Why CRM Fails Without Marketing Automation
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The webinar discussed how CRM often fails without marketing automation and the importance of integrating the two systems. It explained that the modern buyer journey involves multiple research phases before engagement with sales. While CRM is designed for later stages, marketing automation can help attract and nurture leads earlier on. The webinar provided tips for optimizing the integration between CRM and marketing automation software, including building a roadmap, keeping CRM clean, enabling bi-directional communication, designating a CRM admin, and analyzing results. It concluded with a demonstration of Salesfusion's integration with CRM.
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Why CRM Fails Without Marketing Automation
- 1. Live Webinar: Webinar Audio: You can dial the telephone numbers located on your webinar panel. Or listen in using your headphones or computer speakers. Welcome!
- 2. Webinar Details • Presentation is roughly 1 hour • All phone lines are muted • If anyone has any questions during this webinar – please type them in your Questions Box located at the bottom of your webinar panel
- 3. Today’s Presenters Peter Thomas | Net@Work Senior CRM Account Executive Keith Jones | Salesfusion Sales & Marketing Operations Manager
- 4. 180+ Business Technology Architects and Consultants IT Road Mapping & Strategic Planning Business Process Review Ecosystem BI, Analytics & Reporting Cloud & IT Managed Services ERP/ Accounting Web Development & e-Commerce Sister Company Payment Processing SWYPE Sister Company CRM & Marketing Automation HRMS/ Employer Solutions Document Management Nonprofit Solutions Managed Print Services Sister Company
- 5. Why CRM Fails Without Marketing Automation &
- 6. © Salesfusion, Inc. All Rights Reserved. Today’s Agenda 1. MAP vs. CRM 2. Understanding the new buyer journey 3. 5 Tips for optimizing your integration 4. Live Demonstration of Salesfusion & CRM Integration 5. Q & A Agenda:
- 7. MAP vs. CRM
- 8. © Salesfusion, Inc. All Rights Reserved. Traditional Marketing Automation ATTRACT & CAPTURE prospects in your target market SCORE leads based on who is most likely to buy MEASURE and improve marketing ROI NURTURE leads who aren’t ready to buy RETAIN and extend customer relationships ALIGN sales and marketing for seamless experience
- 9. © Salesfusion, Inc. All Rights Reserved. Traditional CRM Manage sales activities and tasks Manage a pipeline/forecast Manage a sales process (opportunity stages) Manage post-sales client relationships (service/support) Selling Process
- 10. Understanding the New Buyer Journey
- 11. © Salesfusion, Inc. All Rights Reserved. Awareness Information Gathering Comparison Engagement Purchase Decision Modern B2B Buyer Journey The modern B2B buyer journey is a series of research points wherein the buyer consumes digital content (both internally and externally)
- 12. © 2015 Salesfusion, Inc. All Rights Reserved. CRM is designed to manage and assist with the engagement and purchase decision phases of the buyer journey. As much as 70% of the buyer’s journey may be completed prior to sales engagement. Unless sales can engage earlier in the journey, they are operating at a disadvantage. CRM systems, in their current state, cannot help sales prior to “engagement”. Awareness Information Gathering Comparison Engagement Purchase Decision CRM and the Buyer’s Journey
- 13. © Salesfusion, Inc. All Rights Reserved. Disconnected Approach Awareness Information Gathering Comparison Engagement Purchase Decision Disconnected Approach ● Marketing is focused (in technology and programs) on managing awareness, information gathering, and comparison phases ● Sales is focused (in technology and process) on managing engagement and purchase decision phases ● Each is managing these phases in a mutually exclusive manner. ● This leads to lack of a cohesive funnel, lost leads, poor metrics, and lost sales
- 14. © Salesfusion, Inc. All Rights Reserved. 80% of companies with highly integrated systems achieved revenue goals These results demonstrate that the benefits of sales and marketing technologies are real and have an impact on revenue achievement. A goal of this study is to understand how sales and marketing alignment impacts performance, and systems such as these represent an opportunity for alignment to occur through systems integration. For this reason, the analysis of study data south to determine the relationship between the effectiveness of integration and revenue achievement. When it comes to revenue achievement, the message in the data is unmistakeable: sales and marketing systems that are highly integrated provide a distinct advantage when it comes to revenue achievement. % Achieving Revenue Goals by Degree of Integration Between Key Sales & Marketing Systems 80% 68% 56% 44% 36% Moderately Minimally Ineffective NoneHighly
- 15. 5 Tips for Optimizing Your Integration
- 16. © Salesfusion, Inc. All Rights Reserved. #1 - Build a Roadmap
- 17. © Salesfusion, Inc. All Rights Reserved. #2 - Keep your CRM Clean
- 18. © Salesfusion, Inc. All Rights Reserved. #3 - Bi-directional system communications MAP CRM
- 19. © Salesfusion, Inc. All Rights Reserved. #4 - Have a CRM Admin
- 20. © Salesfusion, Inc. All Rights Reserved. #5 - Analyze Results
- 22. Sign-Up For Our Upcoming Webinars Register Online: netatwork.com/events How to Pick the Right Marketing Automation Platform Date/Time: 4/6/17 | 2pm The CIO’s Guide to Implementing Marketing Automation Date/Time: 5/4/17 | 2pm
- 23. Please type in your questions Any Questions?
- 24. Thank You For Attending! Peter Thomas | Net@Work Senior CRM Account Executive (P) (646) 293-1795 (E) [email protected] Connect with 800-719-3307 www.netatwork.com netatwork.com/blog Net@Work YouTube Follow us on Twitter: @netatwork_corp Follow Net@Work on LinkedIn Follow Net@Work on Google+ Follow Net@Work on Facebook Contact your Net@Work Account Manager for any questions or concerns. Or you can reach out to us via the information below!