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Creating a Revenue EngineThe Buyer Journey & CRM
Josh WagnerWednesday, May 14, 2015
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Speaker Intro
The Buyer Journey & CRM
Josh Wagner Solution Consultant, LeadMD @jwags16 /in/joshwagneraz [email protected]
The Buyer Journey & CRM 3
01
So, what’s on the agenda?
Buyer Behavior
02Mapping Behavior to CRM
03Results Benchmark
04Challenges
05The Future of CRM
06Questions?
The Buyer Journey & CRM 4
Understanding BuyersBuyer Behavior
The Buyer Journey & CRM 5
Traditional Buying Concept
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Look Familiar?
The Buyer Journey & CRM 7
How we really buy
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Combine the two models
The Buyer Process vs. Our Process
The Buyer Journey & CRM 9
Buyer journey not taken into consideration Does not account for what happens prior to interactions
with sales Business process / sales playbook does not align with
CRM Adoption
Why does CRM fail?
The Buyer Journey & CRM 10
Mapping BehaviorSales & Marketing Alignment
The Buyer Journey & CRM 11
Where must sales & marketing align?
Unified Systems CRM
Enablement of the sales process Marketing Automation
Build trust with the buyer before they reach sales Uniform Definitions
Initial Consideration (MAL): Marketing Accepted Leads MQL: Marketing Qualified Leads
Active Evaluation SAL: Sales Accepted Leads SQL: Sales Qualified Leads
Pipeline Stages Purchase
Customers Lost Opportunities
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Revenue Model
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BenchmarkingYour scorecard
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Revenue Benchmark
LeadMD Metrics MatrixClient Lead Data Analysis
COMPANY NAME:Invoca
PROJECT START DATE:May 15, 2015
The Buyer Journey & CRM 15
ChallengesBarriers to Success
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Barriers to Success
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Murder by numbers
Only 22% of marketers use analytics to manage campaigns (beagle)
Only 38% of marketers have a single view of interaction with content across digital touch points (forrester)
82% of Marketers report being incented on lead volume (leadmd)
Only 27% of B2B leads are sales-ready when first generated (marketing sherpa)
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The final blow
90% of business buyers say when they’re ready to buy, they’ll find you (DemandGen Report)
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Buyer journey not taken into consideration Does not account for what happens prior to interactions
with sales Business process / sales playbook does not align with
CRM Adoption
Let’s revisit: Why does CRM fail?
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What’s the answer?
CRM alone will not succeed Consider your buyer and their journey Marketing and Sales have to present a unified front
Systems Definitions KPIs
Set benchmarks and keep score Build a defined process to facilitate CRM adoption
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What’s Next?A glimpse into the future
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My 2 cents
The B2B buyer Where do they live? How do they consume information? How are they connected?
Single source of all data? LinkedIn!
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QuestionsOpen Forum
![Mapping the B2B Buyer Journey [Infographic]](https://img.pdfslide.net/doc/110x75/587c5cc81a28ab633c8b4f05/mapping-the-b2b-buyer-journey-infographic.jpg)
