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This document summarizes the key benefits of a Lead to Revenue Management (LRM) platform compared to separate CRM, marketing automation, email marketing, and web content management platforms. An LRM platform provides a unified approach that eliminates data silos and reduces costs compared to multiple individual platforms. It integrates functionality for sales, marketing, websites, and more into a single platform to streamline processes across departments. Examples show how companies have increased leads, reduced costs, and improved efficiency with an LRM platform.
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- 1. CRM is DOA Ed Swiderski CEO | Klever
- 2. Session Overview Lines are blurring in sales and marketing technology, and if you’re focusing on implementing a new CRM system, you should think again. Comprehensive sales and marketing platforms of today, such as Lead to Revenue Management (LRM), combine functionality and eliminate the need for independent CRM, Marketing Automation, Email Marketing and Web Content platforms. And LRM will save you a boatload of money!
- 3. Key Takeaways Value (TCO/ROI) of unified approach Business and efficiency impacts Overall business value
- 4. Marketing Automation Overview Manage campaigns (email, web pages, personalization, events) Manage leads (CRM integration, sales enablement, scoring, assignments Measure impact (web analytics, dashboards, campaign analytics) Manage contacts (profiles, records, segmentation) Save on creative process costs, time 89% Say Email is Still Primary Marketing Channel. Email is hugely underestimated But MA can be complex
- 5. CRM Overview Contact & organization management Activity management Pipeline & forecasting Document collaboration Email campaigns (basic) Reporting
- 6. WCM Overview Content management/procurement Your website and web properties Social content Data collection
- 9. 2011
- 10. 2012
- 11. 2014
- 12. 2015
- 13. Landscape is now explosive galaxy CRM’s bad rap Think BIG: LRM Examples Tips So What?
- 14. 1.Landscape is Now Explosive Galaxy Lines blurred between traditional SaaS/Cloud platforms Unnecessary confusion Data silos S/M Gaps FOMO Ownership issues
- 15. Sexy, but often fails to deliver Expensive, perpetual implementations No clear objectives Lack of training Not all stakeholders involved (Sales/Marketing/IT) More data silos Marketing misalignment Technology is turning salespeople into marketers! 2. CRM’s Bad Rap 63% of CRM Initiatives Fail - Merkle Group Inc
- 17. Buyer is in Control
- 18. Sales & Marketing Dichotomy Marketing-Centric Advocates of the marketing-centric paradigm contend that the optimal approach is to expand the role of marketing in lead acquisition and lead nurturing. According to its proponents, this approach has two main advantages: It fits better with how most business buyers now prefer to learn about business issues and possible solutions. It enables companies to use their demand generation resources more efficiently. Sales-Centric In contrast, the sales methodology paradigm emphasizes the role of sales reps in the demand generation process. Advocates of this approach contend that salespeople should engage with early- stage buyers and use disruptive insights to “shape” how they are thinking about business issues and challenges. http://www.business2community.com/b2b-marketing/will-technology-soon-turn-sales-reps-marketers-01213551#6ruLDvLSCCJp0W5M.99
- 19. CRM vs. MA “In a nutshell, the only thing CRM systems do is organize your information…They keep track of your sales, but they don’t engage your prospects…They capture your sales process, but they don’t execute it. …Sales CRM is strategy. Even the sales process embodied within your CRM system is just strategy. “Marketing Automation embeds strategy but also drives execution. And the only way you’re going to sell something is to execute.” -Matt Heinz, Heinz Marketing
- 20. Sales & Marketing Gaps Mini-CRM CRM MA Landing Pages Website Enterprise SMB/Mid Small Price
- 21. 3. Think Big Lead to Revenue Management (LRM) = CRM + MA + WCM Eliminate complexity Significantly reduce monthly subscriptions Reduce unnecessary time on import/export/integration LRM is a continuum with no deliberate start/end
- 22. LRM Advantages Sales More/better qualified leads Visibility into resonating content and use for intelligence for opportunities True continuum of customer interaction/activities. Tracking built into web content Marketing Content collaboration with sales Improved lead nurturing Lead assignment & distribution Comprehensive reporting/dashboards Website Instant content publishing/data collection Realtime analytics
- 23. Cost Reduction web hosting web development/hosting content management/marketing CRM marketing automation email marketing $50 - $500 / month $2,000 - $10,000 / month $2,000 - $8,000 / month $200 - $5,000 / month $200 - $5,000 / month $100 - $500 / month sales & marketing technology subscriptions *Based on sampling of common subscription fees. subscriptions can easily total $4,000 - $30,000 / month
- 24. Unified Platform Unified Cloud DB MA CRM WCM Website Design Outbound Content Publishing Demand Generation Media Publishing (A/V) Blog Management Inbound Marketing/Data Capture Social Integration Lead Qualification & Activation Campaign Execution Opportunity Management Content Contribution Lead Scoring & Management Lead Nurturing Contact Segmentation & List Management Content Creation & Curation Campaign Management Email Marketing & Analytics Analytics & Reporting Content Curation Industry Specialists Google Analytics API Mobile Responsive Device Agnostic OS Neutral leads qualification/content collaboration
- 26. Example Website form submission Lead scoring Outbound content Sales enablement
- 27. $100M Manufacturing Company Increased web leads by +2000% 100% Reduction in-house technology/subscriptions $50M Logistics Company 50% Increased customer service response time 200% Reduction in-house technology/subscriptions $10M Healthcare Services Group 75% Reduction in-house technology/subscriptions 200% Increased efficiency in service response Real World Results
- 28. Tips Just get started. Doesn’t have to be perfect out of the gate. Think big, start small. add sophistication over time Think good data, not big data “Automating” is not always the answer. Figure out what you want to automate first (email?, alerts?)
Editor's Notes
- #2: I’m Ed Swiderski, with Klever Technologies based in Chicago. Disclaimer: I will try to keep agnostic and not software demo, however, I’d like to show some examples toward the end that utilize Klever) To preface, I’m not a CRM basher. in fact, my company is a CRM company. But CRM is just a small component of the big picture that I’d like to enlighten you with today. Lines are blurring in sales and marketing technology, and if you’re focusing on implementing a new CRM system (only), you should consider your options. There’s a new breed of software combine functions and reduce costs, eliminating the need for independent services. Ask levels of competency/familiarity/usage of CRM, MA, WCM Do we need to define all of these?
- #3: I’m Ed Swiderski, with Klever Technologies based in Chicago. Disclaimer: I will try to keep agnostic and not software demo, however, I’d like to show some examples toward the end that utilize Klever) To preface, I’m not a CRM basher. in fact, my company is a CRM company. But CRM is just a small component of the big picture that I’d like to enlighten you with today. Lines are blurring in sales and marketing technology, and if you’re focusing on implementing a new CRM system (only), you should consider your options. There’s a new breed of software combine functions and reduce costs, eliminating the need for independent services. Ask levels of competency/familiarity/usage of CRM, MA, WCM Do we need to define all of these?
- #8: Who’s seen this slide? Scott Brinker Out of 43 Categories, today I’d like to focus on a subset of about 10, that form a new category of software that we call Lead to Revenue Management (LRM - Forester term) Platforms/Services that continue to blur lines due to common elements, functionality, and features LRM is best fit for SMB/Small Enterprises, because most unnecessary complexity is removed. there are pieces of software for just about every function of sales & marketing. Easier to implement for SMBs
- #9: Definition of LRM? Depends on who you ask, though we believe the core components with the most effective areas of integration are MA, CRM, and WCM These are the “building blocks” of marketing technology
- #10: Let’s rewind ~100 companies ⅓ LRM ~10 CRM
- #11: ~350 ~10 CRM MA doubled in size Interesting how CRM is umbrellaed under MA
- #12: ~900/Tripled Notice the grouping of backbone platforms Content! Is king?
- #13: ~1800/doubled ~30 CRM. new CRM platforms are decreasing. MA increase
- #14: Marketing tech has a huge spectrum of players, but today we’re picking on CRM because of it’s reputation. Hopefully I can widen your perspective on the landscape
- #15: Great example is unbounce. I love how they deliberately call out dodging IT. Need all teams involved
- #16: - only 33% using CRM and MA think they compliment each other - google CRM failures. The early days of CRM proved the technology COULD be sensational But nobody loves reporting to the man So much potential, but not simple enough
- #18: The buyer is now in control more than ever, and 90% of the time the decision is made before contact with sales.
- #19: David Raab (Mkt tech blog) Two distinct camps of sales/marketing methodologies of lead acquisition My prediction is sales and marketing will eventually become one, but I believe the Marketing approach is leading.
- #20: Also a Dichotomy in systems. MA activates strategy for execution.
- #21: Actually from our sales deck, but wanted to give you perspective.
- #22: One stop shop
- #23: Just some examples
- #25: A little nerdy, but more of a visual.
- #26: Jsut to demonstrate the advantages of LRM, not unique to Klever
- #27: I would like to show you a very primitive example of an LRM workflow. Using my company’s software but we don’t brand it, so hopefully it doesn’t come off as a commercial White label for companies and agencies