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Sales Lead Management Association Radio

25
Apr

Marketing Myths and ROI

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Marketing is often presented with a dizzying array of metrics many of which are useless. In this SLMA Program, Paul Petersen, GM and Vice President of GoldMine discusses how some of the most common metrics may not be what you think and in fact may be marketing myths. Petersen has been on some of the SLMA’s most listened to programs including: Follow the money - that’s marketing’s role, CRM’s shouldn’t be the leaders in technology and Why CRM is NOT a settled science! The host this week is Jim Obermayer.
 
About Paul Petersen
Mr. Petersen is the general manager and vice president of the GoldMine business unit of HeatSoftware Inc. His career spans working with sales & marketing systems and process having developed, managed, and sold for companies including McDonald's Corp, General Electric, Symantec, Allied Van Lines and now has 16 years with CRM background at GoldMine.  Mr. Petersen holds a JD from Loyola University of Chicago and was one of the first to be awarded  the Professional Certified Marketer designation by the American Marketing Association.
 
About GoldMine
Headquartered in Milpitas, CA., USA, GoldMine is a division of FrontRange Solutions. GoldMine is a leading provider of mobile relationship management solutions for small businesses worldwide. Over 1 million users have selected GoldMine to help them manage over 1 billion relationships. GoldMine has been selected by businesses in more than 80 verticals and 45 countries to grow their businesses and build enduring relationships.

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This episode is generously sponsored by adView.cfm?id=383The Vanella Group, Inc.-- the only firm that delivers telebased lead generation programs exclusively for enterprise technology providers. To learn more, visit VanellaGroup.com or call 888-335-0340


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10
Sep

CRM’s shouldn’t be the leaders in technology.

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250-SLMARADIO-peterson-goldminer.jpgOur guest is GoldMine Vice President, Paul Petersen. We were talking about technology iOS systems and not wanting to be the pioneer in these technologies, but to be able to respond properly and to have your product evolve to meet needs that are continuously evolving monthly; it seems like that they change and very rapidly.


Paul Petersen cited: 
We have people ask us, 
“What do you have this function?" "No we don't." 
We ask, "Do you use it?" 
"Well no." 
"Have you thought about how you would use it?" "No." Or, "Then why is it 

important?" 

Highlights include:
CRMs and why there are so stinking many of them!
Unlike accounting which is a pretty stable environment once you get your network going and how you want your invoices to look and things like that, you can turn that out for years in some cases without having to do much. But when you look at CRM it is a very evolving workspace. So CRM right? Customer relationship management is a bit of a misnomer because you are including customers, prospective customers, prospects.

It turns into a lead management; it becomes this combination all-encompassing tool.
CRM is all those places that connect all the muscles, connect the brain, nerve reaction so yeah lead processing which in all marketing you've got the sales department then you have customer service which can be run integrated or standalone and of course management wants to know what's happening.

Which is CRM is the best for you, whether it's a proprietary one or some overall layer that knows how to play nicely with other systems?
When you get to areas like finance or your general marketing and sales, people have tried to integrate things but are finding that day, if I have an integrated accounting pick it's got CRM. The CRM doesn't do such a great job after all or they focus on the wrong things – integration. I am spending a lot of money to create a record and accounting systems when I may be only do that 10 times a month right? So is that really a high-value area or it just creates a lot of technical complexity?

I don't think… CRM's shouldn't be the leaders in technology. 
What they need to do is accommodate the most common technology and we are commonly going through things and saying… So for example we missed the quickness with which Android was becoming adopted. We looked at it, it was kind of a fragmented marketplace. We had iOS solutions smart phones, 98% of the market, it seemed like a no-brainer. Within six months of releasing the product, android had sorted that out primarily through Samsung driving it. They got one version of the operating system and they had some major carriers now carrying the devices and it was kind of a "Whoops!" So we did get there but we tend not to like to be the first in the market.
You'll have to listen to the replay for the full conversation.

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This episode is generously sponsored by The Vanella Group
The Vanella Group, Inc. is the only firm that delivers telebased lead generation programs exclusively for enterprise technology providers. They achieve results 5 times higher than industry standards for outbound lead generation based on the research published by implementing their unique Telesales 2.0 methodology. We are an award winning leader in this space and get results like no other firms. The Vanella Group supports firms from Fortune 500 companies to startups.  To learn more, visit BuildPipeline.com or call 888-335-0340
3
Aug

Marketing’s Role is to “Follow the Money”

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Marketing departments spend from a few percent of yearly sales to 20% or more.  If marketing managers can't follow the money they aren't doing their job.  In our program this week with Paul Petersen, GM and Vice President of GoldMine Software we discuss ways that marketing management can make better decisions in lead generation and lead management by following the money.  This program is live, not scripted and the host is Jim Obermayer.  Mr. Petersen was a guest on SLMA Radio when he addressed the subject:  Why CRM is NOT a settled science!   It is one of the most listened to programs so far in 2015.

About Paul Petersen

Mr. Petersen is the general manager and vice president of the GoldMine business unit of HeatSoftware Inc. His career spans working with sales & marketing systems and process having developed, managed, and sold for companies including McDonald's Corp, General Electric , Symantec, Allied Van Lines and now has 16 years with CRM background at GoldMine.  Mr. Petersen holds a JD from Loyola University of Chicago and was one of the first to be awarded  the Professional Certified Marketer designation by the American Marketing Association.


About GoldMine

Headquartered in Milpitas, CA., USA, GoldMine is a division of FrontRange Solutions. GoldMine is a leading provider of mobile relationship management solutions for small businesses worldwide. Over 1 million users have selected GoldMine to help them manage over 1 billion relationships. GoldMine has been selected by businesses in more than 80 verticals and 45 countries to grow their businesses and build enduring relationships.

 

Commercial sponsors on SLMA Radio include: The Young CompanyThe Vanella Group and Vanilla Soft.

8
Jun

Why CRM is NOT a settled science!

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CRM has been around as a “new” process for 30+ years in various forms. And yet even with giants in the industry, new entrants emerge almost monthly and new capabilities continue to be added to even the pioneers in the industry.  In the interview with industry veteran Paul Petersen, Vice President of Goldmine, we discuss why CRM is not yet a settled science and what the future may hold for this vital but aging process. The host this week in Jim Obermayer.
 
 
About Paul Petersen
 
Mr. Petersen is the general manager and vice president of the GoldMine business unit of HeatSoftware Inc. His career spans working with sales & marketing systems and process having developed, managed, and sold for companies including McDonald’s Corp, General Electric , Symantec, Allied Van Lines and now has 16 years with CRM background at GoldMine.  Mr. Petersen holds a JD from Loyola University of Chicago and was one of the first to be awarded  the Professional Certified Marketer designation by the American Marketing Association.
 
About GoldMine
Headquartered in Milpitas, CA., USA, GoldMine is a division of FrontRange Solutions. GoldMine is a leading provider of mobile relationship management solutions for small businesses worldwide. Over 1 million users have selected GoldMine to help them manage over 1 billion relationships. GoldMine has been selected by businesses in more than 80 verticals and 45 countries to grow their businesses and build enduring relationships.