Manage campaigns, build a loyal customer base, and drive revenue and market share
Marketing departments are responsible for developing and implementing marketing strategy, successfully conveying key messages to target audiences, and then refining future marketing efforts based on past results. Day to day, they are busy with the complex task of managing campaigns. Without a centralized system for coordinating these campaigns, direct customer communications, print media advertising, event sponsorship, and other marketing-led activities can soon inundate marketing managers and staff. To effectively manage campaigns and track results, Marketing departments can benefit from a highly automated business management solution that connects marketing with Sales, Finance, and other departments.
Julia: a marketing executive
As the Vice President of Sales and Marketing, I am responsible for our company's overall marketing strategy. My ultimate goal is to increase our market share and decrease that of our competitors. To that end, I monitor the effectiveness of our marketing efforts and constantly work to improve ongoing and future campaigns.
I spend my time in meetings with my staff discussing tactical issues, working with other executives to develop strategy, and tracking sales trends and responses to marketing campaigns. Our marketing staff is extremely talented and creative, but we need enough information to point us in the right direction. Microsoft Dynamics CRM offers holistic views of our customers and sales that help us hone our marketing activities.
Processes
Microsoft Dynamics enhances marketing activities in several key areas: enabling market research and analysis, managing campaigns, and tracking the effectiveness of those campaigns. Throughout the entire marketing cycle, Microsoft Dynamics CRM frees your people from routine tasks and lets them put their creative talent to work.
Analyze opportunities. Microsoft Dynamics CRM informs Marketing executives and managers so they can accurately target their marketing campaigns, improve results, and ultimately help drive sales. Campaigns launched with Microsoft Dynamics CRM include market segmentation profiles that provide statistical feedback on the success of the campaign, while the Campaign Performance report tracks the progress and completion of campaign-associated tasks. The Campaign Performance data—including dates, targets, responses, and financial returns—allows a comprehensive retrospective view of the campaign.
Build marketing campaigns. Microsoft Dynamics CRM helps simplify the complicated task of putting together a multifaceted campaign with campaign setup wizards and tools to track the campaign's progress. Marketing automation functions help you plan and execute every phase of your campaign, from communications and advertisements to events and follow-up. With advanced contact management, you can easily personalize communications through direct sales, call centers, e-mail, the Web, and mobile devices.
Better analysis and reporting. Microsoft Dynamics CRM provides the hard data needed. Microsoft Dynamics CRM enables you to associate the campaign with a project to monitor return on investment in real time, as well as details such as response rates, revenue, and cost. Campaign Activity Status reports provide a summary of the campaign, including planned and actual time parameters and parent campaign details. And the Campaign Comparison report lists the company's most and least successful campaigns, and allows comparison between campaigns based on a number of parameters, such as cost effectiveness and customer response.
