Crm + Marketing in the cloud
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CRM + Marketing in the Cloud 5 Success Principles company leaders need to know to make it work Lars Helgeson
Transcript of Crm + Marketing in the cloud
CRM + Marketingin the Cloud
5 Success Principles company leaders need to know to make it work
Lars Helgeson
Complete CRM
IT
Sales Marketing
Customer ServiceEvents
Everything is functionally connected
Success Principle #1
Build your data model with every stakeholder
Typical Data Model Elements
Find common ground
Success Principle #2
Define Process
Triggers
Forms (Newsletter, Lead Capture, Tickets)
Website Action (Pageviews, Video, Chat)
Phone (Inbound/Outbound Calls, SMS)
Email (Clicks, Reads, Scores), Social (Likes, Shares)
Conversions, Purchases, Abandonment
Single Action
orScore
orData
Change?
Automation
Add to Groupor Tag
DownloadWhitepap
er
Start Drip
Campaign
SendThank-You
CreateConversio
n
Purchase
Product
Schedule CRM
Followup
SendSurve
yEmail
AttendEvent
RecordPreferenc
esin CRM
SendFollowup
SMSwith
Discount
Send Email
with link to
Video
Success Principle #3
Help stakeholders figure out their reporting requirements
Reporting
Drill down?Export?
Who needswhat? When?
Success Principle #4
Don’t forget your place at the table
Success Principle #5
Pick the right vehicle to get you where you want to go
Home-Built Integration
Roll Your Own
• Legacy compatibility• Pick best of breed• Needs core integrator
(Zapier)• Manage multiple APIs
Enterprise Core
SF / Oracle
• Large infrastructure• Pick best of breed• Expensive integrators• Manage multiple APIs• Costs/limits on API
All-In-One
Integrated
• Faster to implement• Broad insights• Big vision needed• May not have vertical
specialization
Decisions, Decisions
Don’t Be A Statistic
SuccessFail
63% of CRM Implementations Fail(80% of Sales Automations Fail)
Thank You!
Lars Helgeson
