Research shows that one of the most requested features of any CRM solution is its marketing capabilities. But over the past couple of years, I have found that our Microsoft Dynamics CRM clients aren’t using the marketing features at all. Why? They don’t know where to start and they fear if they do start they will do it wrong. I sit back and chuckle as I remember when I first started using Microsoft Dynamics CRM…trial and error was my method. Below are some helpful tips that will hopefully take the fear out of using the
- Enter all campaigns for an entire year with a Status Reason – Proposed. By entering all your campaigns for the year, you are laying the foundation for marketing in CRM.
- Define with your sales team your definition of a campaign. The definition I find most useful is as follows – “any kind of marketing effort designed to appeal to a potential customer or existing client”. This includes your traditional type of marketing as well as non-traditional campaigns like e-newsletters, press releases, your website, social networking, and blogging.
- Consider a consistent campaign naming convention. I like to start each of my campaigns with the year (Example: 11-BHLA Tradeshow). By using this method, it will be easier when creating your campaign Views through Advanced Find.
- Make a View of all your campaigns for the year and share the view with your sales team.
- Enter all existing client sales at the opportunity level, never at the lead level.
- Set up Marketing Lists and understand how they work and how to share them with your team.
- In Microsoft Dynamics CRM, marketing lists are groups of accounts, contacts, or leads. A marketing list can only contain one record type.
- Set up personal views and share them with your sales team. You will want to set up your own personal views from any list. Go to Advanced Find and modify the query that created that view. You can then save it with another name.
- Determine a qualification process (sales and marketing should work together to determine this process) as to when a campaign response should be promoted to a Lead. Our definition of a campaign response is anyone raising his hand showing interest. At InterDyn Artis, a campaign response is promoted to a lead only one time but the Lead can be shown as a campaign response under multiple campaigns. This allows us to show the effectiveness of the campaign. When a campaign response is promoted to a lead, it will show a Status Reason as “Prospect”.
- Determine a qualification process (sales and marketing should work together to determine this process) as to when a lead should be promoted to an Opportunity and Account.
- Track your campaigns with marketing reports. By default, Microsoft Dynamics CRM includes the following reports that assist you in monitoring and analyzing marketing activities: Campaign Activity Status - Use this report to track a campaign. The report displays a summary for one campaign. Campaign Comparison - Use this report to identify your most and least successful campaigns. Campaign Performance - Use this report to track the progress and status of your campaigns. This is the report I usually review with management to determine the ROI of the campaign. I also look at this report at the end of the year to determine what campaigns I should use for the following year as well as which campaigns will be eliminated.
“Share with your sales team” was a consistent phrase used in 11 Tips to Get Started with Marketing in Microsoft Dynamics CRM as it reinforces the importance of sales and marketing working together as a team. Sales and Marketing: The New Power Couple is a whitepaper I often reference when speaking to organizations considering a new CRM system to help demonstrate the importance of sales and marketing working as a team.
Hopefully I have taken some of the fear out of how to get started with the marketing functionality in Microsoft Dynamics CRM with tips I found helpful when I started using Microsoft Dynamics CRM as the Marketing Manager at InterDyn Artis. I would be glad to share with you my experience of developing
InterDyn Artis established in Charlotte, North Carolina in 1989, is a Microsoft Gold Certified Partner dedicated to the implementation, training and support of the
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