Post on 20-May-2015
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Accelerating Your 2012
Marketing ROI through Cloud
CRMJustin MahonHead of International Business
DevelopmentCRM Applications
Sage
Introduction
The Sage Perspective
o 30 year’s experience helping SMBs and divisions of larger enterprises to grow profitably and manage their business processes more effectively
o 6m customers globallyo Supported by 30,000 certified business
partnerso 72,500 organizations using Sage CRM
Solutions, equating to over 3m individual users
o Largest provider of business applications to SMBs globally - IDC
Global Economic Confidence,
02/'11
Domestic Economic
Confidence, 02/'11 UK
France
US
Germany
Canada
Negative
Global economic sentiment dropped from 53.13 to 44.47 in 6 months; UK has most
negative outlook at 40.65; and second most negative for the domestic economy
at 42.41
Sage Business Index – Q3 2011
Germany UK France United States
Canada South Africa
Singapore & Malaysia
Spain Austria
Neutral
Positive
2006
Q2
'06
Q3
'06
Q4
'06
2007
Q2
'07
Q3
'07
Q4
'07
2008
Q2
'08
Q3
'08
Q4
'08
2009
Q2
'09
Q3
'09
Q4
'09
2010
Q2
'10
Q3
'10
Q4
'10
2011
Q2
'11
Q3
'11
Q4
'11
-70%
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
IPA Bellwether Report – Q4 2011
total
Media
Sales promotion
Direct Marketing
Other
Internet
Search
-8.00% -3.00% 2.00% 7.00% 12.00%Confidence index – respondent company’s financial prospectsQuarterly adjustment to respondent’s marketing budget Confidence index – respondent industry’s financial prospects
Confidence & Spend by Quarter Q4 ’11 Δ in Marketing Spend by Category
Headlineso Confidence is down significantly due to market uncertaintyo Q4 2011 marketing budgets up marginally – up .6% in Q4 compared to net increase of 3.4% in Q3o 2012 budgets expected to rise at lowest levels in 3 yearso Managing budgets tightly in anticipation of challenging trading conditions throughout 2012o Internet advertising rising at the highest rateo Traditional media being cut in favour of online, direct marketing and sales promotionso Spending to protect current market share
Source: IPA Bellwether Report, Q4 2011; copyright permission provided by Markit Economics
Not understanding what works / doesn’t work – managing by anecdote
Difficulty putting forward a compelling
business case
Unable to target the highest potential
opportunitiesFewer inbound leads
Limited / poor intelligence on target market and prospect
profiles
Customer information spread across multiple
departments and systems
Inability to link campaigns to specific revenues, customer retention or brand
recognition
Heavily reliant on 3rd party providers
Takes a long time to roll out new marketing
programmes
Very difficult to get real-time performance
information
Too much time spent on administration
Process bottlenecks
• Seen as a cost centre, not revenue driver
• Lower returns from traditional demand generation activities
• Budgets under pressure
• Revenue driving marketing spend, not the other way around
• Viewed as discretionary• Resources – need to
deliver more with less• Not able to execute
quickly enough
Headline challenges for Marketing:
And the underlying causes....
2012 Challenges for Marketing
The Big Question for 2012….
Is Marketing a good investment?
Getting the Basics Right
Clearly defined stages throughout the entire demand creation process accompanied by formalized processes, checkpoints and KPIs
Tools to support planning, execution, reporting and analysis
Every activity has a specific call-to-action
Clear differentiation between KPIs that simply measure activity and those that truly drive revenue, margin, and cost avoidance
Conversion rates at each stage makes revenue impact of marketing investment highly predictable – investment driven by business case, not anecdote
Real-time performance data
Direct linkage to revenue at an opportunity level
Greater ownership of revenue generation for marketing
Full audit trail; complete transparency
Re-Engineering Marketing – Essentials
The Great Unwashed
First Pass Qualification
Qualified Lead
Forecasted Opportunity
First Interaction
Nurture Cycle
QSO
Identifiable engagement – registration on website,
attendance at event, request for call, click-through on email
Total population of touch points across all marketing activities – offline and online
Headline attribute(s) identified in First Interaction used to disqualify based on geography, company size etc
Orchestration of targeted, personalized and intelligent
nurture program to generate ‘Suspects’ from NN and IB
Qualified against specific sales criteria – product / service fit,
budget and decision maker
Intent and timeframe for purchase – converted from Suspect to Lead
Active sales opportunity committed to sales forecast with specific close probability
Formalizing your Marketing Practice
Customer additions
Revenue growth
Margin growth
Database refinementProcess optimization
Enablement through CRMCampaign Management
Social MediaE-Marketing
Performance ManagementLead Capture &
ManagementData Segmentation &
EnrichmentProductivity & Automation
Tools
Revenue Funnel
Leveraging CRM toDrive through
TransformativeChange
Campaign ManagementTypical Challenges Encountered by our Customerso No single place to plan and manage campaignso Juggling multiple marketing channels is difficulto Difficulty targeting the correct profile of target customer; difficulty identifying cross-sell and
up-sell opportunities with current customers; lists are always out-of-dateo Team collaboration and activity management is pooro Leads and opportunities become orphaned from the marketing programmeo Performance metrics are piecemeal and after-the-event
How CRM helps Campaign, waves and activities Multi-channel support – offline and
online Granular list definition and
management Workflow & execution Budgeting control with alerts Central library for marketing assets Team activity and collaboration
management tools Lead and opportunity tracking
Social MediaTypical Challenges Encountered by our Customerso Playing catch-up; have not operationalized social media; no policy or governanceo No ownero Not integrated with other marketing activitieso Not integrated with customer contact recordso Difficulty embracing wide range of blogs, communities, micro blogs, video podcasts etco Difficulty separating value from noiseo Measuring activity, not effectiveness
How CRM helps Manage social activities centrally Social feed aggregation from
Communities, blogs and other sources
Contact enrichment with Linkedin Track companies, contacts or
topics on Twitter Tweets presented as feeds Integrate Twitter into outbound
marketing campaigns Add Tweets to contact records Full audit trail
Campaign: TimeNExpense Marketing Campaign
Social Media
Social Media – Separating Value from Noise
Measuring Activity vs. Value of Social Media
Key Questions to ask about your organization’s use of social mediao Is social media driving a specific, measureable outcome on your revenue
funnel? o Which social channels have the greatest impact?o Is the correlation clear enough to predict ROI?o Is the ROI worthwhile?
E-MarketingTypical Challenges Encountered by our Customerso Standalone activity – divorced from data and other marketing activitieso Manually intensiveo One-size-fits-all mass email; limited personalizationo Not intelligento High bounce rateso Oversaturationo Difficulty accommodating compliancy requirements
How CRM helps Full integrated within CRM Set and forget WYSIWYG template editor Intelligent nurture streams Automatic generation of lists based
on responses Supports mass personalization Powerful template editor Real-time performance management Advanced Spam checking Enforces compliancy requirements
and reporting
E-Marketing
Set and Forget
E-Marketing Nurture Stream
Lead ManagementTypical Challenges Encountered by our Customerso Leads not captured or tracked effectively o Leads not followed up on-time; no SLA; no escalationso Lack of clear criteria for handover to saleso No way to enforce formalized lead qualification and grading criteriao Unstructured, subjective feedback on lead qualityo Leads and opportunities are not associated back to their source or originating campaigno No mechanism for re-cycling
How CRM helps Web-to-lead capture with campaign
landing zones Full lifecycle management Configurable lead qualification and
scoring capabilities. Rules-based, automatic allocation Alerts and notifications Lead-to-opportunity conversion
workflow Full audit trail and detailed KPIs
around qualification, conversion and close
Performance Management & AnalyticsTypical Challenges Encountered by our Customerso Viewed as administration / overheado Multiple, disparate sources – finance, web analytics, E-Marketing, sales forecasts etc.o Days spent pulling information togethero Tools are not intuitiveo Rigid formats; not easy to edito Historic snapshoto Not situational
How CRM helps Fully situational – KPIs baked into
the workspace Performance management in real-
time Team and individual dashboards Surface information and services
that are important to each individual Can be fully personalized Fully contextual - link dashboard
components; full drill down Empowerment drives opt-in Reporting Suite
Performance Management & Analytics
Productivity & Automation ToolsTypical Challenges Encountered by our Customerso Disconnected customer information spread across applications, departments, users and deviceso Spending too much time on administrationo Collaborating across teams and departments is challengingo Difficulty remaining productive while out of the officeo Time spent re-entering information from one system to the nexto Process bottlenecks impacting on marketing performance
How CRM helps 360 degree view of customer and
prospect data across departments and interactions
Mobile and Tablet support Team collaboration tools Graphical workflow orchestration Maps integration Task and calendar management Exchange integration
Productivity & Automation Tools
Quantifying Impact,Cost of Not Solving
& ROI
The Great Unwashed
First Pass Qualification
Qualified Lead
Forecasted Opportunity
First Interaction
Nurture Cycle
QSO
Quantifying CRM ROI
Capture qualification information about your visitors
using Web-to-Lead and Landing Zones
Increase targeted visitors to your website through Social Media
Identify nurture candidates through Workflow and Automated List Building
Increase the number of leads through nurture E-Marketing &
Social Media
Ensure qualified opportunities are followed up on a timely
basis through Automatic Lead Allocation, Alerts and
Notifications
Prioritize using Lead Qualification & Scoring Tools
Full traceability back to originating lead sources and campaigns through Opportunity Management
Marketing Effectiveness and Efficiency Improved through:
Campaign Management, Performance Management, Productivity & Automation
Tools
In a more predictab
le way
At a lower cost
Delivered in less time
More of them
Better qualified
opportunities
Higher Value
‘Need to Have’ Metricso Estimated X% increase in the number of
qualified opportunitieso Estimated X% increase in the average
value of an opportunityo Estimated X% improvement in the
opportunity close rate?o Estimated X% increase in the number of
cross/up sell opportunities to existing customers?
o Estimated X% decrease in cost of sale?o Estimated X% reduction in avoidable
marketing spendo Estimated X% increase in the number
customer contracts renewed each year?o Estimated X% increase in the average
contract value?
‘Nice to Have’ Metricso Estimated X% reduction in the length of the
average sales cycle?o Estimated X% improvement in the lead-to-
opportunity conversion rate?o Estimated X% increase in the number of
responses generated by marketing campaigns?
Calculating Top and Bottom Line Impact for 1 Year
Best Practice Case Studies
Parcelforce
o Worldwide Express Parcel division of Royal Mail; delivers over 40 million packages on behalf of its customers annually
o 450 users across marketing and saleso Project to replace multiple, disparate legacy
applications and paper trails with a single, integrated CRM environment
o Solution, based on Sage CRM, manages, orchestrates and tracks all marketing campaigns without oversaturation and improves sales efficiency
o Complete visibility on all marketing interactions with customers and potential customers; granular ROI calculation for each individual campaign
o Doubled ROMI in the first year; project breakeven in less than 1 year (a project requirement); and significant reduction in contract turnaround times
Buffalo Sabres
o NY-based, NHL Eastern League membero 35 Sage CRM users across marketing and
customer serviceo Project to replace multiple, disparate legacy
applications and paper trails with a single, integrated CRM environment
o Solution, based on Sage CRM, delivers sophisticated, yet easy-to-execute database marketing and lead management capabilities – maximizes cross-sell and up-sell opportunities without oversaturation
o Covering season tickets, mini-packs, all access suites, Blue & Gold club membership, corporate packages, Sabres Insiders, Poweplay luncheons, Community and Kid’s Club
o 25% increase in ticket sales and 20% reduction in customer service cost in 1st year
Why Cloud?
o Ideally suited to departmental / workgroup POC
o Rapid roll-outo Frictionless, automatic
upgradeso Limited administrative
overheado Reduces / eliminates the
need for IT resourceo Opex – frees working capital
for core projectso Low up-front cost; spreads
cost more evenly over the
lifetime value of the systemo Predictable cost scalability
Rapid Route-to-Value
Find out more
Sage CRM Solutions provide flexible and robust customer relationship management (CRM) solutions, including Sage ACT!, Sage SalesLogix and Sage CRM.
To find out more visit www.sage.co.uk/crm or call 0845 111 99 88.