5 CRM PROBLEMS FACED

BY SALES LEADERS AND

HOW YOU CAN

OVERCOME THEM

2015

Agenda

• Introductions

• About Virtual Causeway

• The 5 CRM Problems faced by Sales Leaders

1. User Adoption

2. Reporting and Dashboards

3. Impact of BAD Data

4. Sales Enablement and Performance

5. Integration

• Q&A

– How to select the right CRM

WHO IS VIRTUAL CAUSEWAY?

Virtual Causeway Manages the

Entire Demand WaterfallOur Virtual Demand Center Combines Digital Marketing Specialists

with Outbound Teleprospecting Experts and Data/Technology

Integrators.

Fast Facts

• Founded 2001

• Offices in Waterloo,

Ottawa and Boston

• SAP Certified Marketing

Agency

• Three times awarded one

of Canada’s fastest

growing companies by

Profit 100

• Generated over 1 million

leads

• Website

www.v-causeway.com

Virtual Causeway is unique in its capability to not just generate

leads, but to manage and qualify your sales funnel. We

combine digital inbound and outbound marketing tactics with

teleprospecting to generate qualified leads.

Infrastructure Marketing Sales

Data Integration Marketing Strategy Outbound Call

Campaigns

CRM Inbound Marketing

Campaigns

Lead Generation

Marketing

Automation

Content Creation,

Distribution and Tracking

Key Offerings, Competencies & Strengths

Sales Marketing Research Technology

Outbound Marketing Inbound

Marketing

Competitive

Intelligence

Marketing Automation

Sales Appointment

Setting

Content

Marketing

Quantitative Research Customer Relationship

Management

Tele-prospecting Lead Nurturing Qualitative Research Data Sourcing

Inbound Inquiries SEO / SEM List Development Data Services

Lead Qualification Email Marketing List Cleansing

Channel Development Social Media

Event Recruitment Direct Marketing

Integrated marketing drives SUCCESS!

Salesforce.com Team

• Partnering with SF.com since 2005

• Focus

–We are focused on sales and marketing systems

–Strong focus on sales and marketing analytics

• Internal SF.com Admin Team

• Prospect Management

• Opportunity Management

• Campaign Management

• Reports/Dashboards

• Lead Conversion

• Invoicing

• Case Management

• Salesforce.com API

• Data integrations• Salesforce-to-Salesforce

• Data Warehousing

• Constant Contact

• Campaign Monitor

• Project Management System

• Event Registration

• Voting/Polling

Build into SF.com Integrate with SF.com

Salesforce.com Team

Some of Our Clients

PROBLEM #1

USER ADOPTION

PROBLEM #1: User Adoption

• Sales Reps not using the CRM to track lead activity– call notes, emails, reminder

calls

• Marketing not using the CRM to track campaigns and influence

• Sales reps not using the CRM to track opportunities – forecast deals and how that

opportunity is flowing through the pipeline

Tips from the Trenches

What Virtual Causeway Learned

• Ensure the whole company buys into the use and

benefits of the CRM (vision and WIFM)

• Align CRM processes with sales team processes

Tips from the Trenches

What Virtual Causeway Learned

• Make training FUN

• Keep the training

SIMPLE

• Leverage how to videos

– available from

Salesforce.com or

YouTube

• Allow users to self teach

• Show the WIFM

• How leveraging the CRM

will make the sales and

marketing roles easier

Tips from the Trenches

What Virtual Causeway Learned

• It’s part of our culture

• Reward behaviors

• Reports are pushed

and commented on by

executives and used

to praise sales and

marketing

If its not in

Salesforce.com/ CRM

it does NOT exist!

Summary

What Virtual Causeway Learned

PROBLEM #2

REPORTING AND DASHBOARDS

PROBLEM #2: Reports & Dashboards

• Reports are prepared manually

• Are you using Excel to track

and report?

• Making decisions based upon

outdated data and information

• Sales team is unsure of where

they are against goal

• Marketing can’t tell you where

their BEST leads come from

Reports and Dashboards are critical

to keep you driving to SUCCESS!

Easy Identification

What is Needed?

Tips from the Trenches

What Virtual Causeway Learned

• Understand what you are

trying to measure first

• Deliver quickly and iterate

• Fact based decision

making

• Don’t try to do too much

with one report or

dashboard

Tips from the Trenches

What Virtual Causeway Learned

• Transform data into information

• Think 3 dimensionally (Stage, Forecast Category, Time)

PROBLEM #3

SALES ENABLEMENT AND

PERFORMANCE

PROBLEM #3:

Sales Enablement and Performance

• Is my team spending enough time prospecting?

• Are the leads marketing generates converting?

• Why are deals stalling?

• Could my team be more productive?

• Does your sale team have the right information to pitch, covert and nurture?

• Hunch or fact?

Sales Enablement and Performance

• According to CSO Insights, 42% of sales reps feel they do not have the right information before making a sales call

• Help your sales team strategically go after key accounts and target prospects– Firmographic data

– Contact details

– Interaction data across channels

– Marketing Campaign interaction (clicks, opens, views, etc.)

– Interest data

Tips from the Trenches

What Virtual Causeway Learned

• Arm your sales team

with visibility and

insight

• Intelligence and

insights about the

ideal customer

• Provide a tool (CRM)

to drill down to

identify like accounts/

contacts

Tips from the Trenches

What Virtual Causeway Learned

• Stay in front of your

prospects and customers

• Employ automation to

nurture leads not yet

ready to buy now

• Keep them engaged in

your brand so that when

they are ready to buy –

you are in front of them

70% of the qualified

leads that make it to

sales get disqualified or

discarded often because

they just aren’t ready to

buy now.

But 80% of those “bad”

leads will ultimately go

on to buy from you – or

from a competitor –

within 24 months.”

– Act|On

Tips from the Trenches

What Virtual Causeway Learned

• Real time coaching

and feedback

• Issue resolution

• Team work

• Fact based decision

making

• Better results,

happier sales team,

healthier funnel

• SUCCESS!

PROBLEM #4

IMPACT OF DATA

PROBLEM #4: Impact of Data

• Garbage in - Garbage out

• Marketing campaigns are

losing momentum

• Your emails are not making

their way to the prospect

• Marketing says sales is not

following up on their leads

The Cost of Bad Data

Prospect Database of 100,000 names Average Strong

Useable Records 75,000 90,000

Inquiries (2% response rate) 1,500 1,800

Marketing Qualified Leads 59 88

Sales Accepted Leads 34 58

Sales Qualified Leads 17 28

Closed/Won Business 3.9 6.5

ASP: $50,000 $195,000 $325,000

According to a report by SiriusDecisions (“The Impact of Bad Data on Demand

Creation”), between 10 and 25% of B2B marketing database contacts contain

critical errors. Those errors can cost you potential sales.

An average prospect

database is 25% inaccurate.

Best in class organizations

run at about 10%

Cleaner data leads to an

increase in Marketing

Qualified Leads

A strong database

will lead to a 66%

rise in revenue vs an

“average” database

What Reachforce says ...

Tips from the Trenches

What Virtual Causeway Learned

• The success of your

sales or marketing

efforts are dependent

upon having high quality

data

• Scrub your data

• Ensure bounces and

opt-outs are efficiently

updated

Tips from the Trenches

What Virtual Causeway Learned

PROBLEM #5

CRM INTEGRATION

PROBLEM #5: CRM Integration

• You are growing or becoming

more sophisticated with your

sales and marketing efforts

• Several systems are being

used – you want a single

view

• Speed up functions of the

CRM with an App or plug in

Sales and Marketing Working Together

Tips from the Trenches

What Virtual Causeway Learned

• Before investing

in custom

development or

integration – see

what’s out there

• Talk to others in

your industry

• Check out the

Apps

Tips from the Trenches

What Virtual Causeway Learned

• Do your

homework and

due diligence

• Are you an early

adopter?

• What level of

perfection do you

need?

QUESTIONS/ DISCUSSION

HOW TO SELECT THE RIGHT CRM

Where To Start

Strategy

• Business Goals

• Business Objectives

• Overall, what

problem you are

trying to solve?

What do you want your CRM to do?

Where To Start

• What would you like to capture?– Make a list of the data you would most like to capture

• What are some critical functionality you would like?– Dashboards

– Reports

– Initiate contact with clients and prospects from within the CRM

• How many users will your CRM support?– Sales, customer services, support

• How will your team use the system?– In office only, mobile devices, lap top, iPad

Where to Start

• Order of importance to your business to determine which

CRM tool will be the most effective:– Track Leads and Lead Activity

– Track Customer Base

– Track Opportunities and Closing Rates

– Offer Connectivity Between Teams

– Manage Relationships

– Generate Customized Reporting

– Organize Business Operations

– Increase Profitability

– Increase Productivity

Get in Touch!

Virtual Causeway Inc.180 King Street SouthWaterloo, ON N2J 1P8

1-866-211-6549

Website: www.v-causeway.comFind us on LinkedIn: www.linkedin.com/company/virtual-causeway

Form more information on Canada’s Anti Span Legislation visit

www.v-causeway.com/CASL

Marlene Keay

Senior Manager, Global

Demand Generation Solutions

519.886.1600 x635

marlenek@v-causeway.com

Darryl Praill

Protagonist

darrylp@v-causeway.com