As marketing and sales become less discrete activities, alignment is increasingly critical. The marketing discipline now includes a wide range of functions to help identify, nurture, and close sales. This panel of industry experts will review topics like demand generation, CRM/database tools, call centers, and the best ways to integrate these elements to enable your sales force and improve their results.

1. Implementing CRM
Prepared by Conrin, Inc.
Todd Smithee
Conrin, Inc
616-897-4325
tsmithee@conrin.com
www.conrin.com

2. The Need…
• 70% of all B2B leads receive NO follow-up –
Gartner Group
• “Based on our research, our key findings are
that personal contact and timeliness are the
most important elements of an effective lead
follow-up strategy.” KnowledgeStorm and The
Artimis Group

3. Why Does CRM Matter?
• Increase Your Sales
• Increase Valuation

4. The Solution Requires More
Than Software
Complete CRM Solutions Include
• Business Process
• Technology
• People
• Metrics

5. Business Process
• Take Time to Map EVERYTHING
• Data Collection & Management
• Sales Team Management and Structure
• Reporting

6. Business Process
Mapping Tips
• You Cannot Have Too Much Detail
• Utilize Process Mapping Tools Such as
Visio to Create Flow Charts
• Be Sure to Build Consensus Among
Teams

7. Business Process
Data Collection & Management
• Identify Data Sources
– Website
– Manual Entry
– Mass Migration

8. Business Process
Sales Team Management and Structure
• Document sales hierarchy & processes
• Determine data privileges
– Read
– Write
– Edit
• Confirm with sales stakeholders

9. Technology
• Selection
• Implementation

10. Technology
Selection
• RFP Development
– Base RFP on your process maps and
documentation
– Consider “purchase” versus “software as a
service” options and ROI
– Account for entire cost of implementation and
ownership (software, hardware, maintenance,
subscription fees, training, additional licenses,
upgrades).

11. Technology
Selection
• Other Considerations
– Customer service management
– Integration with marketing applications
– Ability to integrate with accounting and
finance programs
– Integration with email and calendar
applications
– Availability of technical support

12. Technology
Selection
• Review Vendors
– Are they profitable?
– How long have they been in business?
– How many customers do they have?
– Is their product scalable?

13. Technology
Implementation
• Implement incrementally to gather some
“wins”
• Continuously review progress with all
users.
• Review milestone and timeline
achievement.
• Train, train, and train again

14. People
• Senior management buy-in & support a MUST.
• Management must use the system (& be seen
using it).
• Define, communicate & reinforce roles and
responsibilities.
• Continuously re-communicate responsibilities.
Tip – management support is the #1 indicator for
success

15. People
• Integrate usage into reviews and job
description. “If it is not in CRM, it did not
happen”.
• Continuously work with users to improve
system
• Actively “sell” benefits to users
– Reduce monthly reporting work
– Help them achieve quota/make more money

16. People
Summary
• Listen to Needs, Concerns, and
Recommendations.
• Build Culture of Acceptance, Continuous
Improvement, and Personal Investment.
• Continuous Training.
• Shamelessly Promote Successes –
Especially to Sales Teams.

17. Metrics
• Percentage of leads receiving follow-up
• Market share
• Lead conversion ratios
• Program ROI
• Sales activity and pipelines
• Employee login history

18. Questions?