Crm + Marketing in the cloud

CRM + Marketingin the Cloud

5 Success Principles company leaders need to know to make it work

Lars Helgeson

Complete CRM

IT

Sales Marketing

Customer ServiceEvents

Everything is functionally connected

Success Principle #1

Build your data model with every stakeholder

Typical Data Model Elements

Find common ground

Success Principle #2

Define Process

Triggers

Forms (Newsletter, Lead Capture, Tickets)

Website Action (Pageviews, Video, Chat)

Phone (Inbound/Outbound Calls, SMS)

Email (Clicks, Reads, Scores), Social (Likes, Shares)

Conversions, Purchases, Abandonment

Single Action

orScore

orData

Change?

Automation

Add to Groupor Tag

DownloadWhitepap

er

Start Drip

Campaign

SendThank-You

Email

CreateConversio

n

Purchase

Product

Schedule CRM

Followup

SendSurve

yEmail

AttendEvent

RecordPreferenc

esin CRM

SendFollowup

SMSwith

Discount

Send Email

with link to

Video

Success Principle #3

Help stakeholders figure out their reporting requirements

Reporting

Drill down?Export?

Who needswhat? When?

Success Principle #4

Don’t forget your place at the table

Success Principle #5

Pick the right vehicle to get you where you want to go

Home-Built Integration

Roll Your Own

• Legacy compatibility• Pick best of breed• Needs core integrator

(Zapier)• Manage multiple APIs

Enterprise Core

SF / Oracle

• Large infrastructure• Pick best of breed• Expensive integrators• Manage multiple APIs• Costs/limits on API

All-In-One

Integrated

• Faster to implement• Broad insights• Big vision needed• May not have vertical

specialization

Decisions, Decisions

Don’t Be A Statistic

SuccessFail

63% of CRM Implementations Fail(80% of Sales Automations Fail)

Thank You!

Lars Helgeson