsoft Dynamics CRM and others.Nimble
users can have HubSpot automatically add visitor data to their Nimble account, and user's of PR Newswire's iReach can
access iReach from the HubSpot dashboard.
There are also third-party services, templates and extensions that can be downloaded through the HubSpot App
Marketplace. HubSpot offers consulting services and hosts the HubSpot Academy, an online resource for learning
inbound marketing tactics. It also hosts user group conferences and offers inbound marketing and HubSpot certification
programs.
Hubspot
29.
30.
31.
32.
33.
34. Simplifies your sales and marketing efforts by delivering everything you need in
a single online system. Built exclusively for small businesses, Infusionsoft
includes all aspects of lifecycle marketing.
Start with lead generation tools to attract and capture website visitors. Use
Infusionsoft’s marketing automation, email, and social media features to engage
and convert leads. Robust CRM functionality allows you to score hot leads,
streamline sales and close more deals. E-commerce tools help you boost online
sales, automate fulfillment and get repeat sales.
In addition to powerful software, Infusionsoft provides personalized, one-on-
one coaching services to help you get up and running quickly. Infusionsoft can
help redefine the way you achieve your marketing and sales goals.
Mantra – Automate marketing, Get organized, Close Sales, Sell On Line***
Offers a certification program
All in one solution
Infusionsoft
39. Marketo offers an industry-leading leading web-based marketing platform for companies of all sizes to
form and preserve engaging customer relationships. Built by marketers, for marketers - Marketo provides
everything needed to achieve success quickly and scale as business needs grow.
This complete marketing suite features tightly integrated applications deliver a broad range of capabilities
including marketing automation, social marketing, lead nurturing, budget management, analytics, sales
insight, and website personalization. In particular, Marketo offers a process-driven automated campaign
builder, which provides more flexibility and scalability than the traditional if/then campaign builders.
Marketo has a native integration Salesforce.com (and was selected as the #1 Marketing Solution by users 5
years in a row). In addition, Marketo natively integrates with Microsoft Dynamics CRM and SugarCRM. This
bi-directional communication allows sales reps to get a clear picture of the leads in their pipeline, and
prioritize based on prospect engagement.
With over 3,000 customers, and 250 partners, Marketo offers a one-of-a-kind community of brilliant
marketers who share ideas, collaborate, and directly influence product developments. It’s a great fit for
pretty much any company engaging in B2B marketing efforts, especially technology companies. Marketo’s
software can handle clients with a user base ranging from three users to more than a thousand users, but
its price point makes it ideal for mid-market and enterprise organizations. Since its foundation in 2006,
Marketo has experienced enough momentum to make it the fastest growing marketing automation
vendor on the market.
Marketo
46. Act-On is a comprehensive marketing automation tool designed to offer businesses a complete
suite of applications, including email marketing, website visitor tracking, lead management,
social media management, reporting and analytics, as well as integrations with webinar and
event planning. Act-On was created in 2008 and this scalable, robust, and user-friendly system
currently serves over 1,500 businesses worldwide.
With Act-On's email marketing, customers can be segmented into lists by a variety of
categories, making it easy to tightly focus on a particular target market within that email group.
We really like the software's effective website tracking, which gives businesses complete
visibility into the types of customers that are visiting their site, as well as their activities. It's
even possible to know which companies visit a website before they fill out any forms. Webinar
and event planning have also become essential to generating interest in a particular product,
and Act-On streamlines the entire process.
Act-On provides effective marketing strategies, streamlined online processes, and centralized
sales and lead information, making it a highly effective marketing automation solution ideal for
small marketing teams needing effective tools with minimal IT involvement.
Act On
47.
48.
49.
50. Buy what you want to use
Do you need CRM?
Cost is expensive so buy wisely
Start with less expensive tools
Don’t buy big because its big
Try before you buy
All have strengths and all have weaknesses – There is not one solution that encompasses everything
Buy for the future
Do you have existing platforms or building from scratch
Do you have a CTA? What is your strategy?
Bottom Line
51. Discussion
• What works for you?
• Other topics: Mobile Data Collection – Business Card Scanning – Marketing Follow up - Now what?
• Questions? Comments?
• Contact info: Brad Tornberg – brad@e3help.com, (732) 735-6429
• www.e3help.com or www.e3businessconsultants.com
