Beyond Sales and Service: How to Give Marketing a Starring Role in Dynamics CRM

While Dynamics CRM does a fantastic job of managing the sales-to-customer process, it does a much less effective job of managing the Lead-to-Sales process. In the grand scheme of CRM, the lead funnel, or marketing pipeline, gets less attention than it should. This white paper examines marketing issues--the vital branding, direct marketing, email marketing, online marketing, that goes into ensuring sales has a healthy pipeline of qualified leads to work toward the “Customer” status synonymous with CRM: The database model of CRM versus the database model of marketing;The five key components of effective demand-generation applications; How to use Optimal Lead Flow (OLF) techniques to assess the four key components of lead generation and analysis;Three effective ways to integrate lead capture forms data with Dynamics CRM; How to go deeper in lead analysis than simple response metrics so as to tie in lead-to-sales metrics.

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