CRM Systems, Marketing Automation Systems & Best Practices in Lead
Management
CRM 101
Chuck Schaeffer
Vantive Media CEO, @cschaeffer, www.CRMsearch.com
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 2
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The Best Practices of the Best Marketers
A research study designed to answer the questions:
What are the best performance B2B marketers doing to acquire, grow and retain more customers?
How are the highest performing B2B marketers using CRM systems in combination with Lead Management or Marketing Automation Systems?
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 3
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Methodology
Segment participants by performance level, as determined by:
volume of marketing sourced leads acquired versus plan,
quality of leads acquired versus plan
volume of marketing sourced new customer acquisitions versus plan
volume of marketing sourced revenues versus plan
level of change in marketing sourced revenues from the prior year, and
Return on Marketing Investment (ROMI)
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Composition of Respondents
Role: 67% in a marketing role, 28% in a sales role, 5% in a senior executive role and 3% in ‘other’ role.
Company equity type: 36% of the companies are publicly traded and 64% are private.
Market: All in the Business to Business market.
Industry: Participants identified themselves in a wide variety of industries. The single largest industry concentration was the Technology industry.
Company size: 35% of respondents identified as being Small Business (up to $100M), 44% were Middle Market ($100M to $500M) and 21% were Enterprise companies(over $500M).
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Marketing Budget
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 6
LEADERS MEDIANS LAGGARDS
As % of revenue 0.14 0.09 0.05
As % of margin 0.06 0.06 0.04
1%
3%
5%
7%
9%
11%
13%
15%
Marketing Budget
What is your marketing budget as a percentage of total company revenues and gross margin?
Tweet: #SCON12
Marketing Budget
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 7
LEADERS MEDIANS LAGGARDS
As % of revenue 0.14 0.09 0.05
As % of margin 0.06 0.06 0.04
1%
3%
5%
7%
9%
11%
13%
15%
Marketing Budget
What is your marketing budget as a percentage of total company revenues and gross margin?
High Margin Products: 8 to
21% of revenues
Low Margin Products: 1 to 5%
of revenues
Tweet: #SCON12
Lead Management Accountability
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 8
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85% 95%LEADERS MEDIANS LAGGARDS
Marketing 0.61 0.79 0.89
Sales 0.02 0.05 0.11
Marketing and Sales 0.19 0.09 0.05
Departmental Accountability
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85%LEADERS MEDIANS LAGGARDS
Other 0.04 0.02 0.06
Sales 0.08 0.04 0.03
Marketing 0.81 0.72 0.44
Lead Management Compensation
Which department(s) is/are held accountable for lead management performance?
Which staff are financially compensated (i.e. via commissions, salary or incentives) for lead management performance?
Tweet: #SCON12
Lead Management Accountability
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 9
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85% 95%LEADERS MEDIANS LAGGARDS
Marketing 0.61 0.79 0.89
Sales 0.02 0.05 0.11
Marketing and Sales 0.19 0.09 0.05
Departmental Accountability
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85%LEADERS MEDIANS LAGGARDS
Other 0.04 0.02 0.06
Sales 0.08 0.04 0.03
Marketing 0.81 0.72 0.44
Lead Management Compensation
Which department(s) is/are held accountable for lead management performance?
Which staff are financially compensated (i.e. via commissions, salary or incentives) for lead management performance?
Leaders show 2X increase over
Medians and ~4X increase over
Laggards
Leaders 2X increase over
Medians & 167% increase over Laggards
Cautionary Note:Avg 12% hold both S&M accountable, but Sales
compensated avg of 6%
Tweet: #SCON12
Lead Sourcing and Marketing’s Contribution
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LEADERS
MEDIANS
LAGGARDS
3% 8% 13% 18% 23% 28% 33% 38% 43%LEADERS MEDIANS LAGGARDS
Leads Sourced by Marketing 0.42 0.29 0.18
Marketing Sourced Leads
What percentage of leads in the sales pipeline originate from marketing?
Tweet: #SCON12
Lead Sourcing and Marketing’s Contribution
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 11
LEADERS
MEDIANS
LAGGARDS
3% 8% 13% 18% 23% 28% 33% 38% 43%LEADERS MEDIANS LAGGARDS
Leads Sourced by Marketing 0.42 0.29 0.18
Marketing Sourced Leads
What percentage of leads in the sales pipeline originate from marketing?
Leaders generate 45% more leads than Medians & 133% more than
Laggards
Tweet: #SCON12
Lead Scoring
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LEADERS
MEDIANS
LAGGARDS
0% 20% 40% 60% 80% 100% 120%
1%
1%
2%
2%
8%
15%
97%
91%
83%
Yes No UnsureN=121
LEADERS
MEDIANS
LAGGARDS
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
36%
24%
17%
63%
74%
81%
1%
2%
2%
Unsure No Yes N=121
Do you qualify leads before forwarding them to the sales team?
Do you qualify leads using a scoring model which attributes points to criterion and calculates a sum score?
Tweet: #SCON12
Lead Scoring
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 13
LEADERS
MEDIANS
LAGGARDS
0% 20% 40% 60% 80% 100% 120%
1%
1%
2%
2%
8%
15%
97%
91%
83%
Qualify Leads Before Transfer?
Yes No UnsureN=121
LEADERS
MEDIANS
LAGGARDS
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
36%
24%
17%
63%
74%
81%
1%
2%
2%
Lead Scoring Model?
Unsure No Yes N=121
Relative steady pattern
50% increase from Medians, 112% increase from Laggards
Tweet: #SCON12
Lead Scoring Continued
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Budget
Authority
Need
Timefr
ame
Company S
ize
Contact T
itle
Willi
ngness
to En
gage
Incumban
t Custo
mer
Competitor C
ustomer
Socia
l Med
ia Data
Behav
orial D
ataOther
0%
10%
20%
30%
40%
50%
60%
70%
Lead Scoring Criterion
LEADERSMEDIANSLAGGARDS
N=121
LEADERS
MEDIANS
LAGGARDS
1 3 5 7 9 11 13LEADERS MEDIANS LAGGARDS
Feedback Cycles 4 7 12
Feedback Cycle Duration
N=120
Tweet: #SCON12
Lead Scoring Continued
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 15
Budget
Authority
Need
Timefr
ame
Company S
ize
Contact T
itle
Willi
ngness
to En
gage
Incumban
t Custo
mer
Competitor C
ustomer
Socia
l Med
ia Data
Behav
orial D
ataOther
0%
10%
20%
30%
40%
50%
60%
70%
Lead Scoring Criterion
LEADERSMEDIANSLAGGARDS
N=121
LEADERS
MEDIANS
LAGGARDS
1 3 5 7 9 11 13LEADERS MEDIANS LAGGARDS
Feedback Cycles 4 7 12
Feedback Cycle Duration
N=120
Near 2X increase from Medians, & 3X increase from
Laggards
Leaders using behavioral data
123% more than Medians
and 383% more than Laggards
Leaders using more scoring criterion; avg of 11% more than Medians and 22% more than Laggards
Tweet: #SCON12
Nurture Marketing
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LEADERS
MEDIANS
LAGGARDS
0% 10% 20% 30% 40% 50% 60%
19%
22%
30%
52%
53%
51%
29%
25%
19%
Disqualified Not Yet Sales-Ready Sales-Ready
Volume of Leads Received which are sales-ready, not yet sales-ready and will never be sales ready (i.e. disqualified)?
LEADERS
MEDIANS
LAGGARDS
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
38%
27%
17%
62%
71%
83%
No Yes
Do your nurture campaigns distribute content based on lead persona and buy cycle stage?
Tweet: #SCON12
Nurture Marketing
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 17
LEADERS
MEDIANS
LAGGARDS
0% 10% 20% 30% 40% 50% 60%
19%
22%
30%
52%
53%
51%
29%
25%
19%
Disqualified Not Yet Sales-Ready Sales-Ready
Volume of Leads Received which are sales-ready, not yet sales-ready and will never be sales ready (i.e. disqualified)?
LEADERS
MEDIANS
LAGGARDS
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
38%
27%
17%
62%
71%
83%
No Yes
Do your nurture campaigns distribute content based on lead persona and buy cycle stage?
Leaders show 41% increase over Medians
& 124% increase over
Laggards.
Leaders used nurture campaigns 27% more
than Medians & 138% more than
Laggards
Leaders showed both highest
disqualification & lowest Sales
Ready rates
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Nurture Marketing Continued
LEADERS
MEDIANS
LAGGARDS
7
6
4
Nurture Touches
LEADERS
MEDIANS
LAGGARDS
0 5 10 15 20 25 30
12
15
25
Nurture Cycle
LEADERS
MEDIANS
LAGGARDS
0% 5% 10% 15% 20% 25% 30% 35%
31%
21%
12%
Nurture Yield
On average, how many nurture touches are required to advance a non-qualified lead to sales-ready?
On average, how many weeks does it take to nurture a non-qualified lead to sales-ready?
On average, what percentage of new, non-qualified leads will eventually be nurtured to sales-ready?
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Nurture Marketing Continued
LEADERS
MEDIANS
LAGGARDS
7
6
4
Nurture Touches
LEADERS
MEDIANS
LAGGARDS
0 5 10 15 20 25 30
12
15
25
Nurture Cycle
LEADERS
MEDIANS
LAGGARDS
0% 5% 10% 15% 20% 25% 30% 35%
31%
21%
12%
Nurture Yield
On average, how many nurture touches are required to advance a non-qualified lead to sales-ready?
On average, how many weeks does it take to nurture a non-qualified lead to sales-ready?
On average, what percentage of new, non-qualified leads will eventually be nurtured to sales-ready?
Leaders show 41% increase
over Medians & 124% increase over Laggards.
Leaders show 20% lower
nurture cycle than Medians & 52% lower
than Laggards
Leaders show 48% higher yield than
Medians 158% higher yield
than Laggards
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Lead Transfer
How do marketers verify that leads transferred to sales are followed through timely and properly?
Other
We don't
Our system sends alerts (i.e. neglected leads)
We review dashboards or reports
We manually review lead status periodically
0% 10% 20% 30% 40% 50% 60%
3%
6%
26%
36%
27%
5%
9%
13%
30%
44%
5%
15%
4%
16%
55%
LAGGARDS MEDIANS LEADERS
When are leads sourced by marketing forwarded to sales staff?
LEADERS
MEDIANS
LAGGARDS
0% 20% 40% 60% 80% 100% 120%
8%
13%
19%
54%
60%
62%
36%
23%
15%
2%
4%
4%
When ReceivedWhen qualified as determined by an inside sales discussionWhen qualified as determined by a point or lead scoreOther
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Lead Transfer
How do marketers verify that leads transferred to sales are followed through timely and properly?
Other
We don't
Our system sends alerts (i.e. neglected leads)
We review dashboards or reports
We manually review lead status periodically
0% 10% 20% 30% 40% 50% 60%
3%
6%
26%
36%
27%
5%
9%
13%
30%
44%
5%
15%
4%
16%
55%
LAGGARDS MEDIANS LEADERS
When are leads sourced by marketing forwarded to sales staff?
40% increase over Medians &
60% increase over Laggards
Leaders show 26% utilization vs 13% for Medians & 4% for Laggards
LEADERS
MEDIANS
LAGGARDS
0% 20% 40% 60% 80% 100% 120%
8%
13%
19%
54%
60%
62%
36%
23%
15%
2%
4%
4%
When ReceivedWhen qualified as determined by an inside sales discussionWhen qualified as determined by a point or lead scoreOther
Leaders use Lead Scoring model 57% more than
Medians & >2X more than Laggards
Tweet: #SCON12
Lead Transfer Continued …
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 22
Are leads acquired outside of marketing consistently forwarded to marketing for marketing programs?
Do you have specific criteria which dictate when a lead transferred from marketing to sales should be returned to marketing?
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75%LEADERS MEDIANS LAGGARDS
Unsure 0.03 0.03 0.04
No 0.62 0.7 0.76
Yes 0.35 0.27 0.2
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85% 95%LEADERS MEDIANS LAGGARDS
Unsure 0.02 0.03 0.04
No 0.81 0.86 0.92
Yes 0.17 0.11 0.04
Tweet: #SCON12
Lead Transfer Continued …
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 23
Are leads acquired outside of marketing consistently forwarded to marketing for marketing programs?
Do you have specific criteria which dictate when a lead transferred from marketing to sales should be returned to marketing?
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75%LEADERS MEDIANS LAGGARDS
Unsure 0.03 0.03 0.04
No 0.62 0.7 0.76
Yes 0.35 0.27 0.2
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85% 95%LEADERS MEDIANS LAGGARDS
Unsure 0.02 0.03 0.04
No 0.81 0.86 0.92
Yes 0.17 0.11 0.04
2/3 of all leads not consistently
managed
Bulk of stalled leads not
returned for recycling
Contributors to Lead Leakage?
Tweet: #SCON12
Lead Leakage
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 24
LEADERS
MEDIANS
LAGGARDS
10% 30% 50% 70% 90% 110%LEADERS MEDIANS LAGGARDS
Unsure 0.01 0.02 0
No 0.02 0.01 0
Yes 0.97 0.97 1
Do you incur lead leakage?
Tweet: #SCON12
Lead Leakage
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 25
LEADERS
MEDIANS
LAGGARDS
10% 30% 50% 70% 90% 110%LEADERS MEDIANS LAGGARDS
Unsure 0.01 0.02 0
No 0.02 0.01 0
Yes 0.97 0.97 1
Do you incur lead leakage?
Tightest response range in entire
survey
Only 100% response in
survey
Tweet: #SCON12
Lead Leakage Continued …
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 26
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85% 95%LEADERS MEDIANS LAGGARDS
Unsure 0.01 0.02 0.04
No 0.8 0.89 0.92
Yes 0.19 0.09 0.04
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85% 95%LEADERS MEDIANS LAGGARDS
Unsure 0.01 0.01 0.03
No 0.91 0.93 0.94
Yes 0.08 0.06 0.03
Do you report the number of leads lost? Do you calculate the value of leads lost?
Tweet: #SCON12
Lead Leakage Continued …
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 27
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85% 95%LEADERS MEDIANS LAGGARDS
Unsure 0.01 0.02 0.04
No 0.8 0.89 0.92
Yes 0.19 0.09 0.04
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85% 95%LEADERS MEDIANS LAGGARDS
Unsure 0.01 0.01 0.03
No 0.91 0.93 0.94
Yes 0.08 0.06 0.03
Do you report the number of leads lost? Do you calculate the value of leads lost?
Average of 98% report leakage; Only average of 10% & 6% measure volume & value
Tweet: #SCON12
Analytics
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 28
In the eyes of the executive team, does the head of marketing hold the same clout as the head of sales?
Does marketing tie every lead, customer and revenue dollar back to the marketing program that created them?
LEADERS
MEDIANS
LAGGARDS
10% 30% 50% 70% 90% 110%LEADERS MEDIANS LAGGARDS
Yes 59% 39% 18%
No 39% 57% 77%
Unsure 2% 4% 5%
59%
39%
18%
39%
57%
77%
2%
4%
5%
Marketing Clout?
LEADERS
MEDIANS
LAGGARDS
10% 30% 50% 70% 90% 110%LEADERS MEDIANS LAGGARDS
Yes 49% 34% 19%
No 50% 64% 77%
Unsure 1% 2% 4%
49%
34%
19%
50%
64%
77%
1%
2%
4%
Track All Revenue To Source?
Tweet: #SCON12
Analytics
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 29
In the eyes of the executive team, does the head of marketing hold the same clout as the head of sales?
Does marketing tie every lead, customer and revenue dollar back to the marketing program that created them?
Approximately 2/3 say No!
Laggards 3X more likely to
suffer credibility gap
Leaders tie to source 44% more than
Medians and 158% more
than Laggards
Approximately 2/3 do not
LEADERS
MEDIANS
LAGGARDS
10% 30% 50% 70% 90% 110%LEADERS MEDIANS LAGGARDS
Yes 59% 39% 18%
No 39% 57% 77%
Unsure 2% 4% 5%
59%
39%
18%
39%
57%
77%
2%
4%
5%
Marketing Clout?
LEADERS
MEDIANS
LAGGARDS
10% 30% 50% 70% 90% 110%LEADERS MEDIANS LAGGARDS
Yes 49% 34% 19%
No 50% 64% 77%
Unsure 1% 2% 4%
49%
34%
19%
50%
64%
77%
1%
2%
4%
Track All Revenue To Source?
Tweet: #SCON12
Analytics Continued …
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Does marketing calculate and report ROMI (Return on Marketing Investment)?
Does marketing forecast future marketing performance as measured in revenue contribution to the company?
LEADERS
MEDIANS
LAGGARDS
10% 30% 50% 70% 90% 110%LEADERS MEDIANS LAGGARDS
Yes 49% 38% 24%
No 51% 61% 73%
Unsure 0% 1% 3%
49%
38%
24%
51%
61%
73%
0%
1%
3%
Calculate ROMI?
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85% 95%LEADERS MEDIANS LAGGARDS
Yes 19% 11% 6%
No 81% 88% 91%
Unsure 0% 1% 3%
19%
11%
6%
81%
88%
91%
0%
1%
3%
Marketing Forecast Revenues?
Tweet: #SCON12
Analytics Continued …
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Does marketing calculate and report ROMI (Return on Marketing Investment)?
Does marketing forecast future marketing performance as measured in revenue contribution to the company?
LEADERS
MEDIANS
LAGGARDS
10% 30% 50% 70% 90% 110%LEADERS MEDIANS LAGGARDS
Yes 49% 38% 24%
No 51% 61% 73%
Unsure 0% 1% 3%
49%
38%
24%
51%
61%
73%
0%
1%
3%
Calculate ROMI?
LEADERS
MEDIANS
LAGGARDS
5% 15% 25% 35% 45% 55% 65% 75% 85% 95%LEADERS MEDIANS LAGGARDS
Yes 19% 11% 6%
No 81% 88% 91%
Unsure 0% 1% 3%
19%
11%
6%
81%
88%
91%
0%
1%
3%
Marketing Forecast Revenues?
Only 49% Leaders!29% over Medians, 104% over Laggards
Average of 11%. Leaders 73% more than Medians & 217% more
than Laggards
Tweet: #SCON12
Technology
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 32
LEADERS
MEDIANS
LAGGARDS
10% 30% 50% 70% 90% 110%LEADERS MEDIANS LAGGARDS
Yes 0.45 0.29 0.16
No 0.55 0.71 0.84
Use Lead Management System?
OtherImprove marketing ROI
Improve lead management reporting & analysisImprove top line revenuesImprove lead cycle velocity
Improve lead flowImprove conversion rates
Improve quality of leads acquiredImprove volume of leads acquired
Automate lead management processesAdd rigor and discipline to lead management processes
Improve alignment between marketing and salesImprove marketing productivity
Empower marketing to control more of the process
0% 5% 10% 15% 20% 25% 30%
Top Reasons For LMS Purchase
Tweet: #SCON12
Technology
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 33
LEADERS
MEDIANS
LAGGARDS
10% 30% 50% 70% 90% 110%LEADERS MEDIANS LAGGARDS
Yes 0.45 0.29 0.16
No 0.55 0.71 0.84
Use Lead Management System?
OtherImprove marketing ROI
Improve lead management reporting & analysisImprove top line revenuesImprove lead cycle velocity
Improve lead flowImprove conversion rates
Improve quality of leads acquiredImprove volume of leads acquired
Automate lead management processesAdd rigor and discipline to lead management processes
Improve alignment between marketing and salesImprove marketing productivity
Empower marketing to control more of the process
0% 5% 10% 15% 20% 25% 30%
Top Reasons For LMS Purchase
Leaders 55% more than Medians; 181% more than Laggards
Top 3 Factors
Tweet: #SCON12
Technology Continued …
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Developing volume of nurture content necessary
Changing processes to accommodate the software
Difficult software customization
Difficult system integration
Unable to use most of the software functionality
Missing software functionality
High Total Cost of Ownership (TCO)
Unexpected add-on fees for related products and services
Under-utilization of the technology
Required more resourcing to operate than anticipated
Required more technical skills and resources than anticipated
Implementation took longer and cost more than expected
0% 5% 10% 15% 20% 25% 30% 35%
Top LMS Frustrations
What are your top 3 frustrations with your LMS?
Tweet: #SCON12
Technology Continued …
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 35
Other
Improve marketing ROI
Improve lead management reporting & analysis
Improve top line revenues
Improve lead cycle velocity
Improve lead flow
Improve conversion rates
Improve quality of leads acquired
Improve volume of leads acquired
Automate lead management processes
Add rigor and discipline to lead management processes
Improve alignment between marketing and sales
Improve marketing productivity
Empower marketing to control more of the process
0% 5% 10% 15% 20% 25% 30% 35%
Top LMS Benefits
What are the top 3 benefits you've realized with your LMS?
3 biggest purchase factors in line with
realization
Largest positive deviation, by 80%
60% increase
50% increase
Largest negative deviation, by 33%
27% decrease
Tweet: #SCON12
What To Do Next
On Monday morning—download the report, at www.crmsearch.com.
Over the next week—evaluate whether your most strategic objectives would likely be impacted by replicating Leader performance practices in your own company.
Over the next month—research, review and design the implementation for select top practices in your organization.
Over the next 1 to 2 quarters—implement, measure & refine.
In February 2013—participate in the CRMsearch.com survey to compare your practices among your peers.
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 36
04/07/2023 ©2012 SugarCRM Inc. All rights reserved. 37
Submit Session Feedback
Select the SugarCon Mobile App: 1) Tap on this session2) Tap on survey3) Submit your feedback
*Prizes for attendees who submit session feedback using the Mobile App
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#SCON12
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