2015 5 CRM PROBLEMS FACED BY SALES LEADERS AND HOW …files.meetup.com/16079362/Ctech BDSS P2P -...
Transcript of 2015 5 CRM PROBLEMS FACED BY SALES LEADERS AND HOW …files.meetup.com/16079362/Ctech BDSS P2P -...
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
Darryl Praill
Protagonist