Why crm deployments fail marketers

Why CRM Technologies are failing Marketers…..10 initiatives for 2010

Adam Sharp, M.D.

February 2010

Copyright © 2009 CleverTouch Marketing, All rights reserved

Rules-based

Workflow

Marketing Insight

2

Intelligent Marketing Technology

about CleverTouch

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1999- the year

marketing changed ….. it wentsideways.

3



Web search has fundamentally changed the Selling/Buying Dynamic

5


CRM systems are not an ideal platform for marketing….

6


7

•Pipeline

•Opportunity Management

•Sales

•Support

•(X-sell)

INBOUNDOUTBOUND

The Gap

• Technology

• Processes

• Content

• Skills


INBOUNDOUTBOUND

ONLINE

OFFLINE

marketing today…


9

SEO & PPC

Ads & Direct Mail

PRSocial Ntwk

Telemarketing

Digital& Web

Events eMail

Multiple Versions Of The TruthMultiple Formats- No HistoryPoor Lead Nurturing & RoutingPeople/Time IntensiveOrganisation serve Comms Platforms

Channels& Partners

…marketing 1.0


Marketing 1.0 = Ineffective

MarketingDomain

Sales Domain

20%

ADHOC 80%


Major Marketing 1.0 issues

11

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


12

…and so Marketing needs a new approach


13

Initiatives for 2010


1

Customer &

Prospect

Understanding

Creativity,

Collaboration

& Innovation

Technology

& Automation

Business Process

& Workflow

Product

& Marcom

Operations

& eBusiness

marketing 2.0 = Balance


2

15

…move from email marketing to marketing automation

Violates

Patent

4700914


316

adopt a Marketing 2.0 mindsetOUTBOUND INBOUND

eMail, DM

PRSEO, PPC

Social Media

Web Activity

Cluster Analysis based on profile building

41

Opportunity

Engagement


4 7………..

1. Data Analytics2. Psychometric Marketing3. Business Process Review4. Technology


18

4

Get a handle on your data……one place

BEFORE

AFTER


19

Look for patterns as basis of campaigns

4

Average meancustomer spend is £1,306 per year


Psychometric Marketing

20

Unaware & Happy Aware & Troubled Committed to Change Explore Solutions Commit to Solutions

Marketing Marketing Inside Sales Inside Sales/Sales Sales/SE

Economic

Technical

Executive

What CONTENT?

What QUESTIONS/INSIGHT?

ENSURE DIFFERENT CONTENT AND QUESTIONS AT EACH STAGE

Technical Buyers

Economic Buyers

Executive Buyers

5

DEPTH & VARIETY

ATTITUDE & APTITUDE


6

21

Business Process ReviewLack of Controlled

Nurturing

Lack of

Closed loop

or feed back

Lack of

load balancing

befo

re


622

Business Process Review

Controlled Nurturing

Closed loop

feed back

Load balancing

aft

er


23

7

Marketing Technology1. map requirements2. don’t buy features.


24

8

Lead Profiling, Lead Scoring,Lead Nurturing…...Consider Engagement Marketing- Openness & Organisational Momentum


25

Social Media = REACH

1. listening

2. influencer marketing

3. compelling content.

9


Win Target Actual

Dynamic Demand Management ©

26

MQL

Target Actual

Target Actual

Target Actual

Pipeline

Target Actual

Target Actual

Target Actual

10

OUTBOUNDINBOUND


27

Marketing Automation isopportunity for Marketing Transformation


2010 - a holistic

approach

28

CRM + Marketing Automation

Why CRM Technologies are failing Marketers…..10 initiatives for 2010

Adam Sharp, M.D.

February 2010

Date post:	11-May-2015
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Why crm deployments fail marketers

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