1. Managing your team
is just a click (or two)
away
Jody Kibbey
Marketing Specialist
The Indianapolis Star
(317) 444-7337
Jody.Kibbey@indystar.com

2. Today’s agenda:
• CRM Benefits for Managers
• Overview of the system
• Management applications
• The truth about Relationals
• Question and answer

3. CRM Benefits for Managers
• Allows you to know what is going on and holds your reps
accountable
• Keeps everyone on the same page
• Email campaigns allow you control of the quality and
consistency of the message sent
• Telesales/Visits campaigns allow you to launch specialized
sales efforts
• Increases the efficiency of your organization

4. CRM Overview

5. CRM Overview
• Centralized location where all information relating to:
accounts, leads, contacts, contracts,
order history, sales call activity,
and virtually any other information
you can dream of
is stored and can be accessed based on permissions and
sharing policies

6. Sharing Policies in CRMs
• Where Team A Owns Data and Shares with B & C
A
Online
Retail
C
Majors
B
Territory
Visibility
A
Online
Class
C
Real
Estate
B
Auto
Visibility
A
Retail
Adv.
C
Mag-
azines
B
Digital
Sales
Visibility
One Way Sharing
Two Way Sharing Sharing Mash Up

7. How do CRM tools work?
It is a database that gets its information from three sources:
1. Your billing system
– Great for accountants; it is not a contact system
– Your CRM tool is your contact system
One Way Only
2. Third party lead provider
– Corporate
– Dunn & Bradstreet Lists
– Wanted Technologies
3. Your staff- ARSs, SEs and Managers
– Enter contacts
– Complete campaign tasks
– Log sales calls

8. How does a CRM tool work?
Account
• Is on file in Finance
• Has an Account # and
• Money has been exchanged
Billing System
Finance Department
Lead
• Not on file in Finance
• No Account #
• No money exchanged
Sales Executive
Contact
Is the actual person who works
at the Account or Lead

9. An Account vs. a Lead vs. a Contact

10. • Populated with Tasks created for you from prospecting lists
• Populated with a third variable of your choice
Calendar Tab
2
3
Drop Down Box- Can customize to the Campaign you’d like to see

11. Account Tab
Click word to sort

12. Account Overview
Custom fields for
Magazine Sales Initiative
Integrated
from finance
system
Application: Courtesy Credit Limit
Missing phone is
actually from billing
system

13. Account Overview Continued
This information can be harnessed to
target specific customers and pull reports
Place to look for phone numbers
Where reps manage their sales pipeline

14. eTearSheet Application
Paste

15. Lead Views
• New business prospects
• Can assign based on alphabet, zip codes, etc.

16. Lead Overview
Custom fields for
Magazine Sales Initiative
This information
can be harnessed
to target specific
customers and pull
reports

17. Lead Overview Continued

18. Contact Views

19. Contact Overview

20. Contact Overview Continued

21. Logging a Call
• From within an Account, Lead or Contact
• From the icon next to an Account, Lead or Contact
• From the blue checkmark on the Calendar

22. Logging a Call
• What did you pitch? Client’s response? Next Step?
• What products did you pitch and when will you close?
• Set up next visit all in one step

23. Management Applications

24. Reduction in Down Time
• Change is constant
– Illness
– Medical leave
– Realigning territories
– Turn-over
• Accounts are transferred through billing system which then
transfers the account to the new owner in your CRM
• Contacts and Leads transferred at the click of a button
• Instead of handing the new rep a pile of old files and having
them spend hours pouring over information, they can find
everything they need in Relationals

25. Reports
Accounts Leads
Call History Products
Contacts Reps
Contracts Revenue
Run reports on any variable you want:
Keep track of
many different
sales
initiatives:

26. Magazine Completed Calls Report
Team
Team
Rep
Rep
Rep
Rep

27. Auto Upcoming Calls This Week Report
Due Date Donna by Client

28. Upcoming Calls Report
Rep
Rep
Date
Date
Date

29. Dashboards- Major’s Top 10
Weekly
On vacation
last week
Only a
four day
week

30. Dashboards Cont’d
Monthly
Second
week of
month
Full month

31. Dashboards Cont’d
Upcoming Neglected

32. Revenue Reports
85% of
revenue
coming from
three reps

33. Activity Type Reports
Maintenance
by Phone
10%
Sales
by Phone
17%
Maintenance
Electronic
15%Sales
Electronic
16%
Maintenance
in Person
33%
Sales
in Person
9%
1 out of every 3 calls was to pick up a check!
# of Calls # of Calls
Maintenance by Phone 20 Sales by Phone 32
Maintenance Electronic 29 Sales Electronic 30
Maintenance in Person 64 Sales in Person 18
113 80
Type Type
• Identify inefficiency issues

34. Telesales/Visits Campaigns
• No email is sent to clients
• Assigns tasks for reps based on different variables
• Reports can emailed to managers of competed calls,
pending calls, revenue, etc.
– Opportunity to harness feed back for accounts incorrectly
assigned or OOB
Drop down box
Prospects show
in this section

35. 30 Day Churn
• Assigns tasks to reps the first month an account has gone “cold”; this is
an immediate red flag that let’s us deal with client’s pulling advertising
and address any needs we may be missing
• Since reps deal with multiple accounts, this campaign makes sure that
no one slips through the cracks
• In this example, we assigned a task to each rep in January for every
client that ran an ad in November and not in December

36. Win-back Campaigns
• This campaign makes sure that reps are looking forward and presenting
to clients at least one month in advance
• Allows us to proactively re-capture our seasonal advertisers such as lawn
care services and equipment dealers
• In this example, we assigned a task to each rep in January for every
client that ran an ad in February ’08 and has not run an ad in the past 90
days. This eliminates year over year churned accounts.
Reduce
YOY
Churned
Accounts

37. P12 2008 Win-back Example

38. P12 Win-back Success

39. Email Campaigns
• Rep is assigned a task when
client opens email
• 30% of our emails are opened
(33k sent)
• 39% of clients who have
opened our emails bought an
ad in the section
• $270k in revenue for 2008
• Only 92 clients (1%) have
opted out
• Keeps you top of mind- even if
client doesn’t participate in the
offer, often times they will reply
back on a different matter

40. Client Responses

41. Preface: We received this next response from our competition, the local TV rep,
after we sent an email blast to our auto clients during campaign season when TV
stations were bumping the auto ads for political ads.
We reminded our auto clients that while our competitors couldn’t create more
time to accommodate their advertising messages, we could add as many pages
to the paper as they needed to get their messages out.
Apparently one of our client’s forwarded our email to the TV rep, and he replied:
Client Responses

42. The Truth about CRM Tools

43. The Truth about CRM Tools
• Must have 100% buy in from O.C.
– System allows/requires integration with Finance, Marketing,
Sales, Ad Ops, IT
• Will need to reallocate resources to have a champion in charge of
the system who educates and trains reps and maintains the overall
system
• Reps need to be held accountable for the information they put into
the system
• You’re going to get push-back initially from your reps and you’ll be
frustrated with it yourself sometimes
• It can be time consuming, but for every hour you spend in the
system, you’ll save hours worth of hunting and gathering the
information for yourselves

44. In Summary
• Allows you to know what is going on and holds your reps
accountable
• Keeps everyone on the same page
• Email campaigns allow you control of the quality and
consistency of the message sent
• Telesales/Visits campaigns allow you to launch specialized
sales efforts
• Increases your the efficiency of your organization

45. Thank you for your time