A few things are certain in life: death, taxes, and… new buzzwords in business. Today, one of those hot new buzzwords is “Social CRM”. No, it’s not just a fancy way to recharge CRM (which for all intensive purposes is a mature technology) with the emerging popularity of Social Media. It’s a transformation in the way buyers and sellers interact during a purchase decision. In truth, Social CRM should be ubiquitous with CRM because it’s about empowering the sales function with a system to improve a company’s ability to collect and aggregate insights about customer needs and behaviors by augmenting transition data with lifestyle data customers share online.

1. Sponsored by:

2. Top Performers: Respondents that achieved
Top Quartile performance in key KPI’s
TODAY’S STATS Everyone Else: Everyone Else
Total survey responses: 452
Qualified survey responses: 356
Integrated CRM for SMB
CRM Gleansight
Gleansight (Publishing June 2012)
(June 2011)
REVENUE
CHANGE IN AVERAGE DEAL SIZE
BID-TO-WIN RATIO
LEAD-TO-SALES CONVERSION
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3. CRM CRM 2.0 Social
CRM
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4. CRM CRM 2.0 Social
CRM
DEPENDS WHICH BANDWAGON YOU ARE ON
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6. Significantly 12%
Somewhat 34%
Not at All 35%
Can't Say 19%
0% 10% 20% 30% 40%
* Gleanster iCRM Survey September 2011, Title: Sales
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7. Title: Sales
11%
Yes
No
89%
* Gleanster iCRM Survey September 2011, Title: Sales
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8. SALESPERSON DECISION MAKERS
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9. HAPPY / UNHAPPY
CUSTOMERS
SALESPERSON DECISION MAKERS SALESPERSON DECISION MAKERS
COLLEAGUES
FRIENDS / FAMILY
COMPETITORS
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20. Paul Greenberg Definition
Philosophy and Business Strategy:
 Technology Platform
 Business Rules
 Workflow
 Processes
 Social Characteristics
To…
 Engage Customer
 Collaborative Conversation
 Mutual Benefit
 Value
 Trust
 Transparency
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22. • •
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•
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23. CRM CRM 2.0 Social
CRM
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೦
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24. CRM CRM 2.0 Social
CRM
೦
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೦
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25. ೦
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೦
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26. CRM CRM CRM
೦
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೦
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37. *Source: Gleanster Research
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38. 38

39. 
 Your Company
 Your Industry
 Problems Your Products Address www.socialmention.com
 Your Products
 Your Competitors
TEST THIS… 
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40. •
•
•
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42. #Social7 42

43. 43

44. •
•
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45. Content Measurable
ROI
Conversation
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46. #Social7 46

47. “Check out this whitepaper”
“Check out this video”
“This might help answer your question…”
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48. 48

49. Sentiment
www.socialmention.com Passion
Top Keywords
Reach
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50. •
Key Questions:
•Do people share
information?
•Where do they
share it?
•What type of
information do
they share?
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51. #Social7 51

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54. #Social7 54

55. Source: Gleanster Research
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56. 
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58. 58

59. •
•
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60. •
– Goals for social media engagement
– Core values
– Appropriate platforms
– Dealing with negative remarks
– Talking about competitors
– Personal vs Business
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61. 61

62. Philosophy and Business Strategy:
 Technology Platform
 Business Rules Resellers/
Channel
 Workflow
 Processes
 Social Characteristics
Sales
Customer Marketing
Experience
 Engage Customer
 Collaborative Conversation
Customer
 Mutual Benefit
Service  Value
 Trust
 Transparency
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63. *38% *29%
*Percentage of Top
Performers that integrate
technology with CRM
*58% *46%
DATA
WAREHOUSE
Other Channels (Less frequently integrated)
DIRECT MAIL DIGITAL SIGNAGE
BUSINESS
FULFILLMENT MOBILE MARKETING INTELLIGENCE
SOLUTION
DIGITAL SIGNAGE
WEB CONTENT
MANAGEMENT DIGITAL ASSET
MANAGEMENT
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64. #Social7 64

65. 65

66. Deep Dive: 7 Imperatives for the Socially Engaged Sales Function
(June 2012)
Download for free at
www.gleanster.com
http://www.gleanster.com/reports
/reports/7-imperatives-for-
embracing-social-media-in-sales
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