- 1. CRM Meets ABM: Best Practices for Integrating Your Sales
Management & Ad Business Management Systems 10.20.2011 Michael
Goefron, Senior Director, Ad Operations, Alloy Digital Geoff
Petkus, Senior Director of Product Management, Operative
2. Alloy Media + Marketing, Confidential and Proprietary. All
Rights Reserved. AGENDA Challenges We Were Facing Our Approach to
Solving Them Why CRM + ABM Made Long-Term Business Sense Q&A 3.
Alloy Media + Marketing, Confidential and Proprietary. All Rights
Reserved. What Do We Mean by CRM and ABM? 4. Alloy Media +
Marketing, Confidential and Proprietary. All Rights Reserved. We
Didnt Know Our Right From Left AKA, Pain 1.0 Everyone was working
off multiple systems There was no way to share information Hard to
develop and access key data to make business decisions 5. Alloy
Media + Marketing, Confidential and Proprietary. All Rights
Reserved. Our Initial Solution for Pain 1.0 6. Alloy Media +
Marketing, Confidential and Proprietary. All Rights Reserved. Pain
2.0: CRM Cant Solve All Our Problems Issues CRM Solved Issues We
Still Faced Product/ Inventory Ability to create products Unable to
standardize products so that its easier to manage inventory Unable
to keep track of reservations Sales Track prospect and customer
information Track opportunities Unable to show sales team accurate
avails Unable to provide rules and discipline around product
inventory Ad Ops First unified workflow Unable to push campaigns to
ad server(s) Finance First unified workflow Unable to determine
what to bill for 7. Alloy Media + Marketing, Confidential and
Proprietary. All Rights Reserved. What We Needed All Along: A True
End-to-End Platform One place for all to work from Easier access to
information Less paperwork Less chance of discrepancies &
errors Ability to analyze data easier Clean-up of workflow
procedures Easier way to integrate with our systems 8. Alloy Media
+ Marketing, Confidential and Proprietary. All Rights Reserved. A
CRM+ABM Integration Made Most Sense One system that rules all
Updated shared information Linear progress of a business function
from start to finish Easy access to data Discrepancies reduced
between systems More bandwidth to analyze data All of the above
improved, consistent experience for the client 9. Alloy Media +
Marketing, Confidential and Proprietary. All Rights Reserved. The
Solution: Operative.One End-to-end (full lifecycle) Ad Business
Management Platform Able to access available inventory in real-time
Able to build RFPs quicker Able to put controls in place for Sales
Able to push campaigns direct to ad server(s) Able to bill
accurately and in less time 10. Alloy Media + Marketing,
Confidential and Proprietary. All Rights Reserved. ABM One Process.
One Data Set. 11. Alloy Media + Marketing, Confidential and
Proprietary. All Rights Reserved. Leveraging the CRM Strengths 12.
Alloy Media + Marketing, Confidential and Proprietary. All Rights
Reserved. ABM Seamlessly Continues the Workflow 13. Alloy Media +
Marketing, Confidential and Proprietary. All Rights Reserved.
Revenue Schedule Integration 14. Alloy Media + Marketing,
Confidential and Proprietary. All Rights Reserved. Looking
BackLessons Learned 1. Need to look at the BIG PICTURE Be clear on
long-term strategic goals and objectives and make sure your
vendor(s) can deliver Establish success criteria 2. Need a strong
implementation team Analyze and commit team resources Garner
executive sponsorship throughout the project Non-stop training,
training, training 15. Alloy Media + Marketing, Confidential and
Proprietary. All Rights Reserved. Conclusion Data continues to grow
as a revenue generator Digital platforms will continue to multiply
and diversify Workflow process will become more important The need
for personnel with highly specialized skill-sets dealing with data
analytics and operations will grow in demand Need the right
infrastructure to support current and future needs 16. Alloy Media
+ Marketing, Confidential and Proprietary. All Rights Reserved.
Q&A Questions? 17. Alloy Media + Marketing, Confidential and
Proprietary. All Rights Reserved. Thank You Michael Goefron Senior
Director, Ad Operations, Alloy Digital
[email protected] Geoff Petkus Senior Director of
Product Management, Operative [email protected]