CRM Solution Study [PDF]

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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Solution Study

Insights, Landscape, & Vendor Analysis

CUSTOMER RELATIONSHIP MANAGEMENT Solution Study

Table of Contents 1 2 3 4 5 6 7 8

Executive Summary

03

What is Customer Relationship Management?

05

CRM Maturity Model

08

Benefits of CRM

10

CRM Deployment Lifecycle

13

Vendor Selection Criteria

15

CRM Solutions Landscape

21

Analyst Bottom Line

24

Action Plan

25

Our Solution Study Methodology

36

About

37

CUSTOMER RELATIONSHIP MANAGEMENT Solution Study

Executive Summary

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

Executive Summary Effective Sales Enablement is a multi-stage process. In our Sales Enablement Solution Study Series, we examine each key stage of Sales Enablement, from initial marketing and sales alignment to the final deal close and revenue capture.

This Solution Study covers: What is CRM?

In this report, we focus on one of the two foundation technologies of Sales Enablement – Customer Relationship Management (CRM). The insights and analysis presented in this report provide marketers with a baseline understanding of the CRM landscape. If your organization is considering CRM software, currently implementing a CRM system, or providing a CRM-related product or service, this report will provide you with fresh insights on the landscape, technology, strategies, and vendor solutions.

Benefits of CRM

CRM Deployment Lifecycle

Vendor Selection Criteria

CRM Solutions Landscape

Action Plan

4

THE EVOLUTION OF SHOPPER MARKETING

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

CUSTOMER RELATIONSHIP MANAGEMENT Solution Study

What is Customer Relationship Management?

5

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

What is Customer Relationship Management? Demand Metric defines Customer Relationship Management (CRM) as:

The strategies, processes, tools, and technologies to develop, manage, and support customer interactions, relationships, and experiences across the organization.

At their most basic, CRM systems support sales, marketing, and customer service functions. Advanced Enterprise CRM systems now support the entire customer relationship, including activities and interactions from the back office to social communities.

FIGURE 1 Modern CRM Solutions Contact Management

Sales Support & Email Marketing

Helpdesk & Trouble-ticket

Integrated Architecture & Platform

Modern CRM Solutions

Channel & Partner Management

Sales & Business Intelligence

eCommerce Integration

Field Service

6

SALES ENABLEMENT

Roles Matrix

ROLES

RESPONSIBILITIES

PROCESSES

TECHNOLOGY

CONTENT

METRICS

Senior Management

Revenue Accountability Staffing & Channel Management Reporting to CEO/Board

Budgeting & Planning Performance Reviews & QA Recruitment & Retention

CRM Business Intelligence MRM

Thought Leadership Blog Webinar Presentations Conference Keynotes

Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC)

Product Management

New Product Development Create Sales Tools/Guides Messaging & Positioning

Product Launch Win/Loss Analysis Competitive Analysis

Product Mgmt. System Enterprise Feedback/Survey Content Management

Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis

Market Share, Profitability Brand Equity Content Usage

Sales Operations

Build Reports & Dashboards Monitor Sales Productivity Data Management

Sales Forecasting Territory Management Sales Compensation

CRM Proposal/CPQ Sales Content Portal

Compensation Model TCO/ROI Calculators Sales Playbooks

% Quota Achieved Sales Cost/Revenue Ratio Incentive vs. Quota Ratio

Marketing Operations

Build Reports & Dashboards Marketing Systems Admin Data Management

Marketing Budget Campaign Analysis Lead Scoring & Nurturing

CRM & Marketing Automation Analytics & B.I. Asset Mgmt. & MRM

Buyer Personas Customer Journey Map Proposals, Presentations

Sales Qualified Leads Cost Per Lead (CPL) Cost of Acquisition (CAC)

Demand Generation

Lead Generation & Events Branding & Social Media Content Marketing

Advertising/Sponsorship Marketing Automation/Email Lead Generation & Appointments Digital Asset Management Tradeshows & Webinars Event/Survey Management

How-To Guides Research Reports Webinars

Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline

Sales/Account Mgmt.

Customer Acquisition Customer Retention Up-sell/Cross Sell

Sales Process Opportunity Management Contact Management

CRM Proposal/CPQ Sales Content Portal

New Features/Ideas for R&D Objection Responses Sales Scripts

% Quota Achieved Renewal Rate, Revenue Opportunity Metrics

Human Resources

Staffing for Sales Enablement Sales Training Performance Management

Recruiting & Hiring New Rep Onboarding Performance & Firing

HRIS Learning Management System LinkedIn & Job Websites

Job Descriptions Quality Assurance/Coaching Sales Training Manual

Avg. Time to Achieve Quota % Unsuccessful Hires # CV/Resume Submissions

Customer Support

Customer Service/Support Identify Sales Opportunities Customer Insight/Feedback

Helpdesk (phone support) Email Support (case/ticket) Online Community Requests

Customer Support, Twitter CRM, Order Management Accounting/Billing/ERP

New Features/Ideas for R&D Support Scripts FAQs, SLA

Avg. Time to Resolution % Escalations to Tier 2 Net Promoter Score (NPS)

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CRM Maturity Model As our Customer Relationship Management Maturity Model (next page) illustrates, organizations moving from a lack of experience with CRM to those which fully embrace it must consider key components.

Our Maturity Model shows the progression of an organization from Stage 1 (Undefined) to Stage 4 (World Class) that is characterized by the following best practices: Level of Commitment The strength of the commitment and the focus on excellence in Marketing initiatives and campaigns drives other best practices.

Planning Marketers create strategies, goals, and KPIs for every point of their Content Marketing effort.

Processes Marketers develop measurable processes for each phase to ensure progress and success.

Resources World Class Organizations ensure that sufficient resources (time, talent, tools, money) exist for each initiative, campaign, and phase of their plan.

Management World Class companies effectively manage the change, progress, and results of Content Marketing efforts.

Demand Metric’s CRM Program Maturity Model can be used in combination with the vendor landscape analysis and charts detailed in the CRM Program Solutions Landscape section of this report.

CRM PROGRAM

Maturity Model

STAGE 1 - Undefined

STAGE 2 - Progressive

STAGE 3 - Mature

CRM System in place Contact Database used No CRM System Reps Manage Opportunity Funnel in Excel or not at all

Reps Manage Opportunity Funnel in Contact Database but reporting is inaccurate

Lead Sources are unknown

Some Lead Sources known

Sales Process is not defined

Sales Process defined but not mapped to Buying Process

Success Metrics are unknown and not tracked Opportunity Win Rate is less than 10%

Success Metrics for Top Performing Reps are known

Reps manage Opportunity Funnel in CRM System

STAGE 4 - World-Class

CRM System integrated with other Business Applications Opportunity Funnel is accurate, ability to forecast

Lead Sources are mostly known

Lead Source tied to Sales to determine Campaign ROI

Sales Process is mapped to Buying Process and Opportunity Funnel in CRM

Sales Process is repeatable and measurable

Success Metrics tracked

Success Metrics are managed closely to get reps performing

Opportunity Win Rate is 15%+

Opportunity Win Rate is 20%+

Opportunity Win Rate is 10-15%

Want to rate your organization’s CRM maturity with an interactive tool? Download our CRM Maturity Assessment and get started today!

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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

CUSTOMER RELATIONSHIP MANAGEMENT Solution Study

Benefits of CRM

10

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11

Benefits of CRM The primary benefits of CRM are associated with the three functional areas these systems support – sales, marketing, and customer service. Here we explore the fundamental features/benefits of a standard CRM solution. We will explore the advanced and emerging features and benefits, such as customer experience and lifecycle management, discussed in the CRM Solutions Landscape section of this report.

Benefits to Customer Service The primary benefits to customer service include: A single-view console for faster case management Access to the complete customer history to quickly answer questions and resolve issues

Benefits for Sales The primary sales benefits of CRM include: Prospect customer profiling to provide a comprehensive view of customer details, interests, and activities Lead scoring and account management to enable sales to manage the account as it moves from lead to close Opportunity management to enable sales to quickly determine where to spend their time for the highest ROI Territory and quote management to maintain performance and margins

Detailed product information through access to an online product directory with online query search

Social selling tools to integrate insights on prospect/ customer social activity into the sales cycle and knowledge base

Real-time access to customer services metrics through dashboards, reports, and alerts

Pipeline management and forecasting with dashboard analytics for better sales performance management

Management of service contracts

Mobility apps to provide sales the ability to present and sell anywhere on any device (PC, tablet, Smartphone)

BENEFITS OF CRM

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

Benefits for Marketing The primary benefits to marketing include: List management to create campaigns targeted at the right customer groups Email marketing campaigns based on deep prospect/ customer knowledge Campaign templates to streamline marketing campaigns Lead generation and scoring to qualify sales leads Automated lead nurturing to develop leads into opportunities Social Marketing to enable marketers to listen, engage, publish, and advertise across all social channels and communities The ability to measure and track email marketing campaigns to determine ROI

12

Additional Benefits Advanced CRM solutions offer many benefits beyond those directly related to the sales cycle. These include: Architecture/Platform Integration – depending on the sophistication of the vendor, the vendor will either integrate with a leading CRM Enterprise platform like Salesforce.com, Oracle, or SAP, or allow this level of application integration Business intelligence and reporting for better customer insights Back office ERP integration to extend CRM functionality from the frontlines to business operations functions, enriching the customer/contact information with payment and invoicing history, etc. Workflow automation for streamlining processes, activity monitoring, and inquiry routing

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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

CUSTOMER RELATIONSHIP MANAGEMENT Solution Study

CRM Deployment Lifecycle

13

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CRM Deployment Lifecycle Demand Metric considers CRM to be an integral part of Sales Enablement as illustrated by our Sales Enablement Roles Matrix (on page 7). As you will see, CRM products and services are associated with the following roles and processes: Senior Management uses CRM to support budget & strategic planning, performance reviews, and the retention of sales reps.

A typical CRM deployment lifecycle begins with sales and often moves through the organization in process/technology phases as follows. Figure 2 illustrates the typical CRM Deployment Lifecycle.

FIGURE 2 CRM Deployment Lifecycle

Sales Operations uses CRM to support sales forecasting, territory management, and sales compensation.

7

Marketing Operations uses CRM to support budgeting, campaign analysis, and lead qualification. Sales/Account Management uses CRM to support contact & opportunity management and the overall sales process.

Field Service

6

Channels

Customer Service uses CRM to support helpdesk and case management, email inquiry management, and online community requests.

Deployment Stages Deployment of a CRM solution depends on the needs of each organization. CRM vendor solutions vary widely in feature/function depth and breath. It is critical to choose one that encompasses the entire scope of your organizational needs rather than just the first step or two. That decision helps avoid having to stay with a system you have outgrown simply because the cost and business disruption of change is too high.

1

Sales

5

2

CRM Deployment Lifecycle

eCommerce (if applicable)

4

Architecture & Platform Integration

Customer Service

3

Marketing

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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

CUSTOMER RELATIONSHIP MANAGEMENT Solution Study

Vendor Selection Criteria

15

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Vendor Selection Criteria Demand Metric recommends the features/functions listed in this section to be included in any evaluation of a CRM Vendor Solution. For each function listed here, determine the availability and strength of the vendor’s offering.

Sales Evaluate the strength of the vendor’s solution in the following key areas: Lead Management

Also determine that functions’ importance to your organization. Is it a Must Have, Nice to Have, or Not Needed?

Account/Contact Management

The Action Plan of this report identifies several Demand Metric tools that you can use to evaluate CRM vendors and the features/functionality of their solutions and applications, including Demand Metric’s CRM Vendor Evaluation Matrix.

Territory Management

Opportunity Management Sales Compensation Social Insights & Social Selling Pricing & Order Management Sales Performance Management Forecasting/Pipeline Management Email Templates Social Collaboration Mobile Apps

Our CRM Vendor Evaluation Matrix utilizes the features listed in this section to evaluate and score CRM vendors in the critical implementation areas of sales, marketing, customer service, and support, as well as business requirements and technical requirements.

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VENDOR SELECTION CRITERIA

Customer Service Evaluate the strength of the vendor’s solution in the following key areas: Self-Service Portal Web Forms Email-to-Case Case/Ticket Management Contract Center Contact Management Agent Console Call Scripting Live Chat Workflow Opportunities Policy Management Telephone Integration Knowledge Management Community Management

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Marketing Evaluate the strength of the vendor’s solution in the following key areas: Campaign Management Email Marketing Auto-Response Emails Search Marketing Loyalty Management Customer Experience Management Lead Management List Management Content Production Digital Asset Management Event Management Closed Loop Marketing

VENDOR SELECTION CRITERIA

Channel/Partners Evaluate the strength of the vendor’s solution in the following key areas: Recruitment Account Management Training Channel Plans Lead Flow Deal Registration Opportunity Management Pricing Management

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

Field Service (Point of Installing Services) Evaluate the strength of the vendor’s solution in the following key areas: Field Performance Optimization Part Planning/Product Catalogs Contract/Warranty Management Fleet Management Dispatch and Repair Remote Monitoring Mobility Apps Call Scripting

Communications Performance Management Reporting

Use our CRM System RFP Template to obtain key information from vendors on all of the criteria listed in this section.

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VENDOR SELECTION CRITERIA

Architecture/Platform Evaluate the strength of the vendor’s solution in the following key areas: Customer Data Integration Business Process Management Knowledge Management ERP/Back office Integration Workflow & Approval Engine Point & Click Development Multi-language Development Sharing & User Access Controls Reporting and Dashboards Real-time Data Feeds Tools & APIs Mobile Services & SDK Identity Management

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eCommerce Evaluate the strength of the vendor’s solution in the following key areas: Site Navigation & Search Visual Merchandising Promotions & Pricing Checkout Process Management Customer Service Order Management Inventory Management Online Marketplace Support Demand Pricing Models Payments & Fraud Prevention Customer Profile Management Business Intelligence Shipping/Tracking Affiliate Management

VENDOR SELECTION CRITERIA

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 20

Analytics Evaluate the strength of the vendor’s solution in the following key areas: Prospecting Lead Management Opportunity Management Pipeline Coverage Account Management (% Quota Achieved, Sales Cost/Revenue Ratio, Incentive vs. Quota Ratio, Sales Qualified Leads) Sales Win/Loss Data Mining Dashboards & KPIs Timeline Visualization Customer Value Analytics (Cost Per Lead (CPL), Cost of Acquisition (CAC), Campaign ROI, Email Metrics, Marketing Qualified Leads)

Measure and track your CRM analytics with our CRM Program Metrics Dashboard.

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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

CUSTOMER RELATIONSHIP MANAGEMENT Solution Study

CRM Solutions Landscape

21

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CRM Solutions Landscape History The birth of sales and marketing automation, which brought automated solutions directly into the hands of marketers and to the frontlines of the sales call, can be traced to the first generation CRM systems like Maximizer CRM (1987), NetSuite (1998), and Salesforce.com (1999). The shift was dramatic. These were the first systems that marketing and sales could actually manage within their departments. Previously, most corporate data was locked away in large data management and Enterprise Resource Planning (ERP) systems managed by centralized IT departments. The early CRM systems contained basic functionality – contact management for sales, sales support for marketing (primarily email marketing), and helpdesk/trouble-ticket for customer service. As CRM systems have evolved over the last decade, many CRM solutions have expanded beyond sales, marketing, and customer service to include: channel/partner management, field service, ecommerce integration, sales/ business intelligence, and customer data management.

Systems are based on an integrated architecture/platform. One, SugarCRM, is based on an open-source architecture. Today, the CRM landscape spans more than 50-plus vendors serving small and medium businesses (SMB), Global Enterprises, and specific industry niches. These solutions provide dozens of customer relationship-related applications covering marketing and sales fundamentals to extensions for Sales Enablement, Customer Experience, and Customer Lifecycle Management, as well as localization, personalization, and predictive analytics. In this CRM Solution Study, we will focus on 12 primary vendors that account for the largest portion of the CRM market segment.

CRM SOLUTIONS LANDSCAPE

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Playing Field

Evolution of the Landscape

The CRM Solutions Landscape begins with the three primary functions within the organization – sales, marketing, and customer service. From this core, vendors have extended their CRM platforms to support operations, channel, and field service functions. New applications in the landscape include social insights, communities, and collaboration, as well as mobile applications.

The CRM landscape is evolving dramatically from its core roots in developing and managing customer relationships to enabling organizations to become “customer-centric.”

The CRM technology landscape is three-tiered: Enterprise, Mid-Market, and Small Business. Each tier has its leaders. The Enterprise leaders are Salesforce.com, Oracle, SAP, and Microsoft Dynamics. The Mid-Market leaders are Maximizer, NetSuite, SageCRM, SalesLogix, and SugarCRM. Salesforce.com, Oracle, and SAP offer Mid-Market versions of their suites as well. Small Business market leaders are CampaignerCRM, TrackerRMS, and Zoho.

The trend toward customer-centricity has accelerated CRM vendors’ drive to build or buy social, mobile, and customer experience-related applications. Applications that increase personalization, customization, and localization of the customer experience at every touchpoint and interaction are being integrated into existing CRM platforms at a breathtaking pace. Demand Metric expects this pace to quicken as organizations using CRM systems shift their initiatives toward customer experience management as a core driver of organizational success and growth.

To evaluate a selection of key vendors in the CRM space, download and review Demand Metric’s CRM Vendors Matrix.

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Analyst Bottom Line Customer Relationship Management systems provide the foundation technology for the successful deployment of Sales Enablement initiatives. If your organization has not yet invested in a CRM system, now is the time to consider it. The CRM landscape is changing quickly, with new emphasis on social business integration and the mobile customer experience. Expect CRM vendors to continue to deepen their Customer Experience and Customer Engagement Management functionality to move the CRM landscape from “customer relationship” to “customer-centric” as organizations make customer-centricity a top executive priority.

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C U S TO M E R R E L AT I O N S H I P M A N AG E M E N T ACTION PLAN Follow this simple, step-by-step methodology to develop a CRM plan that increases sales, builds customer insights, and grows brand awareness.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 26

ACTION PLAN

1

Evaluate

2

Review

3

Develop

4

Understand

5

Request

6

Identify

Evaluate Your CRM Maturity If you are currently considering a CRM solution, use our CRM Readiness Assessment Tool to evaluate if your organization is ready for a CRM initiative and system implementation. If your organization has already implemented a solution, use our CRM Maturity Assessment to evaluate your solution’s effectiveness.

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7

Select

8

Strategize

9

Train

10  Measure

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

ACTION PLAN

1

2 3 4 5

Evaluate

Review

Understand The Roles Required For World Class CRM

Develop Understand Request

6

Identify

7

Select

Evaluate the organizational impact of making the change from your current systems and processes to a CRM solution. Use our Sales Enablement Roles Matrix to review the company roles, responsibilities, processes, and technology that may be impacted by the change. Use our CRM Requirements Roadmap to map out which functions you are going to integrate with your CRM platform and at what point in the project. SALES ENABLEMENT

Roles Matrix

ROLES

8 9

Strategize Train

10  Measure

RESPONSIBILITIES

PROCESSES

TECHNOLOGY

CONTENT

METRICS

Senior Management

Revenue Accountability Staffing & Channel Management Reporting to CEO/Board

Budgeting & Planning Performance Reviews & QA Recruitment & Retention

CRM Business Intelligence MRM

Thought Leadership Blog Webinar Presentations Conference Keynotes

Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC)

Product Management

New Product Development Create Sales Tools/Guides Messaging & Positioning

Product Launch Win/Loss Analysis Competitive Analysis

Product Mgmt. System Enterprise Feedback/Survey Content Management

Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis

Market Share, Profitability Brand Equity Content Usage

Sales Operations

Build Reports & Dashboards Monitor Sales Productivity Data Management

Sales Forecasting Territory Management Sales Compensation

CRM Proposal/CPQ Sales Content Portal

Compensation Model TCO/ROI Calculators Sales Playbooks

% Quota Achieved Sales Cost/Revenue Ratio Incentive vs. Quota Ratio

Marketing Operations

Build Reports & Dashboards Marketing Systems Admin Data Management

Marketing Budget Campaign Analysis Lead Scoring & Nurturing

CRM & Marketing Automation Analytics & B.I. Asset Mgmt. & MRM

Buyer Personas Customer Journey Map Proposals, Presentations

Sales Qualified Leads Cost Per Lead (CPL) Cost of Acquisition (CAC)

Demand Generation

Lead Generation & Events Branding & Social Media Content Marketing

Advertising/Sponsorship Marketing Automation/Email Lead Generation & Appointments Digital Asset Management Tradeshows & Webinars Event/Survey Management

How-To Guides Research Reports Webinars

Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline

Sales/Account Mgmt.

Customer Acquisition Customer Retention Up-sell/Cross Sell

Sales Process Opportunity Management Contact Management

CRM Proposal/CPQ Sales Content Portal

New Features/Ideas for R&D Objection Responses Sales Scripts

% Quota Achieved Renewal Rate, Revenue Opportunity Metrics

Human Resources

Staffing for Sales Enablement Sales Training Performance Management

Recruiting & Hiring New Rep Onboarding Performance & Firing

HRIS Learning Management System LinkedIn & Job Websites

Job Descriptions Quality Assurance/Coaching Sales Training Manual

Avg. Time to Achieve Quota % Unsuccessful Hires # CV/Resume Submissions

Customer Support

Customer Service/Support Identify Sales Opportunities Customer Insight/Feedback

Helpdesk (phone support) Email Support (case/ticket) Online Community Requests

Customer Support, Twitter CRM, Order Management Accounting/Billing/ERP

New Features/Ideas for R&D Support Scripts FAQs, SLA

Avg. Time to Resolution % Escalations to Tier 2 Net Promoter Score (NPS)

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ACTION PLAN

1

Evaluate

2

Review

3

Develop

4

Understand

5

Request

6

Identify

7

Select

8

Strategize

9

Train

10  Measure

Build a CRM Plan You Can Share With Stakeholders Develop a solid plan and goals for the next 12-18 months for your Sales Intelligence initiative with our CRM Program Strategy Scorecard.

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ACTION PLAN

1

Evaluate

2

Review

3

Develop

4

Understand

5

Request

6

Identify

7

Select

8

Strategize

9

Train

10  Measure

Discover and Research Key CRM Vendors Review our CRM Vendors Matrix to learn about the key vendors in the CRM space, and to understand which vendors may work best for your organization.

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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 30

ACTION PLAN

1

Evaluate

2

Review

Obtain Proposals From Your Short List of CRM Vendors

3 Develop 4

5

Understand

Request

6

Identify

7

Select

8

Strategize

9

Train

10  Measure

Request proposals from potential vendors to gather information on products/services. Use our CRM System RFP Template to create a standard proposal template for your organization.

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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

ACTION PLAN

1

Evaluate

2

Review

Learn More About Your Potential Vendors’ Product and/or Service

3 Develop 4

Understand

5

Request

6 7 8 9

After receiving RFPs from potential vendors, schedule and attend product/service demos with 3-4 vendors to get an up-close-andpersonal view of their solutions. Follow these best practices: prioritize your requirements and use cases

Identify Select Strategize

send your use cases to vendor in advance of demo define meeting length (max 1 hour) up front don’t let vendor control the demo rate each vendor using a scorecard have vendor demo their solution to your top use cases make list of key items that vendor doesn’t have clear answers for set clear expectations around follow-up and timeframes

Train

10  Measure

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ACTION PLAN

1

Evaluate

2

Review

Find the Best Fit by Evaluating Vendors Using Selection Criteria

3 Develop 4

Understand

5

Request

6 Identify

7

Select

8

Strategize

9

Train

10  Measure

Evaluate the 3-4 vendors at the top of your list with our CRM Vendor Evaluation Matrix in order to help you make your selection.

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ACTION PLAN

1

Evaluate

2

Review

Follow Proven Best Practices to CRM Success

3 Develop

Develop an implementation & communication strategy to roll-out the initiative in the organization and through your channels.

4

Understand

Use our CRM Program Playbook to create your plan.

5

Request

6 Identify 7

8 9

Select

Strategize Train

10  Measure

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ACTION PLAN

1

Evaluate

2

Review

3 Develop 4

Understand

5

Request

6 Identify 7

Select

8

Strategize

9

Train

10  Measure

Train Your Team About CRM Develop an education and training plan for all affected personnel: sales, marketing, operations, and channels.

S TA R T L E A R N I N G

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ACTION PLAN

1

Evaluate

2

Review

3 Develop 4

Understand

5

Request

6 Identify 7

Select

8

Strategize

9

Train

10  Measure

Track Key CRM Metrics Measure and track the progress and results of your Sales Intelligence initiative with our CRM Program Metrics Dashboard.

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Our Solution Study Methodology The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors, and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information, and tools they need to develop effective strategies and action plans for their organizations.

Our Digital Marketing report series includes Solution Studies on: Content Marketing Configure, Price, Quote (CPQ) Customer Relationship Management (CRM) Email Marketing Enablement Knowledge Management

Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution, and is usually accompanied by a mini Tool-kit of practical resources.

Marketing Automation

Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape, and select the best vendor for their organization.

Sales Communication

Mobile Marketing Public Relations

Sales Intelligence Social Media Marketing Video Marketing

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY

About Demand Metric Demand Metric provides Agile Marketing software powered by 1,000+ practical tools and resources to help our members complete their work faster and with more confidence. Our community of 125,000+ global members is composed of CEOs and business owners, marketing consultants and agencies, marketing executives and managers, and professionals who specialize in: product management, marketing operations, sales enablement, customer engagement, demand generation, content marketing, project management, account-based marketing, and other disciplines. To learn more about Demand Metric, sign up for a free membership at www.demandmetric.com

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