MARKETING Información general

Presentación del tema: "MARKETING Información general"— Transcripción de la presentación:

1 MARKETING Información general
Ventajas para los equipos de Marketing The overall objective of this presentation is to convey the flexibility and usability of our Marketing Automation (MA) capabilities. And since Marketing Automation is a lesser known area of our application, it is hoped this deck will demonstrate that we effectively provide the core functional areas associated with Marketing Automation. The assumption is that this deck would be used after an all-up Microsoft Dynamics CRM Deck. On account of that, this presentation is focused on content specific to MA and the solution we provide as opposed to the high-level messaging. This deck has the same overall structure and flow of the SFA and Contact Center deck so that presenters who are familiar with one deck can easily grasp the content and structure of the other decks.

2 Marketing mejorado que proporciona más valor a la empresa
“Para el año 2010, más de un 50% del personal de marketing de las compañías de todo el mundo usarán software de empresa (automatización del marketing) en comparación con el porcentaje actual inferior al 20%. Además, los informes prevén que estas herramientas reduzcan en un 30% los tiempos del ciclo de producción creativa.” Gartner Group Gartner Research Report (reimpreso en Destination CRM) “El informe revela que el 58 por ciento de las organizaciones ‘mejores en su especialidad’ emplean tecnologías de automatización de marketing y están consiguiendo aumentar sus ingresos anuales y reducir los gastos de marketing año tras año, logrando un rendimiento de la inversión superior al 100%”. The Aberdeen Group “Successful Strategies in Marketing Automation” This slide tries to demonstrate the importance of Marketing Automation solutions and the business benefits they can afford companies that adopt them. In essence, this slide is the “Why Do I Care” slide. It also sets up the subsequent slide on pain points by showing that MA solutions can help address those pain points. Why your audience may already be knowledgeable of Marketing Automation and/or the potential benefits it is always a good idea to quickly recap some high-level benefits like noted above. Comment #1: Marketing may have been step-child of CRM for many years but times are changing. Organizations are seeing real value from marketing automation. Comment #2 Marketing now has the fastest growth rate within CRM according to Gartner.

3 Retos empresariales típicos en Marketing
Dificultad para demostrar el ROI de marketing Falta de visión general en tiempo real de las campañas Calidad de datos escasa en bases de datos de marketing Dificultad para usar orígenes de datos externos Procesos ineficaces Difficulty in Demonstrating Marketing ROI More shades of gray in Marketing compared to Sales Need wide variety of BI capabilities, slice and dice data Dashboards are key Lack of Real-Time Insight Need to be able to easily track responses real-time Need to break free from reliance on IT Poor Data Quality CRM is all about customer data but getting accurate data consistently has been a problem “Garbage In/Garage Out” saying Extensibility For true power of CRM, often need to integrate, push/pull data Need to trigger rules/workflow from other systems For example, delinquent account info. in ERP system, credit rating in mainframe Inefficient Processes Many systems in market today cobbled together, not seamless Lead management often problem area Seamless communications, management critical

4 Visión de la industria “Actualmente, la mayoría de las compañías grandes disponen de departamentos de marketing físicamente independientes en diferentes partes del mundo, lo cual ha conducido a que no exista una “voz” global clara y sucinta ni un esfuerzo unificado de marketing en la compañía... Ha llegado el momento de que los departamentos de marketing de todo el mundo vayan unidos de la mano.“ DM News, enero de 2007 “El marketing está sufriendo una pérdida de credibilidad en la junta directiva debido a la dificultad de demostrar su verdadero valor… El primer problema es la medición y la generación de informes que les impide demostrar el valor que están aportando realmente.” “The Marketing Credibility Gap” diciembre de 2006 This is a really a validation slide for the previous slide on Pain Points. It is always nice to have validation from established analyst firms or thought leaders and that is what this slide does. Comment#1: Traditionally marketing departments and campaigns have been separated by geography. Need to take more holistic and coordinated approach. Need to break-down physical barriers Comment #2: Traditionally more gray area in marketing than sales. In sales you either you hit your number or you don’t. In marketing you have things like leads, responses, awareness levels, etc.

5 Cambio de la reglas en Marketing
Consiga un mayor impacto en marketing con menos esfuerzo Transforme cada idea en una oportunidad de marketing This is more of an aspirational slide that tries to elevate the thinking around Marketing Automation and the potential strategic benefits it can provide. “Change the Game” in essence means changing the current Marketing Paradigm that constrains many companies. Breaking free from limitations or constraints. Some more details on each statement is below in the same order as above: Most marketing organization have more marketing programs than budget. They are continually being asked to do more with less and stretch their marketing dollars farther. If marketing organizations had tools that reduced campaign cycles, automated workflows, streamlined the tracking of communications then marketing organizations can do more with less. And that is what Microsoft Dynamics CRM provides. Marketing campaigns may articulate key messages and promote new offers but what about when those campaigns aren’t being executed. And what about staff outside of marketing that have interactions with customers. What if the company as whole could leverage each interaction with the customers and prospects to reinforce their brand, gather customer data and when appropriate transform it into an opportunity. We provide the tools for that. 3. Marketing organizations often carry out campaigns at specific intervals or against known target groups but how can they take advantage of opportunities that pop up. In other words, how they can uncover hidden opportunities. If they had tools that provided them with real-time analysis of campaigns, deep segmentation capabilities, and trend analysis capabilities they could uncover and take advantage of more opportunities. Descubra el potencial sin explotar de los clientes

6 SOLUCIÓN

7 Solución de marketing de Microsoft Dynamics CRM
Capacidades de marketing Funcionalidad completa Flujo de trabajo de marketing Diseñado para Usuarios Directores Ejecutivos This slide tries to map out the high-level functional areas for MA. It also maps closely to the functionality we provide in Microsoft Dynamics CRM. This slide is especially important since we often don’t get enough credit for the marketing functionality we have. Hopefully this slide and the subsequent slide will prove otherwise. This slide sets up the next 5 slides that include more detailed information and screen shots on each functional area for Marketing. The above diagram shows a high-level lifecycle for MA that has a sequential nature to it as indicated by the text in the arrows. The circle in the middle calls attention to an overarching theme around Improved Marketing Communications. With our 360 degree customer view, Native Outlook client, seamless MS Office integration, intuitive UI and strong remote capabilities our solution allows marketers to deliver more impactful communications.

8 Planificación y presupuestos
Componentes de Planificación y presupuestos Definición de campaña Plantillas de campaña Catálogos de productos Capacidades globales para diseñar, definir y reutilizar programas y campañas de marketing Listas de destinos Gestión de presupuestos de campañas Flujo de trabajo basado en aprobaciones Ventaja de Microsoft Plantillas de campaña de fácil reutilización Seguimiento intuitivo de costes estimados frente a costes reales para un sencillo análisis del ROI Los catálogos de productos y las listas de precios permiten la personalización de ofertas This slide goes into more detail on and Planning and Budgeting depicted in the diagram on the previous slide. A key component of any marketing organization is the planning, budgeting and allocation of resources, territories, processes and tasks. Microsoft Advantage: Campaign templates allow for the quick re-use and componentization of campaigns. Templates are the building blocks for campaigns and this modular approach makes it very easy for marketers to create campaigns on the fly with minimal effort. ROI analysis for marketing is often an issue since they are many shades of gray in marketing as opposed to Sales. With easy defined fields for projected vs actual budget and deep reporting and data analysis capabilities, marketers can get the ROI information they need quickly without having to rely on IT. Nimble Offer Management is a pre-requisite for successful marketing organizations. With robust and comprehensive product and pricing management capabilities, Microsoft enables organizations to quickly and efficiently optimize offers for each campaign or target group.

9 Gestión de listas y datos
Gestión perfecta de listas y datos de clientes y segmentación intuitiva de datos Componentes de Gestión de listas y datos Importación y exportación de datos Limpieza de datos Herramientas de consultas Vistas de datos Gestión de listas Asociación de actividades Ventaja de Microsoft Herramientas de limpieza de datos destinada al usuario del negocio Manipulación sencilla de listas y vistas para una mejor segmentación Flujos de trabajo para integración de datos externos Accurate segmentation and a good target fit is critical to the success of any marketing organization. Without that, response rates and sales conversions lag since the program/offer doesn’t fit the target audience and that leads to dollars and resources being wasted . Microsoft Advantage: With version 4.0, Microsoft offers a comprehensive yet intuitive set of tools that allows for easy data import, cleansing and de-duplication. And these tools are marketing user friendly so they don’t have to wait for IT’s schedule. With the robust capabilities of Advanced Find and other tools, marketing users can easily segment data, create and re-use data views and then easily take action against those data sets or use them to automatically populate marketing campaigns. Workflow and rules are critical for any marketing organization as there are many steps and processes that marketing programs are either based on or trigger. By leveraging the new Windows Workflow Foundation in 4.0, marketers have a tools that allows them to easily create, track and re-use workflows.

10 Componentes de Seguimiento de campañas
Gestión de campañas Sencilla ejecución de campañas y seguimiento perfecto de todas las comunicaciones relacionadas y tareas para aumentar el seguimiento y los resultados Componentes de Seguimiento de campañas Asistente para campaña exprés Soporte de operaciones masivas Gestión de ofertas Gestión colateral Plantillas de correo electrónico Integración con Outlook Ventaja de Microsoft Gestión de campañas de ciclo cerrado Seguimiento perfecto de comunicaciones entre Outlook y Dynamics CRM Creación de campañas a la distancia de un botón “Siguiente” Campaign management is the heart of most marketing organizations and considered the linchpin for marketing automation solutions. As you can see by the above list, Microsoft Dynamics CRM provides a wide array of capabilities that allows organizations to plan, create, re-use and track campaign activities and related communications. Microsoft Advantage: One of the holy grails of Marketing is closed-loop marketing management. As the name indicates, it is complete and holistic management of campaigns from the creation to execution to the tracking of campaigns. And that is exactly what we offer. And with Microsoft, you don’t need separate modules of products to track different stages of marketing programs. It is all part of our core product. With any marketing program or campaign, there will be both outgoing and incoming communications. The tracking and relating of those communications back to the source marketing activity has traditionally been a less than perfect science. With our Native Outlook client, tight MS Office integration and revenue source tracking capability that is something we make easy for marketers. The Quick Campaign Wizard is a powerful and intuitive tool and something we should emphasize more. It is geared for the marketing or sales user so that they can effortlessly create and execute campaigns and take advantage of developments as they occur. With the Quick Campaign Wizard, new campaigns are just a click away and there is no need to wait for IT.

11 Gestión de clientes potenciales y respuestas
Gestión definitiva de respuestas mediante asistente guiados y conversión automatizada, y seguimiento de las respuestas Componentes de Gestión de clientes potenciales y respuestas Seguimiento de respuestas Soporte de comunicaciones multicanal Flujo de trabajo (p.e. valoración de respuestas) Seguimiento de correo electrónico Conversión de respuestas Gestión de clientes potenciales Ventaja de Microsoft Conversión de respuestas a un solo clic La conexión perfecta con la gestión de clientes potenciales permite el seguimiento correcto Reglas eficaces para valoración de clientes potenciales y respuestas Managing the responses of campaign actions/programs may seem like Marketing 101, but making it seamless and intuitive for marketing users is easier said than done. Some marketing solutions force you to track responses in separate modules/products. With Microsoft Dynamics CRM, we provide marketers with a powerful and easy-to-use framework for capturing, converting and tracking responses. Microsoft Advantage: With our intuitive UI, marketers can easily qualify, un-qualify, convert, un-convert leads with just a few clicks. No need to get IT involved on the backend. No need to manually match responses with leads or toggle back and forth between disparate modules. All response management capabilities are seamlessly integrated with our lead management features which ensures sales reps. and marketers take the right actions and follow-up. With our powerful rules and workflow capabilities marketers can take response management to the next level. Rules can be set up to automatically score leads based on pre-defined criteria and leads can automatically be assigned based on roles and privileges.

12 Componentes de Análisis de ventas
Análisis de marketing Gama completa de análisis de ventas que abarcan desde informes básicos a cuadros de mando y minería de datos/OLAP Componentes de Análisis de ventas Tableros Asistente para informes Informes estándares y personalizados Análisis de históricos y tendencias Capacidades de exploración Ventaja de Microsoft Informes personalizados a la distancia de un botón “Siguiente” Sencilla edición y uso compartido de informes Colaboración con Sharepoint en portales específicos según el público At the end of day, marketers, marketing managers and executives need to be able to monitor and track the effectiveness of marketing programs. And that is exactly what our marketing analytics capabilities provide. Microsoft Advantage: With our new “Reporting Wizard” in version 4.0 a new report is literally a “Next” button away. The Reporting Wizard is geared for the business user and provides a guided interface that allows the marketing user to effortlessly create custom reports on any database entity. Another advantage of the Report Wizard is that it provides powerful report sharing and editing features that makes it easy for the marketing user to publish, share and edit reports. And all of this can be done without having to rely on IT which is critical for marketing organizations that are often under tight timelines. While our out-of-the-box reporting feature are very impressive, collaboration with Sharepoint opens up a whole other dimension of capabilities. With Sharepoint, marketing organizations can create custom and audience-specific portals that capture and convey salient data points.

13 Escenarios de marketing impactantes
Gestión de datos inteligente Gestión de clientes potenciales global Gestión de campañas definitiva Marketing totalmente integrado Venta directa y venta cruzada con objetivos Herramientas que permiten a los usuarios de marketing gestionar y limpiar datos en toda la organización Seguimiento y conversión perfecta de clientes potenciales en todas las partes de la organización Gestión de campañas de 360° con una sencilla creación de campaña y una perfecta gestión de comunicaciones Sólidas capacidades multilingües, perfecta integración con Microsoft Office y sólido flujo de trabajo Análisis generales para la identificación de las principales tendencias y el descubrimiento de oportunidades ocultas So after you have talked about the features and capabilities that Microsoft Dynamics CRM provides the natural next question is so what does that enable me to do. How does that benefit my organization.? This slide aims to answer that question by calling out some key marketing oriented scenarios that those capabilities enable. “Impactful” is used in the title slide to tie into “Impactful Marketing Communications” on slide 8 and to reinforce the productivity gains afforded by Microsoft Dynamics CRM. Key Benefits of Above Scenarios (in same order as above): Leads to better data accuracy and segmentation Enables better follow-up and improved revenue conversion Allows for holistic response management for improved effectiveness Facilitates easy collaboration within and across groups Discovery of hidden opportunities and more effective promotions

14 Basado en Microsoft Sólidas herramientas de flujo de trabajo Cliente de Outlook nativo Eficaces capacidades remotas Fácil personalización Inteligencia de negocio global At this point you have already talked about the Marketing Lifecycle (slide 8), provided details around each functional area and talked about the some of the sales scenarios those capabilities enable. This slide tries calls out some of the architectural differentiators and advantages that Microsoft Dynamics CRM provides. While these areas are not focused specifically on MA, they do enhance and elevate our Marketing capabilities which ultimately makes it a more compelling solution. This slide also set-ups the subsequent Benefits slides since many of these overarching advantages enable the benefits stated in the next section. Robust Workflow Geared for the business user, guided UI The inherent flexibility to use across groups/systems Native Outlook Client Familiar look-and-feel, intuitive navigation Automatic synchronization of communications and calendars Global Readiness Complete multi-lingual capabilities, over 20+ language versions Multi-time zone support, multi-currency across the application Point and Click Configuration End-user focused configuration tools (one-click configuration) Easily adapts to existing business environment Comprehensive Business Intelligence ·OOB Reports ·Dashboards ·OLAP Analysis and Data Mining

15 VENTAJAS

16 Principales ventajas de Microsoft Dynamics CRM
Visibilidad real de 360° Mejor coherencia Mayor eficacia de marketing Mejores valoraciones Visibilidad total de clientes potenciales, ofertas, interacciones, respuestas y programas de marketing El marketing integrado en toda la organización proporciona una imagen de marca y mensajes coherentes Acorte los ciclos de campañas automatizando los ciclos de planificación y reduciendo la dependencia en TI Conozca por fin el ROI de marketing midiendo las tasas de respuestas, conversiones e indicadores claves Now that you have talked about the pain points, key functional element of Microsoft Dynamics CRM for MA and the architectural/foundational advantages that our solution provides, it is time to talk about some of the high-level benefits it affords. This slide calls out some of the high-level benefits that our Marketing capabilities provide. You will also notice that many of them tie back to the pain points and analyst comments in the first section. The benefits above should be fairly self-explanatory and this slide is intended to be covered fairly quickly since most audiences should intuitively understand it. SQL Pass Summit 2006

17 Principales ventajas para Marketing
VP de marketing Definir con claridad el precio y el marketing mix óptimo Impulsar nuevos clientes potenciales y oportunidades de ingresos Articular el ROI de los programas de marketing hábilmente Lanzamiento rápido de nuevos productos y ofertas Planificar de forma eficaz y gestionar presupuestos de campañas Exigir mensajes y una imagen de marca coherente Director de marketing Some key functional elements from Microsoft Dynamics CRM for each of the above areas are listed below: VP of Marketing End-to-end tracking of marketing program results provides insight Data Import capabilities mean easy access to new lead sources Easy integration to other systems means broadens reach of campaigns Executive dashboards via Sharepoint tell the story Marketing Manager Quick Campaign Wizard and campaign templates means agility No-boundary lead, opportunity and response mgmt enable true team-work Strong workflow capabilities automate and streamline approval process Repeatable best practices and holistic communications tracking improve consistency Marketing Staff Point and click response mngmt provides instant insight and ensures follow-up Report Wizard means reports and real-time analysis are just a click away Complex relationship tracking makes vendor and partner management easy Native Opt-In/Opt-Out controls prevent unwanted communications Native Outlook Clients unifies tracking of communications Personal de marketing Conseguir visibilidad en tiempo real del éxito de las campaña Gestionar de forma eficaz las relaciones con proveedores y partners Realizar un seguimiento perfecto de las comunicaciones e interacciones con clientes

18 Principales ventajas para TI
Jefe de TI Consiga un tiempo de evaluación rápido Consiga un bajo coste total de propiedad (TCO) Optimice unos estándares y arquitectura de TI coherentes Equipo de TI Adáptese a la compañía según sus evoluciones y cambios Integre fácilmente los datos y las aplicaciones existentes Amplíe la eficacia de Dynamics CRM CIOs care about driving down their costs, providing agility to the business and generally keeping to consistent architecture. CIOs are in the business of risk mitigation and providing service. If MS is a standard in their business, building their contact center with MS CRM is a great opportunity. IT Project team can win by providing the users with ability to meet the exact specifications that users provide. Business Analysts will often report to the business-side of the house but be more IT-oriented. Focus on workflow and reporting. The key to winning them over is to focus on the fact that they can design workflows & business processes in Titan easily and effectively. Secondarily, with Titan, the business analyst can use canned reports, build sophisticated customer reports or even use advanced analytics to measure the business performance. Analista del negocio Adáptese a los cambios en los requisitos empresariales Realice el seguimiento de los KPIs claves y flujos de trabajo entre equipos Mejore la relevancia gracias a la personalización Señalar y clic

19 EVIDENCIA

20 Base global de clientes en marketing
3/24/ :05 PM Base global de clientes en marketing Pequeñas empresas Empresas medianas Grandes empresas CIOs care about driving down their costs, providing agility to the business and generally keeping to consistent architecture. CIOs are in the business of risk mitigation and providing service. If MS is a standard in their business, building their contact center with MS CRM is a great opportunity. IT Project team can win by providing the users with ability to meet the exact specifications that users provide. Business Analysts will often report to the business-side of the house but be more IT-oriented. Focus on workflow and reporting. The key to winning them over is to focus on the fact that they can design workflows & business processes in Titan easily and effectively. Secondarily, with Titan, the business analyst can use canned reports, build sophisticated customer reports or even use advanced analytics to measure the business performance.

21 Clientes en acción Cold Stone Creamery Equinox Jones Lang & LaSalle
Franquicia de helados especializados Usa Dynamics para ejecutar campañas de marketing en línea, promociones y comunicaciones a través de correo electrónico dirigidas (Birthday Club Program). El formulario en línea rellena automáticamente datos en la base de datos de Dynamics. Club de fitness con 200 usuarios Usa Dynamics para identificar tendencias, crear promociones adaptadas (por ejemplo, otra campaña de miembros del gimnasio) e iniciar comunicaciones proactivas. Usa la funcionalidad de flujo de trabajo para automatizar procesos basados en papel. Servicios inmobiliarios globales 900 usuarios Combinó diferentes bases de datos en Dynamics DB para un perfil de clientes global. Usa Dynamics para realizar análisis de necesidades globales y crear campañas adaptadas (de forma local y global). Segmenta datos para oportunidades de ventas directas y cruzadas en varias bases de datos de clientes. Cold Stone Creamery Over 1,400 stores Wanted to branch out and expand past core customer base of kids Online Birthday Club program Over 1 million s from MS CRM every month Equinox Lots of VIP customers Predictive analytics They can now spot trends of people visiting their gyms that currently have another gym membership - if they see a lot of one gym coming in, they can immediately create a new promotion that targets them specifically Automated paper based processes (membership enrollment, etc.) Jones Lang LaSalle Chose Dynamics over Salesforce.com and Siebel 160 offices, 22,000 employees Before MS CRM 15 disparate customer databases Did Partner Hosted pilot implementation then took it On-Premise Wanted to do campaigns across countries and transcend organization boundaries By merging 15 databases in MS CRM now can effectively do cross-sale/up-sale

22 Perspectiva de los clientes
Ready For a New Day Launch Tour 2007 3/24/ :05 PM Perspectiva de los clientes “Microsoft Dynamics CRM proporciona a Pumpkin Patch campañas de marketing directo más seleccionadas y efectivas que producen como resultado un mayor nivel de servicio y satisfacción del cliente.” Pumpkin Patch “Microsoft Dynamics CRM nos proporciona la posibilidad de servir mejor a nuestros clientes ofreciéndoles comunicaciones relevantes y los productos innovadores que desean.” Cold Stone Creamery This slide can be read verbatim or flashed from a visual proof standpoint. In essence, this is a visual proof slide. Each quote was chosen with the intention of calling out specific differentiators for Microsoft Dynamics CRM such as seamless communications management, more accurate target selection and improved cross-selling and upselling. “Microsoft nos ayuda a comprender no sólo nuestras propias capacidades, sino también las nuevas oportunidades que podemos presentar a los clientes para canalizarlas con mayor eficacia” Jones Lang LaSalle

23 ROI del cliente 95% de reducción del tiempo de acceso a datos de clientes 98% de reducción del tiempo para crear envío de correo masivos 184% del ROI conseguido en 8 meses 100% de capturas de correos electrónicos de clientes con un coste directo muy inferior al correo directo 650% de aumento en los miembros del Birthday Program de a 1,5 millones Reducción significativo de costes del principal programa de marketing por persona de 80 céntimos al mínimo “En vez de hacer miles de llamadas de teléfono usamos el sistema de correo electrónico masivo de Microsoft Dynamics CRM para afrontar este proyecto. Hemos ahorrado mucho tiempo y dinero” So after you have talked about our strong customer base, usage scenarios and key customer comments it is time to demonstrate the business benefits customers are getting from our solution. This slide includes some examples of MA related ROI benefits our customers are seeing. It should be noted that we are always looking for additional ROI data and we will continue to update this slide once new data becomes available.

24 Asociaciones para el éxito
Partners de software y servicios en Marketing And lastly while we feel that we have a robust and compelling solution we realize that there may be specialized areas that we don’t fully address. The advantage of working with Microsoft is that we have a strong partner network that has invested significant time and money into developing solutions that extend the power of our MA capabilities. And that in turns allows us to provide an even more powerful solution. ExactTarget: Targeting Solutions Axonom Inc.: Enterprise-wide Relationship Automation Scribe: Data Import & Migration and Integration Solutions Million Handshakes: Dialogue Marketing and Control Group Solutions C360: Data Management, and Vertical Solutions Itara: Build out mind maps to organize concepts and thoughts Gap Consulting: Event Management Solutions Acxiom: Largest Data and List Wholesales in U.S.

25 APÉNDICE

26 Microsoft Dynamics CRM para Marketing: Creación de una solución de marketing
Los componentes básicos de una aplicación de marketing son: Limpieza e importación de datos Gestión y segmentación de listas Planificación y ejecución de campañas Gestión de respuestas de campaña Flujo de trabajo entre equipos y grupos Perfecta integración con Microsoft Office Análisis e informes de marketing Los componentes integrados más habituales son: Envío de correo electrónico y gestión de respuestas Módulos de gestión de recursos de marketing complejos  Operativo  Analítico  Colaborativo Segmentation and List Management Data import (manual and automatic) Query Tool Create, edit, share, re-use Views and Lists (via intuitive UI) Activity Association for Lists Campaign Planning Definition (Description, timeline, code, status, supplier info.) Tasks and Activities Templates (building block of campaigns, break up and re-use) Budget & Approvals (manual or via workflow) Product & Pricing Collateral Management Campaign Execution Distribution Activity assignment Campaign Wizard Mail/Merge management and templates (Outlook) Response Management (Workflow in Titan) Analytics (Better in Titan) Automatic or manual Dashboards Association and Tracking OOB Repots End-to-End lead management Scoring and Modeling Response and Lead conversion BI

27 Principales capacidades en Microsoft Dynamics CRM 4.0
Microsoft Dynamics CRM para Marketing: Usar datos externos para Marketing Objetivo: Integrar varios orígenes de datos fácilmente para dar soporte a campañas de marketing precisas Usar fácilmente datos de varios orígenes internos y externos Listas de terceros, bases de datos heredadas, sistema de facturación, etc... Importar grandes cantidades de datos fácilmente y en horas no críticas Principales capacidades en Microsoft Dynamics CRM 4.0 Asistente para importar datos fácil de usar Interfaces de servicios Web para importar datos masivos Flujo de trabajo entre equipos internos y externos Scenario Overview While CRM is a powerful tool for planning and executing marketing campaigns and activities, the reality is that external data sources are often needed for many marketing campaigns. The data may come from internal systems like billing systems, ERP packages or old mainframe based systems. Or they may come from lists that have been bought or rented. Let’s say you are have a sports team that is about to launch a major campaign to their 1+ million customer base. And it just so happens that they get the majority of their customer data from online ticket sites like TicketMaster. But unfortunately, they don’t have tools to import the data and the marketing users are tired or waiting for the IT department to do that on their time. The marketing team wants the ability to pull over external data sources when they want and how they want so that they can take quick action. Titan Link That is what our new data import features are all about. And we are one of the few CRM vendors that provides comprehensive data import capabilities within our own product geared for the business user. Details The Data Import Wizard is an amazing tool that automatically maps fields from one data source to MS CRM or allows the users to manually map fields. But the IT staff wants to import the data in a way that won’t compromise system performance and that is what our support for asynchronous processes in Titan provides. However, in some cases the marketing users don’t want to actually import the data but rather use it as triggers for campaigns via the Workflow engine. For example, there may be a mortgage company that wants to target a group of customers that have a certain range of FICO score. But the FICO score is held in their mainframe system. In that case, they can use the workflow engine to create a trigger based on a FICO score range but don’t have to import all the other irrelevant data.

28 Principales capacidades en Microsoft Dynamics CRM 4.0
Microsoft Dynamics CRM para Marketing: Planificación coordinada de campañas Objetivo: Permitir una planificación de campaña coherente en o entre equipos y zonas Soporte para campañas entre zonas y grupos complejas Flujo de trabajo configurable para coordinar pasos en los procesos de campañas Posibilidad de coordinar con proveedores de ejecución y planificación externos Principales capacidades en Microsoft Dynamics CRM 4.0 Soporte para varios idiomas, divisas y zonas horarias Diversas mejoras de la interfaz de usuario en Office y Outlook Mejoras en campañas y campañas exprés Integración de presencia para comunicación en tiempo real Mejoras en la gestión de correo electrónico Scenario Overview: Campaign management is one of the most important areas for marketers. And two areas that are often flagged by marketers are: They want stronger global support so marketers across the global can collaborate on campaigns. #2: They want tighter connections with Outlook and stronger management capabilities. Let’s say that you have a global consumer goods company (i.e. Nike) that wants to conduct a global marketing campaign. While there will certainly be some local variance, they really want to manage it centrally and have tight integration with the local staff. Because it is a global campaign, they need to have strong multi-lingual features, support for non-exchange systems since people across the world use different systems and seamless integration with Outlook since that is the main tool they will use to track the communication. Titan Link: All of the things I described in the above scenario are things that are enabled by new features in Titan. Details: Not only does Titan include features like strong multi-lingual support, tighter Outlook data exchange (smart tracking, to opportunity) and support for non-Exchange systems. But it also includes quite a few enhancements for Campaign and Quick Campaigns (ability to assign generated activities, automatically sending s when launching campaigns, ability to bulk close generated activities) which will make the campaigns more efficient and make it easier on the marketer.

29 Microsoft Dynamics CRM para Marketing: Gestión de referencias eficaz
Objetivo: Gestionar las principales referencias de marketing y ventas para ajustarlas mejor a las actividades y evitar un uso abusivo Gestionar información de referencias de forma coherente en toda la organización Exigir un proceso de flujo de trabajo coherente para el uso de referencias, incluidas reglas para impedir el uso excesivo de referencias concretas Valorar y clasificar referencias basándose en el impacto y ajustarlas a clientes potenciales específicos o necesidades de campañas Principales capacidades en Microsoft Dynamics CRM 4.0 Flujo de trabajo entre equipos internos y externos Asistente para informes fácil de usar para análisis e informes flexibles Scenario Overview Effective reference management or customer evidence programs are integral for successful sales. At the end of the day, people want to buy products that they were recommended by friends/ acquaintances or they want to hear anecdotal stories about why customers bought the product to validate their own opinion. References or “customer evidence” is especially important in B2B sales cycles. Let’s say you are a up and coming software company that greatly relies on references to win deals. But you are finding that your current ad-hoc process is not cutting it. You are asking the same customers too many times (leading to low CS and customers refusing to assist), you have sales people that are overly relying on it as their closer when it should be one of many tools ,and a you don’t have any holistic process to score, rank, manage and track reference requests. Titan Link What you need is a structured and defined process that let you analyze the program and usage of it. Details: That is the beauty of the new Workflow Manager. With this tool the marketing user can easily set up and define a holistic process complete with criteria, rules and triggers that brings a common process to reference management and avoids the issues above. And the key thing is that the marketing user can create those process and workflows themselves when they need it. Additionally the new Report Wizard and analytics enhancements allow the marketing user to run frequent reports specific to the reference program, share them and even allow for edits after created. This in turn leads to increase visibility into the ongoing success of it and makes pro-active changes possible.

30 Principales capacidades en Microsoft Dynamics CRM 4.0
Microsoft Dynamics CRM para Marketing: Garantizar la máxima calidad de los datos de Marketing Objetivo : Mantener datos de marketing coherentes y limpios que faciliten dirigirse a los cliente y clientes potenciales precisos Importar fácilmente datos de terceros y heredados Identificar, combinar y eliminar datos duplicados Exigir directivas de preferencias de contactos y privacidad de datos de clientes Principales capacidades en Microsoft Dynamics CRM 4.0 Herramientas de migración de datos integrada Soporte de operaciones por lotes y masivas Capacidades de limpieza de datos y eliminación de datos duplicados en tiempo real Scenario Overview At its very essence, CRM is about tracking, sharing and leveraging data. And nothing is more true than the old adage “Garbage in Garbage out. No matter how good your sales person is or how brilliant your marketing campaign is, the results will be marginal if you don’t have accurate data. And while data management may not as sexy as other feature areas it is absolutely critical to the success of any marketing campaign/activity. Let’s say you have a large, diversified company in the tourism industry and this company has acquired multiple specialty companies (Cruise companies, packaged tour operators, resort management companies, etc.) over the years. And many of the companies share customers who have used the services of the companies before they acquired. But now the parent company is having problems with duplicate records and difficulty in migrating the data from the CRM systems that were previously used. And the marketing people feel hamstrung because they don’t have accurate data and can’t easily merge/purge it. Titan Link That is what our new data management features are about. And we are one of the few CRM vendors that provides comprehensive data management capabilities within our own product geared for the business user. Details In Titan, we have some industry-leading data management capabilities. The Data Migration Wizard is an amazing tool that automatically maps fields from other CRM systems to MS CRM or allows the users to manually map fields. The robust data cleaning, merging/purging and data duplication capabilities, pre-defined maps and other capabilities are second to none. These capabilities will help ensure the data is more accurate and preventing redundant information will ultimately lead to more effective marketing campaigns and communication.

31 Principales capacidades en Microsoft Dynamics CRM 4.0
Microsoft Dynamics CRM para Marketing: Visión general de marketing en tiempo real Objetivo: Ofrecer análisis y visión general de marketing en tiempo real entre campañas y canales de interacción Permitir a los usuarios del negocio crear fácilmente informes sin intervención de TI Compartir, editar y almacenar informes entre equipos y zonas Ajustar campañas fácilmente basándose en informes y análisis Medir correctamente el éxito de los programas de marketing Principales capacidades en Microsoft Dynamics CRM 4.0 Asistente para informes fácil de usar para análisis e informes flexibles Posibilidad de generar informes para entidades personalizadas y entre varias entidades Opciones de informes en varios idiomas Funcionalidad de combinación de correspondencia mejorada Scenario Overview At a high level marketing has many more shades of gray than sales. In sales, you either hit your number or you don’t. In marketing you have things like response rates, leads generated (unqualified and qualified), awareness levels, etc. One of the most common complaints by sales and marketing people alike is that they don’t have tools that give them insight into the success of marketing activities. And for marketing users, they often complain that they don’t have ability to produce reports, slice and dice data and analyze the success of marketing activities when they need it or want it. They are tired of relying on IT’s schedule. Titan Link Well, Titan addresses those needs and more. There is a wealth of new analytics capabilities in Titan and especially the intuitive yet powerful Reporting Wizard. Details The Report Wizard is an amazing tool that will allow marketers, marketing managers and CMOs to create reports on the fly, share them, edit them and even create report libraries. They can report against custom entities, multiple entities, you name it. The flexibility is there. But more importantly by being geared for the business user, marketers can now proactively analyze results of ongoing campaigns and make adjusts to optimize the campaign and ensure better results.

32 Más comentarios de clientes
“Hemos elegido Microsoft Dynamics CRM porque es una herramienta flexible que se integra fácilmente con otros sistemas. También proporciona una interfaz familiar que nuestros empleados pueden aprender a utilizar fácilmente.” Cold Stone Creamery “Microsoft nos ayuda a comprender no sólo nuestras propias capacidades, sino también las nuevas oportunidades que podemos presentar a los clientes…” Jones Lang Lasalle ““Una de las cosas que más nos atrajo de Microsoft Dynamics CRM es que, combinado con Microsoft Outlook, es como un solo producto.” “En todos lo demás, se estaría realizando un doble esfuerzo con dos productos diferentes.” Whistler Tourism

33 Las 5 mejores razones para elegir Microsoft para Automatización de marketing
Microsoft Dynamics CRM ofrece: Seguimiento perfecto de comunicaciones de clientes Procesos marketing de canal cruzado controlados con flujos de trabajo Colaboración sencilla con procesos de ventas internos y externos Herramientas de limpieza e importación de datos de máxima calidad Herramientas de inteligencia empresarial dirigidas al usuario de marketing #1 Seamless ability to track, associate s between Outlook and MS CRM is unrivaled Intuitive mail-merge and MS Office integration strongest in market templates ensure professional looking communications #2 Workflow geared for the business user Easily create and track workflows, visually track progress of each step Leverage data/triggers in other systems for campaigns in MS CRM #3 Seamless transition between sales and marketing functionality Holistic data schema in MS CRM from the inception Don’t need separate modules or applications like other CRM systems (i.e. Siebel) Lead management is good example (no difficulty in sharing information) #4 Data import tools and data cleansing tools one of the best in CRM Both of the both are geared for the business user which is key Leverage power of data in other systems #5 End-user focused Report Wizard very impressive Allows marketing users to analyze data real-time and make proactive changes Broad range of analytics capabilities from simple reports to complex OLAP queries and custom reports