Marketing | User Adoption


MKT06 - Removing Data Silos From Your Marketing Technology Stack

Wednesday, October 11
4:15 PM - 5:15 PM
Location: Belle Meade AB - Magnolia Mezzanine Level M

Format: Presentation
Level: Basic

Without quality data in your CRM, user adoption can be difficult. Without user adoption, your data doesn’t have a chance of staying up to date. As a CRM administrator or power user, how do you handle this conundrum? This session will begin with some realistic data management best practices. These best practices will then be applied to the McCain, Inc. technology stack with an explanation of what is working and pain points that can be resolved using CRM. A proposed user adoption strategy will be presented to the audience for open discussion.

Learning Objectives:

Mishel Justesen

Marketing Technology Manager
Armanino LLP

I am a marketing professional with a focus in the accounting & technology consulting industry. I have a diverse background that includes marketing technology implementation, project management, website development, graphic design and corporate branding. My career started as an entrepreneur running my own freelance design business and has since expanded to working with large consulting and accounting firms that have both a local and international reach.
I am currently the marketing technology manager for Armanino LLP, the largest consulting and accounting firm based in California. As the marketing technologist for Armanino's in-house marketing department, I am in charge of the daily administration of the marketing technology stack which includes Microsoft Dynamics CRM, Sitcore (CMS), and Eloqua (marketing automation). I also scope out new technology needs, handle implementation of new technology along with the training needed to ensure user adoption is a high as possible.


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Trisha Tunilla

Director of Marketing
McCain, Inc.

I am a MarCom enthusiast, movie lover, former football fanatic, and part-time foodie. During the day, I serve as the marketing guru at McCain, Inc., a traffic equipment manufacturer based in San Diego, CA (or thereabouts). As the company’s lead marketeer, I am responsible for crafting and implementing the company’s overall brand and marketing strategy, communications, and support activities.

I am a firm believer in the power of CRM to track customer engagement and drive successful marketing campaigns. I recently joined the San Diego CRMUG in the hopes of picking up new tricks to better utilize our system. I look forward to sharing what I know and learning more with you throughout my first Summit event.


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