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Sales and MarketingCRM Best Practices
Why are we here?
Get the most out of SugarCRM at marketing• How to generate more leads for my sales team?• How to measure quality of leads?• How effective are my campaigns? ROI?• Are you nurturing your leads?• What is the lead handoff process?
What about Sales?• How does my team properly work a deal together?• How do I make sure Leads are followed up on in a timely
manner?• How do I make my reps more efficient? • How do I manage the pipeline and properly forecast?• How do I research customers before calling?
More Leads for Sales
More Revenue
Marketing Best Practices
Lead Analysis
• Do you have Marketing Automation enabled?• Marketo• ActOn• Leadformix
• Where are the leads coming from?• Website, Call In, Chat, Referral, Trade Shows
• Lead Scoring• By Role, Company Size, Market, # of Visits, Email Clicks
• What about the quality of leads?• # of Employees• Revenue• Market• Life Time Value LTV• Lead Acceptance by Sales
• Hubspot• Pardot• Automatr
Marketing Automation
• Who came to your website?• How long did they stay?• What did they read/download?• What type of company?• Did they contact us?
• Who came to your website?• How long did they stay?• What did they read/download?• What type of company?• Did they contact us?
Marketing Campaigns
• How to create and schedule a campaign?• Tracking Clicks versus Opens• When is best time to send an email blast?• Follow Up Methods• How to track ROI for campaigns?
Marketing Effectiveness
Reports•# of new Leads per week, month by Category/Practice/Region•# of new Opptys per week, month by Category/Practice/Region•# of Leads by Lead Source by month•# of Leads by Campaign•# of Won Opptys per Category/Practice/Region•# of Lost Opptys per Category/Practice/Region•Lead Quality Score by Category/Practice/LOB•Oppty Close Rates by Lead Quality•Average time to make first contact per Lead by Sales Rep
Sales and Marketing Handoff
• Establish a mutually agreed upon marketing-sales process• What is the criteria to handoff leads to sales?• What about cold leads?
• Establish a nurturing process with marketing• Feedback loop to marketing regarding Wins and Losses
• Competitive Info• Product Strengths/Weaknesses
Sales Best Practices
Lead Assignment
• How are leads being assigned?• Assign to a User• Assign to a Team• Based on Territory• Round Robin (module required)
• Is anyone being notified?• Internal email alert• External customer thank you email
• Auto-Assign Tasks• Create Tasks• Create Calls
Workflow
Lead Status
• How do I know my leads are being followed up on?• Configuration• Workflow
• Eg, nobody followed up onLead in 2 days……escalate to management via email
Working Leads
• Use Advanced Search• Add custom filter fields• Save Searches
• Capture all history (Phone/Email/Tasks)• Email Plugins
• Customize Lead/Call Screens• Social Research
• InsideView• LinkedIn
• Click to Dial saves time!• Google Voice, Asterisk, Custom PBX
• Integrate Google Maps for setting in person meetings
Working Opportunities
• Quoting Process• Customize Templates• Update Oppty Amount with specific Quote (custom)
• Discount Approvals• Utilize workflow for discount approvals
• Pipeline Management• Won Report• Loss Report
• Decision Factor• Competition
• Integrate a Document Management system• Ie, Docusign
Call Lists
How do I optimize my calling for the day?• Standardize a Call List• Click to Dial• Configuration
Common Integrations
What are some common application integrations to make us more effective?
•Contract Signing, ie DocuSign•Telephony (Click to Dial, Screen Pop, Call Recording)•Accounting System Integrations
• Create PO when Oppty is set to “Won”• Synch Accounts • Push Invoice status to SugarCRM• Push Inventory data to SugarCRM
•Do you require deeper Service functionality = Zendesk•Need to generate more Leads from SEO = Hubspot•Require deeper integration with email?
• Exchange or Gmail?•Marketing Automation
• Marketo, Pardot, ActOn, Leadformix•More Sophisticated Workflow with ProcessMaker
Sales Effectiveness
Reports•Pipeline report•Forecast report•Lead to Oppty conversion rates•# of Calls per week per rep•Oppty Dropout report•Cross-Sell and Up-Sell Reporting
• By Category or Products•Oppty Lost versus Oppty Won report
