CRM Integration Case Study
CLIENT
A leading luxury destination club
SITUATION
This dynamic, rapidly growing company generates a large volume of lead opportunities for their product using DCG's data management, direct mail production & execution capabilities. After complex data processing is performed, the lead contact information would be uploaded and populated into the clients CRM system, Salesforce.com, and standard follow-up materials would be sent. However, as the Client's inside and outside sales people would make notations on communications and materials needed for each individual prospect based on prospect criteria, marketing would need to download data, manually assign/edit appropriate materials and transmit orders to DCG fulfillment. This process was very time consuming for the client, produced delays in the prospect communication cycle, generated enormous additional cost through uncontrolled material use and freight method, and lacked the ability to provide any level of personalized communication.
METHODOLOGY
DCG recommended that we develop a revolutionary tool that would fully integrate into Salesforce.com and our fulfillment system including automatically drawing key prospect information out of the CRM. This system would then allow marketing to administrate a complex filter - allowing only certain types of product and communication materials to be available for sales to send to prospects meeting different criteria.
DCG also added the ability for sales to execute canned, edited or completely customized letters - even drawing their actual signatures automatically from a database.
Finally, since these lead orders were now being made real-time as sales interacted with the prospect and accessed Salesforce.com, DCG was able to execute same day lead fulfillment from centers in Cleveland and Seattle. With this rapid deployment, many communications are able to be sent via USPS vs. Fed-ex, still arriving in a very timely manner to the prospect, and saving our client hundreds of thousands of dollars in annual freight costs.
This one of a kind solution has enabled the marketing team to consolidate and control marketing offerings, provide more targeted and personalized approach, and empower sales with a streamlined tool residing within their CRM environment.
RESULTS
In a short period of time our client was able to achieve the following results:
- Scale lead fulfillment to over 75,000 prospects a year while reducing work for sales and marketing.
- Contain Marketing Costs - Filtering available materials to different prospects by stage and quality allows marketing to closely manage cost of contact. And same day fulfillment from central and western facilities has reduced freight per lead tremendously.
- Testing is a key strategy for this client and the dynamic ability to administer changes to material/criteria is a major advantage of the tool.
- Because communication material histories are now easily trackable on the prospect level within the CRM, marketing is able to analyze trends in different communications and how they impact conversion rates. Marketing can then optimize future materials and/or drive the filter appropriately.
This program has been such an internal success it is currently expanding to include additional departments like PR and Operations. It is also adding additional capabilities like e-fulfillment.
WHY IT WORKS
Strong Partnership: DCG's true partnership relationship with this client and our involvement in nearly every facet of their marketing execution process (Data management for market segmenting, lead generation, Nurture/Fulfillment, client/member communications, Branding) allows us to truly understand and impact their business.
Custom Solutions: DCG developed a custom, CRM integrated solution that directly addressed program needs, greatly expanded previous capabilities, and allowed our client to scale its sales without any internal interruption.
Technology: Developing a full CRM integration using .NET technology lead the enormous success of the program.
1:1 Target Marketing: This solution allows more effectively targeting its message and driving positive sales results.