Continued – Leveraging CRM systems as part of your Marketing Technology stack – CRM systems turning Insights into competitive advantages – an interview with industry leader Jimmy Haverstick”- Spinach Helpful Tip of the Week

Last time in our weekly Spinach Helpful tips we discussed  the important role CRMs play using information and data gathering, and mining it through your Marketing Technology stack to move customers through the sales funnel. I shared comments from Jimmy Haverstick regarding how to specifically integrates the broad array of information and knowledge from their Sales and Marketing teams’ and move their customers which allows an organization to move them through the sales funnel:

  • Customers and where they are in the sales process
  • Channels & Market pressures/opportunities
  • Competitors

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I am a strong proponent of sales and marketing teams working together across a CRM platform driving campaigns and collecting valuable field level information.  Companies should have a plan to build and maintain a customer database as a major objective. – Jimmy Haverstick

Let’s hear more from our guest expert Jimmy Haverstick about how he see’s organizations utilize their CRM systems, and how you can be more effective integrating and working in your Marketing Technology stack your organizations CRM system:

Q: What type of information can and should be input into a Market-Driven Organization’s CRM system?

Most sales people are not excited about ‘CRM’ data entry tasks. But if positioned properly and as part of the overall integrated sales and marketing plan to grow share and revenue, sales teams will gladly adopt and engage with CRM systems.

I am a strong proponent of sales and marketing teams working together across a CRM platform driving campaigns and collecting valuable field level information. 

Companies should have a plan to build and mainNew traditional funnel meets flipped funnel - CRM -Golden Ratio Marketingtain a customer database as a major objective.  Sales teams have important customer information in their heads that should also be a corporate asset. For example, vet school attended, preference for sales call time, what not to say, spouse actually makes the purchase decisions etc.  Further, the marketing departments should task the sales teams with simple customer segmentation schemes that help profile and organize customers by potential.

When the marketing teams use this information and the CRM system to target and grow sales, the sales teams will see the value and jump at the chance to further define customers and work marketing driven sales plans that ultimately grow their territories. – Jimmy Haverstick

We discussed the importance of using data from a Market-Driven Organizations CRM system, but what do we mean by important? We mean dollars to the bottom line of the company. How does that happen, by taking advantage of our ability to monitor the information available to our Sales and Marketing teams and what is going on around us. Now take that information and turn it into knowledge leverage existing information to better understand customer and product lifecycle trends and buying habits.

When the Sales and Marketing teams and their executives use this information to develop/design sales & marketing programs that move customers along their lifecycle(s), reduce attrition and drive long-term customer relationships they can stay ahead of their competition and always be ahead of the curve with their offerings. Offerings that actually align with our customers’ needs’ allow us to outstrip our competition and leave them asking ‘what the heck just happened’.

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How should your Marketing Department and the Sales Department collaborate in a high functioning Market-Driven Organization? There is an old saying ‘garbage in equals garbage out’ but, by working together  inputting good relevant time sensitive data about what your customers are doing, how they are responding to offers and market conditions a Market-Driven Organization can be more responsive and will outperform other companies!

How can a functioning CRM system support these goal and objectives?

Connecting marketing and sales via CRM is where the value strategically starts to really become clear.  – Jimmy Haverstick

Most organizations work hard, but are they working smart and have they begun to approach a level of strategic focus that a Market-Driven Organization possesses.  Almost all organizations look at strategic plans & historical documents, they review their financial statements, and the companies’ managers and marketing teams scour sales data from both internal and external sources.  But where is the coordination, and what tools allow them to have a competitive advantage in the market place?

The difference we are talking about is what happens when a Market-Driven Process is adopted and a Market-Driven Organization rises up and works together.  When you’ve a high functioning CRM system and all parties involved are inputting, reviewing and analyzing data to make strategic decision that drive the business the synergy that results are palpable. Plow & Hearth

When the marketing teams use this information and the CRM system to target and grow sales, the sales teams will see the value and jump at the chance to further define customers and work marketing driven sales plans that ultimately grow their territories. – Jimmy Haverstick

As we go through the next few segments of this series please be sure to share any questions that you have for Jimmy and please provide your insights and thoughts so we have a more robust dialogue. Remember we don’t let each other walk around with spinach in our teeth.

What is a ‘Spinach helpful tip’?Popeye Spinach

Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

Jimmy Haverstick

Jimmy started his career as an outside sales representative for WA Butler now Henry Schein Animal Health.  Foreseeing the need for a better information sharing and marketing program fulfillment in the animal health channel, Jimmy co-founded FTG with Chris Glaser in 2000.  FTG provides EDI management, analytics and reporting, marketing program management and CRM solutions to sales and marketing teams across manufacturers and distributors in the Animal Health, Pet Specialty and Agricultural Industries. 

 

1What Does it Mean to be Market-Driven?, Business Strategy Review, 1998, Volume 9 Issue 1, pp 1-14
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