1. CRM is DOA
Ed Swiderski
CEO | Klever

2. Session Overview
Lines are blurring in sales and marketing technology, and
if you’re focusing on implementing a new CRM system,
you should think again. Comprehensive sales and
marketing platforms of today, such as Lead to Revenue
Management (LRM), combine functionality and eliminate
the need for independent CRM, Marketing Automation,
Email Marketing and Web Content platforms.
And LRM will save you a boatload of money!

3. Key Takeaways
Value (TCO/ROI) of unified approach
Business and efficiency impacts
Overall business value

4. Marketing Automation Overview
Manage campaigns (email, web pages, personalization, events)
Manage leads (CRM integration, sales enablement, scoring, assignments
Measure impact (web analytics, dashboards, campaign analytics)
Manage contacts (profiles, records, segmentation)
Save on creative process costs, time
89% Say Email is Still Primary Marketing Channel. Email is hugely
underestimated
But MA can be complex

5. CRM Overview
Contact & organization management
Activity management
Pipeline & forecasting
Document collaboration
Email campaigns (basic)
Reporting

6. WCM Overview
Content management/procurement
Your website and web properties
Social content
Data collection

8. LRM “Building Blocks”

9. 2011

10. 2012

11. 2014

12. 2015

13. Landscape is now explosive galaxy
CRM’s bad rap
Think BIG: LRM
Examples
Tips
So What?

14. 1.Landscape is Now Explosive
Galaxy
Lines blurred between traditional SaaS/Cloud platforms
Unnecessary confusion
Data silos
S/M Gaps
FOMO
Ownership issues

15. Sexy, but often fails to deliver
Expensive, perpetual implementations
No clear objectives
Lack of training
Not all stakeholders involved (Sales/Marketing/IT)
More data silos
Marketing misalignment
Technology is turning salespeople into
marketers!
2. CRM’s Bad Rap
63% of CRM
Initiatives Fail
- Merkle Group Inc

17. Buyer is in Control

18. Sales & Marketing Dichotomy
Marketing-Centric
Advocates of the marketing-centric paradigm contend that the optimal approach is to expand the role
of marketing in lead acquisition and lead nurturing. According to its proponents, this approach has
two main advantages:
It fits better with how most business buyers now prefer to learn about business issues and possible
solutions.
It enables companies to use their demand generation resources more efficiently.
Sales-Centric
In contrast, the sales methodology paradigm emphasizes the role of sales reps in the demand
generation process. Advocates of this approach contend that salespeople should engage with early-
stage buyers and use disruptive insights to “shape” how they are thinking about business issues and
challenges.
http://www.business2community.com/b2b-marketing/will-technology-soon-turn-sales-reps-marketers-01213551#6ruLDvLSCCJp0W5M.99

19. CRM vs. MA
“In a nutshell, the only thing CRM systems do is organize your
information…They keep track of your sales, but they don’t engage your
prospects…They capture your sales process, but they don’t execute it.
…Sales CRM is strategy. Even the sales process embodied within your
CRM system is just strategy.
“Marketing Automation embeds strategy but also drives execution. And the
only way you’re going to sell something is to execute.”
-Matt Heinz, Heinz Marketing

20. Sales & Marketing Gaps
Mini-CRM CRM MA Landing Pages Website
Enterprise
SMB/Mid
Small
Price

21. 3. Think Big
Lead to Revenue Management (LRM) = CRM + MA + WCM
Eliminate complexity
Significantly reduce monthly subscriptions
Reduce unnecessary time on import/export/integration
LRM is a continuum with no deliberate start/end

22. LRM Advantages
Sales
More/better qualified leads
Visibility into resonating content and use for intelligence for
opportunities
True continuum of customer interaction/activities.
Tracking built into web content
Marketing
Content collaboration with sales
Improved lead nurturing
Lead assignment & distribution
Comprehensive reporting/dashboards
Website
Instant content publishing/data collection
Realtime analytics

23. Cost Reduction
web hosting web development/hosting content management/marketing CRM marketing automation email marketing
$50 - $500 /
month
$2,000 - $10,000 /
month
$2,000 - $8,000 /
month
$200 - $5,000 /
month
$200 - $5,000 /
month
$100 - $500 /
month
sales & marketing technology subscriptions
*Based on sampling of common subscription fees.
subscriptions can easily total $4,000 - $30,000 / month

24. Unified Platform
Unified
Cloud DB
MA
CRM
WCM
Website Design
Outbound Content Publishing
Demand Generation
Media Publishing (A/V)
Blog Management
Inbound Marketing/Data Capture
Social Integration
Lead Qualification & Activation
Campaign Execution
Opportunity Management
Content Contribution
Lead Scoring & Management
Lead Nurturing
Contact Segmentation & List Management
Content Creation & Curation
Campaign Management
Email Marketing & Analytics
Analytics & Reporting
Content Curation
Industry Specialists
Google Analytics
API
Mobile
Responsive
Device Agnostic
OS Neutral
leads
qualification/content
collaboration

26. Example
Website form submission
Lead scoring
Outbound content
Sales enablement

27. $100M Manufacturing Company
Increased web leads by +2000%
100% Reduction in-house technology/subscriptions
$50M Logistics Company
50% Increased customer service response time
200% Reduction in-house technology/subscriptions
$10M Healthcare Services Group
75% Reduction in-house technology/subscriptions
200% Increased efficiency in service response
Real World Results

28. Tips
Just get started. Doesn’t have to be perfect out of the
gate.
Think big, start small. add sophistication over time
Think good data, not big data
“Automating” is not always the answer. Figure out what
you want to automate first (email?, alerts?)

29. Thanks!
Ed Swiderski
eswiderski@veryklever.com
@eswiderski