KETMAR

INGVISIBILITYPractical aDVicE from peers and industry experts on solving critical issues.

Gaining better visibility into

marketing campaigns

6ADVICEof PEERPIECES

NOTES FROMTHE FIELD

VOlUME 2

Marketing teams are engineered to be

creative, but all too often they get tied

down with administrative tasks required to

execute campaigns and to measure success.

Marketers should be focusing on attracting

new customers and retaining the ones they

have.

MARKETING VISIBILITY

The right tools can allow marketers to easily

plan, create, manage, and execute campaigns,

while ensuring the right people are on

the right tasks. With Microsoft Dynamics

CRM, companies can have the insight they

need to better understand their customers

while at the same time, understanding the

effectiveness of their marketing investments.

WhAT IS “NoTES fRoM ThE fIElD”?

To help organizations with some key issues,

Columbus has asked our customers and

industry experts, “What advice would you

give your peers to gain better visibility into

your marketing campaigns using Microsoft

Dynamics crM?” Our customers, employees,

analysts, consultants and partners from all over

the globe have provided feedback directly to

Columbus or via our social media channels to

give their “Notes from the Field.” We received

hundreds of responses which were distilled into

this document that we hope you will find useful

and interesting.

NOTES FROMTHE FIELD

What advice would you give your peers to gain better visibility into your marketing campaigns?Q:

Create dashboards to display

marketing campaign results. This

allows sales to see all leads that

are coming in and where they are

coming from, quickly and easily.

account executive, United States

“ Permission based marketing allows you to make sure you are marketing to the right people by tracking opt-in/opt-outs.“

marketing manager, United Kingdom

“ Utilize a system that can help you track all of the data. Having one system that can provide marketing automation, lead and opportunity management and campaign management will allow marketers to see campaign results from end to end.”

marketing Director, United Kingdom

An e-mail marketing tool is a

must. ClickDimensions is one

of the best solutions out there

and makes creating and sending

e-mails extremely simple. It tracks

everything from e-mail clicks, to

page views, to form submittals,

and much more. It has truly

changed the way companies

communicate with customers.

vice presiDent of sales, United States

Build targeted lists to segment your marketing.

marketing manager, Norway

“ A fully automated system can provide you with reports so you can understand your cost per lead, cost per opportunity and identify trends as to what types of marketing is most profitable, something that can be very hard to track and identify if all of the information resides in different systems.“

marketing manager, United Kingdom

Columbus is widely recognized as a global leader in maximizing efficiency and business performance. With deep industry expertise we know how to make our clients more successful by adapting and implementing proven Microsoft-based solution sets for immediate business impact.

By upgrading to a Columbus end-to-end business application you will gain real time access to accurate business details and full control over every aspect of your operation, so you can adjust to changing business environments.

Our proven SureStep+ process and unique solution sets ensure a faster and less expensive implementation of truly flexible and future-safe ERP, CRM, BI and related business applications that deliver competitive advantage. By clearly scoping projects and phases Columbus enables clients to grow continually adapting their solutions to realize value and justify the technology investment.

technology solutionsMicrosoft Dynamics CRM

Microsoft Dynamics AX

Microsoft Dynamics GP

Microsoft Dynamics NAV

Business Intelligence

SharePoint and Development Services

Columbus Advanced Discrete Manufacturing Solutions

Columbus Business Integration Solutions

Columbus rapidValue

Columbus Supply Chain Solutions

Columbus food and Beverage Solutions

Columbus Add-on Modules for Microsoft Dynamics AX

HOW CAN COLUMBUS HELP?

We can help you streamline processes to optimize your business performance in a

professional and pragmatic way. By upgrading to a Columbus end-to-end business

application you will gain real time access to accurate business details and full

control over every aspect of your operation, so you can adjust to changing

business environments.

power your marketing proDuctivityFor organizations that want to optimize marketing efforts, Microsoft Dynamics CRM provides a holistic, comprehensive set of marketing capabilities so you can target your customers effectively. With robust data cleansing and segmentation tools, leading campaign management features, and insightful marketing analytics, Microsoft Dynamics CRM increases the effectiveness of marketing programs, improves efficiencies, and tracks key metrics.

capabilities

MICROSOFT DYNAMICS CRM

PLANNING & BUDGETING

DATA AND LIST MANAGEMENT

MARKETING ANALYTICS

CAMPAIGN MANAGEMENT

• Create daily, weekly, monthly, quarterly, annual, fiscal, or seasonal budgets.

• Never re-key expenses, revenue, purchase orders, media orders or bookings.

• Update and consolidate budgets by multiple users. LEAD TRACKING

• Promote qualified leads to new opportunities with a single click.

• Deliver the right lead to the right person based on workflow rules that you define.

• Understand and leverage complex business scenarios with enhanced support for many-to-many relationships.

• Automatically create static or dynamic lists based on accounts, contacts, or leads.

• Import lists while ensuring accurate data capture using the Data Import Wizard.

• Automatically detect and remove duplicate records to improve response rates and campaign performance.

• Manage customer permissions with native opt-in/opt-out tracking.

• Introduce new products and services efficiently, and improve up-sell and cross-sell opportunities.

• Allocate marketing resources based on a clear understanding of trends and opportunities.

• Segment customers by their demographic profile and spot purchase trends as they develop.

• Create insightful and focused dashboards that highlight key marketing metrics.

• Define tasks, activities, and marketing materials for the entire campaign life cycle.

• Drive closed-loop campaign execution by tracking responses to every campaign activity.

• Create and send professional-looking e-mail communications.

• Convert e-mail responses to leads or opportunities.

Deliver impactful marketing

campaigns and consistent

communications.

A big tHaNK YOU to everyone who has contributed to the Notes from the Field including:

Brian Dewulf. richard riddle, lori McKienzie, lauren radlick, leah liinangi, chris Green, Devan andrzejewski, Jennifer Mislinski, Bill anderson, Ellen Hoefste, Vince lopiccola, thomas Hauge.

WANT TO KNOW MORE?For more information on Columbus, including case studies, videos and white-papers, visitwww.columbusglobal.com/us

The Columbus CRM Notes From The Field Series:

Volume 1Increasing Sales

Volume 2Marketing Visibility

Volume 3Plant Maintenance

Volume 4Service Management

For more information on Columbus, our clients’ experiences and our solutions, please visit www.columbusglobal.com

’Columbus’ is a part of the registered trademark ‘Columbus IT’

ABouT ColuMBuS:

Columbus is the preferred business partner for ambitious companies worldwide.

We exceed 20 years of experience and 6,000 successful business implementations,

and we’re proud to offer our customers solid industry know-how, high performance

solutions and global reach.