Microsoft crm implementation blueprint

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Contents
Overview and Background............................................................................................................................2
Our Processes............................................................................................................................................2
Our Business Model..................................................................................................................................3
Standard CRM records we use..................................................................................................................3
The ClickDimensions marketing automation solution..............................................................................3
Internal usage by area ..................................................................................................................................3
Leads .........................................................................................................................................................4
Contacts ....................................................................................................................................................5
Accounts....................................................................................................................................................6
Opportunities............................................................................................................................................8
Forecasting Dashboards........................................................................................................................9
Demo Activities and the sales process....................................................................................................11
ClickDimensions components.................................................................................................................12
Email Newsletters ...............................................................................................................................14
Lead Nurturing....................................................................................................................................16
New Customer Onboarding and Support ...........................................................................................18
Content marketing..............................................................................................................................18
Web Visitor tracking............................................................................................................................23
Paid search tracking............................................................................................................................25
Webinar tracking.................................................................................................................................26
Dashboards .................................................................................................................................................29
Dashboard 1 – Key Metrics.....................................................................................................................29
Dashboard 2 – Revenue Summary..........................................................................................................30
Dashboard 3 – Pipeline ...........................................................................................................................30
Dashboard 4 – Support Performance .....................................................................................................31
Dashboard 5 – Search Visits....................................................................................................................32
Dashboard 6 – Web form submissions ...................................................................................................33
Dashboard 7 – Webinars (GoToWebinar integration data)....................................................................33
Summary.................................................................................................................................................34

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Overview and Background
How ClickDimensions uses Microsoft CRM and the ClickDimensions marketing automation solution to
run a growing software company
When you implement and use software, it is pretty common to want to know how other organizations
are using it. This guide will show you how we use Microsoft CRM with our ClickDimensions marketing
automation solution here at ClickDimensions. Having worked with Microsoft CRM for years, we feel that
we understand and use it well. While we are not proclaiming to have the ideal model for every
business, we believe that organizations can always benefit from seeing what others are doing.
Our Processes
Let’s start with a list of the processes for which we use Microsoft CRM. They are:
- Lead management: Many CRM implementation firms don’t like the CRM lead entity because it
represents an individual just as the CRM contact record does. In that sense, lead records can
create confusion and duplicity. We use the lead record as a temporary holding space for
inbound inquiries.
- Account and Contact management: This is all about setting up the account and contact records
in CRM so that you are doing a good job of tracking the data points that will actually make a
difference to you. You can’t track everything so we focus on tracking a few things well
- Inside sales: We break this into two groups, each of which is focused on setting up
demonstration meetings for our outside sales groups
o Market Development Representatives: These individuals handle inbound leads that
come to us from our marketing efforts
o Sales Development Representatives: These individuals focus on prospecting outbound
to organizations that may be a fit for our solution but have not proactively come to us to
talk about it. They are the hunters of ‘net new’ leads
- Outside sales: In our vernacular, outside sales are the people that work with our channel
partners, give demos and close deals. ‘Demos to dollars’ is our mantra
- Marketing: This encompasses everything from the monthly newsletter to lead capture web
forms to nurture programs to lead scoring, web visitor tracking and more. Most of this is
enabled by the ClickDimensions marketing automation solution
- Opportunity management and forecasting: This is critical because it shows us the health of our
current forecasting period (we forecast monthly) as well as our overall pipeline
- Customer service: This includes customer onboarding, training and ongoing support. We track
the status of customers so the hand-off from sales to service. We use Zendesk for support
tickets and have some integration created to surface some Microsoft CRM data inside Zendesk
and vice versa. We also use ClickDimensions surveys to monitor our customer satisfaction and
net promoter score

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- Webinar tracking: Our ‘set it and forget it’ integration with GoToWebinar ensures that our
entire team can see who has registered for, attended and missed our training and marketing
webinars.
Our Business Model
To understand our implementation of Microsoft CRM, it helps to understand our business model. We
are a Software-as-a-Service (SaaS) provider that sells subscriptions of our online marketing solution. We
do a lot of online marketing to find new prospects and we drive interested parties to one-on-one
demonstrations of our solution. Software companies, and in particular, SaaS software companies, might
find this guide particularly relevant. However, much of what we cover is basic sales and marketing that
is applicable to a variety of businesses.
Standard CRM records we use
This might sound a bit technical but let’s review the records in Microsoft CRM that we use. When we
boil this down it is actually quite simple and you’ll find that we don’t really use that much of Microsoft
CRM’s functionality. In terms of records/entities, we use:
- Leads
- Contacts
- Accounts
- Opportunities
- Demo Activities (a custom activity type)
- ClickDimensions custom entities
As referenced above, we use all the ClickDimensions marketing automation entities as well as some
activity tracking for critical emails that we push into CRM from Outlook. While we have implemented
integration between Zendesk and CRM for customer support, our agents are working almost exclusively
in Zendesk for their daily activities. We also integrate usage data from our cloud-based system into CRM
so it can be viewed by sales and service right from our customers’ Account records.
The ClickDimensions marketing automation solution
We use our own marketing automation solution with Microsoft CRM to manage a variety of marketing
processes. Our solution brings all marketing data natively into the Microsoft CRM data model so that
we can visualize that data in dashboards, use it for workflows, show it in reports and advanced find
views, etc. Our solution is simple to use and has just the right level of functionality for the vast majority
of companies that use Microsoft CRM.
Internal usage by area
Now let’s take a look at the individual areas where we are using Microsoft CRM and ClickDimensions.

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Leads
Below is a sample lead screenshot from our system. All ClickDimensions web forms on our site will
create a new lead record if the web visitor filling out the form is not already in our system.
There are a few things worth mentioning about the way we have our lead records set up.
- We use Boolean (yes/no) fields to track the email lists to which the lead has subscribed. These
fields map to an identical set of fields on the contact record so that the data is preserved when a
lead is qualified/converted to a contact. In the case of the lead shown above, he has opted into
our newsletter and special events lists but not our product update notifications. When we send
our monthly ‘Marketing with Microsoft CRM’ newsletter we use a dynamic marketing list that is
based off of the newsletter field.
- We always try and make sure the source campaign field is set. You will later see that we require
the source campaign field on opportunity records so that we can track the effectiveness of our
campaigns. In the case of Renato, he went to the landing page at
http://www.clickdimensions.com/ebook/ and downloaded our ‘Marketing with Microsoft CRM
eBook’. You can see this in the entry page field of the visit record below
o Note: Giving content in exchange for information about a prospect is our most effective
lead generation tool. A truly good piece of content like our eBook can generate
thousands of leads.
- Because we are using our own marketing automation solution, we can see detail about all the
lead’s visits and web form submissions right from the lead record. In the visit record below, we
can see that Renato came to us from a LinkedIn ad and landed on our eBook landing page (learn
how in this blog post). If an opportunity arises from this, we will know that LinkedIn was the
vehicle that brought us the lead. From there we can decide whether to attribute the

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opportunity record to a LinkedIn campaign or the eBook campaign (Microsoft CRM only allows
one campaign record to be set per opportunity record).
o Note: To learn more about how to track campaign ROI with Microsoft CRM, take a look
at our ROI guide at http://www.clickdimensions.com/roi/
Contacts
Our use of the contact record is pretty standard. You’ll notice in the screenshot below that the same
Boolean fields we had on our lead records exist on our contact records.
Another interesting and useful customization we made to our contact records is our ‘Auto Email’ field.
This is simply a custom picklist field that we created which lists the names of a number of email
templates that our ClickDimensions email engine can send. To make this happen, we have created a
custom workflow so that, when the ‘Auto Email’ field is updated, the corresponding email template will
be instantly sent to the contact. This allows our inside sales team to quickly send out ‘canned’ emails to
their prospects.

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With the canned emails we are sending using the Auto Email field, our solution personalizes the emails
by inserting the contact details of the sales person in the email signature block. It also personalizes the
email so it includes the contact’s name. This makes the email seem as if it were written individually to
the prospect. Below is an example of one of these email templates and here is a link to a blog post with
more detail on how we do this.
Accounts
Account records are very important to us and we track several key data points that help make our
database useful for prospecting, selling, upselling, and account management. We think it is very
important to determine which data points are critical to your business and to focus on tracking those

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well. Many companies will take a CRM and add tons of new fields to the account (or other) records only
to find that they never actually use them well. The main fields that are important to us are:
- Relationship type: This is a key field that lets us record whether the account is a partner,
prospect, customer, former customer, competitor, etc. It sounds simple but you would be
surprised how many companies cannot pull an accurate list of customers from their systems
- CRM System: For us, it is critical to know which companies use Microsoft CRM. This one piece
of information is the primary data point that lets us know whether the prospect is a candidate
for our Microsoft CRM marketing automation solution
- Marketing Automation Solution: When we find out that a company is using a competitive
solution, we make sure to document that. It helps us tailor our message appropriately to those
accounts
- Industry: When a prospect becomes a customer we make sure and document their industry
from a list we created ourselves. This helps us see which types of companies are going to be our
best targets. It also helps us make product development/roadmap decisions
- Subscription details: These are custom fields specific to our business. They include payment
terms, subscription level and license level
One other note about account records is that, since we sell our solution through a channel, we needed a
way to indicate which channel partner is linked to which prospect. To do this, we simply renamed the
parent account field to ‘Partner’ so we can link the prospect or customer record to the partner’s record.
We were not concerned with using that field for its intended purpose of documenting hierarchies

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between companies and their parents and subsidiaries, etc. Again, it is very important to really think
about what data is worth tracking for your business. You can’t track everything effectively.
Opportunities
Opportunity records are very important to us because we manage a high volume of them and they help
us to accurately forecast revenue that is in the pipeline and revenue that has closed. The key metrics we
track on opportunities include:
- Open opportunities by sales person, month and overall pipeline
o For this we look at weighted revenue which is a custom field we added to the
opportunity record. To calculate this, we create a custom workflow that multiplies
estimated revenue by probability. Read the blog post here to see the details
- Won opportunities by sales person, month and overall pipeline
o For this we are looking at the actual revenue once the money comes in. We only let
finance people actually close out won opportunities. The reason for this is so our
dashboards can accurately reflect the cash revenue that has been collected at any
moment in time. This effectively takes the place of integration between our QuickBooks
Online and CRM because we can see actual sales, to the penny, in CRM
- Overall weighted and total pipeline
o This is such a critical thing to look at because it shows you clearly how much revenue
(weighted and total) is in your pipeline as you close out current opportunities. This
information maps to marketing because you should see the pipeline increase as you
increase the intensity of your marketing effort. Pipeline also acts as an early warning
system if something is going wrong in your market. If pipeline is not growing, then you
are either losing deals or experiencing a shrinking market.
Below is a screenshot of our opportunity record…

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Obviously, we are tracking estimated and weighted revenue as mentioned earlier as well as the source
campaign which we require on every opportunity record. However, we do not use sales stages. Rather,
we associate a probability level to the relative stage of the opportunity. The reason we do this is for
simplicity. This ensures that our forecasting and weighting are consistent across all sales people.
Instead of making sales people set a sales stage and a probability, we simply map the probabilities to the
sales ‘stages’ as shown in the table below. This sort of model works very well in a high volume model
like ours.
Probability Opportunity ‘stage’
25% Product demonstration given
50% Proposal submitted
75% Verbal acceptance to proposal
100% Invoice/order sent, waiting payment
One other field we use on the opportunity records that is custom to us is the Boolean ‘Opportunity
Type’ field which indicates whether this is a new opportunity or an opportunity for a customer that has
been onboard for 12 months (i.e. renewal). We added this field because we transition customers to a
renewals sales team after 12 months. Documenting this information on the opportunity record is
critical since it allows us to see the amount of new vs. renewal revenue in the pipeline.
Forecasting Dashboards
We have two main forecasting dashboards that we use. The first deals with the current month’s
revenue and the second looks at the overall pipeline. In the dashboard below we can see the current
monthly totals on the left and the current totals by sales person on the right. The top cells summarize
the weighted revenue of what is left to close in the current month. The bottom cells summarize the
actual revenue of what has already closed in the current month. The sum of the two bars in the left
column is the current month’s forecast. Sales people can sum their individual numbers from the charts
on the right to see what they are projecting for the month. It is extremely simple but always up to date.

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The forecast summary dashboard goes on to include monthly totals of actual revenue (below). This is
simply totaling the actual revenue field of opportunities which have been closed in the won status and
shows the numbers in a monthly chart.
For the pipeline summary dashboard below we again are looking at weighted revenue on the left but we
are looking at estimated revenue on the right. In both cases we are looking only at open opportunities.
On the bottom row we see this same information by sales person. This dashboard allows us to capture
the overall pipeline amounts. We actually record this data in a spreadsheet weekly during our forecast
calls so that we can watch the growth of the pipeline.

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Below the charts above we have the same information by month. This is really helpful to understand
what is in your pipeline next month and the months after. From a sales management standpoint it really
helps us to see the future pipeline by month because sales people sometimes do not want to drop dead
opportunities so they instead just push them out. When this happens, we can more clearly see it and
correct it. Overall, having the pipeline accessible and up to date in CRM is very healthy for the business.
Demo Activities and the sales process
We run our sales team in three basic areas; inside sales, outside sales and renewals. Below are the
definitions and structure of the various roles
- Inside Sales
o Inbound – Sales people that handle leads that proactively come to us from our
marketing efforts. The goal of this role is to quickly respond to and triage inbound
interest
o Outbound – Sales people that handle leads that they find using a variety of prospecting
methods. The goal of this role is to seek out and find prospects for new business

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- Outside Sales – Sales people that manage partners, perform product demonstrations and close
deals
- Renewals – Sales people that manage customers that have been with us for 12 months and
longer
To track the productivity of the outbound inside sales team members, we have created a custom activity
type called ‘demo’ to record when a product demonstration meeting has been set for an outside sales
person. Below is a look at the demo activity. It is very simple and captures the demo date, the prospect,
the prospect type (i.e. prospective customer or partner), the inside sales person that set it up (SDR) and
the outside sales person who will actually give the demonstration. The reason it is important for us to
capture this information in CRM is that the number of demos an SDR sets up determines his or her
monthly compensation. Measurable comp plans drive desired behavior.
Demo activity information can be easily viewed in a dashboard chart so that we can quickly see how
many demos have been scheduled for the current month.
ClickDimensions components
Below you can see a list of the principal components ClickDimensions adds to Microsoft CRM. Each item
below represents a custom CRM entity.

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The entities are broken into the following areas:
 Analytics – seeing who is on your web site, what brought them to it, what pages/files they have
viewed, which web forms, landing pages and surveys they have completed
 Email Marketing – the ability to send individual or high-volume bulk emails, track opens/clicks,
run automated nurture/drip programs, manage opt-in/subscriptions
 Mobile – the ability to send bulk or individual text/SMS messages
 Event Management – the ability to connect CRM to GoToWebinar and have webinar
registration and attendance data come automatically into CRM
The main things we use our marketing automation solution for are:
 Email newsletters
 Lead nurturing
 New customer onboarding
 Content marketing (via web site forms and landing pages)
 Web site visitor tracking
 Lead scoring
 Webinar registration and attendance tracking

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 Surveys (for customer satisfaction and Net Promoter Score)
 Paid search monitoring
Let’s take a look at each area in more detail:
Email Newsletters
A very important part of our marketing strategy is to continue to grow the list for our monthly
‘Marketing with Microsoft CRM’ newsletter and email quality content and news to the list. It is
important to note that we build the list only by enticing people to voluntarily sign up/opt-in. This is
referred to as ‘permission-based marketing’ and is imperative in building trust with prospects.
Each month we use our easy email template building interface to quickly build that month’s newsletter.
You can see a screenshot of that below…

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Once the template is created, we send it directly from within CRM to any combination of marketing lists
or leads/contacts/accounts we choose. As the recipients interact with the email we see the statistics
inside CRM as well as information about how many times the email has been shared on social
networks…
Social sharing statistics…

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Lead Nurturing
As our inside sales team interacts with prospects who have either come to us or been approached by us,
the situation often arises that the prospect is not ready to engage in an active sales cycle. The prospect
is not sales ready and it makes no sense to invest the time of a sales person to follow up with them.
However, we can have our lead nurturing system stay on top of the prospect automatically.
Below you can see the ClickDimensions settings section within the overall Microsoft CRM settings area.
Note that, among other capabilities, you are able to create nurture programs.
Below is a screen of a nurture program we have created to automate the follow up with prospects that
are not sales ready. You can read more about this nurture program on this blog post.

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This nurture sends periodic emails to the prospect while simultaneously monitoring whether the
prospect clicks on the call-to-action link in any of the emails. If/when that happens, the responsible
sales person is notified of the potential interest and can follow up. If the prospect never interacts then
they can be funneled into another program or removed from the process.
New Customer Onboarding and Support
When we sign up a new customer, we use our solution to automate a series of processes to guide them
through the installation, training and usage of the ClickDimensions marketing solution. We follow the
onboarding process with a ClickDimensions survey to make sure they are hearing from us and giving
their feedback about how we are doing. (Read about our onboarding survey here.)
Once a customer is brought onboard and trained, we use a combination of CRM and a help desk system
called Zendesk to track and respond to technical support requests. (Our support processes are covered
in an upcoming eBook that talks about how we use Zendesk integrated with Microsoft CRM for
customer support. Sign up for our newsletter here so you can be notified as new eBooks are released.)
Content marketing
Lead generation is a huge part of our sales and marketing process. One of the best ways we have found
to generate new leads is to create high quality content and offer it on our web site in exchange for the
prospect’s contact details.
Let’s take a look at how we manage a piece of content we use for lead generation purposes. We’ll start
by building a landing page with a web form that visitors need to submit to have a copy of the content
emailed to them. The example we’ll use is our ‘Marketing ROI for Dynamics CRM Quick Guide.’ This
guide covers how to think about marketing ROI (return on investment) when using Microsoft CRM. We
used ClickDimensions tools to build a landing page with an embedded web form;

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Building the landing page is easy; we just upload our images and type in our text. When we create the
landing page we can link it to a campaign record so we can tie visits to the page and submissions of the
web form back to the campaign record.
When we built the web form for the landing page, we set up some ClickDimensions automations so that
the visitor filling out the web form would be emailed a link to the guide and our sales team would
immediately be notified. The next screenshot shows these notifications set up on a form “Actions” tab in
the ClickDimensions form designer in CRM.

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With the landing page and web form in place, each time a visitor completes the form, the information is
recorded into CRM as a Posted Form record (a custom ClickDimensions entity) as seen below.

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Having the web form data in CRM is very helpful as it allows us to create dashboards showing a trend of
how well our content is generating form submissions. Below we can see all web form submissions and
the drop off during the holiday season is easily noticeable. We keep our eyes on these trends since we
want to make sure we are always generating downloads, newsletter sign ups, etc.
Looking at the CRM campaign record we created and linked to the landing page, we can see all the visits
that originated from that landing page.

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We can also see all the people who submitted the landing page form to get a copy of the guide.
So, our conversion rate is very clear and we also make sure that the campaign is associated with any
opportunity records it generates so that we can see overall ROI for the campaign. Again, this is covered
in more detail in the ROI guide available here.

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Web Visitor tracking
Our inside sales team is always looking for organizations that may be interested in our solution. One
way to find such prospects is to look at which organizations are spending time on our web site. We can
do this from inside CRM by looking at the ClickDimensions web tracking records. The web tracking
records include:
- IP Organizations
- Anonymous Visitors
- Visits
- Page Views
Let’s discuss each one of these in more detail. Below is a screenshot of an IP organization record. On it
are sub grids of the various anonymous visitors, visits and form submission activity from this IP address.
This makes it obvious that there is a lot of interest from this particular organization.

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IP Organization: when a visitor comes to your web site, the ClickDimensions solution is able to
determine the IP address of the visitor and lookup the organization name registered to that IP address.
For each IP address, we create an IP Organization record and all visitor information coming from that IP
address will from that point on be linked to that IP Organization record. This allows you to see all
anonymous visitors as well as visits, page views and forms submitted from that IP address. By correlating
all this information in a single place you can see trends when multiple people from a single IP address
are interested in your products and services.
Anonymous Visitor: when a visitor comes to your web site, the ClickDimensions solution places a
'cookie' in the visitor's web browser. A cookie is simply a text file with an identifier that is unique to the
visitor and meaningful only to our solution. It allows our solution to recognize that same visitor each
time they return. During each visit we record the pages they viewed, how long they viewed the pages
and much more. All that information is linked to the Anonymous Visitor record which is, in turn, linked
to the IP Organization record for the visitor's IP address. When we determine who exactly the visitor is,
all their browsing history is then linked to their CRM Lead or Contact record. Below is a list of the top
anonymous visitors this week. This was a view that was easy to create with CRM’s advanced find tool.
The scores of these anonymous visitors indicate their overall interest level as defined by how many visits
and page views they have had. Our inside sales team can use this to identify new prospects.
Visit: a web visit, sometimes referred to as a session, represents each time someone comes to your web
site. A visit lasts as long as the visitor continues to look at your web pages but is automatically ended
after 30 minutes of inactivity. Attached to ClickDimensions Visit records are Page View records. Visit
records contain a lot of information including the referring URL (i.e. the page that brought the visitor to

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your site), the referring host (i.e. the web site that brought the visitor to your site) and any keywords
used to find your site.
Page View: a page view represents each time a visitor on your site goes to a page or clicks a link tracked
by the ClickDimensions solution. Each page view tracks the page URL as well as title and is linked to the
Visit in which it occurred. Page views also include the duration (in seconds) that the visitor was on the
page. Duration is calculated based on the difference in time between when a visitor requested a page
and then went to another page. Because of this, the duration will always be zero for the last page in a
visit and visits where the visitor viewed only one page.
Paid search tracking
If you use paid search, particularly with Bing and Google, you are probably looking at the number of
impressions and clicks your online advertising campaigns are generating. If you are a bit more
sophisticated, you may even be using Bing and Google’s conversion tracking feature so you can see
which of your campaigns, ads, and/or keywords are getting your visitors to take the desired action once
on your site (i.e. buy something, sign up for a newsletter, etc.).
This is all great information, but – with ClickDimensions in place in our Microsoft CRM – we take it a step
further. Not only have we implemented conversion tracking on our web forms (see how in this blog
post) but we are also using URL tagging with both Bing and Google so we can see in our CRM which visits
are coming from which campaigns. To see how we do URL tagging, take a look at this blog post. We do
this so that we can see the quality of visits that are being sent to our site from paid search advertising.
The screenshot above shows a visit record where we have highlighted the score, duration and number
of pages of the visit (i.e. measures of its quality – more on that in this blog post) along with the search

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term in the entry page URL and the keywords the visitor typed into Google. Looking at the entry page
field you can see that this visit came from Google AdWords.
Because this visit record is inside CRM, you can easily create a CRM view to show you all visits that have
come from AdWords or Bing, etc. Below is a screenshot of a query in Microsoft CRM’s advanced find
tool that will bring back all AdWords visits created today.
Below is our view inside a dashboard. To read more ideas on how to create dashboards to show visits
coming from your paid search campaigns, read this blog post.
Webinar tracking
We hold a lot of webinars using GoToWebinar by Citrix. To capture webinar registration and attendance
information in CRM we built a GoToWebinar connector which is now part of the ClickDimensions
solution. You can read the details of the integration here on our help site but one of the things that we
really like about it is its ‘set it and forget it design’. Once you connect ClickDimensions to your
GoToWebinar account, all your webinar information including the sessions, registration, attendance
information, attendee interest levels, question/answer and more is automatically synched into
Microsoft CRM.
Having the webinar information inside Microsoft CRM not only allows us to see a history of the events
we have held and will be holding, but also allows our sales people to see which events a contact has

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registered for and attended. Below is an event record created by the integration. You can see that
currently 74 people are registered.
Below you can see the list of people who are registered for an event. Once the event is held, these
records will be updated automatically to show who actually attended, how long they stayed and even
their interest level as determined by GoToWebinar (GoToWebinar tracks how often webinar attendees
switch from their app to check email, etc.)
Below is what you see when looking at the contact record of one of the people who has registered for
our event.

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By having webinar data inside CRM we can create views to show people who have registered for a
webinar but didn’t actually attend. We reach back out to these people to see if we can get them on
another webinar or demo. Below is a simple query we built to see who has missed our weekly webinar.
By the way, our technical support team can also use this to see who has attended our training webinars.
One of the most useful examples of how our sales team leverages the GoToWebinar integration is with
our weekly product webinars. Before having the integration, sales people were not aware of who was
signed up for the webinars and then who attended or missed. Once in a while our marketing person
would send this information to sales in GoToWebinar reports, but that didn’t always happen. Now, our
sales people can simply pull up a dashboard and see who is registered for the current week’s webinar as
shown below…

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Within minutes of the webinar ending, the same dashboard can be refreshed so the sales person sees
who actually attended, how long they stayed and if they typed in any questions…
With this increased visibility, our sales people are now meticulously following up with their prospects
who register for webinars.
Dashboards
We are huge dashboard users. Although we’ve talked about some of our dashboards earlier in the
document, we wanted to highlight all our key dashboards in this section.
Dashboard 1 – Key Metrics
Dashboard cells (left to right, top to bottom)
 Revenue by month chart (sum of the actual revenue field from ‘won’ opportunity records)
 Customer list with count
 Partner list with count

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Dashboard 2 – Revenue Summary
Dashboard cells (left to right, top to bottom)
 Open weighted revenue for current month (i.e. what remains to be closed this month)
 Open weighted revenue for current month by sales person (i.e. what remains to be closed this
month by sales person)
 Closed actual revenue for current month (i.e. what has closed this month)
 Closed actual revenue for current month by sales person (i.e. what each rep has closed this
month)
o Note: the sum of the two left most charts is our current monthly forecast
 Actual revenue by month (bottom)
Dashboard 3 – Pipeline
Dashboard cells (left to right, top to bottom). This is a great dashboard to give you an idea not only of
pipeline, but also of whether your sales people are forecasting properly and consistently with each
other. Anomalies will stand out quickly in these charts
 Open weighted revenue for all opportunities (i.e. total weighted pipeline)
 Open estimated revenue for all opportunities (i.e. total overall pipeline)
 Open weighted revenue for all opportunities by sales person (i.e. weighted pipeline by rep)
 Open estimated revenue for all opportunities by sales person (i.e. total overall pipeline by rep)

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Dashboard 4 – Support Performance
Dashboard cells (left to right, top to bottom). With this one dashboard, we can quickly see what our
customers think of us. For example, two months ago we were not happy with the measure of our
support responsiveness. We hired additional support reps and that metric has since climbed from 7/10
to 9/10.
 Overall satisfaction (average of our Net Promoter Score question)
 Break down of the number of surveys received by type (i.e. support vs. onboarding)
 Average ratings by question across customer onboarding surveys received
 Average ratings by question across technical support surveys received

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Dashboard 5 – Search Visits
Dashboard cells (left to right, top to bottom). This is a great dashboard for a marketer to glance at once
a day. It shows which visits have come from paid search, the quality of the visits, keywords used, and
conversions. We make continual advertising tweaks based on insights gleaned from this dashboard.
 Today’s visits from Google ads
 Yesterday’s visits from Google ads
 Chart of visits by day from Google ads
 Chart of visits by day from Bing ads (not shown on screenshot)
 Today’s visits from Bing ads
 Yesterday’s visits from Bing ads

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Dashboard 6 – Web form submissions
This dashboard shows the count of web form submissions by week. Each cell reflects a different form
(i.e. contact us vs. partner information form, etc.). This dashboard really tells us how our lead
generation efforts are trending.
Dashboard 7 – Webinars (GoToWebinar integration data)
Dashboard cells (left to right, top to bottom). This dashboard not only shows overall trends about
webinar registration and attendance, but it also allows our sales people to follow up promptly and
accurately with prospects who attended or missed our webinars. Good marketers should always think

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in terms of giving their sales teams reasons to connect with prospects. This dashboard gives that chance
and more.
 Registrants for current week’s product webinar (reflects actual attendee data once the webinar
concludes)
 Registrants for next week’s product webinar
 Registrants for a specific, special event webinar (in 4 colors because the webinar has 4 different
presentation times)
 Registrants for current week’s ClickDimensions Academy training webinars
 Registrants for weekly product webinars by week (to illustrate trend)
Summary
Hopefully you have found this guide helpful in thinking about your own implementation of Microsoft
CRM. We have found that you can have a very effective CRM implementation by focusing on doing the
basics well. If you have any feedback or thoughts about the material covered herein please send us an
email at info@clickdimensions.com.

Microsoft crm implementation blueprint

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