Data Driven Marketing: What B2B Digital Marketers Can Measure (With the Help of Salespeople)

Data Driven MarketingIn 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…)

Posted in: Marketing Automation

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Two More CRM Vendors Select Their Marketing Automation Dance Partners

CRM Marketing Automation Dance Partners

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…)

Posted in: Marketing Automation

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Is It Finally Time to Dump That Legacy CRM System?

Legacy System DumpRarely 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…)

Posted in: CRM Strategy

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CRM Lead: How Do I Disqualify Thee? Let Me Count The Ways

CRM Lead DisqualificationExecuted 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…)

Posted in: CRM

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Low CRM Adoption by Salespeople: The Quest for a Cure

Cure for low CRM adoptionCRM 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…)

Posted in: CRM Value

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6 Levels of CRM Expenses

Six Levels of CRM ExpensesThe cost of a CRM subscription is not the only component of CRM expense. In fact, depending on the size of an organization and/or the complexity of requirements, there can be at least six different levels of CRM expenses.

Below is a chart and an associated table of CRM related expenses over a three year period for a hypothetical company with 50 CRM users. The chart and table are embedded from this spreadsheet. Feel free to save this as a Microsoft Excel spreadsheet or to make a copy in Google Sheets. From there, you can plug in your own user count and assumed per user costs. (more…)

Posted in: Buying CRM

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Our Most Popular CRM Content of 2016

2016 CRM ContentCRM 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…)

Posted in: CRM

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CRM Company Headquarter Locations – A World Map

CRM Company HeadquartersIn a flat world, does it matter to a CRM buyer where a CRM company is headquartered?

Generally not. However, there are cases in which the location of a CRM company can influence a CRM buying decision.

An emerging brand is often better marketed in its local area than in others. A small business owner in St. Louis is far more likely to have heard of Less Annoying Software than a small business owner in Seattle. Conversely, someone in Seattle is more like to have heard about PipelineDeals than someone in St. Louis. (more…)

Posted in: CRM Industry

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8 Reasons Why You Should Never Develop a CRM RFP

CRM RFPTraditionally, the RFI/RFP process has served to help buyers at companies understand important feature/functionality differences between multiple vendor solutions, so that a large group of potential vendors can be whittled down to a short list. An RFP can also represent an initial round of vendor scoring. RFPs have even been used to disqualify vendors early on. (more…)

Posted in: Buying CRM

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What Do CRM Professional Services Cost?

CRM Professional Services CostCRM user license costs are only part of the initial cost of a CRM system. Another cost is CRM professional services.

Some companies make the decision to self-implement their CRM system. This is usually because there are people in-house who provide a combination of CRM-related business analysis experience and the right level of technical aptitude to manage tasks ranging from system configuration to data migration.

Many companies look to third parties to perform some or all of their CRM implementation. Unlike the cost of CRM user licenses, the cost of CRM services is not based on straightforward unit pricing.

In fact, there is a very large range in what organizations pay for CRM professional services. Some companies use CRM with only some minor changes to the systems’ out of the box configuration. Other companies consolidate functionality from multiple legacy database systems into their CRM system and develop custom integrations. These companies can end up spending well into five figures over the course of time. (more…)

Posted in: Buying CRM

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