DISSERTATION PROJECT REPORT

ON
“THE ROLE OF MARKETING STACKS IN
ENHANCING BUSINESS PERFORMANCE”

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE: SUBMITTED BY:

Mr. S.K Kaushal Aditya Singh
(Faculty Guide) Roll No- 2310019025226
MBA Semester – 4

UNIVERSITY OF LUCKNOW
Accredited by NAAC- Grade A++

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 TABLE OF CONTENT

Table of Content……………………………………………...2

Certificate…………………………………………………….3

Declaration…………………………………………………...4

Acknowledgement…………………………………………...5

Abstract………………………………………………………6

1. Introduction
1.1. Background………………………………………7
1.2. Objectives of Research………………………….11
1.3. Scope of Research………………………………13
1.4. Structure of Research…………………………...14
2. Motivation……………………………………………….15
3. Literature Review……………………………………….18
4. Research Methodology………………………………….21
4.1. Research design………………………………....21
4.2. Tools and Techniques…………………………...22
5. Analysis
5.1. Interpretation of Case Study………………….…24
5.2. Top CRM Tools………………………………….44
5.3. CRM Tools Comparison………………………....66
5.4. Features and Capability Analysis………………...67
6. Recommendations and Conclusion……………………...69
7. Limitations and Future Work………………….………...71
References…………………………………………………….73

Bibliography………………………………………………….74

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 CERTIFICATE

This is to certify that the work titled ― “The Role of Marketing

Stacks in Enhancing Business Performance” as part of the final year
Major Research Project submitted by Aditya Singh in the 4th semester
of MBA, Faculty of Management Studies, University of Lucknow
during January-May 2025 was conducted under my guidance and
supervision.

This work is of his original work to the best of my knowledge and has
not been submitted anywhere else for the award of any credits / degree
whatsoever. The project is submitted to Faculty of Management
Studies, University of Lucknow in partial fulfilment of the requirement
for the award of the degree of Master of Business Administration.

Signature of Project Guide

Prof. S. K. Kaushal
Faculty of Management Studies
University of Lucknow

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 UNIVERSITY OF LUCKNOW
DEPARTMENT OF BUSINESS ADMINISTRATION
BABUGANJ, HASANGANJ, LUCKNOW, UP, 226007

DECLARATION

I hereby declare that the work titled ― The Role of Marketing Stacks
in Enhancing Business Performance as part of the final year Major
Research Project submitted by Aditya Singh in the 4th semester of
MBA, Faculty of Management Studies, University of Lucknow during
January-May 2025 was conducted under my guidance of Prof. S. K.
Kaushal is my original work and has not been submitted anywhere
else.

The report has been written by me in my own words and not copied
from elsewhere. Anything that appears in this report which is not my
original work has been duly and appropriately referred/ cited/
acknowledged.

Aditya Singh
Roll NO- 2310019025226
MBA (Marketing)
Semester - 4

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 ACKNOWLEDGEMENT

It is a great pleasure for me to acknowledge the kind of help and

guidance received during the research work. I would like to thank my
faculty advisor Prof. S. K. Kaushal, who helped me to take up the
Topic- “The Role of Marketing Stacks in Enhancing Business
Performance” and guided me to complete this project properly. The
project provided me with an excellent opportunity to explore the areas
of marketing and customer relationship management tools.

I am highly indebted to Faculty of Management Studies, University of

Lucknow for giving me the opportunity to work on this project. Lastly,
I would like to express my gratitude to all the honourable faculty
members for sharing their experience and expertise on this project.

I have put all my efforts to ensure that the project is completed in the
best possible manner and also ensured that the project is error free.

Aditya Singh
2310019025226
MBA (Marketing)

Semester - 4

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 ABSTRACT

Until the rise of digital marketing 20+ years ago, the advertising world
was relatively straightforward i.e., TV, radio, print, outdoor and below-
the-line activities like sales promotion. In the last 20 years, with the
birth of digital marketing, new channels, starting with online display,
email marketing, search engine marketing, and performance
marketing, have become part of a marketer's media mix. And in the
last decade, additional marketing channels, most notably social
platforms like Facebook, LinkedIn, Twitter, Instagram, Pinterest,
WhatsApp and Snapchat, have been added to the media plan.

Herein the Top 10 Digital Marketing Tools in terms of various

capabilities and features are spread out in excel sheet that elaborate
which tool is best for small/medium/large organization and what kind
of combination you can opt in for preparing the Marketing Stack. Ease
of choosing the right combination of tools that match with your
organization goals and the budget so allocated in terms of limited
resources. And for the same we will be covering CRM (Customer
Relationship Management) which is the centre of attraction for all
organisation, the reason they chose the marketing tool.

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 CHAPTER 1

INTRODUCTION

This chapter covers all the background information and details of what
a marketing stack is, and provides insights on the framework one can
use for designing or combining choice of tools for their organisational
objectives to be achieved.

1.1 Background to Marketing Stack

“Collection of service one use to improve marketing”

We don’t use one big software provider for marketing function. We
actually use best point solution to address specific market problems.
Sum of these best point solutions as a set is called as Marketing Stack.
All tools from marketing automation to data enrichment and analysis.
The MarTech industry has been democratized by the Software-as-a-
Service (SaaS) model, a software distribution model pioneered by
Salesforce in 1999. Salesforce introduced the business model as an
substitute to expensive custom-developed Customer Relation
Management systems that only huge companies could afford. Since
then, a variety of MarTech products have entered the market, serving
different industries and different areas of marketing. The rapid growth
of MarTech has empowered marketers to automate and streamline
many aspects of their day-to-day marketing activities.

Putting together everything in relation to marketing technology tools,

platforms and solutions that serves and supports a Marketing team is
referred to as the MarTech Stack of that organization. These activities

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are carried out with the help of digital tools and technologies; it is very
important to gain a full fledge understanding of the tools used in
MarTech.

Figure 1- Marketing Stack

Source: https://martechtoday.com/library/what-is-martech

Marketing in an early Internet world was relatively simple, today

marketers use solutions for analytics, A/B testing, personalization, lead
scoring, CRM and business intelligence, as well as for data, creative
and media, one dashboard for each media channel/platform. The
marketing technology stack supports every marketer‘s strategy for how
their organization goes to market. It is the collection of software tools
that help marketers develop, enable, implement, and manage

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marketing programs that resonate with prospects and customers.
Organizations often purchase technology as they need it. However, a
tech stack should be built according to a plan with every component
designed to serve a specific purpose. The tools interact with each other
in ways that provide maximum efficiency. Technology, along with
people and process, is responsible for delivering marketing results.
Many of the technologies studied also serve sales and sales
development teams, and implementation and management of these
software tools can encourage alignment across all three functions.‖

Goal: To execute, analyse and improve their marketing across the

customer lifecycle.

Focus: To improve internal collaboration & measure the impact of

marketing activities and reach customers in new ways.

So point herein is “how can we do more with less?”

1. As lean as possible:
• To execute
• To analyse
• To increase the efficiency
i.e. Focus is on creation of stacks that are smarter, more smooth, that
would increase connected and dramatically more powerful.

2. Connection:
• Just the data is not enough, we need to merge it, find
patterns and learn.

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 Figure 2- Tool features growth rate comparison
Source: chiefmartec.com

Data is by far the fastest growing category, up 25.5%. The challenging

part is now to figure out how to harness it effectively. That so said,
Customer Data is the Lifeblood of these tools, as they somehow use
customer data in one way or the other. Hence, they need to work on
these following pain points:

1. Attracting Customers
2. Customization
3. Lead generation
4. Team management/ alignment
5. Attribution
6. Reporting
7. Analysis
8. Optimizing Customer Lifecycle
9. Engaging Customers
10. Marketing their objectives

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1.2 Objectives of Research

Problem Statement:

There are 1000s of tools and software in market for that act as a
painkiller for whatever problem you have, there is a tool for it. Whilst
said that, it might not solve the specific issue to each one/specific
organisation. In-short they don’t work together.
• Team needs to setup, learn and maintain dozens of these
tools
• Budget, there always exist a budget to spend on the tools
that impacts differently
• Tools along with the tactics they serve is limited or we can
say limited to shelf life
• Integration, it must sync in with the sales, operation as well
as the marketing team/department objectives.

Objectives:
In this paper, comparison of the Top 10 Digital Marketing Tools in
terms of various capabilities and features is described. Through this
paper, you will find an ease of choosing the right combination of tools
that match with your organization goals and the budget so allocated in
terms of limited resources. And for the same we will be covering CRM
(Customer Relationship Management) which is the centre of attraction
for all organisation, the reason they chose the marketing tool.
In this paper, compared every Top 10 Digital Marketing Tools in terms
of various capabilities and features. Objectives to be achieved:

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• To find an ease of choosing the right combination of tools that
match with their organization goals and every budget so allocated
in terms of limited resources.
• To increase traffic through using right tool for smooth operation
and increase profit
• To aid organizations in the customer acquisition, engaging
customer and retaining them
• To guide the organizations in choosing the right set of tools from
the top ten digital marketing technology available in the market
presently.

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1.3 Scope of the study

This study is confined only to Marketing Tools only and number of

tools so selected for the analysis is the Top 10 tools that are available
in the market. This study was conducted to compare, analyse and
thereby guide organizations on how to choose the perfect combination
or stack of marketing tools for organizational objective.

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1.4 Research Structure
Define the Problem Statement

Design the Research

Design the Data Collection Forms

Specify the Sample

Collect the Data

Analyse the Data

Research Writing

Present the Research Interpretations

Concluding remarks:

It has covered all the needed information i.e. what, why and how about
this research. This involves the detailed objectives of this report and
the research structure so followed in purpose of the objectives so
mentioned above.

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 CHAPTER 2

MOTIVATION

Though marketers are definitely looking for tools to consolidate their

work and make their life easier; at least that is what the ones I meet are
telling me that's not what most are doing in practice.
So why do most marketers build their own stack (and find it very
difficult to work with a consolidated marketing stack)?
More marketing channels are making marketing much more
complicated and challenging: Until the rise of digital marketing 20+
years ago, the advertising world was relatively straightforward – TV,
radio, print, outdoor and below-the-line activities like sales promotion.
In the last 20 years, with the birth of digital marketing, new channels,
starting with online display, email marketing, search engine marketing,
and performance marketing, have become part of a marketer's media
mix. And in the last decade, additional marketing channels, most
notably social platforms like Facebook, LinkedIn, Twitter, Instagram,
Pinterest, WhatsApp and Snapchat, have been added to the media plan.
Today, spending $1 million on digital marketing is far more labour
intensive than spending $1 million on TV, and one must do it to reach
the same coveted demographic as, let’s say, Millennials.‖
Though the increased complexity would make the need for a unified,
cross-channel marketing stack more pressing, it also makes it more
difficult to achieve. Marketing stacks do provide some synergies and
enable making part of the process more efficient but they do not
provide a holistic solution which enables tracking one user across all
platforms / touchpoints and forget about optimizing a campaign across
all channels and platforms.

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Marketers don't want to compromise by committing to an entire stack:
An additional major challenge of marketing consolidation, whether it's
selecting an agency to manage your marketing account or building
your marketing stack in-house, is that somewhere, you’ll end up
compromising on one of the agencies or on the “all in one” offerings.
Agencies find it difficult to put together a best-in-class offering that is
truly best for all clients. What might work for an automotive client and
their needs will be less effective for a consumer-packaged goods
manufacturer.
And if a marketer does most of his work in-house, each marketing
team has its own culture and way of doing things, which makes it more
difficult to find a one-solution-fits-all. For an SMB or a startup, the
cost of an enterprise solution from Adobe or Oracle will be
prohibitive.‖
The rise of behavioral analytics solutions to enable inputting and
analyzing data from multiple sources/technology solutions or stacks:
There is a new kind of company that is rising out of the world of big
data to empower marketers to better manage their data. Companies like
Interana and CoolaData are enabling marketers (and other kinds of
organizations) to input an unlimited quantity of data from multiple
sources and analyze it in order to derive insights immediately. These
companies were founded by teams with experience in behavioral
analytics and business intelligence, not marketing, and they won't
provide marketing-specific answers like a marketing stack would; for
example, reallocate budget from Facebook to local TVs.‖

Concluding Remarks:

As a Marketer in this time, there is a massive array of digital tools and

technology. The so called “marketing stack” promises to deliver new

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sophistication and improved performance. In fact, many institutions
struggle in choosing the right combination of marketing tools and
services. Even if it is put on use, another challenge that pops up is of
‘integration’.
However, we must note that even if it all falls in right way, the
solutions do not come with the appropriate skill and analytical
intelligence required operating.

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 CHAPTER 3

LITERATURE

Mr. Balram and Bhidav Adhikari (2009) in their research paper

“Managing Customer Relationships in Service Organisation” said
“Acquiring new customers is important for business success, but
maintaining customer relationships is just as crucial.”
Oracle CX Cloud Case Study, talks about how they succeeded in
implementation of Oracle

CX Cloud Solution by proper strategy and techniques applied with the

tool at Atradius Collections. The detailed case study on this can be seen
in this report later. This case study helped in understanding how and
what type of companies/organization can use this for their benefit.

Kuo Lane Chen and Huei Lee, Miscrosoft Dynamics for BPM in this
research explained how Using Microsoft Dynamics CRM for Business
Process Management is beneficial for overall efficiency and achieve
organizational objectives using the software. This gave a clear view
about Miscrosoft Dynamics CRM working along with its functioning.

Migration to Open Source Sugar CRM- Case Study- Herein Aspire

explained how seamlessly they migrated their internal systems to
Sugar CRM without any disruption to existing business operations and
customized existing Sugar-CRM modules to meet the customer’s
specific business requirements. This case study helped me analyse the
pros and cons of the Sugar CRM.

Discover SAP CRM - Covered the major components of SAP CRM

Marketing, including how it assists organisations in planning,

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budgeting, executing, analysing, and optimizing all aspects of
marketing and campaign execution as well.

Utilities Field Service Case Study: PERC Streamlines Operations with

Service Pro and NetSuite- 2019 the whole case revolves how PERC
faced operational issues and explains how NETSUITE CRM helped in
improving overall efficiency and reduced the operational issues and the
slowdown.
GoDaddy Experience Case Study- herein can understand in depth how
Nimble to support their strategies and processes to position their
advocacy and evangelism team to scale effectively for growth so that
they can assist more customer to achieve their goals.
Burleson Orthodontics Automates its Way to 10X Growth shares their
experience of using Infusion Soft by combining automation with a
passion of customer service, the business has enjoyed explosive
growth and a stellar reputation.

Amazon India Helps Retailers Flourish through Zoho CRM, Amazon

India shares it experience of how and why they chose ZOHO to find a
CRM that was customizable and easy to learn at the same time.

Getting on the Road with an Inbound Approach- Suzuki’s marketing

success using HubSpot to take a deeper dive into the online arena to
drastically increase its profile in the marketplace along with explains
how they achieved remarkable results.

22 Must have Marketing Tools for Marketing Stack- by Neil Patel He

tried to provide loads of information on various tools and their uses
and features. This helped me knowing the perspectives of various
business users.

According to Scott Brinker, author of chiefmartec.com’s “Marketing

Landscape Super graphic” -2016 these tools can be selected from a

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dizzying array of 3,874 solutions… and counting. And that’s not even
the real problem.

Concluding Remarks:

The citations are the sources that I have referred throughout in the
completion of this report. Study being Descriptive asks one to have an
extensive knowledge about the field, here in area being Digital
Marketing.

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 CHAPTER 4

RESEARCH METHODOLOGY

4.1 The Research Design used in this project is Descriptive.

Descriptive Research helps us in understanding the candidate and their
behaviour in most precise way. It is about describing
people/organization who takes part in the research study. It is also used
to explain statement of affairs as they are present with the researcher
having no control over variable factors.

This type of research may be identified as simply the attempt to

determine, describe what is, while analyzing to establish why is it that
way or how it came that way. The aim of this type of research is to
highlights problems through data that we have collected and it allow us
to report the situation more precisely than what is possible without
using this method.

It is a well-used format and is used in expressing the characteristics /

behaviour of organizations taken into consideration.

Advantage of using this type of research:

1. A huge amount of data is collected under this type of research and it

gives us a lot of information.
2. It gives us the opportunity to combine the methods of data collection
i.e. the qualitative and quantitative.
3. Takes little time when compared with quantities experiment.
4. It is relatively cheaper way of collecting sample data.

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Disadvantages using this type of research:

1. This type of research cannot prove statistically the research problem.

2. The findings of the research can show a level of bias as there is no
statistical test used.
3. This type of research might not helpful when we have to identify the
cause behind described phenomenon.

Information has been collected from the organization who have used
any of these tools (at least once in a while), for this research. The data
so collected in for research is purely based on online data like that of
case studies/blogs/articles/reports/testimonials of clients.

4.2 Research Technique:

Four main stages followed in a research are:
• Problem- it is the first stage that decides the topic. Objective and
the motivation as described above.
• Data Collection- Collected Data of Top 10 Digital Marketing
Tools available in the market which 80% of the organization
chooses from.
• Data Analysis- this is the third stage where the collected data are
analysed, in order to find a solution to the problem. It has got two
steps: Organisation of Information and Analysis of results.
Compared all 10 software tools in terms of their capabilities and
features they offer.
• Action- The final conclusion wherein using the Analysis I have
drawn over here i.e. The features, capabilities, usage, prices and
more for choosing the right combination of tools for your specific
goals and needs.

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Concluding Remarks:

This chapter elaborates about this research data and the way the study
has turned out in sense, how the data aka case
studies/testimonials/reviews/ have aided in final completion of this
report. Also to note, organizations don’t reveal fully the details in
terms of confidentiality.

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 CHAPTER 4

INTERPRETATION FROM CASE STUDY

Key components of Marketing Stack:

COMPONENTS NEEDS

➢ Email Marketing ➢ To manage email

campaigns
➢ Content ➢ To Host sites and
Management blogs
System
➢ Mobile Marketing ➢ Tools and apps
➢ Advertising ➢ To help customers and
reach new segments
➢ Automation Tool ➢ To ease the operation
functioning

➢ Integration ➢ To sync with other

tools for efficiency
➢ SEO Tools
➢ To provide guidance
on reaching audience
➢ Analytics Tools
➢ To analyse and
organise

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 “Strategy First, Technology Second”

Commonly 47% buyers buy software this way:

Head straight to Google/G2 compare features various sets and pricing

and that starts with free trials to see if it fits in.

But the thing is → a tool is not a strategy.

The Real Value Marketing Software offers strategy and approach it

enables plus how it impacts customer experiences (desired end result).

i.e. When someone uses a software, they’re not just looking for
features instead they lookout for the approach, they are looking for a
vision. So, we can catch that vision and run through it.

Figure 3- Marking Stack Deployment

Source: https://www.shiftcomm.com/blog/choose-marketing-
technology-stack-part-1-7-introduction/

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 Framework

Foremost Devise Marketing Strategy

Shaped around

Product Desired Audience How to reach them

Analyse Current Marketing Practices

Identify where they match the strategy and where they block it (i.e.
where you lack processes and where you need to do things
differently)

Now you know exactly the tool you need

Use the technology based out of this

Example, a business that sells their goods and services to business

(B2B) / customer (B2C) will use different modes of channel and
techniques to acquire clients/customers and will have varying
technology needs.

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 Attract Lead Generation

Retention
Engage

360° View of Effectiveness

Analyze &
Optimize

Fig 4- Workflow
Source: Own source

• Attract: Lead generation → starts with traffic

Fact - 63% of marketers said that lead generation is their biggest
challenge.
Tool – This is where the 1st collection of tools will be taking care
of like:-

Tools

Unbounce
Sprout Madkudu (lead
Google ads Ahrefs seo ( landing page
Social (smm) scoring)
builder)

• Engage: Retention
Fact – Last year it was estimated that marketers have spent over
$6 billion attracting business to their websites.

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Isn’t it mind blowing, how much attention we pay to campaigns (cash)
which drive traffic to our sites. But happens once a prospect lands
there?!
Here comes the role of “customer engagement”. Few tools:

• Analyse & Optimize:

Tools

Outreach
Market o Hubspot
Interncom Clearbit (data Aircall (cloud

( CE+LG ) enrichment) ( MA ) ( Sales

( MA ) calling)
Engagement)

Lead generation → starts with traffic

Fact - 63% of marketers rated lead generation as the biggest

challenge.
Tool – This is where the 1st collection of tools will be taking care
of like:-

Tools

Tableau Segment
Google Lean Data Hot Jar (conversion
( business ( customer data
Analytics ( lead mgt ) rate optimization)
intelligence) infrastructure)

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• 360° view of marketing effectiveness of each layer. Tools: few of
them are-

Tool
s

Unbounce (landing
Sprout Social Madkudu (lead
Google ads Ahrefs seo page builder)
( Smm) scoring)

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 Customer relationship management tool (CRM)

Managing relationships is key to every organisation in running a

successful business. A lot can happen when someone hears about a
brand for the first time and when they turn up as a customer/client.
CRM enters into the picture in this scene to make it happen. Every
business uses it with different purpose. Keeping this in mind the ten
tools features were considered that would be helpful for most
businesses.‖

Figure 5- Customer Reation Elements

Source: https://in.pinterest.com/pin/821062575788376697/

Track all customer relationships and can provide insights on how

marketing campaigns influence sales pipeline and customer growth.

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 Why Need CRM Tool?

• Maintaining relationships with customers is key to the

success
• Will help keep organised and connected to customers
• 79% leads will fail to connect without CRM (according to
IBM)

Few Tools are-

Tools

Sales force Infusionsoft Pipedrive Hubspot

Important aspect of any business relationship between customer and

organization is

Good and Services

Right Content and Resources (that motivates prospects to interact

with your brand)

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 Figure 6- CRM software functions
Source: https://www.business2community.com/customer-experience/the-
ultimate-guide-to-customerrelationship-management-02240507

Figure 7- CRM Core Areas

Source: https://www.greenrope.com/what-is-complete-crm

32
 CRM framework

Foremost → know your customers (ATTRACT)

→ Decide what materials they engage with your brand and how
(ENGAGE),

[this is where sales and marketing department must work together

closely to get it right and stand out of the competition]

→ More and better communication between them will help in

consolidation and interpret the relevant data to drive more personalized
experience

(ANALYSE & OPTIMIZE)

[As you began to understand how your segment tend to interact with
the services and offerings, one can analyse and optimize larger data
sets to continue improve optimizing customer journey in the future]

Figure 8- Types of CRM

Source: https://techonestop.com/what-does-crm-stand-for-what-is-

33
 Figure 9- CRM architecture
Source: https://lab.getapp.com/crm-architecture/

3 Key Functions of CRM:

1. Marketing automation
2. Customer Service automation
3. Salesforce automation

Why marketing tools be synced with CRM?

Marketing and sales department run on dozens of software. While
some of the leading software tools share integrations, many industries

34
specific tools do not have the API and Integration needed to share the
data across on entire marketing stack.

Example, a company’s marketing automation tool might believe a lead

is at the top of sales funnel where in reality they have already
purchased. However, the customer is still receiving prospecting emails
because the CRM didn’t share this information with the email
marketing
software.
Here enters the Syncing tools – it ensures accurate and up to date data
is shared across marketing stack like in healthcare or in credit card
numbers these are essential.

Uses

Fewer Data Improved lead More accurate

Silos nurturing reporting

CRM basically provides organizations with a pool which assures

security, simplicity, accuracy and scaling of customer interaction.
CRM increases the business profits and customer list and interaction.

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 CRM Customer 1 unique
All Customer 2 proposition
Customers Database Customer 3
Customer 4

Benefits:

• Provides better and improved client/customer relationship

• Reduces cost and manual efforts
• Offers high efficiency and satisfaction
• Supports improved cross-functionality
• Increases team collaboration.

Drawbacks of NOT using CRM tool:

• Increased manual efforts

• Loosing of tracks of business deals due to small scale.
• Lesser accessibility of data and lesser customer satisfaction
• Difficulty in managing customer contacts

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 Figure 10- CRM the game changer
Source: https://spotio.com/blog/why-your-sales-team-hates-your-crm/

37
 CUSTOMER LIFECYCLE

Figure 11- customer lifecycle

Source: https://financesonline.com/list-10-best-crm-software-tools/

CRM tools can be used to permeate, influence and affect all the phases
in customer lifecycle from establish initial awareness to conversion as
buying customers. There are loads of CRM products and vendors out
in the market and it’s hard to pick the right one.

38
Multiple research reports say that 30-60% CRM implementation fails
to serve as desired.

Reason?

Lack of product insight Undefined goals Lack of User

Adoption & Training
(Lack of knowledge of CRM features)

CRM Process

Evaluate your growth stack

If you already have a stack in place – but are looking for a new way of
doing things – then you’ll need to evaluate the current state of things
which will depend on the complexity of your existing stack.

Start by looking at how your current stack is contributing to your

marketing goals:

39
 • The budget are you currently investing into your stack?
• Does it make the activities that move the needle easier? Perhaps
various tools are missing features that would make your
workflows more efficient?
• Does it make the best use of your team’s abilities? Is usage of the
tool high?
• How much of your team’s resources are being used by managing
and operating your current stack?
Answering these questions will help you figure out which tools and
platforms you should keep, and those that should be replaced with a
better fit. For example, an affordable tool that doesn’t make a dent in
the budget, while making a big impact on marketing results, is usually
worth keeping in the mix.

Again, the ease of replacing or adding new MarTech solutions will

depend on how complex your team structure is. For example, a tool
that allows you to simply schedule social media content will be
attractive for smaller teams or startups. But for enterprise-level
organizations, something more end-to-end may be required.

You should also look for feature overlap. For example, why use a tool
that automatically emails subscribers about a new blog post when your
email marketing platform can do the same?

As you go through the process, make sure all stakeholders are

involved. Hence, you should ask above questions when you identify a
tool that connects processes between teams.

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Key Features of CRM

Make sure the software has the following features to fulfil the primary
purpose: nurture customer relationships.

1. Analytics- The software must be more than a platform that saves

your customer data. The complexity of your business processes
should be considered in how advanced your CRM tool should be.
It must effectively gather, consolidate and analyze data so you
can uncover crucial insights to use in making data-driven
decisions.

2. Customization- Flexible and configurable according to the unique

workflows of your business.

3. Scalability- It should support your business as it grows, so you

won’t have to transfer to another software and start from scratch.

4. Integration- You should check if it integrates with system you are

currently using, specifically customer facing apps at help desk.

5. Ease of use- Quick and easy to deploy. A short learning curve lets
employees understand and navigate around the software with
ease.

6. Mobile support- When a team member is out, mobile apps help

you stay connected and updated.

7. Contact Management- It helps business to collect and organize

customer data efficiently. Tracks leads as it progresses through
the sales pipeline and make first purchase. It manages customer
profiles, relationships and communication history.

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8. Sales Process Automation- Automates and smoothens various
sales functionalities to standardize business processes. It reduces
human error, makes sales cycle shorter and improves lead to
customer conversion ratio.
9. Service Automation- It automates and standardizes various
service processes to reduce response time and human error. It
improves customer loyalty and builds trust.

10. Marketing Automation- Allows companies to streamline,

automate, and measure marketing tasks and workflows.

11. Sales Force Automation- Providing actionable goals and targets

for each sales team member. Managing pipelines, opportunities
and workflows.

12. Lead Management- To score and categories leads, define rules to

automatically assign new leads to sales, manage sales pipeline
and personalize the communication so that’s sales team can churn
less and close the deals more.

13. Workflow Automation- Handles time consuming tasks, schedules

calendar, performance tracking and task scheduling and tracking
thereby eliminating wasteful practices and helps focus on
important business activities.

14. Business Intelligence- keeps a track of how well your brand

manages customer service. Helps gain insights into its customers
and user. Accurately measures and monitors data like feedbacks
and satisfaction of customers to help user improve sales
processes. This enables 360 degree visibility into every KPI.

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 Case Discussion:

Following are the Top 10 CRM tools in the market:

1. Hubspot

Shines in empowering businesses to build engaging, enduring

relationships with their customers and promote productive
conversations with them. This ability also helps businesses to improve
their revenues using crucial information provided by customer data
flowing in from such communication channels as phone calls, website
visits and social media interactions. It also gives companies the means
to process and analyze customer information, extract relations from
disparate data items to reveal insights and depict opportunities.

Figure 12- hubspot dashboard

Source: hubspot.com-crm-do-features-and-benefits/

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Long time HubSpot CRM users prize the software for the way it allows
them to categorize customers according to their expectations and
commit time to prospective buyers—capabilities that convert to more
tangible values especially in tandem with their sales and marketing
systems.

In more real terms, companies that recognize that the customer is at the
heart of their business naturally see that the most potent window to
customers is a very good software for CRM. And that’s what HubSpot
effectively see and essentially do in their tightly integrated CRM,
marketing, sales, and customer support platforms.

Summary:

One of the most famous CRM tool that attracts most of the clients as it
is free to a huge extent.

Features:
• Track performance against quota set in one simple view
• Tracks customer interactions automatically
• Records client details at one place and can read clients feedback
as well.
• Connects to all the places where you conduct your sales process
such as phone, websites, social media, email, etc

Cons:
• Can’t send emails across multiple companies at the same time
• Free version doesn’t have all features

44
2. Salesforce

It has become the standard in CRMs. And although the company now
offers over a dozen different products, its many-featured and highly
customizable sales CRM remains the backbone of its offerings. While
there is an entry-level Essentials plan, its minimal features make it
more of a gateway product to get users hooked on the Salesforce
ecosystem as they grow. The more impressive capabilities start with
Professional and go up from there. Along with an array of
customization options, some of the standout features include its
workflow builder, automated activity capture, and collaborative
forecasting.

Figure 13- Salesforce profile dashboard

Source: https://www.softwareadvice.com/crm/salesforce-profile/

45
To help automate business processes, Flow Builder is a visual drag-
and-drop tool that lets you create workflows to ensure compliance or to
just put repetitive actions on auto-pilot. Alternatively, you can create
the same workflow with a button in the contact record that lets the rep
start the flow.

With Salesforce's artificial intelligence, Einstein, you can sync your

email and calendar to automate data entry. Emails sent from Gmail will
be automatically linked to their records.

Summary:

One of the world’s leading cloud based CRM tool which provides
creative solutions that can be used effectively for all business
requirement companies from high scale to small startups.

Features:

• Cloud, scalable and ease of use

• Customization and provides platform for growth and upgrades
• Supports mobile integration
• A single platform wherein one can sell, serve and market any
time.
• Free and simple and easy navigation
• Cloud based so effective business automation

Cons:

• Costly customization
• Poor technical staff
• Complex process of generating reports

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3. Oracle

Oracle entered the CRM marketplace in 1998 and since then has
supplied customer relations solutions to 420,000 customers across 145
countries. Providing a comprehensive range of fully integrated cloud
applications, platform services, and engineered systems,

Oracle aims to deliver all the tools to make businesses of all sizes
operate smoothly. With customers in a range of public and private
sectors, from aerospace and defence through to retail and insurance,
Oracle has a robust and customizable platform able to be adapted for
different purposes. Oracle is headquartered in Redwood Shores,
California, USA and serves companies worldwide.

Oracle markets its Experience Cloud of sales and marketing solutions

(Oracle CX) as an all-in-one experience that combines social media, call
center, mobile and in-store contact points. Its focus on customer satisfaction
and social relationship management features emphasize improving
customer relationships with your organization through a variety of
channels.

With a slightly lower price tag than Salesforce, Oracle could be a

perfect fit for your business (and your budget!) but it is less
comprehensive than the industry giant. Oracle CX Cloud Suite
provides an exceptional contact management database. It comes with
pre-built cross-referencing functionality that helps maintain unique
data records, reducing the chances of human error or multiple profiles
for the same client.

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 Figure 14- Oracle CRM dashboard
Source: https://www.discovercrm.com/oracle-crm-vendor-profile.html

The case management function provides guided resolution to customer

concerns and tracks activity so it can be easily escalated if necessary.
The solution uses customer data from multiple channels to supply an
overview of the contact’s engagement such as requests, orders,
payments, etc. Oracle CX Cloud also allows users to access customer
related information and share relevant customer data internally
between sales and marketing teams.

Summary:

Renowned and trusted CRM tool among all the customers. Provides
reliable solutions for marketing, sales, commerce, social platforms and
service.

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Features:

• Provides social interaction with good client data integration.

• Supports business intelligence applications
• Partner relationship management
• Integration to Siebel CRM

Cons:
• Application becomes slow and has complex learning curve

4. Microsoft Dynamics

Out of the box, the product focuses mainly on Sales, Marketing, and
Customer Service sectors, though Microsoft has been marketing
Dynamics CRM as an XRM platform and has been encouraging
partners to use its proprietary (.NET based) framework to customize it.
In recent years, it has also grown as an Analytics platform driven by
CRM.

More than three years after the launch of Dynamics 365, Microsoft’s
combined customer relationship management (CRM) and enterprise
resource planning (ERP) suite has finally come of age, according to Gartner
senior director analyst Julian Poulter. When Dynamics 365 was launched in
2016, it was branded by some as a challenger to the likes of Salesforce,
while Microsoft corporate vice president, cloud and enterprise, Takeshi
Numoto, suggested the release saw the company “taking the first step to
bring our customers new, modern, enterprise-ready intelligent business
apps”.

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 Figure 15- Microsoft dynamics dashboard
Source: https://www.arnnet.com.au/article/669451/has-microsoft-dynamics-
finally-come-age/

The CRM Solution can be used to drive the sales productivity and
marketing effectiveness for an organization, handle the complete
customer support chain, and provide social insights, business
intelligence, and a lot of other out-of-the-box functionalities and
features. As a product, Microsoft Dynamics CRM also offers full
mobile support for using CRM apps on mobiles and tablets.

Summary:

Popular and strong CRM tool. Helps to streamline the process

increases profit in sales, marketing and service divisions. It is a server
– client software.

Creates a strong bond with the customer, thereby satisfying their

requirements and expectations.

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Features:

• Helps centralize data of customer, sales and marketing

• Creates a new database for the already available data
• Creates customer data in excel format
• Simple and easy client interface
• Supports both Saas and on-premise
• Provides automated workflows that reduces manual efforts
• Offers high customization

Cons:

• Good compatibility with Microsoft products but slows down

• Global searching is left out in one version

5. Zoho

The original Zoho Office Suite launched in 2005 with an open-source-

programmed word processor. Today, the SaaS company offers
individuals and businesses affordable tools for custom app creation,
accounting, document management and, of course, customer
relationship management. While larger players in the CRM industry
have just started offering small business versions of their enterprise
software, Zoho has always been focused on the small business set,
which means its tools were built with SMB users in mind first, not as
an afterthought. Zoho's tools carry the reputation of being easy to
implement and equally easy to use; they're not just for companies with
massive budgets or extensive in-house tech support.

It puts tools in the hands of sales reps that make selling both smart and fun.
With the help of features like real-time visitor alerts, lead prediction, and
gamification, a sales team will spend more time having conversations with

51
qualified leads than wasting time chasing the wrong ones. Sales Signals is
the backbone for understanding how and when contacts, leads, and
customers interact with your company. It provides real-time notifications
for email opens, website visits, campaign activity, social mentions, and
other actions. For example, if you’re running an email campaign with your
contacts, you’ll be notified when that person opens or clicks a link in the
email.
Zoho CRM software offers lots of functionality at a competitive price
point. While the customization options aren't as extensive as those of
some other CRMs we reviewed, there are still a lot of ways to tailor
Zoho to meet your needs. Plus, everything within the Zoho ecosystem
is built to work together, so if you require tech tools beyond the scope
of CRM, you can build out a comprehensive business solution with
relative ease.

Figure 16- Zoho CRM dashboard

Source: https://www.getapp.com/customer-management-software/a/zoho-
crm-plus/compare/business-plusaccounting-touch-screen-point-of-sale/
Zia is the built-in AI that collects and analyzes data entered in the CRM
each day. One of its core features is lead and deal prediction. This uses

52
 past record data to analyze the likeliness that a lead will convert to a deal,
and a deal will convert to a sale. Because it’s based on data, you need to
create and close a minimum of 1,000 deals in the last 15 months for it to
work, among other criteria. Once the requirements are met, Zia will
assign a prediction from 0-100, showing you which deals need attention,
and which you’re more likely to win or lose. Ultimately, it helps you
prioritize your team’s efforts and sell a little smarter.

Gamescope sounds like a cross between a fantasy league and a video

game, but it’s not. With it, one can create time-based challenges between
team members such as most leads converted, tasks completed, and deals
won. Everyone who reaches the target gets a Badge.

Summary:

Cloud based CRM and has been in business more than a decade.it is an
operational business platform that goes beyond being sales pipeline or
lead management tool.

Features:

• Supports 26 languages
• Omnichannel platform to connect with customers across different
channels
• Sales automation tools to manage leads, contacts, deals and
accounts
• Customize dashboard and reports with multiple options to
compare and analyse data
• AI powered sales assistant (Zia) to help you predict sales
outcome, enrich data and identify email sentiments and the best
time to contact someone
• Quick and easy onboarding. Migration system (Zwitch) helps
bring all existing sales data to Zoho in few clicks

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 • Advance security features
• 24-hour support to premium users
• Flexible contracts and pricing

Cons:

• Free edition is limited to 3 users

• Does not offer on-premise solutions

6. Sugar

SugarCRM is the world’s largest open source CRM (customer

relationship management) software. Founded in 2004, over 7,000
customers and more than half a million users rely on SugarCRM to
execute marketing programs, grow sales, retain customers, and create
custom business applications. These custom business applications can
be used in a multitude of ways, such as to power sales teams, run
customer support organizations, and manage customer information
databases.

One of the unique things about SugarCRM in the CRM space is that it’s
fundamentally an open source application, meaning that the source code of
the application is available to any user, developer, or customer of the
product. Whether one opts for the AGPLv3 licensed or the commercially
licensed version, the application comes with all of the source code,
enabling developers to customize and build upon the product with ease.

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 Figure 17- Sugarcrm Dashboard

Source: https://www.sugarcrm.com/blog/good-news-for-sugar-on-
premise-customers/

This ability has given SugarCRM partners and developers worldwide the
ability to customize the out-of-the-box application to fit in many different
organizations, vertical markets, and locales.

Summary:
Is an open source, meaning that any developer can access the source code.
Developers can create their own integration in php.

Features:

• Variety of communication options

• Flexibility to choose deployment method
• Good sales, support automation and online support
• Centralized storage with expanding workflows and role-based views
• Affordable price.

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Cons:

• Difficult learning curve

• Lot of manual programming is required for customization
• Development is quite complex for developers

7. Nimble

When prospecting, a large part of sales rep’s time is spent first finding
accurate contact info and then connecting with those contacts
effectively. One will be able to manage these accounts from the
Messages screen, making it easier to follow feeds and interact directly
with contacts. G2 Crowd, the world‘s leading business software review
platform, crowned Nimble as the CRM market leader for small
business teams based on its high customer satisfaction score:

a. 95% of Nimble users have rated it 4 or 5 stars.

b. 91% of Nimble users are most likely to recommend it to
others.
c. 94% of Nimble users believe it’s headed in the right
direction.

Nimble is a great, simple, and intelligent stand-alone CRM. However,

its outlook add in lets users live inside of Office instead of having to
navigate to other external applications. All Office users can make the
best use of all features of a good CRM application—lead management,
contact management, and pipeline management— while using the
information from both Microsoft 365 and its own database.

Perfect for quickly growing SMBs and lean start-ups that already use G
Suite and Office 365, Nimble allows you to organize your contacts in a
single place, attract prospects more intelligently and quickly, build lasting
relationships with customers, and close an increased number of sales with

56
minimal effort. It’s a multi-user, collaborative system that allows Microsoft
365 teams to share contact data and emails from any device, providing in-
depth insights about a contact simply through their social handle.

Figure 18-- Nimble CRM profile dashboard

Source: nimble.com/blog/5-signs-you-just-may-be-ready-for-a-crm/

Summary:

Famous CRM tool developed for professionals and organizations to

establish better client-customer relationship. Provides fast and quick
approach for monitoring, engaging and increasing business relationships.
Helps combining communication and customers in single platform for
simple understanding.

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Features:

• Good customer contact management

• Simple client friendly thereby increasing satisfaction
• API, custom fields, email signature capture, group messages and so on.
• Can assign work to anyone with improved sales pipeline tracking and
reporting
• Can extend nimble with more tools

Cons:

• Poor deal management system

• Lacks integration
• Comes with only one pipeline

8. SAP CRM

Known as integrated customer relationship management module by

SAP that helps any organization to achieve their business goals and
allows them to perform all Customer Relationship tasks efficiently.
CRM is one of the key components for making business strategy for
medium and large-scale organizations and it also helps in
understanding the customers, their needs and customer service
effectively. It can help an organization to stay connected to customers.
This way organization can achieve customer expectations with the
types of services and products that he or she actually needs.

SAP CRM is part of SAP ERP (Enterprise Resource Planning) business

suite and is used to implement customize business processes related to
Customer Relationship management CRM and to integrate with SAP and
non–SAP systems. SAP CRM allows an organization to achieve customer

58
satisfaction by meeting the service expectation and providing products
required by customers.

Figure 19- Typical SAP CRM WORK FLOW

Figure 20- CRM interaction centre

Source: https://sapbrainsonline.com/crm-tutorial/what-is-interaction-
center.html

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Summary:

Famous customer relation platform developed to support improved

working capabilities.

Also provide very good customer interaction experience for growth.

Features:

• Boosts customer engagement, sales and marketing

• Automates and integrates all the customer facing activities
• Many varieties of reports, tools and views for analysing and
forecasting
• Provides 360 degree view of all customers

Cons:

• Expensive
• More manual efforts are required to configure things
• Not good social capability

9. Netsuite

NetSuite CRM+ is a cloud-based customer relationship management

(CRM) solution for small and midsize organizations. NetSuite caters to
thousands of customers across a wide range of industries including
wholesale distribution, manufacturing, media/publishing and retail.

It offers sales force automation, e-commerce, customer data

management, partner relationship management, marketing analytics
and more. The NetSuite for iPhone application extends the

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functionality of the software to the mobile device. The analytics
functionality is able to integrate back-office metrics and data with front
office operations to provide upper management with a complete view
of their organization.

The solution operates on a multi-tenant architecture and all information

is stored in a secure data center. NetSuite also offers an application
development platform known as the NetSuite Business Operating
Platform (NS-BOS) that provides tools and resources for developers to
plan, build and deploy industry-specific customizations and
applications.

Figure 21- Netsuite dashboard

Source:https://www.getapp.com/customer-management-software/a/netsuite-
crm/

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Summary:

Cloud based ERP tool. Integrates departmental and processes like

planning, purchasing, finance sales, invoicing, marketing and so on to
form as a central service system for your business operations.

Features:

• Fully integrated
• Engaging workforce that guides you through
• Inventory and production management
• Financial info is easy to read
• Cloud application so accessible
• Custom reporting and audit tracking

Cons:

• Low speed and expensive for small business

• Training for multiple user level

10. Infusionsoft

Infusionsoft is the industry’s longest-running and most powerful

product, offering an all-in-one solution that provides advanced
marketing and sales automation, fully customizable campaigns, and
powerful app integration. Keep track of contacts, appointments, tasks
and everything else about your business all in one place. Access
Infusionsoft from any computer with an Internet connection and work
from anywhere.

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 Figure 22- Infusion soft dashboard
Source: https://www.youtube.com/watch?v=B6cA-TEkWBw

Collect data about your lead’s behaviors, score them based on

marketing interactions and prioritize the leads that are hottest and
ready to buy. CRM for small business has never been more powerful
and easy to use. Best of all, with an integrated system, when someone
becomes a client, it will automatically trigger personalized automated
follow-up. All of your customer history will be in one system to create
a seamless system.

Summary:

One of the famous marketing automation tools. Has one of the best
user interfaces for building automation campaigns, making it easy and
enjoyable to use.

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Features:

• Best designed user interface

• Great integration and API
• Great support and training
• Scalability as it uses universal tracking which keeps track of
contact’s behaviour across multiple marketing channels

Cons:

• Expensive
• No native integration
• Additional

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Concluding Remarks:

This chapter covers the main content about the marketing stack tools, the
top 10 tools details or we can say the case so studies was analysed and the
important facts and the information to reach the conclusion happens here,
also after extensive case studies of various respected authors papers and
their view points were considered and finally came out with my
interpretation after studying the various components, capabilities of these
10 tools and to whom they can be better suited for.

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 CHAPTER 6

RECOMMENDATION

Building the right marketing tech stack for any company is no picnic. It can
be quite a gargantuan task. But it’s all about integrating the right
technologies together so they’re working cooperatively instead of
independently. Not only will you get a full, comprehensive view of your
customer journey and marketing efforts, but you’ll uncover how to
optimize your hard-earned marketing dollars. Whether you’re looking at
the 3rd or 30th tool for your marketing stack, there’s a sheer
incomprehensible number of providers out there who will happily take a
slice of your budget cake. Making an investment and committing to a new
tool is almost never an easy decision, especially when there’s a lot of
implementation and training attached to it. If you get your tech stack right,
it’ll make your workday infinitely better.

1. Before you jump into marketing stack process, ask yourself these
questions or consider these points to get started in the right direction.

• Have I done enough research to begin with?

• Does the software integrate with the tolls I need it to?
• Do I have shiny syndrome?
• Should I include other departments inputs in the final
decision?
• Do I have the right amount and kind of manpower to operate
it?

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2. Make integration a chief priority in your marketing technology
acquisition strategy.

• Raise the level of priority for integrated technology as part of your

vendor strategy. Make sure that all of your teams are trained in this
area and that technology vendors you evaluate understand that
integration is an important point of differentiation.

3. Let the customer experience guide your requirements and priorities.

• Top-down approach to building data and technology requirements.

Design the type of customer experience that your organization wants
to deliver to customers, on your website, mobile apps, email, social
media, digital ads and so on.

4. Technology is just one hurdle, organizational and execution

challenges still need to be addressed.

• Mastering cross-channel requires a marketing organization that

is designed to break down silos, create internal alignment and
drive real value across the enterprise.
• Staffing is a critical factor. The right skills and technical
expertise must be gathered in-house or through agency, vendor
and other third-party partnerships.

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 CONCLUSION

From this case studies I have interpreted that one can design/ choose their
tools, the best combination that addresses their organisation or
marketing/sales needs for staying ahead of the competition and function
smoothly.

Hereby, one will be able to achieve the following:

• Address unique needs and marketing objectives

• Optimize your social media marketing
• Reach maximum audience
• Collaborate with Sales to personalize customer needs/experience
• Gauge lead generation results using analytical tools
• Proper combination will improve the productivity and increase
the effectiveness
• Align your marketing stack with building awareness, acquiring
new customers and retaining existing customers.
• Handle many marketing tactics with platform integration.

CRM is not a technology or even a group of technologies. It is a continually

evolving process that requires a shift in attitude away from the traditional
business model of focusing internally. CRM is an approach a company
takes toward its customers backed up by thoughtful investment in people,
technology and business processes. It is important to understand the
concept with respect to information systems and marketing. As a marketing
component, CRM is a relationship process which a company can cultivate
with its customer groups/segments in such a way that it would benefit both
the customer and the company. It can also be considered as a liaison
process between a product and a consumer which is as old as marketing
itself.

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 CHAPTER 7

LIMITATIONS AND FURTHER RESEARCH

Limitations of this study:

• The study is limited to ten tools.

• The time period over which this study was conducted was also
less.
• The size is relatively small.
• To accurately evaluate and provide insights, organization
approval and details so not openly shared are desired.
• Organizations don’t share detailed information in confidentiality
terms.
• Limited to marketing stack only.
• No other tools are considered in here except the CRM tools.

Further Research:

Research can be further taken forward by respective organizations on how

they can bundle various marketing CRM tools /software for achieving
specific objective or increasing overall efficiency. It differs to organization
to organization so further research in terms of their budget allocation,
workforce competency and skills vary. And accordingly research and
analysis has to be done as recommended above.

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 BIBLIOGRAPHY

• Bibhav Adhikari, Kathmandu University- ―Managing Customer

Relationships in Service Organization.
• Oracle CX Cloud a Case Study- ―Implementation of Oracle CX
Cloud Solution at Atradius Collections (Go live in Weeks).
• Kuo Lane Chen & Huei Lee- Paper: ―Using Microsoft Dynamics
CRM for Business Process Management.
• Aspire Systems Case Study- ―Migration to Open-source Sugar
CRM.
• Srini Katta- ―Discover SAP CRM.
• Loni Luna- Utilities Field Service Case Study- ―PERC Streamlines
Operations with Service Pro and NetSuite.
• Case Study Infusion Soft- ―Burleson Orthodontics Automates its
Way to 10X Growth
• Suzuki South Africa – Hubspot Case Study.
• GoDaddy Experience Case Study Zoho.
• Anand Goyal, Director Amazon India “Amazon India Helps Retailers
Flourish Through Zoro”

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