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CRM and Marketing Automation 101

Evaluation, Implementation and Optimization!


Presenter: Kathryn Honderd, Client Services Manager"
A Little About Me"
                     •  #10 employee at Pardot"
                     •  I <heart> to-do lists"
                     •  Ironman World
                        Championship (Kona, HI)"
CRM and Marketing Automation 101 - Evaluation, Implementation and Optimization
What will we talk about today?"
•  Evaluation"
   –  Set goals"
   –  What to look for"
•  Implementation"
   –  Where to start"
   –  Keys to success"
•  Optimization"
   –  Revisit"
   –  Use your sales team"
So you’re looking for a Marketing
       Automation Tool…"
          Evaluation 101!
                !
The Players"
•  Who needs to be involved? "
    –  Sales"
    –  Marketing"
    –  CRM Admin"
    –  IT"
    –  Client Services"
    –  Big Boss"
    –  Finance"
"
THE BIG QUESTION"
•    What are your goals?"
•    What are other stakeholders’
     goals?"
•    What are the company’s
     goals?"
•  **Hint: rank them**!
       !
Just Say NO"




          Process"
Wants vs. Needs"
Wants"                                                   Needs"
•  100% accurate address info"                           •  First name, last name"
•  Swanky interface"                                     •  Working interface"
•  Lead assignment happens                               •  Lead is assigned to correct
   exactly how you picture it"                              person"
•  Mobile app"                                           •  Alerts to reps"
•  Instantaneous syncing"                                •  Speedy syncing"
•  Every report"                                         •  Certain reports"
   ""
**Hint:	
  You	
  MUST	
  have	
  some	
  nego6ables!**	
  
Checklist: Know Thyself"
q    When is a lead assigned & why?"
q    What does the “handoff” look like?"
q    How does sales follow up with leads?"
q    What if they aren’t ready to buy?"
q    What data are you collecting?"
q    What data is mission critical?"
q    How are your sales reps using the CRM?"
q    Who else uses the CRM & how?"
q    What are you reporting on?"
q    What custom set ups or workflows do you use?"
q    Other tools or integrations with your CRM?"
Checklist: Don’t Forget To Ask"
q  What version/type/plan of CRM do you have?"
q  What plan/package of Marketing Automation is needed? "
q  Set up? ""
    q  How long?"
    q  Who helps?"
    q  Documentation? "
    q  Additional cost?"
q  De-duplication?"
q  What syncs? Modules, data, fields…"
q  Screenshots, please!"
I bought it! Now what…?"
     Implementation 101!
Do it all on the first day..."

	
  	
  



	
  
First Things First"
•  Who needs to be included?"
•  What is the time frame?"
•  What are you responsible for?"
•  What is your vendor and/or
   implementer responsible for?"
•  What are your goals? "
Consult Your Vendor"




                 Hint:	
  They	
  are	
  usually	
  right!	
  
Map It Out"
•  Overall lead flow
   including Marketing &
   Sales "
•  CRM & Marketing
   Automation specific"
•  **Hint: Get visual –
   whiteboard, Visio,
   napkin**"
Checklist: Just want to make sure…"
q  Which system will be the master?"
q  How does lead assignment and ownership work?"
q  What fields and modules sync?"
q  How do you configure or map the syncing?"
q  What happens on the initial sync? "
q  How will it work after that? "
“Go Live” "
•  Do it in phases"
•  Phase 1"
   –  Show value asap"
   –  Sales buy-in"
   –  Only 1 first impression"
I’m ready for awesome"
     Optimization 101!
Revisit Your Integration"

•  Create a nurturing program…for yourself! "
•  Or better yet, your stakeholders"
•  Fresh eyes"
•  Account audit"
•  New features"
Why isn’t my sales team…?"

•  Sales rep = world’s greatest efficiency test"
•  Ask them why…"
•  And then tweak the process. Or train them. "
•  Or train one person…"
•  Sales rep = world’s greatest evangelist"


"
"
Questions"
Contact Info!
                                                           Kathryn Honderd           "
                                                       Client Services Manager"
                                                         Kathryn.honderd@pardot.com	
  
                                                                @PardotKathryn	
  
                                                                        "
                                                                        "
                                                                        "
                                                                        "
                                                                        "

Pardot™, An ExactTarget® Company

950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326"
	
  
404.492.6845 | 877.3B2B.ROI | www.pardot.com"

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CRM and Marketing Automation 101 - Evaluation, Implementation and Optimization

  • 1. CRM and Marketing Automation 101
 Evaluation, Implementation and Optimization! 
 Presenter: Kathryn Honderd, Client Services Manager"
  • 2. A Little About Me" •  #10 employee at Pardot" •  I <heart> to-do lists" •  Ironman World Championship (Kona, HI)"
  • 4. What will we talk about today?" •  Evaluation" –  Set goals" –  What to look for" •  Implementation" –  Where to start" –  Keys to success" •  Optimization" –  Revisit" –  Use your sales team"
  • 5. So you’re looking for a Marketing Automation Tool…" Evaluation 101! !
  • 6. The Players" •  Who needs to be involved? " –  Sales" –  Marketing" –  CRM Admin" –  IT" –  Client Services" –  Big Boss" –  Finance" "
  • 7. THE BIG QUESTION" •  What are your goals?" •  What are other stakeholders’ goals?" •  What are the company’s goals?" •  **Hint: rank them**! !
  • 8. Just Say NO" Process"
  • 9. Wants vs. Needs" Wants" Needs" •  100% accurate address info" •  First name, last name" •  Swanky interface" •  Working interface" •  Lead assignment happens •  Lead is assigned to correct exactly how you picture it" person" •  Mobile app" •  Alerts to reps" •  Instantaneous syncing" •  Speedy syncing" •  Every report" •  Certain reports" "" **Hint:  You  MUST  have  some  nego6ables!**  
  • 10. Checklist: Know Thyself" q  When is a lead assigned & why?" q  What does the “handoff” look like?" q  How does sales follow up with leads?" q  What if they aren’t ready to buy?" q  What data are you collecting?" q  What data is mission critical?" q  How are your sales reps using the CRM?" q  Who else uses the CRM & how?" q  What are you reporting on?" q  What custom set ups or workflows do you use?" q  Other tools or integrations with your CRM?"
  • 11. Checklist: Don’t Forget To Ask" q  What version/type/plan of CRM do you have?" q  What plan/package of Marketing Automation is needed? " q  Set up? "" q  How long?" q  Who helps?" q  Documentation? " q  Additional cost?" q  De-duplication?" q  What syncs? Modules, data, fields…" q  Screenshots, please!"
  • 12. I bought it! Now what…?" Implementation 101!
  • 13. Do it all on the first day..."      
  • 14. First Things First" •  Who needs to be included?" •  What is the time frame?" •  What are you responsible for?" •  What is your vendor and/or implementer responsible for?" •  What are your goals? "
  • 15. Consult Your Vendor" Hint:  They  are  usually  right!  
  • 16. Map It Out" •  Overall lead flow including Marketing & Sales " •  CRM & Marketing Automation specific" •  **Hint: Get visual – whiteboard, Visio, napkin**"
  • 17. Checklist: Just want to make sure…" q  Which system will be the master?" q  How does lead assignment and ownership work?" q  What fields and modules sync?" q  How do you configure or map the syncing?" q  What happens on the initial sync? " q  How will it work after that? "
  • 18. “Go Live” " •  Do it in phases" •  Phase 1" –  Show value asap" –  Sales buy-in" –  Only 1 first impression"
  • 19. I’m ready for awesome" Optimization 101!
  • 20. Revisit Your Integration" •  Create a nurturing program…for yourself! " •  Or better yet, your stakeholders" •  Fresh eyes" •  Account audit" •  New features"
  • 21. Why isn’t my sales team…?" •  Sales rep = world’s greatest efficiency test" •  Ask them why…" •  And then tweak the process. Or train them. " •  Or train one person…" •  Sales rep = world’s greatest evangelist" " "
  • 23. Contact Info! Kathryn Honderd " Client Services Manager" Kathryn.honderd@pardot.com   @PardotKathryn   " " " " " Pardot™, An ExactTarget® Company
 950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326"   404.492.6845 | 877.3B2B.ROI | www.pardot.com"