Evolving CRM Strategies to Boost Sales & Marketing Performance

Unlock B2B Success with an Evolved CRM Strategy

Supporting the evolution of an effective CRM program requires a multi-discipline approach that combines sales and marketing with data and technology to empower teams for success.  Often CRM initiatives miss opportunities to capitalize on growth because the efforts are not focused on holistic outcomes. Ultimately, CRM programs for B2B scenarios need to combine the power of the digital marketing organization with the intimacy of account-based solution selling to identify, track, nurture and expand account relationships. In recent work with a financial client in the automotive manufacturing industry, iCrossing employed a holistic approach across six core dimensions to define a CRM maturity roadmap that enabled marketing and sales excellence across the enterprise: 

1. Establish and Govern Account Management 

2. Institute Opportunity Management Hygiene and Processes 

3. Configure and Update Application Management 

4. Support Pre and Post Sales Enablement 

5. Develop Business Intelligence 

6. Map Technical Upgrades 

Establish and Govern Account Management 

Many CRM programs require focus on core account structures.  Without strong account foundations, sales teams and marketers are frustrated in executing effective tactics and potential clients are bombarded with confusing messages.  While much of the effort can be a data clean-up, often structural or master data management requires addressing.  For our client, both aspects were necessary.  In addition to duplicated accounts and contacts, the core systems of record were leveraged to create consistency.  Projects were undertaken to consolidate the current data, train sales and marketing teams, and to connect CRM with core systems of record resulting in a consolidated and consistent view of marketing and sales activities. 

Institute Opportunity Management Hygiene and Processes 

Once Account Management was established, it was critical to create a process for managing opportunities.  Prior to engagement, opportunities were inconsistently maintained preventing clear linkage to lead generation and nurturing efforts.  Moreover, sales targets, forecasts, and accountability for the sales organization were immature and inaccurate.  While data clean-up was an aspect of opportunity management, the larger effort was around process modification and establishing hygiene check points for opportunity creation and conversion.  New processes were established to create a mature opportunity management flow that supported tactics and consolidated reporting. 

Configure and Update Application Management 

With solid foundational requirements established, applications that support CRM require updates to support the new account management and opportunity management evolution.  Many of these efforts required updates to the Sales Force CRM and Marketing Cloud, but some also included new integrations for data and workflow.  For example, lead generation and capture forms from the public facing website needed case management and automated assignment requiring multi-discipline coordination. 

Support Pre and Post Sales Enablement 

In addition to foundation and application updates, the pre- and post-sale tactics needed significant overhaul.  The existing campaigns in the Marketing Cloud were primarily single touch information blasts and new lead nurturing, conversion, and post-sale campaigns needed support.  iCrossing developed new strategies, content, messaging, and orchestration to support both marketing and sales efforts throughout the lead generation and opportunity flow.  These campaigns both reduced effort in setting up campaigns and increased opportunity velocity, volume, and deal size. 

Develop Business Intelligence 

With more effective and hygienic data, new business intelligence and insights were developed.  Both executive reporting and day-to-day tactics became visible to the teams that could make more timely decisions.  Predictability of the sales process was clearer, and the sales and marketing teams received better dashboards to organize their efforts.  Ultimately, decision velocity and accuracy were increased driving better strategies. 

Map Technical Upgrades 

Finally, efforts could not be all completed in early phases.  iCrossing developed a multi-year roadmap for the client to determine a course for continuous improvement.  Modules need updating, new data becomes available, and impediments today will be removed in the future. By focusing on practical near-term benefits and aligning to larger enterprise initiatives, a comprehensive roadmap across people, processes, data, and technology was developed that kept the client on track toward digital maturity. 

CRM efforts can be complex with many stakeholders that do not always collaborate easily, but with the right approach and pragmatic mindset clients can realize significant benefits and truly unlock B2B opportunities. 

Ready to Unlock the Full Potential of Your Customer Relationship Management? 

Our team at iCrossing has helped leading brands achieve significant business outcomes by implementing CRM. Partner with us to transform your marketing strategy, gaining deeper insights into customer behavior, and driving measurable growth.