Skip navigation
All Places > Partner Corner > Blog > 2016 > September
2016

As a Sugar user, you understand the value an advanced CRM platform can bring to an organization. It can help businesses manage and analyze the vast amount of information their prospects and clients provide, and use it to build lasting customer relationships. But where many organizations are falling short is not in managing their customers’ information, but in leveraging it when it matters most—at the point of the interaction. By integrating Sugar with a robust multichannel communications platform or CTI (Computer Telephony Integration), businesses can simplify

and automate their ability to deliver high quality customer engagements and support, by simply leveraging data they already have.

 

With seamlessly integrated CTI for Sugar, your business can:

 

1) Enable Self-Service: Offer customers the ability to self-service their own needs through intelligent Interactive Voice Response (IVR) menus, enabling them to access important account details directly from Sugar—something 67% of consumers prefer over speaking to a live representative.

 

2) Intelligently Route Customers: One in four consumers reports constant transferring with no resolution of their problem or inquiry. But by data-dipping into Sugar, an integrated CTI will automatically route customers to the individual best equipped to meet their needs using advanced IVR and skills-based routing tools. 

 

3) Prioritize Customer Calls: While every customer is important, certain instances require the need to prioritize specific incoming calls due to size, urgency, or client status. With CTI, easily set call priorities and leverage account details within Sugar to ensure your business’ most valued calls are answered first. 

 

4) Enhance Lead-to-Call: Contacting leads within five minutes increases the likelihood that they convert by nine times. With CTI for Sugar, quickly and efficiently respond to leads and prospects from any source (website, chat, email, and phone) while they are hot, enhancing the likelihood of a successful close.

 

5) Reach Customers with Greater Efficiency: Today’s consumers are more challenging to reach than ever before. Enhance your agents’ efficiency when reaching out to leads and prospects with advanced auto-dialers and click-to-call functionality available within CTI for Sugar.

 

6) Increase Contact Rates: 87% of consumers say they would be extremely unlikely to answer a call from an unknown area code. But with CTI for Sugar, automatically reach out to leads and prospects from their own local area code using local presence dialing technology, a feature that has shown to increase contact rates by over 400%.

 

7) Automate Screen-Pop: Automatically populate agent screens with each customer’s record/previous interactions upon every outgoing or incoming call, removing the need for reps to do so manually while enhancing the likelihood of a seamless customer engagement.

 

8) Provide Dynamic Scripts: Automatically populate agent screens with personalized dynamic scripts which leverage customer information stored within Sugar (i.e. customer name, account details, etc.) offering agents custom prompts and mandating the collection of certain fields for targeted and relevant engagements.

 

9) Facilitate Follow-Ups and Nurturing: By simply selecting a disposition highlighting the result of an interaction, automatically place customers in designated campaigns or workflows to trigger any necessary follow-up steps while nurturing them through the sales funnel with ease.

 

10) Automate Record Keeping and Call Recording: Less than 10% of interactions are entered into the typical CRM. But with an advanced CTI, automatically store records, transcripts, notes, and recordings of every customer interaction in Sugar for future use or reference.

 

Like what you've read? Check-out 3CLogic's listing on the SugarExchange or check-out our website for more information on our advanced Computer Telephony Integration (CTI) for Sugar!

While Sugar is most known for sales team enablement, it also has features that make it great for marketing teams. Keep reading to learn three ways to use Sugar for marketing.  

 

Segment Records

You wouldn’t put a customer and a prospective customer through the same kind of marketing campaign, would you? Sugar’s Target List Module lets you segment your customers based on the type of campaign you are working on. Target lists can be applied to a Campaign for emailing, or exported for event or telephone campaigns. Target Lists are created by pulling from previously created reports. You could use those reports to segment customers based on where they are in the sales cycle, assigned rep, geographical location, and more.

 

Create Automated Nurtures

An email nurture allows you to send marketing messages to leads not being actively worked, allowing you to stay top of mind. Although not the most robust marketing campaign tool on the market, Sugar can definitely be used to build basic nurture campaigns. You can use a scheduler to send emails to your contacts on specified dates and times. The emails are built using HTML and you can build in dynamic fields to personalize emails with peoples names, titles, company name, or other fields in your CRM.

 

Use Metrics to track Campaign Success

Sugar will track which Leads, Contacts or Opportunities are associated with each campaign. This allows the user to calculate ROI and track the success of each campaign in the system. You can drill down even further to see how each email message performs by using tracker links, which allow you to track email opens and link clicks. This information arms the marketing team to continuously improve upon campaign strategy. 

 

To learn best practices about working with Target Lists and Campaigns in Sugar, sign up for our upcoming Sugar User Group in which we’ll do a short training on creating Campaigns.

FayeBSG Launches West Coast SugarCRM User Group in Anticipation of December SugarCRM Workshop in Los Angeles.

 

SugarCRM Elite Partner Faye Business Systems Group today announced the launch of their West Coast SugarCRM User Group. The West Coast SugarCRM User Group is dedicated to bringing together Sugar Users, Admins and anyone interested in keeping their finger on the pulse of all things SugarCRM and CRM industry related.

 

In anticipation of a Sugar Workshop being held in Los Angeles in early December, FayeBSG is encouraging everyone to register for their LinkedIn West Coast SugarCRM User Group, which can be found here:  https://www.linkedin.com/company/sugarcrm-fayebsg.

 

The West Coast SugarCRM User Group on LinkedIn will be a social community providing updates on Live Events, Webcasts and Discussions on all things Sugar.  Additionally, all communications about the December SugarCRM Workshop will be first announced in the Linkedin feed and members will also be able to pre-register there for the in-person workshop.

Sugar provides a high level of customization for its user interface, like it’s Dashboards and the Intelligence Panel. These features allow users to get valuable information within the home page or a record view. With the Intelligence Panel, you can display data on the right side of the screen from any data source, internal or external and using a variety of visualization types.

Here you’ll find seven simple tips to help you work with Dashlets, Dashboards and the Intelligence Panel within Sugar.

1.Define user groups

Before starting anything, you must answer the following question: who will use this Dashboard or Dashlets, and what will they do with them? Then you can create a “persona” for groups of people sharing the same needs or interests. The more personalized your dashboard is for that group, the more useful it will be.

2.Evaluate relevant information for each group 

Once you have established different groups, you need to focus on finding out the most relevant and valuable indicators related to their objectives.

Each user group must define what kind of information they need; your team will probably have lots of ideas when it comes to indicators, but you need to focus on selecting the most valuable indicators. For instance, your support team will need access to their agenda to see their daily Tasks, Cases assigned to the current user and Cases by status or priority.

3.Use dynamic filters 

When you configure Dashlets it is useful to add interactivity, which is why we advise you to use dynamic (or run-time) filters such as “Assigned to” or “Status” to explore more data.

4.Use the Intelligence Panel to contextualize your Dashboards

Create a contextualized Dashboard in the Intelligence Panel for each record type in your CRM. For example, don’t limit custom Dashlets to just your home page Dashboard, but also to Leads, Opportunities, Cases, and and custom modules you might have.

Sugar Report On Dashboard

5. Create a user-friendly dashboard

 

There is no point in accumulating pie charts, diagrams and others widgets that will complicate the navigation and distract users. Keep it simple: your Dashboard needs to be as clean and clear as possible. We advise you to use three Dashlets per row for an efficient dashboard, but more importantly make sure the numbers of rows and columns best fits the data you are trying to display.

6.Using Dashboard Template Deployer Module

Synolia developed an add-on that enables the creation and deployment of dashboard templates (Home Page & Intelligence Panel) in just a few seconds. On-boarding new users or push out changes for existing users has never been easier!

 

You can templates from an existing user and can push a template to one or multiple users. For the deployment you can use the Role feature to a group of user previously defined.

7. Be Creative

Even if Sugar comes with several relevant Dashlets out-of-the-box, remember that Sugar allows you to design new Dashlets from scratch: weather forecast based on business indicators, sales map, charts based on external information (e.g. coming from your ERP or other data source). Don’t forget to be creative.

Your dashboards are quickly deployed thanks to these seven tips and Synolia’s Dashboard Template Deployer. You might then ask, “what now?” Well, keep in mind that a dashboard is not static; while users may come up with new ideas to deal with data, you might need to allow resources and time to update and develop your dashboards according to their new needs. 

In my four part series (1, 2, and 3), I’ve discussed the value of adding sales enablement to your sales process. It is now time for the conclusion: how to set yourself apart from the competition.

 

Your time and deliverables become more valuable to your customers when you make the sales process easier. It’s that simple.

 

Think of it this way. A lead comes to you in the healthcare field. You’ve had a few healthcare customers before, but it’s not a large portion of your lead pool. You send out your standard contract, white paper and blog post that you use for your technology customers. This automatically makes your healthcare lead feel that you don't understand their market, so they look elsewhere for services.

 

By adding relevant sales enablement to your services or your sales process, you're setting yourself apart from the general sales flow (and your competition) showing your customers (and the rest of your organization) that you can be more successful, relevant, and convincing by coming prepared with content, documentation, case studies, and technology that resonate with potential customers and their relevant markets.

 

This not only makes the buyers’ experience easier and more enjoyable, it helps your sales process run as smoothly and efficiently as possible.

 

In conclusion…

 

When you look at sales enablement as a whole, there’s really nothing that can go wrong with making your sales process more relevant to your leads and more effective in converting leads to customers. By arming your sales team with the right sales enablement tools, you're setting yourself up for success.


Interested in learning how PandaDoc can help your business utilize your sales enablement content? Try PandaDoc today! Learn more here.

 

Thanks for tuning in!

 

Cheers,
Jared

Marketing Automation technology such as Salesfusion, is a platform for marketers to create, nurture, and pass leads to sales. Marketers use this technology to execute marketing campaigns in a scale that provides a customized experience to their audiences. But a MAP is only one half of the Sales and Marketing power couple.

 

We’d only be fooling ourselves if we said that from the beginning of time, sales and marketing have had the best relationship. But after years of having a symbiotic relationship, we’ve finally realized the benefits of sales and marketing alignment. According to SiriusDecisions, B2B organizations with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth. And, organizations with tightly aligned sales and marketing functions enjoy 36% higher customer retention rates (according to MarketingProfs). Reaching power couple status wasn’t immediate for Brad and Angelina and it takes time for sales and marketing too. So how do you create a dynamic sales and marketing duo in your business?

The Answer: Marketing Automation & CRM Integration

Most marketing automation platforms (MAPs) have functions for email marketing, social media, contact list management, forms, landing pages, website tracking and reporting. There are also a number of marketing automation platforms that provide more in depth features such as:

  • Automated and Dynamic Recipient LIsts
  • Better Insights
  • Nurtures and Triggers

 

However, the key to a lasting relationship is having a system that fully integrates with your CRM to make use of all the CRM data. The benefits to integrating CRM and marketing automation are primarily a three-fold:

 

 

  • More Leads: A marketing automation platform will help you drive more leads for sales. Period. But a well integrated CRM and MAP will seamlessly transition leads from marketing to sales. Native integration arms sales reps with a view of all the activity a lead has taken to get to sales (i.e. engaging with email campaigns, filling out forms, visiting your website).
  • Better Leads: Most MAPs offer lead scoring, enabling marketers to work hand-in-hand with sales to define what is truly sales ready. Sales reps can easily provide feedback on content, web pages, or email campaigns that they think qualified leads will engage with. Marketing can build a lead scoring profile with this information and pass only the leads that meet the minimum scoring threshold to sales, while sending the unqualified leads to be nurtured through the system.
  • ROI on marketing spend: Marketers spend a lot of time filling the top of the sales funnel with leads. But what if those leads aren’t ready to buy? Your funnel is overflowing and nothing is coming out of the bottom. A well-integrated CRM and MAP allows a salesperson to indicate that marketing needs to nurture a lead more before they’re ready to talk to sales again. Essentially, the communication between your sales and marketing power couple ensures that you’re doing everything you can to produce a qualified lead and get the most out of the leads you’ve driven.

 

But now that you’ve integrated platforms, how do you integrate teams?

When you have the right MAP to go with your CRM, marketing and sales will need to sit down and decide on the process. Now that your teams are equipped with the technology to have a lasting relationship, how will everyone work together? Here are a few topics your teams, once technically able to integrate, should discuss to build the new process:

 

  • Review the lead score profile together and identify the threshold for passing.
  • Focus on remarketing and ask yourself why people are getting remarketed.
  • Establish where you want to build sales steps into the marketing nurture.
  • Figure out what fields you want to sync from the CRM to the MAP.
  • Determine what MAP information sales people will want to see in the CRM.

 

Integrating your MAP and CRM tools is no longer a nice bonus. It’s a necessity. To have a sales and marketing power couple in your organization, from day one your team should be using a MAP and CRM that will communicate seamlessly. When marketing and sales can move beyond their differences and become a power couple, they have the ability to optimize their value and synchronize their efforts. With sales and marketing alignment, the whole company wins.


Set your sales and marketing power couple up on a first date today by asking a Sugar representative how your CRM can seamlessly integrate with Salesfusion’s marketing automation platform.