The document outlines Elizabeth Weaver Engel's presentation at the CESSE Annual Meeting 2013 on member relations and customer relationship management. The presentation covers the CRM mindset, opportunities around big data, and how marketing, communications, and IT departments can collaborate effectively. It encourages associations to think about how to develop a more sales-focused culture and how collecting and using member data can help answer strategic questions.
8. let’s talk: sales culture
Does your association currently have a
sales-friendly culture?
What would a sales culture look like in your
association?
What benefits do you think you'd enjoy if
you did have a sales culture?
What might you have to change in order for
that to happen?
http://bit.ly/10s8UUb @ewengel
11. let’s talk: big data
Has your association started thinking about the
concept of "Big Data"?
What questions are you trying to answer that Big
Data might help with?
How might you have to change to be ready to
take advantage of the opportunities Big Data
provides?
What data might you need to begin collecting to
do predictive analysis about your audiences?
Do you currently have the systems and processes
in place to collect and use that data?
http://bit.ly/10s8UUb @ewengel
14. let’s talk: marcomm & IT
Is IT a service department or a strategic partner
in your association?
How might your choices about positioning IT
affect your ability to create a culture of
strong, successful business processes? To use
software strategically?
How well do your IT and marketing
departments collaborate? How might that
affect the success of any sales and marketing
related software projects, regardless of the
chosen platform?
http://bit.ly/10s8UUb @ewengel
15. what will YOU do differently tomorrow?
http://bit.ly/10s8UUb @ewengel
17. keep in touch!
Elizabeth Weaver Engel, M.A., CAE
CEO & Chief Strategist
Spark Consulting LLC
http://bit.ly/10s8UUb w getmespark.com
p 202.468.3478
e ewengel@getmespark.com
t @ewengel
li www.linkedin.com/in/ewengel
Notas del editor
Greet people – ask why they came & what they’re looking to learn
Give history of white paper – CRM trend driven by memb decline?What depts are you in?CRM software?
CRM philosophySoftware not a magic bulletAssoc squeamish about sales – mission focusNo money, no missionHave to overcome
Use data to segmentMore market shareMore customer shareReduced support costs
Sales funnel has become the far more complex purchase loopForming and managing authentic relationshipsOpportunity to be real (Red Cross confiscated keys)Or really screw up (scheduled tweets during the Boston Marathon bombing)
Miriam (case study) #10in20 webinarInfo is a treasureDatabase can tell you what people have done with you, spent, pos/neg experiencesDon’t want to reach out to exhibitor who had a miserable conf to ask for upgradeDon’t want to do a mem pitch at busy time CRM and AMS allow this – share info across assocRequires mindset and exec support
Discuss & report
Speaking of data – Big DataWhat is Big Data? (open it up)Know more about our audiences than ever – not only our own data, but public online dataMarketing has been backwards looking & about correlationBig Data is about being forward looking and predictive analytics – create & test hypothesesExamples: cellphone epidemiology, House of Cards
CRM is about collecting & analyzing data to make data-driven decisionsAlexander Pasik – shift from operational to analyticExample – confreg versus time to offer virtual attendance & how
Discuss & report
ProcessGive my own historyIT & marcomm don’t get alongThey’re weirdWe’re clueless
Has to change to strategic partnershipOnly way we can use data to drive decisions
Discuss & report
Take a few minutes & answer: what will you do differently as a result of this talk or anything else you’ve learned here at CESSE today? Few minutes to write something down & if you’re feeling brave, share it at your table