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Cross-Sell best practice

Sage CRM

Learning from each other to achieve a better result

Strategy and Planning

Lead Generation

Qualification

Sales Operations

Purchase &

Post Sales

Service

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Each region has its own personality

Each region has its own CRM story

Therefore we need a model that everyone

can identify with, and use as a “guide”…

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We call this “Pathways to success”Each region is somewhere here. Our objective is to get everyone to “scaling”

Opportunistic• “Grab a $”

• No Growth Strategy

Evangelistic• Individual Heroic Effort

• Interesting but not strategic

• Operating on good will and in partnership with a small team

Measured• Growth Results

Acknowledged & Tracked

• Level 1 Organisational Investment

• Looking for Best Practice

• Starting to look at “How do we scale this?”

• If not sponsored can slip back!

• 1 year outlook

Systematic

• Sponsored and Prioritised

• Proving a model for scale

• Deep Market Analysis

• Leveraging and Creating Best Practice

• Investment Cases based on Proven Model

• 3 Year Outlook

Scaling

• Bringing the power of the channel

• Executing a well defined and proven model for scaling

• A significant number in the business

• 5 Year Outlook

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Marketing

– How do we generate more leads?

– How do create more awareness?

Technical

– How do we build competency?

– How do we build capability?

Sales

– How do we sell “better”?

– How do we enable the channel?

What’s the Purpose?To learn and implement best practicesExamples

How do we scale

this?

Organisation

– How do we build competency?

– How do we build capability?

We will achieve this by following these steps

Date:

FY15Q2 - January

Date:

FY15Q1- October

Step 1:

Research

Step 3:

Plan, creation and

implementation

Date:

FY15Q1 - November

Step 2:

Best-practice design

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Step 1: Research

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Sample survey questionsMarketing

Marketing Diagnostic

Brand Average 2.3 2.8

We attend (or sponsor) local CRM industry events (if applicable) 5 4

We attend or run our own local CRM events for partners 3 3

We attend or run our own local CRM events for prospects (with or without partners) 1 4

We attend or run our own local CRM events for customers (with or without partners) 1 2

We run local PR initiatives to promote Sage CRM 2 2

We advertise Sage CRM in local publications 3 2

Sage CRM is in a prominent position on the local website (homepage) 3 4

We develop our own digital marketing assets for Sage CRM 2 3

We run our own social media marketing initiatives for CRM (or include in multi product versions) 2 2

We include Sage CRM in all local portfolio marketing initiatives 1 2

Effectiveness Impact

Segmentation/Data Analysis Average 2.5 4.25

We do customer analysis to identify the appropriate target market or segment for Sage CRM 4 5

We share this analysis with business partners, to help focus their efforts 2 4

We segment our campaign lists before sending any Sage CRM campaign 2 4

We carry out partner analysis, identify key performing metrics and allocate campaign leads on that basis 2 4

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OutputZones of Excellence = Best Practice

sagecrm.com

Sample survey questionsMarketing

Marketing Diagnostic

Brand Average 2.3 2.8

We attend (or sponsor) local CRM industry events (if applicable) 5 4

We attend or run our own local CRM events for partners 3 3

We attend or run our own local CRM events for prospects (with or without partners) 1 4

We attend or run our own local CRM events for customers (with or without partners) 1 2

We run local PR initiatives to promote Sage CRM 2 2

We advertise Sage CRM in local publications 3 2

Sage CRM is in a prominent position on the local website (homepage) 3 4

We develop our own digital marketing assets for Sage CRM 2 3

We run our own social media marketing initiatives for CRM (or include in multi product versions) 2 2

We include Sage CRM in all local portfolio marketing initiatives 1 2

Effectiveness Impact

Segmentation/Data Analysis Average 2.5 4.25

We do customer analysis to identify the appropriate target market or segment for Sage CRM 4 5

We share this analysis with business partners, to help focus their efforts 2 4

We segment our campaign lists before sending any Sage CRM campaign 2 4

We carry out partner analysis, identify key performing metrics and allocate campaign leads on that basis 2 4

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Zone of excellence = Best practiceOutput: Plan for how we get there

1

2

1 = Brand (Effectiveness 2.3 / Impact 2.8)

2 = Segmentation Analysis (Effectiveness 2.5 / Impact 4.25)

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Step 2: Best-practice design

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Following the sales funnelFunnel definition

Strategy and Planning

Lead Generation

Qualification

Sales Operations

Purchase &

Post Sales

Service

Select a level to learn more:

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Following the sales funnelIdentifying best-practice

Brand

Group

– Campaigns (Project Unity)

– Group Website

Dublin

– Analyst Relations

– Event participation

OpCo

– Local Events, PR, Publications

– Local Website, Digital, Social

– CRM in portfolio marketing

Strategy / Planning

Capability Analysis

– Introduce the “maturity model”

concept. Consider effectiveness /

impact diagnostic to establish best

practice and “norms”

Customer Analysis

– Product Scoring, Conjoint (NA)

– Marketing plan

against business

plan and

CRM/Portfolio

strategy

– Brand and

campaign activities

planned and

scheduled

– High level resource

allocation

Strategy and Planning

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Following the sales funnelIdentifying best-practice

Campaign Generation

Strategic

Thought Leadership

– Project Leopard (Europe)

Executive Engagement

– Executive Business Review

Campaign (NA)

Operational

CRM Marketing Campaign

– Commitments (S200)

Vertical Marketing

– Construction (NA), also S200

Functional Marketing

– CRM as “operational centre” (SA)

Call to Action

Visit Website:

– Sage CRM Global

Visit Landing Page / Portal:

– EBR (NA)

– Commitments (S200)

– Others

Take Trial or “Test Drive”

– Sage CRM Cloud

Immediate Purchase

– E.g. discounted licenses

Schedule Meeting or call:

– EBR (NA)

– Other regions do similar

Marketing Qualification Process:

– Internal/External Telemarketing

– Partners

Segmentation

Campaign Target Segmentation:

– Project Leopard (Spain)

– Largely “campaign”

approach

– Market segmentation

– Campaign design and

creation

– Resource allocation

– Campaign execution

– Lead generation and

handover to

qualification

Lead Generation

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Following the sales funnelIdentifying best-practice

Qualification

Definition

– Outline a “standard” definition of a

marketing qualified lead

– Outline the processes used to

qualify a lead (including cadence

of campaign follow-up)

– Outline the resources that will

carry out the follow up

– (Spain has strong follow-up

process; very phone-based)

Transition

– Direct or indirect RTM?

– Define how leads are allocated to

the channel (geography,

expertise, partner-of-record for

another product?)

– “Marketing qualified

lead (MQL)”defined

– Cadence of follow

up defined

– Executed by internal

/ external telesales

– Lead handover to

sales

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Following the sales funnelIdentifying best-practice

Sales Capability

Sales Academy content and

eLearning can be used to cover (e.g.)

– Sales qualification

– Value proposition

– Demonstrating ROI

– Requirements gathering

– More….

Sales Tools

Do we need a tool to help sales

people – e.g. the X3 Cloud Book:

– Product presentations

– Industry examples

– Case Studies

– Whitepapers

– Partner add-ons

– A prepped Sage CRM instance

(cloud or on-premise; integrated or

standalone)

– Competitive battle-cards

– Any diagnostics or other tools

Do we need a self-service turnkey

portal to allow partners use by

themselves?

– Similar to cloud book in scope

– Include the ability to launch

campaigns from one location

– Leverage community?

– Leverage eLearning?

(Have had mixed results – S200 and

Germany offered something similar

before but poor adoption)

Sales Operations

Sales Capacity

– How far can Sage support itself, or

the partner, along a cycle?

– Is there dedicated resource to

assist in the cycle (e.g. marketing,

pre-sales, “evangelist”, product

manager, C-level where needed)

– Is there a tiered partner

programme with different

engagement models (e.g. HRMS

in NA; Commercial Accelerator

Programme S200)

– Can we resource this?

Sales Model

Direct, Indirect, Assisted Direct– Assumes partner or

direct sales

– Lead prioritisation and

call scheduling

– Second-phase

qualification

– Preliminary

requirements

gathering

– “Expert” intervention

(e.g. pre-sales)

– Demonstration

– Solution Design

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Step 3: Plan, creation and

implementation

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Our “Pathway to success”5 steps

Low-hanging Fruit: Identify and adopt known best-practices

Effectiveness/impact research

“Pathway to success” design per region

Growth plans to support the “pathway”

Implementation: First phases by FY15Q1

01

02

03

04

05

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“Low Hanging Fruit”3 Areas proven to enable success

• How can we provide more focus?Focus

• A partner programme is a structure that has proven to work!

CRM Partner Programme

• A simple, easy-to-use, centralised resource centre is a no-brainer!

Turnkey Marketing