Make the Most of Your CRM for Sales & Marketing Organzations

#B2BU

Making the Most of Your CRM for Sales & Marketing Organizations

Dial in: 800-779-64371-203-827-7016

Passcode: 5163542

Moderator

Ben Turner- Sales Director, The Institute of Sales & Marketing

Management

@ISMM_UK

Sean McPheat- Managing Director, MTD Sales Training

@SeanMcPheat

@Sales_Training

Adil Berdai- Product Manager- CRM,

OneSource

@OneSourceInfo

Grant Leboff- CEO, Sticky Marketing Club

@GrantLeboff

CRM Survey ResultsThe panel will reflect on the results from the annual ISMM / OneSource CRM Survey and explore practical ways to achieve increased CRM effectiveness

Supporting, Promoting and Representing those who work in Sales

ISMM.CO.UK | STICKYMARKETING.COM | MTDSALESTRAINING.COM | ONESOURCE.COM#B2BU

CRM Survey ResultsThe panel will reflect on the results from the annual ISMM/Onesource CRM Survey and explore practical ways to achieve increased CRM effectiveness.


What key functions do you and other staff use in the CRM system?

2011 2012 2013

Contact management 93% 91% 92%

Opportunity management 65% 67% 65%

Sales analytics/forecasting 63% 58% 58%

Lead generation 52% 48% 57%

Customer service 53% 46% 49%

Telesales and inside sales use 52% 45% 44%Mobile working – the system is available on laptops, Blackberry, iPad etc 48% 40% 38%

Territory management 44% 32% 35%

Integration with a sales methodology 31% 32% 32%Sales collaboration – organising webinars, email campaigns etc. 33% 31% 25%Content management – sales collateral, price lists etc. 26% 19% 20%Social CRM' – integration with Facebook, Twitter, LinkedIn, other social media 11% 17% 15%


Taking these functions again, which ones have made the most impact for you or your company?

2011 2012 2013Contact management 68% 70% 67%

Opportunity management 43% 47% 47%

Sales analytics/forecasting 32% 29% 34%

Lead generation 21% 22% 24%

Customer service 19% 21% 23%

Telesales and inside sales use 21% 19% 16%

Mobile working – the system is available on laptops, Blackberry, iPad etc 20% 16% 14%

Integration with a sales methodology 11% 10% 13%

Territory management 14% 12% 11%

Content management – sales collateral, price lists etc. 6% 6% 9%

Sales collaboration – organising webinars, email campaigns etc. 9% 6% 9%Social CRM' – integration with Facebook, Twitter, LinkedIn, other social media 2% 4% 3%


Has your company integrated any of these additional sales-related applications into the core CRM system?

2011 2012 2013Customer record lists and data cleaning service 60% 59% 60%Information and business intelligence service/market research 28% 34% 34%

Extra reporting/analytics 32% 36% 32%

Customer satisfaction surveys/monitoring 31% 29% 29%

Customer reference system 32% 19% 25%

Contract management 26% 21% 19%

Relationship mapping tools 16% 16% 18%

Web analytics 15% 8% 12%

Collaboration tools 14% 13% 11%

Call centre system 16% 17% 10%

Document signing system 7% 10% 9%

Expenses management 9% 9% 8%

Route planning/vehicle tracking 5% 9% 6%

Compensation management 8% 6% 4%


Grant Leboff-

CEO, Sticky Marketing Club

@GrantLeboff

Word of mouth went online


Mass Personalization / relevance


Understanding the social graph / influencer Marketing


Sean McPheat-Managing Director, MTD Sales

Training

@Sean McPheat

#B2BU

9 ½ TIPS For Improving CRM Adoption In Sales People

Sean McPheat


QUESTION…

Why is there a problem with CRM adoption in sales?


TRADITIONALLY CRM SYSTEMS WERE USED FOR…

Keeping ScoreContact Database


QUESTION…

What Key Functions Do You Use In Your CRM System?

From The Research…

Contact Management 92%Opportunity Management 65%Sales Analytics/Forecasts 58%


QUESTION…

Which ones have made the most impact for you

or your company?

From The Research…

Contact Management 67%Opportunity Management 47%Sales Analytics/Forecasts 34%


THE REAL ISSUE WITH CRM ADOPTION IN SALES…


WHAT ARE THE ISSUES?


WHAT CAN YOU DO TO IMPROVE ADOPTION?


IMPROVING CRM ADOPTION – TIP 1

Clear Expectations Of What The System Will Accomplish



Personalised System – Relevancy – Mirrors Your Sales Process



Make It Easy To Use – Involve Your Sales People In The DesignUse Skins & Applications To Make Using It Easier



Train Your Sales People On The CRM System



Utilise The Reporting Power Of The System & Dashboards



Exception Reporting – Very Powerful Motivator



Reward Activity



Make Using CRM A KPI Within Your Performance Management System



Motivate Through Natural Competition


IMPROVING CRM ADOPTION – TIP 9 ½

Mobile Is A Given!


SUMMARY


Adil Berdai-

Product Manager- CRM, OneSource

@OneSourceInfo

AUGMENT YOUR CRM

Adding value improves CRM adoption


Adding value improves CRM adoption

CRM VALUE



Functions Used

Functions Impact


Adding value for CRM stakeholders – WIIFM?

ADDING VALUE

Sales

Marketing

Customers

CRM


ADDING VALUE FOR SALES

Revenue

Great leads and lot of them

Knowing when and how to engage these leads

Some suggested Apps to add value:

HubSpot

Nurture sales prospects with the right content at the right time

OneSource iSell

Provides you with who to call, when to call and what to say



Staying engaged in your prospect’s echo system

Detecting opportunities and risks within existing accounts and opportunities



Raising the whole team’s IQ

Reporting and territory management

Some suggested apps to add value:

Compete

Gamification to motivate sales, service & adoption


ADDING VALUE FOR MARKETING

Campaigns

Brand awareness

Lead generation & nurturing

Lead scoring and qualification

Some suggested apps to add value: Marketo

Automate & measure demand generation campaigns


ADDING VALUE FOR CUSTOMERS

ROI

Satisfaction

Engagement

Personalization

Relevance


Business

Make the Most of Your CRM for Sales & Marketing Organzations