Your CRM system, often the bane of a sales reps existence is a vital tool for the progressive marketing department. While sales teams utilize the tool to forecast and track opportunities through the sales funnel smart marketers are leveraging the data held within the vault to influence and drive their marketing decisions.
As marketing continues its quick shift to metrics and ROI based activities it is important to know what impact you can drive throughout the sales process.
It is easy to set a few lead source options and build out a few basic campaigns to dump names into – but what is this doing for you? What does the data mean other than marketing was able to throw a few accepted leads over the wall? How often does that initial lead that attended a webinar turn out to be the catalyst tied to the opportunity? Was that webinar even worth the money spent? If yes, why?
Marketers, specifically those in Marketing Ops roles need to work in tight symmetry with their sales counterparts. They need to understand the data going into the CRM system and follow closely as the leads convert and opportunities materialize to understand the true impact their team is having. Following is a simple list of things you can get in place now to better understand what is going on with your leads and what influence you may have over all deals in the pipe.
1) Go beyond lead source – if you have an internal sales development team work with them on the lead triage process. From there build out a field within your CRM system that measures the “Reason for Engagement” that propelled the team member to make the call that landed the meeting. You could have a lead living in your system for months that suddenly became warm based on a drip campaign – while you may not have been responsible for the lead source you are responsible for the lead moving to the next stage.
2) Track both engagement and source – as stated above marketing is not always responsible for bringing in the lead that matters the most – but by creating reports that track both engagement and source you will get a bigger picture of the percentage of deals closing that were touched by marketing.
3) Utilize a marketing automation tool – my recommendation would be to use one that integrates cleanly into your CRM of choice. Aside from creating the drip campaigns and landing pages, when utilized to its fullest a marketing automation tool can provide a wealth of touch point data that can be rolled up to give you a clearer understanding of how many times and ways marketing touched the deal before it crossed the finish line.
4) Use Campaigns – if you are going to do something – make sure you can track it. Campaigns are a good resource in understanding how your marketing activities are truly performing. Was that event that only had 30 attendees a bust? Not if 1/3 of the attendees resulted in generating opportunities. Same goes with that awesome webinar that had 1,000 attendees – unfortunately sales rejected 90%+ of them because they were bad titles or in the wrong industries. In addition by setting multiple statuses within your campaigns you can get a better understanding of where the leads are and what they are biting on – linking your marketing automation tool to the campaign can seamlessly integrate this process.
5) Create a dashboard – if you are going to track everything, your data will need a home. Some CRM systems offer the ability to create dashboards which is very beneficial in getting all your reports in one clean snapshot – but I recommend taking this further and entering your data into a spreadsheet (so archaic I know) – this way you will have everything you need lined up weekly so you can monitor trends and react and plan accordingly. Track your responses, your lead acceptance, pipeline contribution, reason for engagement and their impact on meetings scheduled and occurring, look at each general area and its effect (email, web, webinar, event, etc). But don’t look at marketing in a vacuum – look at what sales is doing without marketing’s influence and see if you can draw out data. Do marketing leads convert to meetings faster? Do marketing generated ops close quicker? If you have the data you have the answers.
6) Play nice – everyone has a difficult job – everyone is strapped for time. If you step down from the Ivory tower you will see that sales is on your side, but you need to understand what drives a seller. You are more likely to get more people on board and filling out the fields accurately if you are providing results.