When was the last time you benchmarked your company performance in CRM? What are the new and emerging best practices for maximizing the success of CRM initiatives? That’s precisely what we will be covering in this fact packed year-in-review. If you are like 8 out of 10 small-to-midsize business leaders, you know there’s lots of room for improvement with respect to data driven decisions in sales. In a recent 2012 survey from Gleanster, CRM adoption, CRM customization, and CRM data collection were the top three challenges with respect to customer engagement. In fact, the data revealed a handful of best practices that were unique to the success of Top Performing organizations. Join us for a closer look at the real best practices and CRM strategies that empower Top Performing small-to-midsize organizations. You’ll learn: • How Top Performing organizations achieve demonstrably higher revenue from a handful of CRM best practices • How to benchmark your organizations CRM practices against Top Performers • The top 5 things SMB’s MUST do to Guarantee CRM Success • How to measure and maximize ROI for CRM initiatives Now is a great time to take stock in your 2012 CRM strategy and boost 2013 sales with CRM best practices. For more information and free research downloads visit www.gleanster.com

1. Sponsored by:

2. Top Performers: Respondents that achieved
Top Quartile performance in key KPI’s
TODAY’S STATS Everyone Else: Everyone Else
Total survey responses: 318
CRM for Small & Midsize
Businesses
(Q3 2012)
n= 318
REVENUE
ROMI
CONVERSION RATE
#Goldmine 2

3. •
•
•
#Goldmine 3

4. •
– <$1M (48%)
– $1-10M (18%)
– $10-100M (34%)
•
•
#Goldmine 4

5. Customer Relationship Management
CRM •
– Managing and supporting
sales reps
MARKETING
SALES •
Contact – Maintain a list of contacts and
information
Opportunity Pipeline
SERVICE
FCST
•
– Finding, getting, and retaining
relationships
#Goldmine 5

6. #Goldmine 6

7. 5
questions small
businesses should ask
to maximize the
success of CRM
initiatives
#Goldmine 7

8. Challenges
Top Performers Everyone Else
Getting salespeople to
enter customer 81%
information into the 91%
CRM
Customizing CRM to 72%
maximize benefits 56%
Collecting the right 61%
data 42%
*Q3’12 CRM for Small & Midsize Businesses n= 318
#Goldmine 8

9. Challenges
Top Performers Everyone Else THEMES
Getting salespeople to
enter customer 81% Make it Easy
information into the Make it Valuable
91%
CRM
Customizing CRM to 72% Make it Easy
maximize benefits 56% Make it Valuable
Collecting the right 61% Make it Comprehensive
data 42% Make it Valuable
*Q3’12 CRM for Small & Midsize Businesses n= 318
#Goldmine 9

10. SMBs Using Sales
Technology
Type of CRM Used
45%
% of All Respondents
Yes 36%
77%
No
23%
On-Premise On-Demand
*Q3’12 CRM for Small & Midsize Businesses n= 318
#Goldmine 10

11. ೦ ೦
– –
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೦ ೦
೦
೦ ೦
೦
Still a matter of preference and unique organizational needs.
#AOWEB 11

12. 
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#Goldmine 12

13. •
– Relevant & timely engagement
– Decisions based on metrics
– Comprehensive visibility into segments and targets
•
– They are channel agnostic
– They don’t care how big your organization is
– They value personalization on every level
#Goldmine 13

14. PROSPECTS
Marketing
• Educate Engagement
• Advise
• Build Trust
Contact
Management
Opportunity
Management
CUSTOMERS
• Quality products & services
• Drive up-selling Finance & ERP
• Drive cross-selling
• Drive advocacy
• Drive lifetime customer value
Customer Service
#Goldmine 14

15. •
– Out of the box modules?
– Custom development
•
– Cost of modules
– Cost of customization
– Value derived from integration
#Goldmine 15

16. •
Multiple Systems Supporting the Customer Experience
Social Landing Paid
Media Email Marketing Page
Search
Marketing Hosting
Web
CRM Analytics
eCommerce/
Website
Mobile
#Goldmine 16

17. SERVICE
Contact Center
Marketing Automation iCRM
•Implicit Data
Robustness of Solution
•Explicit Data
•Marketing & Sales Alignment
Email Marketing •Multi-Channel Integration
•Implicit Data
MARKETING
•Behavior
Web Analytics
•Implicit Data
•Behavior
Customer Intelligence
•Data Augmentation
CRM
•Data Quality .
Sales Performance Mgmt
•Incentive Comp
SALES
•Sales Analytics
Sales Force Automation
•Contact Mgmt SFA
•Pipeline Mgmt
Value Derived
Level of Realizable Return on Investment
#Goldmine 17

18. #Goldmine 18

19. Value Drivers
Top Performers Everyone Else
Consolidate all customer
knowledge in the organization in 55%
50%
the CRM solution
Manage marketing/sales 48%
campaigns through CRM 55%
Data quality and cleansing 34%
25%
Demonstrate ROI through
increased sales revenue, customer 20%
41%
referrals, promotion…
*Q3’12 CRM for Small & Midsize Businesses n= 318
#Goldmine 19

20. Deep Dive: 5 Things SMBs Need to Guarantee Success with CRM
(December 2012)
All registered attendees
will be getting a
complimentary copy via
FrontRange Goldmine!
#Goldmine 20

21. • 1000s of Resources
• Videos
• Webinars & Events
• Social Media Feeds
• Vendor Profiles
• Analyst Commentary
• Solution Reviews
#Goldmine 21