CRM BEST PRACTICESGet More Value From Your CRM

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STACY JACOBSS T A C Y @ F L A M I N G O E S . C O N S U L T I N G

Tonight’s Agenda

CUSTOMER LIFE CYCLE

B E S T P R A C T I C E S F O R L E A D A N D A C C O U N T M A N A G E M E N T

( S A L E S F O R C E D E F I N I T I O N S P E C I F I C )

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TAKING IT ONE STEP FURTHERI N T E G R A T I O N S N A G S A N D S O L U T I O N S

Typical Sales Process

3 Step vs 2 Step

3 STEPS

1 . M a r k e t i n g n u r t u r e s

2 . I n s i d e s a l e s q u a l i f i e s a n d

c o n v e r t s

3 . S a l e s w o r k s t h e o p p o r t u n i t y

2 STEPS

1 . M a r k e t i n g n u r t u r e s ,

q u a l i f i e s a n d c o n v e r t s

2 . S a l e s w o r k s t h e o p p o r t u n i t y

Increase Your Pipeline

1 . D e f i n e t h e p e r f e c t l e a d

W h a t i s t h e i r r o l e i n t h e b u y i n g p r o c e s s ?

A r e t h e r e a n y b e h a v i o r i a l t r a i t s t h a t q u a l i f y t h e m t o b e c o m e a n

O p p o r t u n i t y ?

2 . L u r e t h e m i n w i t h t h e p e r f e c t c o n t e n t ( O p t i o n a l )

S e g m e n t y o u r a u d i e n c e a n d d e l i v e r t a r g e t c o n t e n t

C a l l s o f a c t i o n c r e a t e a c t i o n

I n t e g r a t e l e a d g e n e r a t i o n w i t h s t r a t e g y

3 . A l i g n y o u r m a r k e t i n g a n d s a l e s t e a m s

S h a r e t h e d a t a b a s e a n d i n c r e a s e y o u r o d d s

“Marketing and sales should be your company’s quarterback and receiver.

They should know the plays before the game even begins.”

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J O H N K U C E R AD I R E C T O R O F P R O D U C T M A N A G E M E N T

S A L E S F O R C E . C O M

Increase Your Pipeline

4 . P l a n t h e c u s t o m e r ’ s d i g i t a l n u r t u r i n g j o u r n e y

O n l y c o n v e r t t h e p e r f e c t l e a d

5 . C l e a n d a t a

I n c o r r e c t d a t a i s c o s t l y d a t a

I n c r e a s e y o u r c o n v e r s i o n r a t e s

6 . I n v e s t i n M a r k e t i n g A u t o m a t i o n

T h i n k ‘ s c a l a b i l i t y ’

T h i s c a n b e a M a r k e t e r ’ s b e s t f r i e n d

Marketing Automation

Source: http://www.pardot.com/blog/the-basics-of-lead-nurturing-infographic/

Integration Pitfalls

A s s u m i n g t h a t d a t a p a s s e d b e t w e e n s y s t e m s i s c o n s i s t e n t

a n d p r e s e n t a t i n i t i a l c o n n e c t i o n

N o u n i q u e i d e n t i f i e r !

W h a t d a t a l i v e s w h e r e ? I s t h e r e a s i n g l e s o u r c e o f t r u t h ?

S o l u t i o n : T e s t . T e s t . T e s t . H i r e a n e x p e r t .

N o t t a k i n g t h e t i m e t o p r i o r i t i z e a n d d e f i n e t h e

t r a n s f o r m a t i o n f r o m c u r r e n t s t a t e t o f u t u r e s t a t e

N o t t a r k e t i n g p a i n p o i n t s , k e y m e t r i c s a n d s e t t i n g a n e n d g o a l

S o l u t i o n : T a k e y o u r t i m e a n d f i n d w a y s t o s i m p l i f y p r o c e s s e s

N o t u n d e r s t a n d i n g t h e u n s u b s c r i b e ( a n d s u b s r i b e ) p a t h

N o t t r u l y c o m p l y i n g t o a n u n s u b s c r i b e – W h a t i s t h e s u b s c r i b e r e x p e r i e n c e ?

S o l u t i o n : R e f r a i n f r o m u s i n g m u l t i p l e l i s t s .

CRM BEST PRACTICESGet More Value From Your CRM

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STACY JACOBSS T A C Y @ F L A M I N G O E S . C O N S U L T I N G