Post on 15-Apr-2017
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Cross-Sell best practice
Sage CRM
Learning from each other to achieve a better result
Strategy and Planning
Lead Generation
Qualification
Sales Operations
Purchase &
Post Sales
Service
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Each region has its own personality
Each region has its own CRM story
Therefore we need a model that everyone
can identify with, and use as a “guide”…
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We call this “Pathways to success”Each region is somewhere here. Our objective is to get everyone to “scaling”
Opportunistic• “Grab a $”
• No Growth Strategy
Evangelistic• Individual Heroic Effort
• Interesting but not strategic
• Operating on good will and in partnership with a small team
Measured• Growth Results
Acknowledged & Tracked
• Level 1 Organisational Investment
• Looking for Best Practice
• Starting to look at “How do we scale this?”
• If not sponsored can slip back!
• 1 year outlook
Systematic
• Sponsored and Prioritised
• Proving a model for scale
• Deep Market Analysis
• Leveraging and Creating Best Practice
• Investment Cases based on Proven Model
• 3 Year Outlook
Scaling
• Bringing the power of the channel
• Executing a well defined and proven model for scaling
• A significant number in the business
• 5 Year Outlook
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Marketing
– How do we generate more leads?
– How do create more awareness?
Technical
– How do we build competency?
– How do we build capability?
Sales
– How do we sell “better”?
– How do we enable the channel?
What’s the Purpose?To learn and implement best practicesExamples
How do we scale
this?
Organisation
– How do we build competency?
– How do we build capability?
We will achieve this by following these steps
Date:
FY15Q2 - January
Date:
FY15Q1- October
Step 1:
Research
Step 3:
Plan, creation and
implementation
Date:
FY15Q1 - November
Step 2:
Best-practice design
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Step 1: Research
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Sample survey questionsMarketing
Marketing Diagnostic
Brand Average 2.3 2.8
We attend (or sponsor) local CRM industry events (if applicable) 5 4
We attend or run our own local CRM events for partners 3 3
We attend or run our own local CRM events for prospects (with or without partners) 1 4
We attend or run our own local CRM events for customers (with or without partners) 1 2
We run local PR initiatives to promote Sage CRM 2 2
We advertise Sage CRM in local publications 3 2
Sage CRM is in a prominent position on the local website (homepage) 3 4
We develop our own digital marketing assets for Sage CRM 2 3
We run our own social media marketing initiatives for CRM (or include in multi product versions) 2 2
We include Sage CRM in all local portfolio marketing initiatives 1 2
Effectiveness Impact
Segmentation/Data Analysis Average 2.5 4.25
We do customer analysis to identify the appropriate target market or segment for Sage CRM 4 5
We share this analysis with business partners, to help focus their efforts 2 4
We segment our campaign lists before sending any Sage CRM campaign 2 4
We carry out partner analysis, identify key performing metrics and allocate campaign leads on that basis 2 4
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OutputZones of Excellence = Best Practice
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Sample survey questionsMarketing
Marketing Diagnostic
Brand Average 2.3 2.8
We attend (or sponsor) local CRM industry events (if applicable) 5 4
We attend or run our own local CRM events for partners 3 3
We attend or run our own local CRM events for prospects (with or without partners) 1 4
We attend or run our own local CRM events for customers (with or without partners) 1 2
We run local PR initiatives to promote Sage CRM 2 2
We advertise Sage CRM in local publications 3 2
Sage CRM is in a prominent position on the local website (homepage) 3 4
We develop our own digital marketing assets for Sage CRM 2 3
We run our own social media marketing initiatives for CRM (or include in multi product versions) 2 2
We include Sage CRM in all local portfolio marketing initiatives 1 2
Effectiveness Impact
Segmentation/Data Analysis Average 2.5 4.25
We do customer analysis to identify the appropriate target market or segment for Sage CRM 4 5
We share this analysis with business partners, to help focus their efforts 2 4
We segment our campaign lists before sending any Sage CRM campaign 2 4
We carry out partner analysis, identify key performing metrics and allocate campaign leads on that basis 2 4
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Zone of excellence = Best practiceOutput: Plan for how we get there
1
2
1 = Brand (Effectiveness 2.3 / Impact 2.8)
2 = Segmentation Analysis (Effectiveness 2.5 / Impact 4.25)
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Step 2: Best-practice design
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Following the sales funnelFunnel definition
Strategy and Planning
Lead Generation
Qualification
Sales Operations
Purchase &
Post Sales
Service
Select a level to learn more:
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Following the sales funnelIdentifying best-practice
Brand
Group
– Campaigns (Project Unity)
– Group Website
Dublin
– Analyst Relations
– Event participation
OpCo
– Local Events, PR, Publications
– Local Website, Digital, Social
– CRM in portfolio marketing
Strategy / Planning
Capability Analysis
– Introduce the “maturity model”
concept. Consider effectiveness /
impact diagnostic to establish best
practice and “norms”
Customer Analysis
– Product Scoring, Conjoint (NA)
– Marketing plan
against business
plan and
CRM/Portfolio
strategy
– Brand and
campaign activities
planned and
scheduled
– High level resource
allocation
Strategy and Planning
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Following the sales funnelIdentifying best-practice
Campaign Generation
Strategic
Thought Leadership
– Project Leopard (Europe)
Executive Engagement
– Executive Business Review
Campaign (NA)
Operational
CRM Marketing Campaign
– Commitments (S200)
Vertical Marketing
– Construction (NA), also S200
Functional Marketing
– CRM as “operational centre” (SA)
Call to Action
Visit Website:
– Sage CRM Global
Visit Landing Page / Portal:
– EBR (NA)
– Commitments (S200)
– Others
Take Trial or “Test Drive”
– Sage CRM Cloud
Immediate Purchase
– E.g. discounted licenses
Schedule Meeting or call:
– EBR (NA)
– Other regions do similar
Marketing Qualification Process:
– Internal/External Telemarketing
– Partners
Segmentation
Campaign Target Segmentation:
– Project Leopard (Spain)
– Largely “campaign”
approach
– Market segmentation
– Campaign design and
creation
– Resource allocation
– Campaign execution
– Lead generation and
handover to
qualification
Lead Generation
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Following the sales funnelIdentifying best-practice
Qualification
Definition
– Outline a “standard” definition of a
marketing qualified lead
– Outline the processes used to
qualify a lead (including cadence
of campaign follow-up)
– Outline the resources that will
carry out the follow up
– (Spain has strong follow-up
process; very phone-based)
Transition
– Direct or indirect RTM?
– Define how leads are allocated to
the channel (geography,
expertise, partner-of-record for
another product?)
– “Marketing qualified
lead (MQL)”defined
– Cadence of follow
up defined
– Executed by internal
/ external telesales
– Lead handover to
sales
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Following the sales funnelIdentifying best-practice
Sales Capability
Sales Academy content and
eLearning can be used to cover (e.g.)
– Sales qualification
– Value proposition
– Demonstrating ROI
– Requirements gathering
– More….
Sales Tools
Do we need a tool to help sales
people – e.g. the X3 Cloud Book:
– Product presentations
– Industry examples
– Case Studies
– Whitepapers
– Partner add-ons
– A prepped Sage CRM instance
(cloud or on-premise; integrated or
standalone)
– Competitive battle-cards
– Any diagnostics or other tools
Do we need a self-service turnkey
portal to allow partners use by
themselves?
– Similar to cloud book in scope
– Include the ability to launch
campaigns from one location
– Leverage community?
– Leverage eLearning?
(Have had mixed results – S200 and
Germany offered something similar
before but poor adoption)
Sales Operations
Sales Capacity
– How far can Sage support itself, or
the partner, along a cycle?
– Is there dedicated resource to
assist in the cycle (e.g. marketing,
pre-sales, “evangelist”, product
manager, C-level where needed)
– Is there a tiered partner
programme with different
engagement models (e.g. HRMS
in NA; Commercial Accelerator
Programme S200)
– Can we resource this?
Sales Model
Direct, Indirect, Assisted Direct– Assumes partner or
direct sales
– Lead prioritisation and
call scheduling
– Second-phase
qualification
– Preliminary
requirements
gathering
– “Expert” intervention
(e.g. pre-sales)
– Demonstration
– Solution Design
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Step 3: Plan, creation and
implementation
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Our “Pathway to success”5 steps
Low-hanging Fruit: Identify and adopt known best-practices
Effectiveness/impact research
“Pathway to success” design per region
Growth plans to support the “pathway”
Implementation: First phases by FY15Q1
01
02
03
04
05
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“Low Hanging Fruit”3 Areas proven to enable success
• How can we provide more focus?Focus
• A partner programme is a structure that has proven to work!
CRM Partner Programme
• A simple, easy-to-use, centralised resource centre is a no-brainer!
Turnkey Marketing