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