5. What Will We Talk About Today?
• Evaluation
• Visualize the win
• Scouting the right talent
• Implementation
• Plan of attack
• Keys to success
• Optimization
• Stay vigilant
• Empower sales
• Keeping score through reporting
7. The Team – Support in Your Corner
• Who needs to be involved?
• Sales
• Marketing
• CRM Admin
• IT
• Client Services
• Big Boss
• Finance
8. • What are your goals?
• What are the company’s goals?
• What are other people’s goals?
**Heavyweight Hint: Rank them**
What Does “Winning” Look Like?
9. Sales and Marketing Alignment Begins...
• Questions to ask
• Goals or concerns about marketing automation?
• How would sales want to use/interact with it?
• What is a qualified lead?
• Data to review
• Won deals – where did the leads come from?
• CRM reports – where are the gaps?
11. Power Punch - Checklist #1
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?
12. Ask The Hard Questions
• Why do we do it this way?
• Where can it be improved?
• What’s working?
(And what’s not?)
• How do we want it to work?
• How do we measure
success?
• What are we going to
report on?
13. Wants vs. Needs
Wants!
• 100% accurate address info"
• Swanky interface"
• Lead assignment happens
exactly how you picture it"
• Mobile app"
• Instantaneous syncing"
• Every report"
""
Needs!
• First name, last name"
• Working interface"
• Lead is assigned to correct
person"
• Alerts to reps"
• Speedy syncing"
• Certain reports"
**Heavyweight Hint: You MUST have some negotiables!**
15. Considerations
• CRM campaign sync
• Webinar connector
• Real time alerts
• Custom integrations
• Location look up
• Data validation options
• Reporting
• Individuals or companies
• Email sending by sales
16. Power Punch - Checklist #2
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 What does “sync” mean?
q Screenshots, please!
18. Getting Ready for the Ring
• Who needs to be included?
• What are you responsible for?
• What is your vendor and/or implementer responsible for?
19. Sales & Marketing Alignment - The Power Combo
• What really makes a qualified lead?
• Anecdotal
• Look at won deals
• Assigned leads with no follow up
• What data does sales need?
• What new data could sales leverage?
• When and how to nurture?
• Data delivery
• Within CRM or marketing automation tool?
• Fields or embedded?
• Email or real time notifications?
• Mobile app? Phone call alerts?
• CRM tasks?
20. Finalize Your Game Plan
• Revisit your strategy
• Rank from most important to least
important
• Give a rating
• Urgency or deadlines
• Amount of work needed
• Complexity
• Value to company/expected ROI
22. Shadow Boxing...Map It Out
**Heavyweight Hint: Get visual – whiteboard, Visio, napkin**
• Overall lead flow between
Marketing & Sales
• CRM & Marketing Automation
specific
24. Flowchart - Example
Win Deal
Opportunity
Pay-per-click"
SEO"
Trade show"
Webinars"
Forms"
Emails"
Lead Generation &
Marketing Automation
Cold Lead "
Score <100"
Hot Lead"
Score >100"
Nurture"
Marketing
Automation CRM
25. Power Punch - Checklist #3
q Which system will be the master?
q What fields and modules sync?
q How do you configure or map the syncing?
q How does lead assignment and ownership work?
q What happens on the initial sync?
q How will it work after that?
26. Bad Data Got You Down and Out?
This is not what
I meant by data
cleanup.
28. Plan Your Attack
• Do it in phases
• What is going happen?
• Who does what?
• What order?
• When is this magic taking place?!
29. One Round at a Time
• Phase 1
• Show value asap
• Sales buy-in
• Only 1 first impression
• General/broad is okay
• Phase 2
• Advanced scoring
• Deeper segmentation
• More drip programs
• More granular ROI reporting
30. Be Brave – Don’t Throw in the Towel
• 0% of integrations are perfect
• 100% of integrations that don’t happen are not helpful
• Time = money
• Start somewhere
32. Review The Tapes – Where can you improve?
• Nurture your team for feedback
• Evaluate every 3-6 mo
• Use fresh eyes
• Account audit
• New features
• Put it on your calendar NOW!
33. Sales and Marketing Alignment - Part Three
• How are the leads?
• Favorites vs. left behind
• What is closing?
• Nurturing needs
• Content suggestions
• Meeting swap
34. Sales Engagement – Go for the KO
• Sales = best budget advocate
• Sales = world’s greatest efficiency test
• What are they using?
• What are they not using?
• And…WHY?
35. Sales Enablement – Bet on Your Sales Team
• But my sales team isn’t using it…
• Adjust the process or set up
• Train them (again)
• Train one rep à more $$ is contagious
• Sales = world’s greatest evangelist
36. Stay Vigilant (With Your Data)
• Better form experience = more accurate data
• Error messages in real time
• Fewer form fields, progressive profiling, conditional fields
• Validate email addresses
• Dropdowns
• Import Validation
• Internal Data Guidelines
• Required Fields & Dropdowns
• Data Cleanup Tools
**Heavyweight Hint: Team effort – must use CRM and Marketing Automation Tool**