Techmap: CRM and Marketing Automation

CRM & The Promise of AutomationJoin the conversation: #techmap

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Introduction

CRM and marketing automation show huge promise. But according to Forrester Research only 47% of CRM projects meet expectations. Gartner and the Economist suggest even worse success rates.

So where are we going wrong, or more importantly, how do we get it right?

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Our speakers

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Richard YoungDirector of CRM SalesBullhorn

Simon DanielsHead of Marketing OperationsHanson Wade

Richard YoungDirector of CRM Sales, EMEA

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Bullhorn CRMRichard YoungM:+44 7768876221E: r.young@bullhorn.comT: @Richard_Y

Richard Young - @Richard_Y #TechMap

Utilising Content in Sales & Marketing

Alignment

@Richard_Y - #TechMap

Talking of Content

Content in Social

Where Content Works Best

Where Content Works Best

Qvidian says that the most used content is:

ProposalsPresentations

RFPs

65% of Content is never used

So What?

Talking of Sales & Marketing Alignment

• According to a 2010 report by Aberdeen Research, companies that are best-in-class at aligning Marketing and Sales experienced an average of 20% growth in annual revenue.

• According to MathMarketing, alignment between Marketing and Sales can help your company become 67% better at closing deals, and generate 209% more revenue from Marketing.

THE AVERAGE TENURE OF A:

• CMO/Marketing Director: 45 Months• VP Sales/Sales Director: 18 Months

THE AVERAGE SALARY OF A:• Marketing Director:

£71,270 / $154,910  Year• Sales Director:

£68,515 / $148,200 Year £30,051 Commission

Marketing Persona

Marketing Persona

Marketing Persona

Sales Persona

Sales Persona

Sales Persona

Sales Persona

“What we have here is a failure to communicate”

MARKETING LEAD – Web lead, trade show lead, or inbound

lead. Someone that marketing has “captured”.

MARKETING QUALIFIED LEAD– You believe this lead is worth passing to

Sales. You have done some basic qualification to see that there is interest.

Are You Speaking My Language?

“What we have here is a failure to communicate”

SALES QUALIFIED LEAD – Sales have engaged and found that they

do need your products/services i.e. they have a problem you can resolve.

SALES OPPORTUNITY– They have an active project and you’re

helping them with it. It’s going on your forecast.

Are You Speaking My Language?

Let’s Talk Pipeline

• Website visits• Visits that convert into Leads• Leads that convert into MQL• MQL that convert into SQL• SQL that convert into Closed deals

Let’s Talk Pipeline

Lets Talk Pipeline

Buyers Cycle

Marketing Support

Sales Cycle

Customers Matter

Marketing Automation meets CRM

Top Tips for Sales & Marketing Alignment

• Agree a common language

• Agree measurement (KPI)

• Build a Buyer Persona – and the Buyers Journey.

• Ensure you support the buyer journey together.

• When deals fall out of the sales process – recycle them.

Recommended Reading

• 5 Reasons why CRM fail http://bit.ly/1iiTtye and how to solve them

• MathMarketing on Sales & Marketing http://bit.ly/1F9C2Kj

Thank you for listening

Simon DanielsHead of Marketing Operations, Hanson Wade

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#techmap @mktginsightguy

ThreeSimon Daniels

Head of Marketing OperationsHanson Wade

#techmap @mktginsightguy

Background Currently

Database Marketing CRM Programme

Management Marketing Operations Marketing Technology

Consulting

Title Head of Marketing Operations

Company

Sector Conferences

Experience Across

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1. It’s not all text book

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2. Get in-house expertise as soon as you can

#techmap @mktginsightguy

3. Not all platforms are created alike

Source: Scott Brinker/Marketing Technology Landscape Supergraphic (2015)

#techmap @mktginsightguy

It’s not all text book

Get in-house expertise as soon as you can

Not all platforms are created alike

1.

2.

3.

Summing up…

#techmap @mktginsightguy

Simon DanielsHead of Marketing Operations, Hanson Wade

@mktginsightguy

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