1. Why CRM Technologies are failing
Marketers…..10 initiatives for 2010
Adam Sharp, M.D.
February 2010

2. about CleverTouch
Intelligent Rules-
Marketing based
Technology Workflow
Marketing
Insight
asharp@clever-touch.com
2
Copyright © 2009 CleverTouch Marketing, All rights reserved

3. 1999- the year
marketing changed
….. it went
sideways.
3
Copyright © 2009 CleverTouch Marketing, All rights reserved

4. Copyright © 2009 CleverTouch Marketing, All rights reserved

5. Web search has
fundamentally
changed the
Selling/Buying
Dynamic
Copyright © 2009 CleverTouch Marketing, All rights reserved
5

6. CRM systems are not
an ideal platform for
marketing….
6
Copyright © 2009 CleverTouch Marketing, All rights reserved

7. OUTBOUND INBOUND
The Gap
• Technology
• Processes
• Content
• Skills
•Pipeline
•Opportunity Management
•Sales
•Support
•(X-sell) 7
Copyright © 2009 CleverTouch Marketing, All rights reserved

8. OFFLINE
marketing
today…
OUTBOUND INBOUND
ONLINE
Copyright © 2009 CleverTouch Marketing, All rights reserved

9. …marketing 1.0
Ads & PR
SEO & Tele Digital
Direct Social Events eMail
PPC marketing & Web
Mail Ntwk
Channels
Multiple Versions Of The Truth
Multiple Formats- No History & Partners
Poor Lead Nurturing & Routing
People/Time Intensive
Organisation serve Comms Platforms 9
Copyright © 2009 CleverTouch Marketing, All rights reserved

10. Marketing 1.0 = Ineffective
Marketing
Domain
ADHOC
80%
Sales
Domain
20%
Copyright © 2009 CleverTouch Marketing, All rights reserved

11. Major Marketing 1.0
issues
1. no real handle on prospect data
2. slow campaigns = individual heroics
3. multi-channel = multi-complexity
4. adhoc workflow
5. constant reinvention (manual nurturing)
6. partners not integrated
7. no personalisation
8. pipeline = feast or famine
9. no closed loop & forensic lead analysis 11
Copyright © 2009 CleverTouch Marketing, All rights reserved

12. …and so Marketing
needs a new
approach
12
Copyright © 2009 CleverTouch Marketing, All rights reserved

13. Initiatives for 2010
13
Copyright © 2009 CleverTouch Marketing, All rights reserved

14. marketing 2.0 = Balance
Business Process
& Workflow
Operations
& eBusiness
Customer &
Prospect Technology
Understanding & Automation
Product
& Marcom
1 Creativity,
Collaboration
& Innovation
Copyright © 2009 CleverTouch Marketing, All rights reserved

15. …move from email
marketing to marketing
automation
2
Violates
Patent
4700914
15
Copyright © 2009 CleverTouch Marketing, All rights reserved

16. adopt a Marketing 2.0
OUTBOUND mindset INBOUND
eMail, DM SEO, PPC
PR Social Media
Web Activity
Cluster Analysis based on profile building
Engagement
Opportunity 41
3
16
Copyright © 2009 CleverTouch Marketing, All rights reserved

17. 4 ……….. 7
1. Data Analytics
2. Psychometric Marketing
3. Business Process Review
4. Technology
Copyright © 2009 CleverTouch Marketing, All rights reserved

18. Get a handle
on your data……one place
BEFORE
AFTER
4
18
Copyright © 2009 CleverTouch Marketing, All rights reserved

19. Look for patterns as basis
of campaigns
Average mean
customer spend is
£1,306 per year
4
19
Copyright © 2009 CleverTouch Marketing, All rights reserved

20. Psychometric Marketing
Unaware & Happy Aware & Troubled Committed to Change Explore Solutions Commit to Solutions
Marketing Marketing Inside Sales Inside Sales/Sales Sales/SE
Economic
Technical
Executive DEPTH & VARIETY Economic Buyers
What CONTENT?
What QUESTIONS/INSIGHT?
ENSURE DIFFERENT CONTENT AND QUESTIONS AT EACH STAGE
ATTITUDE & APTITUDE
Technical Buyers
Executive Buyers
5
20
Copyright © 2009 CleverTouch Marketing, All rights reserved

21. Business Process Review
Lack of Controlled
Nurturing
before
Lack of
load balancing
Lack of
Closed loop
or feed back
6
21
Copyright © 2009 CleverTouch Marketing, All rights reserved

22. Business Process Review
Controlled Nurturing
Load balancing
after
Closed loop
feed back
6
22
Copyright © 2009 CleverTouch Marketing, All rights reserved

23. Marketing Technology
1. map requirements
2. don’t buy features.
7 23
Copyright © 2009 CleverTouch Marketing, All rights reserved

24. Lead Profiling, Lead Scoring,
Lead Nurturing…...
Consider Engagement
Marketing- Openness &
Organisational
Momentum
8
24
Copyright © 2009 CleverTouch Marketing, All rights reserved

25. Social Media = REACH
1. listening
2. influencer marketing
3. compelling content.
9
25
Copyright © 2009 CleverTouch Marketing, All rights reserved

26. Dynamic Demand Management ©
INBOUND OUTBOUND
Target Actual Target Actual
Target Actual
Target Actual
MQL
Target Actual
Pipeline
Target Actual
10 Win Target Actual
26
Copyright © 2009 CleverTouch Marketing, All rights reserved

27. Marketing Automation is
opportunity for Marketing
Transformation
27
Copyright © 2009 CleverTouch Marketing, All rights reserved

28. 2010 - a holistic
approach
CRM + Marketing Automation
28
Copyright © 2009 CleverTouch Marketing, All rights reserved

29. Why CRM Technologies are failing
Marketers…..10 initiatives for 2010
Adam Sharp, M.D.
February 2010