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When the same issues keep cropping up, Sage CRM helps you make the right changes
Marketing plans change as you can see by this week's Marketing Week's story on the government's change of mind to scrap the building of a super casino in Manchester and create 16 regional casinos instead.
During day to day conversations with our clients, we've noticed the same issues occurring in organisations of varying sizes. Do any of these key business process issues sound familiar to you?
- Effective reporting on how successful a campaign has been and the cost per lead.
- Increasing urgency to build profiles of clients/prospects.
- How to structure campaigns over the year and segment the data that can enable this to happen.
- Increasing the amount of revenue from existing clients through cross selling.
When there are cut backs and the market is seen as slow, sometimes management can find it easier to cut back on marketing spend than any other area. Recently a Director of a medium sized organisation was asked about his marketing, He replied 'Well I am not really sure what they do in there, all we ever seem to do is to give them more and more and we don't really know if its worth it!'
At this point it was suggested that he meet with his marketing manager to gain an understanding of what the role entails and receive regular reports on campaign successes. After all, it's easy for organisations to see the success of their sales staff, yet understanding the exact role of the marketeer can still be cloudy!
It's in the quieter times that budgets need to be increased in order to create more sales opportunities.
This reconfirms all the work carried out by the department and justifies the spend.
If you want to use a system to record product information that has been purchased by your client, Sage CRM can assist in a number of ways that will increase the number of leads from your marketing effort.
Structure specific sales
Suddenly you can structure data so you can search on it. Then you can focus your marketing of specific new products to existing clients that compliment their existing purchases.
Clusters, the Segmentation experts have recently carried out work for one large multinational organisation that ties in with these findings. From the segmentation of their data, Clusters increased their turnover from their top 25% clients.
This has been achieved by focusing their marketing on their most profitable clients. By contacting less companies, they have increased the number of converted leads significantly. This was simply achieved by segmenting the data that with greater ease through a CRM system.
When you're running a marketing team, it can be difficult to monitor your staff activity levels. If you introduce a CRM such as Sage CRM, all your activities are planned and logged when completed. In this way, your activity reports can be completed to tie in with the success of a campaign and related to the activity levels of your staff.
Once again Sage CRM reconfirms the effectiveness of the marketing team.
These are just some examples of issues faced by a typical role. If any of these ring a bell with you or make you think of other concerns, that you are experiencing on a day to day basis contact: