The Partner Channel Magazine Spring 2018

What you want
to collect:
Personal
Information
Favorite color
Zip code
Product Purchase
What you’re going
to use it for:
Targeted
Campaigns
“Aqua Blue paint is
on sale today!”
“Olathe, you get a
free appetizer!”
“Thanks for signing
up for free
checking. You
might also likeX.”
How you’re
going to get it:
Required
Points of Entry
Email sign up/social
media contest
Point of sale
CRM sale data
Once you have your overall goals in place and the campaigns you want to run to achieve those goals, you can
build your CRM wish list. This wish list should be comprised of what you need to know about the records in CRM
to support the campaigns you want to run.
Here’s what you should include on that wish list:
AN ADVOCATE ON THE INSIDE
1 Make a friend with someone who really knows the CRM system inside and out; bonus points if that
person installed the CRM system in the first place. Double bonus points if that person is your Partner.
This person will help you translate what’s already in place and what the original intent was. For starters, ask the
following questions:
»»
What fields are required?
»»
How does the sales team interpret what those fields are for?
»»
Are there fields not in use that could be activated?
»»
What sales data is currently captured that you can use?
»»
What is the sales definition of a lead?
»»
What steps guide the lead-to-opportunity qualification process?
»»
What happens to an account after the sale closes?
A LIST OF CUSTOM FIELD REQUESTS
2 Think about how you want to segment your sending lists and work backward from there as you
decide what custom fields you want to request. Ask yourself what data you will need to create a custom
experience (Favorite color? Date of birth? Contract end date? Frequent purchase?). Next, determine how you’ll
capture that data—is it through an integration? Through a campaign that asks the Customer to tell you? Remember
you can’t ask your sales team to capture everything, and if you ask for too many required fields, you could create
CRM fatigue.
A LIST OF TRIGGERED ACTIVITIES
3 If you want to build automated marketing campaigns based on events (i.e., changes in a record), you’ll
need a list of triggered activities. These can be custom or system defaults, like when a box is checked or
when a lead is qualified or when an opportunity is closed as won or lost. You can use these triggers to build a postsale
Customer retention email series, or a campaign based around contract renewals, accounts in jeopardy, or as
part of your review strategy.
STRUCTURE YOUR OPPORTUNITY DATA
4 It’s not enough to know if a sale closed—you need to know what type of sale and for what product or
service! You can create automated marketing campaigns in your marketing automation platform from
that data, like a, “You might also like” cross-sell campaign, or an add-on offer shipping confirmation email. Knowing
what the Customer bought can help you create more stickiness than simply knowing that they bought.
34 SPRING 2018 | THEPARTNERCHANNEL.COM