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SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
Andy – Introduce yourself Leah – Introduce yourself Andy segue… AGENDA slide
Andy’s Slide 5 points of discussion in today’s agenda Leah to take over next slide (no segue needed)….
Leah’s Slide What does CRM stand for? What is it? History of purchasing and use and how it’s progressed to multi-department – everything revolves around sales PEOPLE VS. PURCHASE RECORDS Why it’s essential in today’s manufacturing marketing strategy? Leah segue to Andy as to why alignment is important…
Andy’s Slide Segue to Leah in next slide about verbiage
Leah’s Slide Segue to Training slide, done by Andy
Andy’s Slide The answer is repetition Segue to Leah’s slide about how better Analytics become available once adoption and training are effective
Leah’s Slide The 4 primary types of marketing metrics (left) The 2 primary kinds of reporting dashboards and insights drawn (right) Segue in to next analytics slide, which is Leah’s, showing some sample dashboards
Leah’s Slide, but Andy contributes some key client metrics after Leah’s done Explain what some of these mean Segue in to closing remarks and Q&A by Leah
Leah Explain our passion and strong belief behind the tool Open the floor for questions
Campaign & Lead Attribution: CRM Concepts for the Manufacturing Marketer
Campaign & Lead Attribution
CRM Concepts for the
CRM Manager & Consultant
Director of Digital Solutions
• 5+ yrs industry experience in
communications, logistics, education
• Certified Salesforce.com Admin/Dev
• Specializes in process design
• 12+ yrs industry experience leading
digital strategies for organizations
in highly competitive markets
• Clients have included, Boeing,
Littelfuse, MicroMo & Golds Gym
What We’ll Cover
systems in a
with a CRM
sales & mkt,
It’s about people, not systems
What is CRM and why is it essential to the manufacturing marketer?
The need to align Sales & Marketing
Alignment between Marketing
and Sales is potentially the
largest opportunity for
When marketing and sales
teams unite around a single
revenue cycle, they:
• Dramatically improve
• Sales productivity
• Top-line growth
How is this accomplished?
• Aligning People
• Aligning Systems
• Improved engagement
• Sales team feedback
• Accurate lead
Getting on the same page & speaking the same language
Data Dictionaries Help With…
• Cross-Departmental Alignment
• Data Quality
• Data Consistency
• Data Control & Process Documentation
• Data Analysis
• System Administration
• Data Integrity
In an ever-changing technology world, what is the best way to train CRM users
and stay up-to-date on solution improvements, upgrades, and new releases?
Training + Repetition = Adoption
The best approach to training and CRM management
Weekly: 1 Topic
Monthly: 4 Topics
Qrtly: New Launch
Types of metrics and ramping up
Lead source percentage
breakdown of Leads created
Geographic location of leads
coming in from paid search
Leads with an interest in latest
product launch or top 3
product pushes for quarter, from
Google vs. Bing vs. LinkedIn,
which is bringing in more
How many current customers
came from Paid Search efforts?
Which current customers have
the shortest conversion rates?
Which LS is most common?
Which marketing efforts did NOT
bring in significant customers this
year and how much did it cost us?
Which leads converted
(technically) but never made a