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CRM & The Promise of AutomationJoin the conversation: #techmap
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Housekeeping
Three things:
1. Talk to three people you haven’t met before
2. Share a tweet #techmap3. Ask a question
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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?
Sponsored by:
Our speakers
Sponsored by:
Richard YoungDirector of CRM SalesBullhorn
Simon DanielsHead of Marketing OperationsHanson Wade
Richard YoungDirector of CRM Sales, EMEA
Join the conversation: #techmap
Sponsored by:
Bullhorn CRMRichard YoungM:+44 7768876221E: [email protected]: @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
Join the conversation: #techmap
Sponsored by:
#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
#techmap @mktginsightguy
1. It’s not all text book
#techmap @mktginsightguy
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
To find out more visit:www.thisistechmap.com
soundcloud.com/techmap (for our brand new podcast)
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