Title Page; Copyright Page; Table of Contents; Introduction; About This Book; Icons Used in This Book; Where to Go from Here; Part 1 Laying the CRM Foundation; Chapter 1 Embarking on Your Journey to Complete CRM; Bringing the R in CRM to the Forefront; Extending CRM to Your Entire Business; Knowing the Buzzwords; Content marketing; Personalized content; Conversion; Data-driven; Big data; Segmentation; Buyer persona; Inbound marketing; Customer lifecycle/journey; Sales pipeline/funnel; Opportunities; Using Strategies and Tactics; Coming up with effective strategies; Using effective tactics.
Measuring "effective"Finding Your Success with Complete CRM; Growth; Revenue; Profit; Efficiency; Lifestyle; Chapter 2 Gearing Up Internally for CRM; Overcoming Resistance to Change; Preparing for "not invented here" resistance; Confronting the ghosts of failed initiatives; Overcoming the fear of accountability; Conducting internal research; Identifying formal and informal leaders; Selling Complete CRM to every level of your organization; Encouraging and Facilitating Innovation and Collaboration; Taking a balanced, structured approach to innovation.
Identifying resources that contribute to innovationMeasuring the impact of innovation; Facilitating collaborative brainstorming for your CRM; Creating a Consistent and Effective Brand Communication Strategy; Sending electronic communication; Distributing printed material; Posting and engaging on social media; Working with the Gatekeepers in IT; Securing your data; Controlling access to data; Controlling access to your CRM software; Adopting a Data-Driven Mindset; Making decisions quantitatively versus qualitatively; Leveraging predictive analytics; Applying Your Culture to CRM.
Thinking like CRMActing like CRM; Building two-way relationships; Adding a leaderboard to motivate your team; Chapter 3 Choosing the Best Software; Choosing between Software as a Service (SaaS) or On-Premise; Going with SaaS; Choosing on-premise; Evaluating Software Vendors; Analyzing vendor company culture; Finding reviews that matter; Evaluating pricing models; Estimating integration time and cost; Assessing service and support options; Determining your need for outside assistance; Testing CRM Software; Finding the right criteria for you; Getting demos from vendors.
Playing around with trial accountsMaking the Final Decision; How to get buy in; Seeing things through to completion; Educating Users on Responsibility; Installing the Right Data Security Tools; Training Your Staff; Building muscle memory with walk-throughs; Leveraging vendor videos, articles, and knowledge bases; Making dedicated resources available; Part 2 Setting Up Yourself for Success; Chapter 4 Organizing Your CRM through Segments and Personas; Segmenting Your Market; Choosing the right segmentation categories; Gathering data; Organizing leads, contacts, accounts, and companies.
