Where can I get the latest insights as to what changes and enhancements are coming down for Dynamics 365 CRM?
We maintain a video library on our website - check out the Dynamics 365 CRM Coming Soon tab.
We spend a good deal of resources generate leads for our sales team only to see that the leads are not being followed up. How do I get my CEO to get the sales and manger managers in the same room to make lead follow up a priority?
There are two primary reasons that lead follow up doesn’t happen. First, the leads are not what I would call Marketing Qualified. Second, there is not enough vision by the CEO, CSO and CMO into what is happening with leads, or better yet what is not happening.
Marketing Qualified Leads
Account managers will focus on efforts that put dollars in their pocket. As marketers we must recognize that is a truism. As such, marketing must make any leaded passed on an account manager as qualified. Marketing Qualified means that a lead meets the qualification you have for industry type, size, product and whatever sales has provided you as the top three items that a good lead must contain. And that you have included this information with the lead as well verifying the company name, website, and phone number.
My account reps just don't prospect or even follow up on leads we provide! What can I do?
Dear Barb -
One of the challenges that we often see from a CEO is really trying to drive account managers to do prospecting and to reach out and follow up on leads.
A CRM system provides vision into what is happening, or not happening with leads provided to the account manager as well as vision of the sales VP and CEO.
What is the best way my customers can use CRM to be better Marketers?
It’s not hard to see why CRM data, made up of customers, prospects and influencers is the most important marketing asset. After all, how can a marketer be successful without the right data? And how can a marketer discover or fine tune a message without insight into behaviors and their service needs? But, keeping this data organized, current, and easily accessible for every relevant team member, throughout an organization, can still be a massive challenge.
A versatile, robust CRM system is still the best way to store, manage, and use critical customer data for sales AND marketing. However, many marketers who invest in a CRM system fail to fully capitalize on its marketing value.
Leads can come in many ways; website, referral, trade show, direct mail, email drip and even an account rep prospecting. But if we don’t know the sales return from each or the cost of each, how do we evaluate where to invest a limited marketing budget?
I have written before regarding the sales growth value of getting your sales and marketing teams on the same page. This is an effort that can’t be left up to sales or marketing alone, it is too important to the organization and must be monitored at the CEO level.
InsideView does an excellence job in the following infographic to highlight what current leaders are doing to get things right. Point number 6 – “Align on Pipeline” is the element I like the most. By emphasizing the sales pipeline you should expect alignment on lead and nurturing campaigns throughout the sales process. This approach will help drive greater cohesion between both team leaders, as well as provide account reps with advanced insight into the contribution of the marketing team.