MyFloridaMarketPlace Roundtable February 19, 2003 9:00 a.m. – 11:00 a.m.
Roundtable 2003 frey
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Transcript of Roundtable 2003 frey
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Customer Relationship
Marketing
Chris Frey
Director/Advertising Development
Gannett Co., Inc.
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Develop a new advertising selling channel to grow revenue beyond the time honored, dependency of:
• Physical sales calls
• Inbound calls to us
• Historically limited outbound telephone sales
The selling magician hadn’t kept up w/ technology and needed a new trick
The CRM Strategy
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The goals • Manage larger numbers of accounts;
and send hundreds of emails and faxes
• Move parts of inbound to outbound
• Empower sales reps – self serve their own sales campaigns
• Improve tracking of outbound efforts
• Frugal technology approach for ROI
The CRM Strategy
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A computer application built for account executives:
• One database of customers and prospects
• Customer contact management
• Can target customer behavior and/or business characteristics
• Sends hundreds of sales e-mail and fax messages at a time
• Organizes sales follow-up
The CRM Tool
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CRM Sales Process
Telephone sales on steroids
• “Send plus Phone”
• Select 100 or more accounts each week: lapsed, non-advertisers, or scheduled contacts
• Select sales message to e-mail or fax
• Follow-up with sales calls Mon – Wed
• Recruitment goal – touch every customer over a month
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Reasons
• New competition – huge wake-up call, most vulnerable business segment, least degree of customer relationship
• Largest potential customer base of any advertising category
• Lower share in some types of businesses
• Fit models of business-to-business selling
• CRM expands a finite sales resource
Moving on to real estate, then retail
Recruitment Focus First
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Putting the CRM Puzzle Together
Case Study
Sioux Falls Argus Leader
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Putting the CRM Puzzle Together
It’s not the technology
It’s the people, organization
and willingness to change
and do things differently
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Making CRM Work
Advertising - Organization Changes
• Sales team/compensation
• Transient to ledger recruitment
conversion
• Expecting turnover
• New types of hires
• Sales management – new training
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Making CRM Work
Advertising - New Selling Tasks
• Disciplined contact gathering
• Outbound calling
– New for an inbound recruitment staff
– Telephone selling Real Estate agents
– Telephone relationships
– Selling voicemails
– Soliciting return calls
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Advertising - Memorable Quotes
• “I can’t stand this, I want out of whole
program!” (Employment Sales Representative)
• “You gotta be kidding me, how many extra
accounts are we going to have?” (Employment Sales
Representative)
• “Oh my God, they still don’t get it! Will
they ever get it??” (Marketing Analyst)
• “I’m going to kill them!” (Classified Advertising Manager)
Making CRM Work
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Making CRM Work
Marketing – Database Leadership
• External data supply – Understanding the merging customer &
marketing data (D&B)
– Customer files lead to customer & prospect marketing
• Data “consciousness raising” Task force and commitment across departments
• “Standard Bearer” role Training, FAQs, and enforcement
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Making CRM Work
Marketing - Communication Support
• New B to B selling materials • Direct response orientation
• Simple messages
• Customer benefit (not our product) headlines
• Calls to action
• “Scriptability”
• New graphics software/training
• Greater calendar planning discipline
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Making CRM Work
Business Office Support
• Customer database Operational data integrity (getting the bills out)
to
Operational plus marketing data integrity
• New data role w/ account setup
• Account data cleanup role
• Data gate-keeping
• Transient to ledger recruitment conversion
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Making CRM Work
IT Department Support
• Business system database – leadership and reporting on data conditions/integrity
• Keeping things running – Network conditions/upgrades
– Application database administration
– User installs and training
– Troubleshooting email/faxing channels
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What are people saying • “CRM helps me make over 400 contacts a month. It would require
a lot more work to do what we do without it.” (Employment Sales Specialist)
• “It allowed me to reach new customers and bring in new revenue I never thought was there before.
(Employment Sales Specialist)
• “CRM is an important tool to help my employment team reach new customers and generate additional revenue. We’ve taken a whole new approach with the employment segment and made it fun for all involved by offering new promotions on a regular basis. I can’t imagine not utilizing CRM to target new business in all segment advertising. Bring on Real Estate!”
(Classified Advertising Manager)
.
Results – Sioux Falls
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Results – Sioux Falls
Before After 300 Accounts + Transient 2,774 Customers in CRM
Average account list: 100 Average account list: 500
(Per Employment Specialist) (Per Employment Specialist)
Average outbound calls:1,600 Average outbound calls: 2,705
(Per team, per month) (Per team, per month)
Limited non-customer prospecting Goaled on non-customer contacts
One ongoing promotional offer Fresh monthly offers
Two competing publications One competing publication
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Results – Gannett
• Installed in 15 markets and growing
• Significant, incremental monthly revenue
reported
• The application technology investment is
recovered every month
• 40,000+ customer contacts developed
over 60,000+ CRM advertiser accounts
• 25,000+ monthly email/fax sales messages
sent followed by 30,000+ phone calls
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Final Thoughts
Implementing technology like this • Not for the faint hearted
• What are all the departments needed and
affected?
• What work processes everywhere will be
affected?
• What jobs will be created, changed and even
possibly eliminated?
• Communicate a vision to create community of
stakeholders across the departments
• Cross train/expose the technology to all the
stakeholders