what is that thing in the CRM punchbowl?
Not too long ago, a prospect asked us to review their sales and lead generation programs because lead flow had dropped significantly. This concerned them because they had just finished a significant new product launch with a well- known interactive marketing agency. We agreed to sniff around.
Every reptilian instinct in my body wanted to find a way to bad mouth the agency’s work. But their creative, positioning and the execution was brilliant. We couldn’t find fault in the agency’s work.
We dug deeper and asked to look at their new CRM – the foundation for the entire product launch and the basis for all of their prospecting efforts. It fueled their direct mail, email newsletters, catalog mailings and sales outreach.
The problem was immediately obvious. The turd in the proverbial punchbowl was data quality. The client had spared no expense building world class creative and but left the task of data hygiene to a group of marketing interns who would rather mop the floors than scrub data.
In the post mortem, we learned the interns received various Excel files containing old data, questionable lists, incomplete lists and exports from a variety of personal contact management applications. Then, with bubble gum and bailing wire, the master list was normalized, checked for obvious data format requirements and imported verbatim into the million dollar CRM.
In hindsight, the client was incredibly candid. No one wanted to own the data hygiene. It wasn’t sexy and it cost a lot of money to do right. So, in the hopes of prevent future CRM data quality disasters, here are few tips you can use to get the biggest bang from your CRM dollar:
1) Data quality is not a one-time event. Your data will get dirty and cleaning it is an ongoing set of activities so it helps to design processes that keep data clean. For example, after an email blast, a single individual should be responsible for removing or updating undeliverables. In addition, sales people should also be responsible for keeping data clean. They own the accounts and it is in their best interest to champion the data. Additional quality checks such automation of duplicate record checks also stops problems before they get out of hand.
2) Duplicates cost you. A single company record should be tied to a set of addresses and contacts. Failure to tie together information about an account to a single company record dilutes the effectiveness of the data – especially in key account selling.
3) Humans matter. While automation of data clean-up is useful, humans are essential to the process. Computers miss things that are usually obvious to a human such as a division’s relationship to a corporate entity.
4) Protect your data from good intentions. With CRM, it is far too easy for individuals without an understanding of data hygiene practices to import data from external sources. An equal opportunity automated and a manual review process should always be applied to external data before it is imported.
5) Find a balance. It is easy to be compulsive about data quality but it is not practical. Your data changes every day, making sure it is always accurate is not financially feasible. That is why it is important to strive for “good enough.”
Good data is the foundation for effective CRM. In B2B it is impossible to build strong marketing unless you know the names of the people most likely to buy from you. Maintaining a clean CRM punchbowl requires more than a summer intern.
NOTE: This article originally appeared on the ZoomInfo blog: http://zoominfoblogger.wordpress.com/tag/ben-bradley/
Selling is complicated – what is working for you?
Just got an invite to join the world’s largest study on complex sales. In its seventh year, more than 21,000 sales professionals have participated in the Miller Heiman Sales Best Practices Study to date. Each year, the results are analyzed to help Miller Heiman sales experts identify the activities that are producing results in the current selling environment.
The study compares the responses of the general population to World-Class Sales Organizations, a group that excels in five key performance metrics that correlate to increased revenue. The study also reveals perception gaps among sales representatives, their managers, and C-level executives related to the sales process.
“It’s so critical in this economy to focus on the activities that can produce results now,” said Sam Reese, president and CEO of Miller Heiman. “The results from this study help sales leaders focus their efforts on the best practices that are working for top-performing sales organizations.”
After the survey closes Oct. 30, Miller Heiman analysts will compile the results into a number of reports specific to industries, regions and countries. An executive summary will be available to provide an overall analysis of the most significant results.
To take part in this year’s study, visit www.millerheiman.com/2010research. All participants gain immediate access to the executive summary of the 2009 Miller Heiman Sales Best Practices Study. Everyone who completes the survey by Friday, October 16 will receive an early preview of some of the preliminary results of this year’s study.
Enjoy.
You are beautiful and unique just like everyone else
Differentiating your IT Services Menu
(This article was a collaboration between Robert Hamilton and myself)
It seems every week we talk to just another IT services shop trying to kick-start their marketing and sales process. We sit down with the founder and ask the same question: “so how are you different from all the other firms out there?”
When we ask that question, we get the same answer: we have a global delivery model, we are client centric, we put people first, we are domain experts and/or we really understand our clients.
Woop do flipping do. Welcome to the club. With those credentials, you are beautiful and unique, just like everyone else. Your competitors have the same answer. They have a global delivery model, they are client centric, they put people first, they are domain experts and they really understand their clients.
So if you are just another IT services shop, what do you do when it comes to answering the question: “so how are you different from all the other firms out there?” How do you differentiate yourself in the undifferentiated world of IT Services?
There are really three interrelated ways to answer that question. All three answers build on each other and are critical to each other. But explaining all of them here would take too long and is beyond the scope of this post.
The first answer is “trusted customer relationships.” We believe this answer is most critical, actionable and more important and therefore will be the basis of this article. The second answer falls into the camp of messaging, positioning, and defensible-niche creation. We’ll discuss that answer in the next article. The third answer comes at the question from the inside-out perspective – company culture, decision making process, and internal trust. Again, this is a topic for another article.
Trusted Relationships and Hunting Big Accounts – the founder’s problem of scale
Say the word “trusted customer relationships” and many definitions and meanings come to mind. Each definition has a different context. In this case, we need to be very specific about context and so we want to talk about a very specific scenario.
In our work with professional services firms in the $1 to $5 million/year revenue range, what we generally see is a founder who has left a senior Fortune 500 IT position to start a company. As a first customer, the new entrepreneur lands his account by selling services back to his former employer – a whale (a large farmable account capable of more than $1M annual billings and a well known brand or reputation).
In this scenario, other than a trusted relationship, there is very little that on the IT services menu that differentiates the IT services shop from the competition. Aside from marginal differences in talent, culture, expertise and methodology, almost every other $1M to $5M competing IT services firm can do a job as well as any other.
So when we talk about trusted customer relationships, we’re talking about founders who are friends with their new clients. They have leveraged a deep pre-existing relationship to become entrepreneurs. This relationship was built over many years through interaction, integrity, success/failure, transparency and consistency.
Because of the relationship, the founder brings speed and nimbleness to problem solving. This is due to the fact that he or she has an intuitive grasp of the project goal (i.e. benefit to the company) AND the culture’s style of generating support for the goal AND the culture’s preferred style of organizing execution toward the goal. Together all this means a relationship that is hard to duplicate.
The problem of scaling this kind of relationship begins when the founder wants to find another major whale sized account that is just as profitable and farmable as the first major account.
The entire problem for finding the second whale is creating what was “second nature” with the founder’s former employer. How do you replicate in the selling and marketing process the relationships that were created over time through interaction, integrity, success/failure, transparency and consistency?
The answer (and the currency by which the trust is established, earned and scaled) is USEFULNESS.
In sales-processes, the conversations, the relationships, the personal network and persuasion have always been the de facto currency. If people buy from people and if a brand is really the sum total of a customer’s interaction with a company, then it follows that in B2B, the personal brand of the founder is really all that matters when it comes to finding the next whale.
And, if you accept the fact that, for IT services firms of this size, the definition of a successful marketing and sales campaign could be the addition of one new whale per year. In this context, the sales and marketing discussion takes on an interesting new perspective.
The web and social media did not create the idea of a personal brand. Leading with value and emphasizing relationship value over a quick-transaction have always been the hallmarks of successful professional services organizations.
The only difference that social media makes is that the technology finally got granular enough and accessible enough and instantiated enough to be useful in facilitating this level of the ageless human dialog of value exchange.
The tendency of people to become known through repeat encounters is as old as walking upright – and establishing a brand of credibility and openness to repeat transaction is earned by being accessible and broadly useful to the challenges prospects face – across the whole lifecycle of the problem solution.
Unfortunately, many founders of professional services organizations somehow got disconnected from this simple truth. You can see this in their marketing departments – day after day churning out me too SharePoint webinars with co-op Microsoft funds. If everyone is using the same campaign materials and selling the same products, then there is no differentiation.
For that and many other reasons, a dedicated emphasis on personal branding may overlap and replace some of the “traditional” tactics in marketing’s tool chest. The highest value of these personal branding activities is how they reach past the product attributes and into the underlying human issues beneath the problem the prospect company is experiencing.
Professional services marketing needs to take the next step to scale personal branding. Marketing’s ability to speak to, or at least package the pitch, to speak to this broad set of human issues feels like the leg up that the sales organization needs in order to stand out, be remembered, and be valued as sources of solid thinking, not just products. Again, before trusted advisor, before regular meeting, even before someone recognized your name comes USEFULNESS – which we believe is the new universal of finding and growing a business through new sales.
At first, this approach is not a substitute for the “core” business building activities. Over time, however, it will replace the shopworn marketing tactics that just aren’t working like they used to. Marketing will soon be measured by its ability to reach into the inner recesses of the decision process around every significant buying decision. The way buying decisions are made is so complex within major accounts that nothing other than pure USEFULNESS could penetrate the dialog.
Great sales people have always done this – communicated the solution when it was time, and then spoken in specific about how it could be sold inside by the champion, and how it would be implemented, and described the benefits that would accrue. Equipping the internal champion to carry the message further and generate some kudos for himself in the process is natural.
Tom Searcy, author of “Hunt Big Sales” says “People only buy what they can safely sell to others, or defend if challenged. Our job as whale hunters is to equip and train the buyers to defend themselves from the attacks that will come later.”
It is in such a discussion where you first get to cross over into the advisor role, almost coaching the internal champion on how to make the case succinctly for your solution. Not only is this valuable, but you quickly pick up other cues about the company’s comfort level with the disruption that comes with change, entrenched interests and some of their agendas, priority of the need against other investments the company is making, etc. These are exactly the kind of things that are “walking around knowledge” for the recently exited employee when he hangs out his shingle and sells services to his former employer.
In transferring this knowledge to new whales, over time, the more useful encounters you have with the prospect/customer, the more quickly you can get to equipping them to defend themselves and eventually co-own your goal. Co-owning a goal is not just implementing the solution, but helping your internal champion adequately share and evolve the problem and its solution.
Co-ownership is an exploration of how the whale’s culture generates appropriately widespread concurrence on this problem. How does it get on the priority list of problems to be attacked? How does the company’s culture establish resources for those sufficiently high-priority problems it decides to attack? What is the current decision-maker’s role in those deliberations about priority and resources?
When these questions are answered, THEN, only THEN can the sales machinery begin sketching a proposal that speaks to prospective solutions AND how to help steer consideration of those solutions through the company’s internal machinery, equipping the current decision-maker to advance the dialog, not just show a product list and price sheet from a vendor.
Trying to short-circuit this natural process is much like getting married on a first date. It only happens to a lucky few.
The sales process must itself be value-add if it is to stand out from the competition’s. As satisfying as it would be to sit in a prospect’s office and take an order, most substantial-dollar transactions cast a 6 to 18 month shadow in front of them. Helping with the decision dynamics of getting your solution chosen is a way to equip your internal champion, to lead with value, and to stand apart from the show-up-and-throw-up types.
In our experience working with IT services organizations, the one true differentiator that separates one IT services firm from another is the relationship it has with clients. Unfortunately, this aggregate concept is tired, shop worn and not even a memorable cliché.
Yet, if the personal relationships of the firm are the true differentiator, then the co-ownership of problems that keep the project on track, on the priority list (to preserve resource allocation) and interim results appropriately socialized to maintain support. These dimensions are what is inside the “relationship” concept and the goal of ever more familiarity is ever faster grasp of the goal of co-ownership.
The ideal scenario for finding the next whale begins with discovery of the client’s pain-points, or challenges, or problems – because then the dialog can begin about possible solutions. All too often, in the rush to “close the deal” we’ve seen too many founders jump straight from this discovery to an internal mapping back to his company’s potential products and services for addressing the prospect’s problems.
Instead of rushing to a solution, co-ownership should begin with fresh perspective about the issues surrounding the problems, the solutions, the challenges, the benefits, untethered to promotional push to sell the products. It’s the intellectual property that is related to the solution-provider’s area of specialty that can be scattered around like seeds, to find fertile ground wherever they can.
This really is where the payoff is when it comes time for the customer to source his next solution – it shows when the sales person gets the call telling him of the need, it shows in the degree of involvement in helping shape understanding of the need, perhaps even contributing to the internal defense document to secure funding.
This is far beyond “will the prospect know whom to call” when he needs something. In every case, the IT services firm that wins disproportionately is the one that has established trusted relationships with clients, possibly many years in advance of projects.
Recurring features of such a relationship include:
SKIN IN THE GAME. Perhaps this is better framed as alignment. Do you have skin in the game? Are your fees tied to the client achieving their project goals as well as their business goals? How closely is your success tied to the client’s success?
TRANSPARENCY. This is another component of co-ownership. When your profitability is aligned with the client’s goals, there is a level of transparency and trust built into the transaction.
RELATIONSHIPS. Invariably project success will involve interactions beyond just the sales person and the internal champion – to what degree does the sales person have relationships with sources of special knowledge or experience when helping refine a solution?
ACCUMULATED LEARNING. The essence of repeat-interaction is that no one has to start from a blank sheet to establish a baseline understanding of the challenge, the resources, the culture, the goals. The sales person with a trusted relationship is this “on steroids.” Not just having access to previous purchases, but having notes about issues learned while implementing the solution, technical notes, people notes, management hot-buttons, etc that broaden the reach of the internal champion as he navigates the project.
The items listed above, when appropriately investigated, can lead you to the answer of what is different. It can help you help the client mitigate risks (and in some cases share risk) as well as understand your critical thinking abilities.
If product specs, delivery times, rates, and service level guarantees are all very close and can be put on the IT “menu,” where can the differentiation come from? As all veteran sales stars know, the differentiation happens when youhuman beings finally make sense of chaos – when data becomes information, specs are aligned with goals, project timeline get fleshed out and dollars are allocated.
The IT Menu of services can be neat, clinical and rational; the messy part is in the eating. No one ever gets nourished consuming the menu.
Court Allows Suit Against Bank For Poor Online Security
I saw this article on Finextra. Since I’ve been working with BrandProtect (www.brandprotect.com), I’ve become extremely aware of identity theft scams as well as the bank’s role in providing a sufficient level of security.
The whole story is available here (http://www.finextra.com/fullstory.asp?id=20454). Here are a few lines…
A US couple who had thousands of dollars stolen from their online account have been given the go-ahead by a court to sue their bank for failing to provide adequate security.
In 2007 Marsha and Michael Shames-Yeakel fell victim to an ID thief who gained access to their Citizens Financial Bank online account and stole $26,500 from a home equity credit line.
The money was transferred, via a bank in Hawaii, to a financial institution in Austria. The Austrian bank refused to return the funds, prompting Citizens to inform the couple that they would be liable for the loss.
The Shames-Yeakel’s refused to pay, leading the bank to report their account as delinquent to the national credit bureaus and threaten to foreclose on their residence.
In response, the couple sued the bank on several grounds, claiming violations of the Electronic Funds Transfer Act and the Fair Credit Reporting Act, in the northern district of Illinois.
http://www.finextra.com/fullstory.asp?id=20454
Illinois smallmouth fishing
Had a great day on the water with my buddy Eric – an absolute crazy man when it comes to smallmouth fishing. He maintaints a blog here: http://www.fishthefox.com/Sep_09.html Scroll down to September 18th to see my smiling face.
Webinars from ZoomInfo
If you have some time on Monday, Sept 21, 2009 Time: 1–2pm EDT / 10–11am PDT this ZoomInfo webinar featuring Ron Karr, Author of Lead, Sell, or Get Out of the Way looks interesting. Karr will talk about the seven critical traits all sales leaders share.
https://www2.gotomeeting.com/register/146350146
Or, onTuesday, October 20, 2009 Time: 2-3pm EDT / 11–12pm PDT, listen to Steve Martin, the author of Heavy Hitter Sales Psychology talk about some of the biggest challenge facing sales people when trying to secure meetings with C-level executives. Based upon comprehensive interviews with more than 500 C-level executives, Steve Martin will help you understand how C-level executives think, how they communicate, and how to adapt your use of language to match executive decision makers’.
https://www2.gotomeeting.com/register/581353803
Clear your schedule for the Silicon Prairie Social!
Once again Xnet will be hosting the premier technology networking event for the western Chicago suburbs at the Arrowhead Golf Club in Wheaton. The event will be held Thursday September 24, and is a great opportunity to connect in a fun, informal setting with like-minded people in technology!
Why should I come?
• Mingle
• Network
• Learn with other successful tech oriented professionals like yourself.
• Free admission (RSVP Required)
Who May Attend?
The Silicon Prairie Social is specifically for upwardly mobile tech professionals, tech executives, tech entrepreneurs, technology service providers, Internet professionals, Web 2.0 and startup companies, and the mobile industry.
Please note: Silicon Prairie Social is not open to professional recruiters, staffing agencies, or job seekers.
Who’s behind this?
The Silicon Prairie Social was founded, and continues to be hosted by, Lisle-based entrepreneur Arthur Zards and XNet Information Systems. Their commitment to growing the suburban tech community is expressed through a sustained contribution of money and effort to the continuing success of this event.
When and Where?
Silicon Prairie Social
Thursday, September 24
6:00pm-8:30pm
Arrowhead Golf Club
26W151 Butterfield Road
Wheaton, IL 60189
(map this on Google Maps)
Just minutes from I-88 and Naperville Rd., Silicon Prairie Social is centrally located and easy to get to from all along the Illinois Technology and Research Corridor on I-88, the Golden Corridor on I-90, downtown Chicago and the western suburbs.
Want to attend? RSVP here.
The benefit of hindsight for IT managers
Help.
We’re rolling out a new website. It is in early beta right now.
The idea is simple – we ask IT managers 4 or 5 questions about their experiences with specific technology and we specifically ask them about implementation “gotchas.”
We conceal everyone’s identity and publish those answers and various gotchas in a document. That document is available for for anyone to download free of charge.
Our first document titled Before You Buy Microsoft Dynamics NAV was just released. We expect the people that download this document will be people who are contemplating a first time installation of Dynamics NAV. We have a few more documents in pipeline now on topics such as CRM, accounting software, various incarnations of SharePoint, Professional Services Automation and ERP.
I expect these documents will be updated regularly as new insight becomes available.
You can get a copy of the first draft of the first document here: http://beforeyoubuy.it/before-you-buy-microsoft-dynamics-nav/
I don’t know if this will work but it seems like a good idea. That’s where you come in…
What would you do differently? Is this report useful? Should we dive deeper? Are the questions the right questions?
Any feedback would be greatly appreciated. Please email me ben@benbradley.net with comments. Thanks!
Does social media generate leads?
These are my experiences. The answer to the headline question is “yes and no.” Let me explain by talking about a few different ways we’ve converted social media activity in new business. Later, when I have more time, I’ll talk briefly about a few things that didn’t work.
TWITTER FOR LEADS? Personally, no. We have seen zero new business from Twitter but like the rest of the world, I’m holding out because it looks promising. On the other hand, a number of people that I follow have subscribed to my newsletter and RSS feed. I’ve connected offline with three prospects via Twitter but right now they are only in the early stages of the sales pipeline. The problem I have with Twitter is that most of the activity could be considered “preaching to the converted.”
LINKEDIN FOR LEADS? Personally, yes. Without a doubt, LinkedIn is a great tool for developing and cultivating new leads and new business. It is even more valuable for researching prospects. If forced, I would say that spending time mastering LinkedIn is by far the best investment we have made in our social media activity.
FACEBOOK FOR LEADS? Personally, no and yes. So far, no new business generated from Facebook. However, I’m connected to a few prospects on both LinkedIn and Facebook. Probably more important, I’m connected to quite a few clients on Facebook. Connecting with clients on Facebook makes it easier to share stories and photos of babies and puppies. We also use Facebook to research and monitor the weekend debauchery of prospective employees. So is Facebook a good use of time? Yes. It is a good nurturing tool.
I’ve received calls from clients that want to outsource their “twittering.” I’ve warned them that outsoucing this part of your social media persona is a little bit like trying to outsource your social life.
Just an observation but I think the people that are using these tools most effectively are the ones that can walk the tightrope between sales and marketing with relative ease. The people that function as true advocates, that are empowered to say things online that maybe slightly left of appropriate and the people who are good at building relationships are the best users of social media and the ones that generate the most leads using social media.
One day of all you can eat intel from ZoomInfo
Just got word from ZoomInfo that Aug 26 is B-to-B Intelligence Day.
While I would prefer gifts of chocolate, ZoomInfo is giving anyone and everyone unlimited access to their database of 45M people at 5M companies for one day only.
Individuals and businesses interested in participating in this promotion can sign up via the following website – http://go.zoominfo.com/content/2427ZoomInfoDay
