pardot elevate 2012 - implementing and re- implementing pardot with your crm system
DESCRIPTION
A well-thought-out CRM integration will lead to less work with better results. A poor configuration can result in missed leads, automation disasters, and a lack of reporting. In these slides, Rob MacEwen brings opportunities into focus and identifies the pitfalls to consider when integrating Pardot with your CRM system. He will cover a multitude of topics including why marketing is driving data quality, managing the handoff between Sales and Marketing, reporting on Pardot within your CRM, and how to avoid common mistakes that prompt a re-implementation.TRANSCRIPT
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