Managing marketing campaigns, clues and distribution rules with CRM

Http://www.aliyun.com/zixun/aggregation/11039.html "> Customer value Differential analysis (Customer pyramid and its configuration) and marketing management (marketing campaigns, clues, distribution rules), oriented CRM high-end applications. The SYNLEADCRM Enterprise version 5.0, which will be released in December 2005, includes these two application subsystems.

The starting point, high standards and soundness, has always been the beginning of the company's style-as long as the decision to develop a new product, it must not take the fur things to grandstanding, but must be thoughtful, focused on how to do better.

In SYNLEADCRM Enterprise version 5.0 before the official listing, the following from several sides, revealed some marketing campaigns, clues, distribution rules of the design idea.

Marketing Campaign management Marketing campaigns Management

Campaign planning and organization, is generally marketing level. Therefore, the interpretation of the campaign can be a market activity (exhibitions, training lectures), can also be from the site registration feedback information identification, tracking, conversion, can also be from the customer pyramid differential extraction information, or reorganization, extraction has been a clue resources, further promotion.

Someone must be responsible for the planning, organization, process, and evaluation of each campaign, and this person (the Master of the campaign, owner) can specify the rights of the campaign participants and their management campaigns.

The difficulty lies not in the planning and organization of the campaign itself, but in the implementation of process automation and control, as well as on the effectiveness of the lead conversion and the cost of the campaign. For example:

How to the Web site customer registration of a certain kind of clues, automatically into CRM corresponding campaign? It's not just a technical issue, it's a policy issue. If it is artificial identification, easy to extract, if the computer to automatically identify, transfer, how the computer to know who to give?

After tracking or promotion, the campaign trail may translate into quality customers, business/project opportunities, and even a clue that can lead to multiple opportunities. During or after the campaign, the campaign managers often let the CRM system automatically summarize the actual sales of the campaign, compared to the prior expectations.

On the other hand, the cost of statistical campaigns is more difficult, unless a business person accurately records one-on-one marketing costs with each customer interaction. In many cases, it is difficult for business people to identify certain marketing costs (such as the cost of a 2-hour meeting, the cost of traffic jams on the road), but the business staff can more accurately indicate the workload of each work transaction. Can the workload also be counted as the cost of marketing campaign, one more angle to measure?

The marketing campaign needs analysis and design, we must face the objective reality and details, can not only tell users your CRM has a marketing campaign module. The author has operated several CRM (not named), once deleted the clue record, related to the task record also automatically deleted. This is obviously illogical, because even if the clue lacks quality, it does not mean that the marketing campaign has already paid the workload. There are also a number of CRM Marketing campaign module, can not automatically summarize the campaign turnover and costs, there is no need to say, the proposal to rethink the design.

Two. Clue Management Leads Management

You can use "Contact @ units" to represent a clue record, meaning that the contact or unit must have at least one, otherwise there is no clue at all. In fact, thread records include at least three types of information: contacts, units, requirements, and each type of information consists of several different fields. Not all clues are required, such as the business cards collected by the exhibition, which have yet to be tapped;

Someone must be responsible for the control, distribution, recovery, execution, supervision (master, owner) of the clue, and the master can further assign other business personnel (sales Persons) to perform the work. That is, the lead controller and the executive business staff can be not the same person, a clue can also be distributed to more than one business person.

The difficulty with thread management is how to reconcile the conflict between the permissions that the business staff is distributed and the administrative permissions, and how to control the risk of referencing the automatic distribution rules. For example:

When a thread master makes a resource distribution to a business person, the business person can set up a thread to record the operational rights of three types of information (Contact/unit/requirement), such as modify, or read-only. As shown in the following table, I distribute a thread to business staff A, B, C, and set permissions:

In the case of a, a conflict of rights occurs when a is viewed in the "team-cue" or "All-clues" work interface. For the same clue record, administrative permission is not allowed to modify, but the distribution permission is allowed to modify! How can we reconcile the conflicts between the two?

This is not a technical issue, but a management problem. Dynamic operation can not avoid the authorization conflict, which requires users to determine how to coordinate conflicts according to the actual management. For example, for the above thread management authorization conflict:

Marketing Automation is a good thing. For example, for a batch of Shanghai regional clues that I host, you can cite the Shanghai regional distribution rules to automatically distribute leads to specific business people in the Shanghai representative office, and I don't even have to know the name of that/several business people.

However, once the filtering conditions set by the automated distribution rules are "negligent", the risk of automation arises. For example, an automatic distribution rule that only sets the "city = Shanghai" to the clue filter condition. Well, obviously I saw the phone number of the clue is 021-62991640, did not notice that the city is written full-circle, I quote the above automatic distribution rules, business people will not receive the clue.

In this case, the automatic distribution rules are required to set the filtering conditions as comprehensively and vaguely as possible. On the other hand, without referencing the automatic distribution rules, it is still meaningful and valuable to manually assign business people and set permissions. Both need to be taken into account.

For the clue resources, in addition to distribution, but also to consider recycling, redistribution, marking, monitoring processing status, quality conversion, import, Introduction, reorganization and other issues, the operation should be simple, and meet the precise management needs.

Three. Distribution rule Assignment Rules Management

The distribution rules consist of three components: (1) The master (owner) reference for which thread records are applied, as well as a brief description, (2) which business staff (sales person) The thread resource is to be distributed to, and the rights of the business person to modify the lead contact/unit/requirement, (3) the query for the thread record, What is the filtration condition?

The difficulty lies in the query, filtering condition setting of the clue record. On the one hand to meet complex logical combination, on the other hand to achieve man-machine conversation friendly.

Using CRM to manage marketing campaigns, clues, distribution rules, focus on how to do better, starting point the company carried out a long-term demand research, careful analysis and design, will be the marketing organizations and departments to develop strategies, implementation strategies, to provide stronger support, adaptability and competitiveness.