Sage CRM for Marketing

The economic marketplace today is a tough one. Every penny spent on marketing counts and there is no room for marketing professionals to make mistakes. It's essential to have an in-depth understanding of your customers and their current and potential buying behaviour.

Your chosen CRM marketing solution must provide a toolkit that enables the marketing team to plan, execute and audit highly targeted marketing campaigns. Effective controls for monitoring marketing budget should be incorporated that can also calculate direct revenue yields. The reporting capabilities must track the source of leads and opportunities to help focus on prospects and customers that are more likely to purchase.

Campaign Management

Sage CRM enables the marketing team to view activities, objectives, leads and follow-ups instantly. They can also drill down to specific activities including communications, opportunities, responses, budget, costs and prospects. In this respect, every element of every marketing campaign can be tracked, measured for success and costed out.

With user-friendly tools and reports, the marketing team have the ability to match sales revenues to specific campaigns and to analyse marketing campaigns per lead source. Powerful and flexible profiling of customers and prospects based on criteria selected by the marketing team as well as direct integration to mass e-mail and CTI functionality, makes Sage CRM an invaluable tool for organisations and marketers.

The system not only tracks response rates, it also permits the matching of sales revenues to specific campaigns. This allows Managers to use the analysis tools in Sage CRM to determine marketing RoI and cost versus sales analysis which is a key metric in anyone's book.

Integration with accounts systems gives marketing staff the ability to create campaigns based on the financial profile, order information and purchase history of customers. This information can also be displayed on the interactive dashboard providing users with an instant 360 degree view of customers. Sage CRM can track and manage marketing campaigns right through from leads to close of sales to enable marketing teams to effectively assess the efficiency of their campaigns.

Lead Management

Whilst it may sound obvious, managing and tracking leads is vital to ensure that sales opportunities are not missed and are actioned accordingly. If sales leads are like blank cheques, missing an opportunity through a negligent follow up is like tearing up a blank cheque!

Sage CRM, leads can be qualified per selected criteria for follow-up and tracked at each stage in the process.
Full workflow management ensures that leads are maximised at all times. They can be assigned to relevant team members to follow up or converted accordingly. Customised reports can be displayed on the interactive dashboard for quick reference providing instant access to the progress of leads through the sales cycle.

List Management and Segmentation

For any sort of mass communication to be successful, it must be sent to a targeted subset of prospects and/ or customers. Sage CRM allows marketing managers to create specific lists segmented on user-defined criteria. These could include geographic, interest, demographic etc. This ensures that the marketing £ is spent on those most likely to purchase.

Sage CRM can be configured so that campaign responses trigger sub-lists for the next wave of the campaign, with
successful responses moved to sales and non-responses kept on a reminder list (or removed if required).

Marketing lists can be recorded for future reference and Sage CRM provides the option to re-use successful campaign lists or import mail house lists. Detailed profiles of customers and prospects over the course of the relationship can be created and this information can be stored, reported and segmented for future campaigns. Of course, the system also facilitates permission based marketing and enables marketers to conform to the principles of the Data Protection Act.

E-mail marketing

Permission-based email marketing forms the core basis of marketing activity for many organisations. For example, sending out a regular newsletter to customers to maintain contact or inviting them to events and seminars.

Sage CRM provides the functionality to mass e-mail efficiently. Users can create e-mail templates, send HTML and attachments as well as store communications per campaign.

All communications are recorded to enable staff to review the exact e-mail message received by a specific user or prospect. The system provides enhanced formatting options for e-mails including a spell checker and can be integrated to other messaging and tracking systems such as Constant Contact™.

Reporting and Analysis

Sage CRM enables users to take control of their marketing budget by providing extensive planning and reporting tools across all levels of marketing activity.

Because leads, opportunities and closed sales are all associated back to their originating marketing campaign, the direct revenue yield for each programme can be calculated accurately. Graphs, charts and reports can be generated and displayed on the interactive dashboard for quick and easy analysis.

To discuss your requirements further tel: 0845 6588 121 or e-mail: info@prior-analytics.com