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LeadMaster delivers tangible benefits to sales, marketing and call center teams through its web-based solutions. Offered via subscription, LeadMaster's flagship online application closes the loop between marketing and sales by tracking leads in real time throughout the sales cycle, from demand generation to lead closure. LeadMaster's products and services are available directly from its corporate headquarters and also through a global network of value-added resellers, consultants and systems integrators. For more information, please visit the LeadMaster website. www.leadmaster.com

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Dear Friend:

Welcome to the November edition of the LeadMaster newsletter.

This month I examine why it's important to use a CRM system specifically designed for sales and marketing people. If you have comments on the newsletter or have a topic that you'd like to see in a future newsletter please let me know. I welcome your feedback. You can either call me, send me an email or post a comment on our blog http://blog.leadmaster.com/

Andy Brownell
LeadMaster, CMO
800-699-4164 x705

Why choose a Sales & Marketing oriented CRM system vs. a traditional CRM system?

Let's imagine your CRM application as the human body. Picture the sales and marketing database as its beating heart. It works non-stop at the very core of your CRM system, pumping the life blood -- information -- to and from all parts of the organization, connecting management, field sales, inside sales, marketing, the call center, and customer service.

The #1 priority of a sales & marketing CRM system is ease of learning and ease of use. I read in the paper today that it takes 12 mouse clicks in SalesForce.com for a sales rep to log that they left a voicemail for a customer. That's not exactly a productivity booster. That popular CRM system also has a 372 page instruction book for 'Dummies.' If it takes 372 pages to explain how it works, chances are the sales team isn't going to willingly integrate it into their way of doing business. When was the last time you read a manual? Any manual? Let alone a 372 page manual. The sales team needs a system they can learn to use in about an hour. Now that's advanced CRM. That's the type of sales and marketing oriented CRM system that will make your company as organized and efficient as any in the Fortune 500.

A good CRM system centralizes, organizes, and then shares the data needed to get the job done - sell.

The 2nd priority for a sales and marketing oriented CRM is managing all your lead tracking, reporting, nurturing, and data mining. It should store and organize leads from multiple sources (landing pages, email inquiries, trade shows, direct mail response, in-bound call center, etc.) and distribute them in real-time according to predetermined rules. It should send email to the sales reps to let them know they need to check their CRM system because 'They've Got Leads'. And it should do that automatically, without human intervention (workflow automation).

A sales & marketing oriented CRM system should integrate customer data, sales representative's notes, price lists, white papers, collateral, case studies and other marketing information so all team members are working from the same 'play book'.

The system should also help you calculate ROI on your marketing programs so you can see what's working and what's not. It will do this by tracking the leads from the first interaction with your prospects to closing the sale. When you know which marketing campaigns generated which leads and how much was sold as a result - you'll know the ROI for each of your marketing campaigns.

A good CRM system should help you uncover vital business intelligence like your best target market, what industries those customers represent, the sales cycle and when/what they're likely to buy next. This type of system allows management to view the big picture and make informed decisions to benefit the future of the company.

Your sales and marketing team needs day-to-day functionality from a user-friendly interface. That's LeadMaster.

LeadMaster gets the life blood of your company's CRM pumping through its veins like never before. Sales and marketing oriented CRM is LeadMaster's specialty. You could say it's at the very heart of our success.

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