CRM For Dummies

Оглавление

Helgeson Lars. CRM For Dummies

Introduction

Part 1. Laying the CRM Foundation

Chapter 1. Embarking on Your Journey to Complete CRM

Chapter 2. Gearing Up Internally for CRM

Chapter 3. Choosing the Best Software

Part 2. Setting Up Yourself for Success

Chapter 4. Organizing Your CRM through Segments and Personas

Chapter 5. Creating Story Arcs and Buyer Journeys with CRM

Chapter 6. Defining Process and Your Data Model

Part 3. Implementing Your CRM

Chapter 7. Setting Up Your CRM Elements

Chapter 8. Capturing Leads to Build Your CRM Database

Chapter 9. Capturing Leads with Other Methods

Chapter 10. Communicating Effectively with Email

Chapter 11. Joining the Marketing Automation Revolution

Chapter 12. Managing Your Knowledge Base in Your CRM

Chapter 13. Managing Projects with Your CRM

Chapter 14. Managing Events with Your CRM

Part 4. Analytics and Improvement

Chapter 15. Measuring Business Performance with CRM

Chapter 16. Gathering Feedback and Supporting Customers

Chapter 17. Using Analytics the Right Way

Part 5. The Part of Tens

Chapter 18. Ten Top-Notch Software Review Websites

Chapter 19. Ten Common CRM Mistakes

Appendix A. CRM Decision Matrix

Appendix B. Self-Assessment

About the Author

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Отрывок из книги

If you ask ten people what CRM (Customer Relationship Management) is, you’ll get ten different answers. Some think of it as a sales tool, some think of it as a culture. Some people see it as a savior for a business, offering accountability and efficiency. Some people are scared to death of CRM for the workload it can create if it isn’t done right.

Very, very few people have ever taken a class in CRM. Universities are only now starting to offer it in their curricula. Seminars are often very product-focused. Without standardized definitions and training programs, it’s a challenge to bring everyone in an organization up to the same level of proficiency with CRM.

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Buyer personas are useful in helping you set up your market segments and personalize messages sent through your CRM. Figure 1-6 shows a template to set up a buyer persona. Your sales and marketing teams can think about how to divide their efforts and resources to sell to the personas you create. Chapter 4 covers how to create buyer personas in your CRM.

FIGURE 1-6: Set up a template for your buyer personas.

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