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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
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THE EVOLUTION OF SHOPPER MARKETING
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY
CUSTOMER RELATIONSHIP MANAGEMENT Solution Study
What is Customer Relationship Management?
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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
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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)
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY
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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
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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
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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
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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.
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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 Solution Study
Vendor Selection Criteria
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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
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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
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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.
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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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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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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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