No matter where you are in your marketing automation/CRM lifecycle, whether beginning your search, choosing a system, implementing and integrating or utilizing already existing systems, this webinar is presented with you in mind! - Choosing a New System – Learn how to give your current process a thorough “once-over” and use this information to establish your shopping list - Implementing / Integrating a System – Learn what to do – after you’ve made the big purchase - Optimizing an Existing System – Learn how to maximize your current process approach and bring marketing and sales together – how to play “nice” and get things done

1. CRM and Marketing Automation:
Dynamic Duo or Terrible Twosome?!
Presenter: 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)"

5. What will we talk about today?"
• Evaluation"
– Your mission"
– What to look for in a sidekick"
• Implementation"
– Plan of attack"
– Keys to success"
• Optimization"
– Stay vigilant"
– Empower sales"
– X-ray vision through reporting"

6. Finding Your Partner In Crime…"
The Evaluation !

7. The Team"
• Who needs to be involved? "
– Sales"
– Marketing"
– CRM Admin"
– IT"
– Client Services"
– Big Boss"
– Finance"
"

8. Identify Your Mission"
• What are your goals?"
• What are the company’s goals?"
• What are other people’s goals?"
"
"
**Superhero Hint: rank them**!
!

9. Sales & 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? "

10. State of Affairs"
• Start with goals…THEN look at current process"
"

11. Dynamic Duo 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 aren’t 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?"

12. Ask The Hard Questions"
• Why do we do it this way?"
• Where can it be improved?"
• What’s working? (And what’s not?)"
• How do we want it to work?"
• How do we measure success? "
• What are we going to report on?"

13. 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"
**Superhero
Hint:
You
MUST
have
some
nego8ables!**
Wants vs. Needs"

14. Sidekick Considerations"
• CRM campaign sync"
• X-ray vision"
• Webinar connector"
• Real time alerts"
• Flame throwing"
• Custom integrations"
• Invincibility"
• Location look up"
• Data validation options"
• Reporting"
• Superstrength"
• Individuals or companies"
• Email sending by sales"
• Morphing"

15. Terrible Twosome vs. Dynamic Duo"
< 90%"
> 90% "

16. Dynamic Duo 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!"

17. Harnessing Your Superpower"
The Implementation!

18. Spoiler Alert: Not This Easy"

19. Sales & Marketing Alignment: The Sequel"
• 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? "

20. Mobilize The Team"
• Who needs to be included?"
• What are you responsible for?"
• What is your vendor and/or
implementer responsible for?"

21. Hatch Your Plan"
• Revisit your mission"
• Rank from most important to
least important"
• Give a rating"
– Urgency or deadlines"
– Amount of work needed"
– Complexity"
– Value to company/expected ROI"

22. Consult Your Vendor"
"
"
"
"
"
"
"
"
"
"
"
**Superhero Hint: They are usually right.**"
"

23. Map It Out"
• Overall lead flow between
Marketing & Sales "
• CRM & Marketing
Automation specific"
** Superhero Hint: Get visual – whiteboard, Visio, napkin**"

24. No, but seriously…"

25. Flowchart: Dynamic Duo Example"
Win
Deal
Opportunity
Pay-per-click"
SEO"
Trade show"
Webinars"
Forms"
Emails"
Lead
Genera3on
&
Marke3ng
Automa3on
Cold Lead "
Score <100"
Hot Lead"
Score >100"
Nurture"
Marke3ng
Automa3on
CRM

26. Dynamic Duo 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? "

27. But Bad Data Is Still Trapped Inside…"
This
is
not
what
I
meant
by
data
cleanup

28. It’s Time To Clean Up This Town…"
**Superhero Tip: The Super-Intern**"

29. Action Plan: Going Live"
• Do it in phases"
• What is going happen?"
• Who does what?"
• What order?"
• When is this magic taking place?!"

30. Communicate The Plan"
• Visual, written, verbal"
• Dates"
• Benefits to the company"
• Benefits to individuals/teams"
• Changes to expect"
• Big picture & details depending on personnel"

31. 3…2…1…Blastoff!"
• 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"

32. Be Brave!"
• 0% of integrations are perfect"
• 100% of integrations that
don’t happen are not helpful"
• Time = money"
• Start somewhere"

33. To Infinity…and Beyond!"
The Optimization!

34. Return To Your Roots"
• Nurture your team for feedback"
• Evaluate every 3-6 mo"
• Use fresh eyes"
• Account audit"
• New features"
• Put it on your calendar NOW!"

35. Sales and Marketing Alignment: Part Three"
• How are the leads?"
• Favorites vs left behind"
• What is closing?"
• Nurturing needs"
• Content suggestions"
• Meeting swap"

36. Superpower: Sales Engagement"
• Sales = best budget advocate"
• Sales = world’s greatest efficiency test"
• What are they using? "
• What are they not using?"
• And…WHY?"
"
"

37. Superpower: Sales Enablement"
• But my sales team isn’t using it…"
– Adjust the process or set up"
– Train them (again)"
– Train one rep à more $$ is contagious"
• Sales = world’s greatest evangelist"

38. 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 "
"
**Superhero Hint: Team effort – must use CRM and Marketing Automation Tool** "

39. X-Ray Vision Through Reporting"

40. Questions?"

41. Contact Info!
Kathryn Honderd"
Client Services Manager"
Kathryn.honderd@pardot.com
@PardotKathryn
"
"
"
"
"
Pardot™, An ExactTarget® Company
950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326"
404.492.6845 | 877.3B2B.ROI | www.pardot.com"