Archives For CRM success

Is your CRM strategy and vision aligned with the modern customer? Does your CRM system support the full customer life cycle? Is your organization reaping the benefits of having a modern, forward thinking CRM? Regardless of the answer, there is always room for improvement when it comes to delighting your customers and improving the productivity of all of your customer-facing employees.

On November 5, Forrester Research’s Kate Leggett and myself will be sitting down to discuss what modern organizations need to match their CRM initiatives with today’s more engaged, informed, and connected customer. We will outline some of the core tenets of a “modern CRM” initiative, and cite several successful examples of modern CRM in action.

Join us Wednesday, November 5 and learn:

  • The six critical building blocks of modern CRM
  • How organizations are shifting from systems of transactions into systems of engagement to support the entire customer lifecycle
  • Tips on how any organization can begin modernizing their CRM initiative in the age of the customer

This promises to be an engaging and informative session for any business that is looking at the customer experience in the new the age of the customer. Join Kate and me on Wednesday and we will be happy to address any CRM and customer related questions you might have.

Registration is limited, so click HERE to register today. We hope you can join us!

Note: The following is a guest post from Thomas Shields, Vice President, Marketing Program Delivery, BancVue.

An Empathic Challenge To Your Customer Journey!

All of us want to delight our customers, engage their interest and drive true customer loyalty. However, many of us are fighting an uphill battle and significant challenges stand in our way. The problem becomes particularly pronounced as we focus on growth.

The root cause lies in our perspective. There is a flaw in the way we conceptualize our customer and the value we bring them. shieldsWe almost always start by defining their journey by OUR milestones — simply because that is what we know. “We worked so hard on delivering the most brilliant, innovative product ever known to the industry. It truly defines perfection… why wouldn’t they want to hear about it right now?” Right?

The key to an effortless and truly graceful customer journey lies in our orientation, our ability to truly walk in our customers’ shoes and see our company, and our offerings, through their eyes. Let’s call it Empathic B2B. That perspective is totally unnatural for us because we are human and, in that way, are inherently biased by our own perspective.

Great companies know how to walk in their customers’ shoes and they build themselves around that. It sounds so obvious when you hear it – but do a quick gap analysis on how well you execute the theory.

  • Do you have a customer journey document that accurately captures the customer’s perspective?
  • Does the customer perspective lead and guide all your B2B efforts?
  • Are your customer onboarding processes written in words your customer would use, not your internal jargon?
  • Does your customer have the same milestones as you do in your sales documentation?

If you start to really peel back the layers you realize that we as leaders are sending conflicting messages to our troops. The primary message is “think on behalf of the customer,” but yet we fail to truly reinforce that at any point within the cultural and operational infrastructure we build. Too often, everything we build and say is “about them through our eyes” instead of being “about them through their eyes.”

So, how do you make this shift within your organization? Here are some tips:

  1. Go through an exercise and document your client journey from their perspective.
  2. Really challenge yourself to think like the client and forget your internal bias toward yourself.
  3. Include clients early and often. Choose some of your best clients (not necessarily those that love you the most) and talk to them. Validate that you have accurately captured their perspective and look for that sigh of relief or exclamation of excitement from them telling you that you “got it”.
  4. Don’t flatter yourself into thinking that you already know best because of your past experiences.
  5. Enlist internal champions to help you celebrate the transformation as a company priority and to make it a sustainable reality.

Once you’ve taken the above into consideration, start with your CRM system. No system should more clearly reinforce your customer’s journey than your CRM software. Use it to improve those metrics that define and reinforce the customer perspective for your team. Use it to reduce your customer’s efforts BancVue Logoon their journey, not yours. At our company, we used SugarCRM to achieve this. We implemented Sugar as a true enterprise application, spanning Customer Service, Finance, Legal, Marketing Operations, Sales, Technical Operations and Training.

We found the platform especially ideal thanks to its flexibility. We could seamlessly assimilate our customer’s unique journey into the rhythm of our business. It’s a shift in thinking that leads to improved internal processes and external relationships. And, it has shown results at BancVue.

BancVue has tripled in size since 2006, and Sugar paces the growth with new uses, customizations and integrations. We’re experiencing another period of explosive growth right now, and I know we couldn’t be successful managing that without Sugar.

Want to learn more about how we delighted our customers at BancVue? Read our case study and watch the video here: http://www.sugarcrm.com/casestudy/case-study-bancvue

About the Author

Thomas Shields is a heavy lifter. As VP of Marketing Program Delivery for BancVue, he lifts revenue and results for community banks and credit unions across the nation by managing the deployment of internal applications and the development of BancVue’s enterprise process architecture.

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Welcome to our roundup of customer relationship management (CRM) industry news from across the web. This week’s roundup will help give you the tools and insight you’ll need to get the most out of your partner programs. We’re hunting the ‘net for the latest and greatest, and bringing them to you here, in one convenient weekly post.

High-tech vendors rely heavily upon their channel partners, to the tune of approximately $1.5 trillion in annual sales according to ZS Associates.

A direct relationship with a consumer is always the most valuable. In order to get there, though, you need the slingshot and momentum of other well-known partners. Often many more, depending on the business you’re in. (Alex Rampell, CEO TrialPay)

Given that channel enablement is vital in any technology company’s success, enterprises often face challenges in succeeding in their partner programs. Consider the following articles as a toolkit to jumpstart or polish your programs to ensure channel success.

3 Ways to Boost Channel Partner Success
“As demands on business grow, more organizations are using partners and contractors to provide needed support and expertise.” Cindy Mielke outlines three actionable ways you can boost your channel partner programs.

Partner Selling
“Rejection is often a good indicator of the lead generation process’ effectiveness. If too many leads get rejected, it might indicate that they’re too raw going out the door and that better nurturing is needed. However, if an individual partner has a consistently high reject rate, along with a poor win/loss ratio, it might say something about that partner.” – Denis Pombriant

3 Steps To Successful Voice Of Partner Programs
“IT vendor-partner relationships prosper when they both communicate openly with each other,” says Erik Long, Principal at ZS Associates

Alicia Fiorletta helps to share ways on overcoming communication as a challenge for channel enablement.

We hope you enjoyed this week’s edition of our Weekly CRM Roundup. We’ll be taking a brief hiatus from these weekly missives — in the meantime, you can still catch the latest and greatest in CRM industry news on Twitter at @SugarCRM.

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Welcome to our roundup of customer relationship management (CRM) industry news from across the web. This week’s roundup will revisit the some of the same social selling topics as our previous post but with more useful tips and tricks. We’re hunting the ‘net for the latest and greatest, and bringing them to you here, in one convenient weekly post.

Selling through social channels (a.k.a. social selling) is not only an art, but a science. New social channels are emerging every week, only increasing the surface area of digital touchpoints a customer or prospect may have. Those who know how to leverage their networks and hone the power of social media are able to excel in the ever changing sales landscape.

Sales 2.0

Sales 2.0 – Source: Forbes

Salespeople are more likely to meet or exceed their quotas if they engage on social media.
(Dynamic Signal)

Studies have been done to prove this point and salespeople are missing the boat ride to sales success. The following articles will teach you how to be a social selling specialist in no time.

5 Steps for Creating a Successful Social Selling Strategy
One of the golden rules in social selling is to identify where your prospective customers are spending time online. Being able to recognize who your customer is, where they spend their time, and what they like to do can be the driving factor in what closes a deal. Seth Price writes a simple 5 step process for developing your own successful social selling strategy.
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How to Use Twitter Hashtags as a Prospecting Tool
Let’s face it, Twitter is a loud party and sometimes it is hard to hear through the noise. Beyond the clamor hides some of your most relevant and valuable prospects. Twitter can provide a certain level of audience targeting through their Hashtag functionality in order to reach and engage with your next customer.
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Social Selling Action Plan: Seek A Warm Relationship
Social media is no longer about what someone had for lunch. Your future customers are waiting for you to contact them in the places they spend the most time. Matt Foulger will teach you how to turn cold calls into warm calls, gain a 360-degree view of your prospect, push intelligence from social media into your CRM, as well as various social engagement methods.
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The 10-60-30 Rule of Social Selling
Social Selling is more about the approach rather than the use of a number of tools. Over the course of time, this has evolved into a daily routine. My experience has demonstrated that the different steps and tools must be interwoven with everything you do during the day.” – Mic Adam
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We hope you enjoyed this week’s edition of our Weekly CRM Roundup. Go to where your customers are. They’re waiting for your targeted, personalized, and meaningful engagement. Got ideas for other great articles and topics we should include in future CRM Roundup posts? Let us know in the comments below!

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Welcome to our roundup of customer relationship management (CRM) industry news from across the web. This week’s roundup provides a plan of action and offers an understanding of what it takes to be successful in generating leads. We’re hunting the ‘net for the latest and greatest, and bringing them to you here, in one convenient weekly post.

If you reached this page, chances are you’re looking for insight on how to boost your lead generation success. In today’s day and age, the buying process has changed as marketers struggle to be heard through the noise. As they say, ‘Content is king’ and the handling of that content – both on your site and elsewhere on the web – is critical to your lead generation success.

68% of B2B businesses use landing pages to garner a new sales lead for future conversion. (MarketingSherpa)

The following articles should serve as easy first steps to help you acquire and retain higher-quality leads by meticulously adjusting semantics, understanding the purpose of lead nurturing, and thinking differently about gated content.

My Leads Have Run Dry: 3 Steps to Obtaining and Retaining Leads
Given that consumers are inundated with marketing messages all throughout the day, getting your message in front of the eyes of your target audience is becoming harder than ever. Once they’ve reached your website after being referred through a marketing channel (email, social media, webinar, etc.), there is still work to be done. This article outlines 3 steps on how to optimize your strategies to generate the quality leads you’re looking for.
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Social Media Lead Generation: Opening the Gate for Gated Content
Anqi Cong explores the pros and cons of gating and not-gating your content. She does a comparison on the effect of gating and its implication on social sharing and “virility”. It is estimated that gating content reduces downloads to 2-5% of what they could’ve been, but for a trade off of higher quality leads.
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Lead, Nurture, Or Get Out Of The Way
This article takes you through the steps of launching a successful lead nurturing campaign by first, locating and identifying your best prospects, and then by implementing the process itself.

“No matter how simple or complex the B2B environment, understanding how your product or service fits in with your prospect’s organization is the holy grail of long term success.” – Robert Minskoff
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Lead Generation: The Power of Copy
“Words are, of course, the most powerful drug used by mankind,” – Rudyard Kipling

The way words are received is directly correlated to the way they are spoken. John Tackett shows a simple way on how to see an increase in form conversion by tweaking one or a few words.
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We hope you enjoyed this week’s edition of our Weekly CRM Roundup. Go forth — tackle these easy lead generation actions and continue to create exceptional customer experiences. Got ideas for other great articles and topics we should include in future CRM Roundup posts? Let us know in the comments below!

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Welcome to our roundup of customer relationship management (CRM) industry news from across the web. This week’s roundup will dive into the different ways you can leverage CRM from a marketing perspective. We’re hunting the ‘net for the latest and greatest, and bringing them to you here, in one convenient weekly post.

CRM can be an indispensable tool for marketers that wraps together many solutions, including prospect and customer targeting, multi-channel and multi-touch campaigns, as well as lead tracking and management. Here are some statistics on marketing functions that can be executed through a CRM system:

Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research)

89% of marketers said email was their primary channel for lead generation. (Source: Forrester Research)

Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research)

And here’s our latest collection of articles on how marketers can leverage CRM and improve their marketing campaigns across the board.

Empowering the Individual CRM User with Intelligent Data
Dun & Bradstreet (D&B) and SugarCRM have teamed up to announce their latest service offering with integrated business data. With D&B for Sugar, you will be able to better profile your prospects before you contact them as well as see growth potential inside new and existing customers. Segmentation and targeting just got a lot easier for your integrated marketing campaigns.
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The State of Marketing Automation Trends 2014 [Infographic]
“More and more companies understand that to remain competitive, marketing automation is necessary.” – Dayna Rothman

What do people search for when surveying the technology landscape for marketing automation vendors? The people over at Marketo and Software Advice have put together an infographic titled The State of Marketing Automation Trends 2014 that highlights what drives organizations to purchase these systems.
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How to Integrate Email Campaigns With the Rest of Your Marketing
This article emphasizes that email as a singular marketing tool will never be as effective as an integrated email campaign. Tying in social media, blogging efforts, mobile, and analytical data into your marketing campaigns can help effectively boost your reach while increasing your click-through and conversion rates.
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What are you waiting for? Work smarter not harder. I hope you enjoyed this week’s roundup with its focus on CRM with a marketing lens. Got ideas for other great articles we should include in future CRM Roundup posts? Let us know in the comments below!

CRM as a concept has been around for decades. The technology has changed with the times, and we have learned valuablel&l lessons from the successes and failures of past deployments. Today for example, cloud-based and mobile software developments have sped the time to deploy CRM, and lowered the cost to entry. On the user front, more intuitive, user-focused tools have made CRM initiatives increasingly more successful.

But it doesn’t stop there. There are many ways SugarCRM users can benefit from the lessons learned from previous CRM adopters.

Want to learn more about pitfalls to avoid with your CRM initiative? Are you in the SF bay area? Then join SugarCRM and Gold Partner Faye Business Systems for a live lunch-and-learn session at SugarCRM headquarters in Cupertino on Tuesday July 30.

We will talk about some common reasons for CRM failures, and how to avoid them in creating customized, cost-effective CRM your users will love.

We hope you can join us. Register today HERE as space is limited!