Transcript of The One-Two Punch - Marketing Automation and CRM
- 1. The One-Two Punch Marketing Automation and CRM Kathryn
Honderd Client Services Manager
- 2. A Little About Me #10 employee at Pardot 5 years of CRM
& Marketing Automation Ironman World Championship (Kona,
HI)
- 3. The Advocates
- 4. What Will We Talk About Today? Evaluation Visualize the win
Scouting the right talent Implementation Plan of attack Keys to
success Optimization Stay vigilant Empower sales Keeping score
through reporting
- 5. The Evaluation Round 1
- 6. The Team Support in Your Corner Who needs to be involved?
Sales Marketing CRM Admin IT Client Services Big Boss Finance
- 7. What are your goals? What are the companys goals? What are
other peoples goals? **Heavyweight Hint: Rank them** What Does
Winning Look Like?
- 8. Sales and Marketing Alignment Begins... Questions to ask
Goals or concerns about marketing automation? How would sales want
to use/interact with it? What is a qualified lead? Data to review
Won deals where did the leads come from? CRM reports where are the
gaps?
- 9. State of Affairs Start with goalsTHEN look at current
process
- 10. Power Punch - Checklist #1 q When is a lead assigned &
why? q What does the handoff look like? q How does sales follow up
with leads? q What if they arent ready to buy? q What data are you
collecting? q What data is mission critical? q How are your sales
reps using the CRM? q Who else uses the CRM & how? q What are
you reporting on? q What custom set ups or workflows do you use? q
Other tools or integrations with your CRM?
- 11. Ask The Hard Questions Why do we do it this way? Where can
it be improved? Whats working? (And whats not?) How do we want it
to work? How do we measure success? What are we going to report
on?
- 12. Wants vs. Needs Wants! 100% accurate address info" Swanky
interface" Lead assignment happens exactly how you picture it"
Mobile app" Instantaneous syncing" Every report" "" Needs! First
name, last name" Working interface" Lead is assigned to correct
person" Alerts to reps" Speedy syncing" Certain reports"
**Heavyweight Hint: You MUST have some negotiables!**
- 13. For a Knockout... < 90%" > 90% "
- 14. Considerations CRM campaign sync Webinar connector Real
time alerts Custom integrations Location look up Data validation
options Reporting Individuals or companies Email sending by
sales
- 15. Power Punch - Checklist #2 q What version/type/plan of CRM
do you have? q What plan/package of Marketing Automation is needed?
q Set up? q How long? q Who helps? q Documentation? q Additional
cost? q De-duplication? q What syncs? Modules, data, fields q What
does sync mean? q Screenshots, please!
- 16. The Implementation Round 2
- 17. Getting Ready for the Ring Who needs to be included? What
are you responsible for? What is your vendor and/or implementer
responsible for?
- 18. Sales & Marketing Alignment - The Power Combo What
really makes a qualified lead? Anecdotal Look at won deals Assigned
leads with no follow up What data does sales need? What new data
could sales leverage? When and how to nurture? Data delivery Within
CRM or marketing automation tool? Fields or embedded? Email or real
time notifications? Mobile app? Phone call alerts? CRM tasks?
- 19. Finalize Your Game Plan Revisit your strategy Rank from
most important to least important Give a rating Urgency or
deadlines Amount of work needed Complexity Value to
company/expected ROI
- 20. Consult Your Vendor **Heavyweight Hint: They are usually
right!**
- 21. Shadow Boxing...Map It Out **Heavyweight Hint: Get visual
whiteboard, Visio, napkin** Overall lead flow between Marketing
& Sales CRM & Marketing Automation specific
- 22. No, but seriously...
- 23. Flowchart - Example Win Deal Opportunity Pay-per-click"
SEO" Trade show" Webinars" Forms" Emails" Lead Generation &
Marketing Automation Cold Lead " Score 100" Nurture" Marketing
Automation CRM
- 24. Power Punch - Checklist #3 q Which system will be the
master? q What fields and modules sync? q How do you configure or
map the syncing? q How does lead assignment and ownership work? q
What happens on the initial sync? q How will it work after
that?
- 25. Bad Data Got You Down and Out? This is not what I meant by
data cleanup.
- 26. Clean Up Your Database! **Tip: The Super-Intern**"
- 27. Plan Your Attack Do it in phases What is going happen? Who
does what? What order? When is this magic taking place?!
- 28. One Round at a Time Phase 1 Show value asap Sales buy-in
Only 1 first impression General/broad is okay Phase 2 Advanced
scoring Deeper segmentation More drip programs More granular ROI
reporting
- 29. Be Brave Dont Throw in the Towel 0% of integrations are
perfect 100% of integrations that dont happen are not helpful Time
= money Start somewhere
- 30. The Optimization Round 3
- 31. Review The Tapes Where can you improve? Nurture your team
for feedback Evaluate every 3-6 mo Use fresh eyes Account audit New
features Put it on your calendar NOW!
- 32. Sales and Marketing Alignment - Part Three How are the
leads? Favorites vs. left behind What is closing? Nurturing needs
Content suggestions Meeting swap
- 33. Sales Engagement Go for the KO Sales = best budget advocate
Sales = worlds greatest efficiency test What are they using? What
are they not using? AndWHY?
- 34. Sales Enablement Bet on Your Sales Team But my sales team
isnt using it Adjust the process or set up Train them (again) Train
one rep more $$ is contagious Sales = worlds greatest
evangelist
- 35. Stay Vigilant (With Your Data) Better form experience =
more accurate data Error messages in real time Fewer form fields,
progressive profiling, conditional fields Validate email addresses
Dropdowns Import Validation Internal Data Guidelines Required
Fields & Dropdowns Data Cleanup Tools **Heavyweight Hint: Team
effort must use CRM and Marketing Automation Tool**
- 36. The Scorecard - Reporting
- 37. Questions
- 38. Client Services Manager Kathryn Honderd @PardotKathryn
kathryn.honderd@pardot.com