In the days before digital marketing, it was very difficult for marketers to correlate specific marketing efforts with specific revenue outcomes. Marketing was more of a “spray and pray” proposition than it is today.
In a data driven marketing world, there are a variety of tools available to marketers that can help them to understand the paths to revenue that are working best.
Ultimately, a data driven marketer should be able understand which of the flows through the marketing and sales funnel are resulting in the most revenue. (more…)
It’s not a big surprise to industry observers that most of the major CRM and marketing automation vendors would pair up at some point. With two recent partnership announcements, there remains only one noticeable holdout.
Infor CRM and Marketo
Last week, Infor (which owns what was formerly branded “SalesLogix”) announced a partnership with Marketo. This likely means an abrupt end to the informal partnership that Infor had with SalesFUSION. (more…)
Rarely does a week go by that we don’t hear from someone whose company is using a legacy system for CRM.
In many cases, there have been hundreds of thousands of dollars invested in the system over the years. There can be multiple integrations with other legacy systems.
A common problem with a legacy system is that sales user adoption is low. We often hear, “our salespeople enter their opportunities into CRM — but that’s about it.” (more…)
Executed correctly, inbound marketing efforts can create a flow of quality CRM leads for salespeople to follow up with.
Inbound marketing leads are of much higher quality than, say, a list of visitors to a trade show booth. However, there are still going to be a percentage of leads that some salespeople affectionately refer to as “crap”.
A crap or bad lead should be marked as Disqualified in CRM. Although, since salespeople are among the less compliant CRM users, a bad lead can sometimes be left in an Open or New state indefinitely. (more…)
CRM adoption by salespeople is generally better than it was in the era when client/server systems dominated.
The advent of cloud-based CRM systems made it easier for salespeople to access customer and prospect information from anywhere and from any device. Mobile device access has continued to improve over time.
However, the world continues to ring with complaints about CRM under-adoption. While salespeople are not the only culprits, they are the most oft-mentioned offenders. (more…)
CRM Switch is not a media company or a product review site. We are a CRM and marketing technology planning and strategy company. However, because of ongoing CRM content development efforts, we had over 200,000 visitors to our blog in 2016.
Several years ago, I took marketing thought leader David Meerman Scott’s “think like a publisher” advice to heart and started writing about CRM topics on this blog. (more…)