Transcript CRM update - Harvard Business Publishing

Sales + Marketing Automation
Update
August ISM
2011
Current state—here’s why
Marketing productivity challenges
– List pulls are difficult and one-off.
– Closed-loop response tracking not possible.
– Campaign effectiveness analysis not possible.
Sales productivity challenges
– Sales professionals manage their own contact information.
– Customer communications not standardized.
– No systematic opportunity management.
– Upstream reporting is time-consuming.
– Lead handoff from Customer Service not well defined, email-based.
– No visibility into customer activity history (transaction, web, marketing).
Sales & Marketing alignment
– Customer information management disconnected.
– Customer creation activities not coordinated.
– Email campaigns managed separately.
– Lack of lead nurturing/scoring processes disallows end-to-end lead management.
Marketing + Sales automation GOALS
• Fully integrated end-to-end system for Marketing & Sales.
• Lead nurturing and scoring to provide high quality leads and
successful handoff from Marketing to Sales.
• Easy, on-the-fly creation of email campaigns to support campus
visit activities.
• Dramatically improved sales rep productivity through a single
system view into:
– – Trusted contact information
– – Sales activity management
– – Marketing activity
– – Customer intelligence
M&S automation GOALS (cont’d)
• Provide sales with a comprehensive view into marketing campaign activity.
• Provide sales and marketing a view into Content Builder information:
– Customer web activity
– Lead activity triggers
– Customer profile information
• Provide architecture for upstream communications (i.e., trip reports).
• Integrate HE systems with enterprise data backbone:
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Synchronization with CDH
Transaction history reporting
Customer Service lead handoff
Sales Productivity Architects: Tom & Brian
• Interviews
– 30 interviews with HBP HE personnel.
• The entire HBP HE Sales organization.
• Key Marketing staff.
• HE Leadership.
– Key HBP IT personnel.
• Subject matter experts
– Deep dives (Crane, Jarvi, Dooling, etc.).
– Data collection templates.
• Required fields for capture of sales/marketing information.
• Key functions requiring automation.
• Reports necessary to run the business.
• Review of client supplied documents
– Sales trip reports.
– Sales dashboard wish list.
Our Major Assumption:
• The need to integrate with existing systems:
– Oracle
– HBE/Content Builder
– Silverpop (marketing automation)*
Our Major Requirement:
• The most appropriate sales automation and marketing automation tools
for the HE business given the above assumption.
The resulting recommendation:
• Microsoft Dynamics CRM
• NETSUITE
• Salesforce
– No downside for Higher Ed
Technology current state
Existing systems requiring integration
Oracle
• Customer Data Hub
• Transaction history
• Leads from Customer Service (Oracle Teleservice)
• Informatica is the ETL tool of choice
HBE (+ Content Builder)
• Customer information
– Online activity
– Profile information
• Lead acquisition
Marketing automation (Silverpop)
Cool news
• Integration positives:
– Salesforce + Silverpop is a powerful combination.
– Informatica is HBP’s chosen ETL tool.
• Provides configuration-level integration between Salesforce and Oracle
through available plug-ins.
• Eliminates need for new code.
• Faster integration.
Salesforce + HE
Strengths
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Plug-and-play integration with Silverpop.
Informatica plug-in for Oracle integration.
Wide-spread acceptance by sales professionals.
Large suite of 3rd party apps.
Extensive developer community.
Weaknesses
• None for this application.
Implementation phases
Phase I (January 1, 2012)
• Salesforce implementation.
• Salesforce + Silverpop implementation.
• Salesforce synchronization with Oracle CDH.
• Customer information cleanup through the Data Amnesty Program.
January Wins:
• Track leads entering nurturing queue. Previously lost.
• Track response rates to campus visit blasts. Should increase as templates and
processes improve.
• Track new leads entering system during data amnesty program. Leads previously
existed outside institutional systems.
• Track email campaigns possible per month. Should increase in type, segmentation,
and number.
• Track trip report creation (time investment) and upstream data (quality and
findability). Former should go down while the latter goes up.
Implementation phases (cont’d)
Phase II
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Web site events trigger lead scoring in Silverpop.
Web site user profile export to Salesforce.
Oracle EBS transaction history (account level) export to Salesforce.
Oracle Teleservice lead handoff to Salesforce.
Phase III
– Web site activity reporting export to Salesforce.
– Oracle EBS transaction history (contact level) export to Salesforce.
– Distributor transaction history import to Salesforce.
Organizational implications
• We all become the stewards of HE customer data.
• We have customer data and systems expertise in
HE.
• Sales + Marketing Operations:
the cool kids