Customer Care

D365/CRMUG Academy

Sales and Marketing Personas, Journeys and Processes for CRM

Monday, October 9
7:00 AM - 5:00 PM
Location: Davidson B - Magnolia Mezzanine Level M

Format: Academy Course
CPE: 8
Preparation: WIFI access will be provided to Academy students while attending Academy classes.

Join your peers for the can't miss 1 day event for CRM sales and marketing teams.

Learn how to use CRM to better understand customers, define sales processes that are actually adopted, and bring CRM into the heart of your sales meetings to transform how you work together to continuously improve sales results. This interactive session will feature group activities, peer discussions, best practices and provide you with take-away tools to bring to your office.

Learning Objectives:
• A practical framework for creating more relationships, at a deeper level, both inside and outside of your organization
• Strategies for creating friction-free sales processes that continuously improve sales results
• Align with the unique needs of individual CRM users, and unique customers
• Easy to learn tools for the most critical performance metrics to capture in CRM, and how to integrate them into your team meetings
• Put proven principles into action with hands-on planning exercises
• Three workbooks full of notes and tools that you can bring back to your team

PART ONE: Developing Customer Personas and Journey Maps

• Listen to your customers so they can tell you what their journey looks like
• Identify what customer personas look like and how they will affect your CRM solution
• Discover the starting point for persona definitions - and how to strategically expand from there
• Define a journey map as the foundation of sales and marketing processes

PART TWO: Understanding Sales Team Personas

• Have a foundation that you can use to build sales processes that work for everyone.
• A reusable worksheet on user persona profiles
• Engagement strategies for different persona types
• Know what's important to each persona, and an initial vision on how to deliver that in CRM
• Understand "the people behind the people" that are often overlooked and can play a critical role in CRM success

PART THREE: Defining Sales Processes

All attendees will receive the "Workshop Edition" of C5 Insight's "Sales Process Design Workbook" that will be chock full of notes and ideas by the time you are done. Other key takeaways include:

• Process design principles that can be applied to any people-centric process (sales, service, marketing, even employee-to-employee processes)
• Learn from the successes, and failures, of other companies as they have attempted to adopt sales processes
• Why the right place to start sales process design may not be managing opportunities or pipelines
• Share, and capture, ideas with peers in interactive sessions

PART FOUR: Integrating CRM Into Sales Meetings

• Adopt CRM as a natural part of your sales meeting process
• Transform team conversations to create more engagement
• Bridge the measurement gap and learn how to track metrics that matter
• Close the feedback loop to not only improve sales results, but to also partner with your technology team to continuously improve CRM


Geoff Ables, Managing Partner, C5 Insight
Tricia Desso-Cox, Managing Director, C5 Insight

• Sales and Marketing Leaders responsible for implementing CRM solutions
• Business Owners and Executives responsible for sales force, marketing or technology projects
• IT, Project Management and Business Analyst Professionals responsible for CRM solutions

Geoff Ables

C5 Insight

Geoff Ables is an author, speaker and entrepreneur. Now regarded as a thought leader on customer and employee engagement, his insights have been seen and heard in global venues including: National Public Radio, BusinessWeek, USA Today, EuroForum, The New Zealand Direct Marketing Journal, and Digital Summit. He is the author of "The CRM Bible" and "The LUCK Principle: Business Results at the Intersection of People and Profit." He founded C5 Insight, a customer and employee engagement consulting firm, in 2002, and has consulted with hundreds of companies in a broad range of industries. The firm has twice been named to the Inc. 5000 list of fastest growing companies.


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