CRM Integra,on Best Prac,ces
Improving Marketing & Sales Performance
The Flight Path
• Aligning Sales and Marke/ng
• Why Marke/ng is Driving Data Quality
• Top 10 Mistakes Made Implemen/ng
Aligning Sales and Marke,ng
• Lead Defini/on o Marke/ng to Humans o Selling to Organiza/ons
• Raising of Hands
Agreeing on Ac,ons
• Unknown Company
• Unknown Person • Known Person
Sales Acceptance
• Measure the Handoff o Accepted Opportuni/es o Completed Tasks o Time to Call
Why Marke,ng is driving Data Quality
Data Flowing Image
The New Data Geeks
• Marke/ng Needs the Data More
• Marke/ng is at the Beginning
How to be Awesome
• Implement a Data Quality Ini/a/ve o 3 Fields per Department o Quality KPIs on Dashboards o Quarterly Review
Push and Pull Great Data
• Capture Useful Data from the Team
The Challenge
• Data as a Process o It Never Ends o Needs Change o Data Gets Corrupted o Each Record Costs
Top 10 Integra,on Mistakes
Prevent a re-implementation
10 -‐ No Record Owners in CRM
• Who is the Client Advocate?
9 -‐ Sales Doesn’t Use Pardot
• to Check Engagement
• to Add to Program
• to Correct Bad Data
8-‐ No Repor,ng Fields in CRM
• Repor/ng for Business Decisions
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7 -‐ Strange Assignment Rules
• Everything is a Special Case • Too many Decision Makers
• Complexity Kills Implementa/ons
6 -‐ Rogue CRM Admins
• Update CRM and Ignore Pardot
• Change Lists and Forms
• A Field for Everything • Bad Workflow
5 -‐ Mandatory CRM Fields
• Make Fields Condi/onal
• Progressive Profiling • Pardot Permissions
4 -‐ No Manual Monitoring
• Watch for Errors
• Scan and Grade Prospects • Find Diamonds
3 -‐ Confusing Automa,on
• Rules Run Once! • Use Tags • Ac/ons are Everywhere
o Content o Forms o Rules o Programs
2 -‐ No CRM Automa,on
• Repe//ve Manual Effort S/nks o Assign Tasks o Create Opportuni/es o Schedule Phone Calls
1 -‐ Massive Duplica,on
Clones
But WAIT…
The single most important improvement…
The Hidden Goldmine
It’s out there…
Financial Informa,on
• Purchase Data is a B2B Marketers most Valuable Tool
Does your CRM Track the Money?
It must…
What we do
Rob MacEwen Managing Director
Toronto, Canada, Earth t (866) 563-‐3858 x201 t @robmacewen e [email protected] w www.audaxium.com
