Top 10 Small Business CRM Trends for 2014

1. Ian Michiels
Principal Analyst
Gleanster Research
Featured Speakers:
WEBINAR
Top 10 SMB CRMTrends in 2014
COMPLIMENTSOF:
Paul Petersen
Vice President and General Manager
GoldMine

2. Top 10SMBCRMTrends in 2014
July16,2014
Ian Michiels
Principal & Managing Director
Gleanster Research
COMPLIMENTSOF:

3. Agenda
Current trends in Customer Management & Customer
Acquisition
How are TopPerformers using customer data to inform
marketing?
How are next generation technologies solving these
challenges?

4. Agenda
CRM in 2014: What should it mean for SMBs?
Top 10 Trends in SMB + Recommendations
GroundedbypracticaltacticsfromTopPerformingsmall
businesses.
Smallbusinessesdefinedby1-500employees.

5. TODAY’S STATS
PERFORMANCE
BASEDALGORITHM
All Survey
Respondents
2014 Small-and-MidsizeCRM
Benchmark Report,
n= 247
Top Performers:
Respondents that
achievedTopQuartile
performance in key KPI’s
Everyone Else
Gleanster
Benchmark
Stats

6. Has the
concept of
CRM changed?
CRM has been an established software category since the 1980’s
Database
Contact
Management
Salesforce
Automation
Customer
Lifecycle
Management
• TechnologyCategory/ System
• Frameworkor Discipline
• ManagementTool
• Opportunity
• Contacts
• Planning / Forecasting
• Marketing,Sales,& Service

7. When
customers are
in control,
relationships
rule
Can Shop
Anywhere
Online
Price Savvy
Connected
Everywhere
Can Amplify
OpinionsVia
Social Media
Overwhelmed
by Marketing
Messages
HaveTheir
Own Channel
Preferences
Have Rising
Expectations
YOUR CUSTOMERS

8. Because of
this…
The Key to SMB Success
is a strong relationship with customers
… by any means necessary.

9. Embrace the idea that CRM for SMB is a unique challenge and SMBs
often get overlooked by technology providers.
SMB CRM pricing is not the same as an SMB CRM solution.
How is that
typically done?
ENTERPRISE
$$$$$$$
SMALL BUSINESS
$

10. The problem is
customer
expectations
are the same
forSMB
ENTERPRISE SMALL BUSINESS
Show me a stellar customer experience!
But, SMBs are often far more agile than Enterprise competition.

11. Why areSMB’s
investing in
CRM?
Proactive engagement
Standardized data capture
Better segmentation & targeting
Data storage & availability
Task management
Mobility
Visibility / forecasting

12. Top 10SMBCRM
Trends in 2014
Pick 3-5 and build them into your planning for 2H14

13. Technology
Plays a
Strategic Role
forTop
Performers
0%
5%
10%
15%
20%
25%
30%
1 - Not
Important
2 3 4 5 6 7 8 9 10- Critical
On a scale of 1-10, how important are your technology
investments in your customer engagement strategy?
Top Performers Everyone Else
1.

14. Technology
Plays a
Strategic Role
forTop
Performers
1.
65%
35%
Top Performer AdoptionTrends
On Premise On Demand
10%
10%
35%
45%
Who Owns CRM?
Operations Me Sales IT
68%
32%
Yes No
Top Performers: Is CRM Integrated
with MarketingTechnology?
55%
58%
65%
98%
0% 50% 100% 150%
Reporting
Forecasting
Nurture Campaigns
Contact Records
Used
Top Performers: How is CRM being used?

15. What does this
mean?
Customers informTop Performing organizations SMB
strategy
CRM is being used to pro-actively reach out to
prospects / to automate customer engagement and
task management.
CRM is a central system of record for customer
behavior in sales and marketing.
IT resources play a critical role in CRM customization.
ForTop Performers, CRM is more than salesforce
automation.
1.

16. ATrend
Towards
Customer
Centricity
2.
75%
25%
45%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
Top Performers Everyone Else
When you engage prospects and capture customer transactions do you capture
additional custom fields that are used to personalize customer engagement.

17. What does this
mean?
Top Performers capture customer data to inform
marketing communications and close the loop on the
sale.
CRM becomes a strategic asset for your sales team
when prospect and customer behavior can be accessed
from within the system.
Elevate CRM beyond a compliance tool
If you ask your customers for additional information
about themselves, you are setting an expectation that
you will use the data to improve their experience.
2.

18. Segmentation
andTargeting
3.
71%
90%
91%
0% 25% 50% 75% 100%
Impove data quality
Improve customer targeting
and segmentation
Focus on customer needs
rather than selling
Top Performers
Top 3 Reasons to Implement (or reasons for
implementing)CRM in 2014 According toTop
Performers.

19. What does this
mean?
Too many SMBs rely on legacy practices that actually
hurt the brand. Generic mass email communications,
no opt-in, etc.
CRM should provide a centralized source of insight on
customers
Prioritize your best customers – what do they look like?
Consider targeting new prospects that look like your
top 1-2 customer segments. Don’t boil the ocean with
acquisition spend.
3.

20. DataQuality is
aChallenge in
2014
4.
Do you trust the available data you have on
customers?
71% ofTop Performers indicated proving the accuracy /
quality of the data in the system was a challenge with
CRM.

21. What does this
mean?
It’s 2014, data capture should be automated.
Marketing integration (email behavior)
Customize layouts for data capture from sales
Only ask sales reps for data you plan to report on and
use.
Minimize data capture to critical fields.
Prioritize low hanging fruit.
What data do you wish you had, and how would you use it?
Back into which data to prioritize by establishing how you will
use it.
4.

22. Data
Integration
5.
Is your marketing data fully integrated within
CRM?
10%
20%
70%
24%
59%
17%
0%
50%
100%
Not Integrated Partially Integrated Fully Integrated
Top Performers Everyone Else

23. What does this
mean?
Data integration can be interpreted 2 ways:
Integration with Other Systems
Integration withThird-Party Records
Reporting is limited and SMBs struggle to close the
loop marketing and sales. i.e.YOU ARETHROWING
MONEY AWAY!
Data integration can increase production time on sales
reporting from days to seconds.
When integration is present,Top Performers rely on
standard reports from systems. Try not to complicate
things with a constant desire to customize reporting.
5.

24. Affordability
equals
accessibility
forSMB
6.
SMBs are fearful of licensing fees and high
maintenance costs associated with CRM
Considerations
On-Premise:
On-Premise generally has one time license fee and unlimited
users
Requires hardware and IT resources
Generally offers more robust features
On-Demand
Rapid implementation time
No hardware costs
License fees per user can rapidly become far more expensive
than on-premise – especially over a number of years.

25. What does this
mean?
SMBs have lots of options with respect to CRM –
pricing is no longer a barrier to entry
Rely on the vendor to provide the burden of proof that
the tool can address your needs
It’s a good idea to initially consider services from the
vendor or partners when rolling out an implementation
They will implement best practices so you don’t have to learn
the hard way
They can tell you what others in your industry generally do
6.

26. SMB
Dedicated
CRMOffers
More Bang for
the Buck
7.
Consider your options when evaluating
providers:
85%
15%
Does your CRM solution offer more than
salesforce automation?
Yes No
 Customer Service
 Forecasting
 Marketing
 Inventory
 Configure, Price, Quote
 Product Lists

27. What does this
mean?
Some enterprise CRM solutions have SMB
pricing, but the additional features like
marketing, service, inventory management,
and customization usually cost extra.
When evaluating a new CRM investment,
consider your needs and where your
organization might be in 3-5 years.
Only 20% of respondents using CRM for over 3
years indicate they had plans to switch to a new
solution.
7.

28. SMBs are
warming up to
mobile
8. Are you using or have you considered mobile
access to CRM?
25%
70%
5%5%
77%
18%
0%
50%
100%
Using Planning on Using Not Planning to Use
Top Performers Everyone Else

29. What does this
mean?
Mobile needs to be a turnkey and easy to implement
option from technology providers.
SMBs mobility requirements are no different than
enterprise.
What you actually get in mobile CRM may not be what
you think so:
Look at the level of information you have access to –
opportunities, contacts, reporting.
Determine what information you will actually need and make
sure vendors offer that level of detail without excessive
customization.
8.

30. Analytics and
Reporting is
Painful for
SMBs
9. Top Performers continue to struggle with
analytics – mostly from lack of data and lack of
turnkey reporting.

31. What does this
mean?
Centralize customer data
Minimize the use of spreadsheets for reporting,
unless you have a template.
Standardize metric calculations using
technology
Create a wish list for 3-5 CRM dashboards.
Is the data available?
If the data was centralized could the report be
automated?
9.

32. Ease ofUse
10.
Ease of use is not something we tend to
quantify when discussing technology, BUT it
plays a huge role for your organization.
• Top Performers are 4x more likely to engage line of
business users in CRM demos to ensure the technology is a
fit for everyone.

33. What does this
mean?
Don’t dictate the decision – engage any
stakeholders that will actively manage CRM.
Adoption is key.
Generally the systems work the same way, it
hasn’t changed all that much for 30 years.
Consider how much customization is necessary
and weigh that against the cost.
Consider how easy it is to integrate with other
back-office systems like ERP, the website,
email marketing etc.
10.

34. TheTop 10
Trends inSMB
CRM
1. What’s up with the technology divide forTop Performers!?
2. Customers are informing decisions
3. Better segmentation and targeting
4. Data quality
5. Data integration
6. Affordability
7. SMB CRM generally offers more bang for the buck
8. Mobile
9. Analytics
10. Ease of use means everybody

35. GoldMine Premium Edition Advantage
 A central database
 Your “Corporate Memory” of all customer & prospect
information
 Interaction Planning and history
 Workflow & the tools you need to increase efficiency
 Filter and target for marketing and automated nurturing
 Affordability: shared licensing make sit easy to give
all access – especially occasional users
 Key integration points from Constant Contact to
Social Media to ERP
 Reporting to manage it all including real-time drill
down dashboard
 Works with what you use & own
 Mobility: thin client or Mobile Devices
 Gleanster poll rated Best for Features & Functionality

36. One Example

37. Mobile CRM
 Get instant access to the latest
customer information
 Never miss a sales opportunity or
customer service engagement
 Update sales opportunities and
customer service cases
 Works with Apple iOS and Google
Android Devices

38.  Visit goldmine.com for videos & Test Drive
 Download new Product Spec sheets
 Get a copy of Gleanster SMB report at
 Take the CRM Assessment at
www.crm-assessment.com
Next steps

39. Thanks!
Q&A
Ian Michiels
Gleanster Research
@InsightFanatic
ian.michiels@gleanster.com