SalesFUSION and Analyst firm, Gleanster present a compelling look at how a properly implemented marketing automation solution can dramatically improve CRM adoption and usage by Sales

1. How marketing automation can make sales fall in love with CRM all over again Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSION Ian Michiels – Principle Analyst - Gleanster Session Audio Starts at 2PM EST

3. Empowering marketing and sales

4. The customer lifecycle approach

5. Top Performers

6. Processes and core technologies

8. Support B2B and retail customers

9. Platform for driving all lead/demand generation

10. HQ – Atlanta GA – Offices in PA/CA

11. Focus on integrating marketing/sales

12. Embedded demand generation for CRM

14. Is your CRM a crutch or enabler for Sales? What we will cover today: Practical tips from Top Performers What data is available? What does sales really need? 5 Agenda: Empowering Marketing & Sales with CRM

16. 7 Why are we still having this discussion? What are your top 3 challenges with CRM? *235 Sales and Marketing Respondents in iCRM 2011 Survey

17. Data: Access to credible data Integration Technology: Supporting the sales process What’s Absent Shared definition of a lead (#6) Communication Accountability / Incentives 8 Consistent Themes in the Challenges

18. 9 How do we ensure a return on CRM investments? Forced Usage 1. Sales Marketing Marching to the Same Beat with a Goal in Mind 2.

19. 10 CRM as a Productivity Tool?!? Why did you implement CRM? *235 Sales and Marketing Respondents in iCRM 2011 Survey

20. 11 Lot’s of different ways to build a motorcycle…

21. 12 But some work better than others... How do Top Performers Empower Sales Reps with CRM?

22. 13 Customer Lifecycle Approach Customer Lifecycle Buying Cycle Sales Cycle Service When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling. Inquiry. (Unknown buying intent) Sales Accepted Lead (SAL) = Prospect Marketing Qualified Leads (MQL). Sales Qualified Lead (SQL) = Valid Opportunity Leads Prospects Customers

24. Thought Leadership

25. Buying Intent

26. Budget

27. Need

28. Authority

29. Timeline

30. Social Mentions

31. Behavior

32. Demographics

34. 16 Lack of Visibility at the Beginning and End of the Funnel No ability to make data driven decisions Consistently make data driven decisions Please rate your ability to make data driven decisions on the following areas: 1 2 3 4 5 6 7 8 9 10 Measure campaign ROI on prospecting campaigns Unknown Demand for Products and Services LEADS Targeting new prospects or markets Known Demand for Products and Services MARKETING QUALIFIED LEADS Personalize messaging to marketing identified leads Sales Opportunities SALES ACCEPTED LEADS Forecast sales cycle-time Forecast sales close ratio SALES QUALIFIED LEADS Customers Measure Customer Lifetime Value CLOSED / WON Personalize cross-selling and up-selling campaigns Top Performers TP EE Everyone Else TP EE TP EE TP EE TP EE TP EE TP EE TP EE 5.6 3.5 6.1 2.5 8.0 5.3 9.4 7.2 9.6 7.4 6.0 2.3 7.8 4.4

35. 17 Buying Cycle vs. Sales Cycle Customer Lifecycle Buying Cycle Sales Cycle Service Integrated Customer Relationship Management

38. Pipeline MgmtSFA Value Derived

44. Pipeline MgmtSFA Value Derived

46. Explicit Data

47. Marketing & Sales Alignment

53. Pipeline MgmtSFA Value Derived

54. 21 Tactics for Addressing Top Challenges with CRM

55. Top Performers are 3x more likely to integrate Data Augmentation tools within CRM Jigsaw, Bizo, ZoomInfo, etc. Make CRM the primary access point for these tools Update the database regularly Augment Account and Contact Data with Marketing Activity 22 Data Credibility and Accessibility

56. Integrating by Account: 23 What Do Top Performers Integrate?

57. Web Analytics Tracking Code in Marketing Automation Google Analytics Both Email Marketing 4 out of 5 Use Pre-Built Integration Marketing Automation 100% Use Pre-Built Integration 24 How do Top Performers integrate?

58. 6 out of 10 Top Performing Organizations configure Real-Time Sales Alerts for Sales Reps By Region By Account By Page Visit Treat Your Reps like Your Marketing Prospects Relevant, Timely Information is Key 25 Email Sales Alerts HUGE!

59. 26 Make CRM a Valuable Source of Information Traditional CRM is a process interruption… Empower Reps within CRM Access to Critical Information Exclusively within CRM

60. How can Marketing help Sales Fall in Love with CRM? Low Hanging Fruit Lies in Data Integration Give Reps a Window into Prospect / Customer Communications across the entire Customer Lifecycle Bring the CRM to them through Alerts and Notifications 27 Final Thoughts

62. Lead activity alerts

63. CRM Field value triggers

65. Auto-assign leads to sales

66. Trigger follow up campaigns

67. Apply rules and logic

68. Create LP’s for each channel/campaignSocial Email Campaigns

70. Generate leads

71. Execute campaigns

72. Pre-qualify leads

73. Nurture leads

75. Present and propose solutions

76. Propose pricing

77. Execute contracts

78. Close business

80. Marketing is responsible for upper funnel

81. Marketing may be responsible for inside sales

83. Triggers sales alerts

84. Data presented in CRM

85. Adds value to phone interactions

86. Keeps sales excited about the lead gen process

88. Collaborate with sales on rules

89. Route leads when they are high-value

90. Allows for predictive marketing pipeline analytics

91. Eliminates early problems with online marketingMarketing Automation CRM

93. Changes to field values drive campaigns

94. Free up sales to focus on closing deals

95. Ensures no lead left behind

96. Replaces the tickler fileMarketing Automation CRM

97. Industrialize the marketing to sales process Inbound /Outbound Campaigns enabled by SalesFUSION 360 Web Activity Blog/RSS SEO/PPC Lead Scoring Lead Management Marketing to Sales Integration Engine Sold Deals = Trackable ROI Campaign Management Online Ads inbound Sold Landing Pages outbound PR Continuous Marketing To Leads Decision Analytics Engine Email CRM Events Lead Nurturing Social Media

99. Get the Gleanster report on integrated CRM

100. Schedule a demo of SalesFUSION

101. Learn more about Gleanster research reports

102. www.gleanster.com

103. Learn more about SalesFUSION

104. www.salesfusion.comMarketing Automation CRM