Part 2 of How to optimise the power of CRM Dynamics with automation and data quality tools - CRM automation and optimisation enabling you to get results | DMA

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Part 2 of How to optimise the power of CRM Dynamics with automation and data quality tools - CRM automation and optimisation enabling you to get results


30/04/2015 by Emmy Lippold

As I mentioned in part 1 of this blog series: Putting Data at the Heart of your CRM Strategy, data and technology when aligned to fit with our goals can give us the results we want.

One of our key needs was the ability to get this information in a dashboard that was updated in real-time and accessible in a matter of seconds. We have various dashboards set up where key information is fed automatically including marketing dashboard, sales, account manager, and executive dashboards.

Marketing Dashboard

The Marketing Dashboard shows critical information about our leads and our funnel charts the progress of our opportunities.

We have been able to track conversions over time allowing us to plan ahead and anticipate revenue gains and losses. By tying them to our revenue goals we can see if we’re meeting certain goals or not and how many more opportunities we need to get there, which in turn indicates how many sales, qualified leads, marketing leads etc. are required.

Leads by Industry

Leads by industry is critical for us as our account managers are assigned by verticals. This helps in planning and executing vertical marketing campaigns by identifying areas that require support.

[Detail of leads by industry]

Sales Dashboard

The Sales Dashboard shown is for our Validate department. The sales director can easily see leads and opportunities allocated to each Account Manager, as well as a clear representation of revenue and profitability each month

Account Manager Dashboard

Account Manager dashboard zooms in the information to a personal level. Our sales team can see the leads and opportunities they each own and their overdue activities.

Estimated Revenue by Owner

This chart shows which of the team members have opportunities and the estimated revenue.

[Detail of Revenue by Owner]

Sale by Owner

This chart compares the sales by owners within the team

[Detail of Sale by Owner]

Lead by Status

One example of automation is our lead status reporting. When a lead comes in and it is not contacted for a certain period after it has been allocated to a sales person, the status of the lead automatically changes to ignored or lapsed.

The sales person gets alerted when this happens giving him or her a chance to follow up. The status thus is changed to Active.

Our goal is to see all our leads active or moved to the next level and identified as qualified or disqualified where needed. The system enables us to see the status of the leads are and where the responsibility lies.

[Detail of Lead by Status]

Executive Dashboard

In the Executive Dashboard our senior management team has visibility into the monthly sales and profitability and how it’s divided by department.

The top shows the total revenue including existing business and new business compared to the last graph showing new business generated by owner.

The next piece of the puzzle is data quality. Because when data is treated badly, your CRM suffers as well. Although intelligent it’s not able to give the information needed.

But you will have to wait to find out what we did about the data quality in both cleansing our existing data and improving our data capture of new leads until next week.

If you have any questions about CRM automation or data quality, give us a ring on 0151 355 4555 or comment below.

We’re also interested to hear how you have optimised CRM to give you the desired results. Share with us!

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