Microsoft CRM Releases Give Sales, Marketing Veto Power - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Cloud // Software as a Service
News
9/16/2014
09:06 AM
Connect Directly
Google+
LinkedIn
Twitter
RSS
E-Mail
50%
50%

Microsoft CRM Releases Give Sales, Marketing Veto Power

Microsoft says coming Dynamics CRM and Marketing apps will let salespeople influence marketing and vice versa. Catching up with Salesforce.com?

Microsoft Office For iPad Vs. iWork Vs. Google
Microsoft Office For iPad Vs. iWork Vs. Google
(Click image for larger view and slideshow.)

Microsoft on Tuesday said it will release Dynamics CRM 2015 and Dynamics Marketing 2015 in the fourth quarter, and it's promising that these integrated apps will help close all-too-common gaps between sales and marketing.

"Marketing tries to keep sales in the loop, but sometimes they're paying attention and sometimes they're not," said Angela Bandlow, director of marketing, Microsoft Dynamics CRM, in a phone interview with InformationWeek. "Inevitably you get reps saying they didn't know about campaigns, or, worse, they say 'stop spamming my accounts,' which is something you never want to hear."

To close such gaps, Microsoft Dynamics Marketing 2015 will introduce an Interactive Marketing Calendar and a Sales Collaboration Panel that will give both parties an "outside-in" view of how marketing impacts accounts and contacts.

[Want more on Salesforce.com marketing-integration moves? Read Salesforce.com Previews Sales Feature To Promote Pardot.]

"It's the customer's view versus the CMO's view, and you can see all communications and how customers are responding to emails, links, downloads, and other content and offers so you can personalize ongoing engagement," Bandlow said.

If an important account or contact has definitively said no to a cross-sell or up-sell offer, for example, a sales manager or salesperson can use the Sales Collaboration Panel to opt customers out of certain campaigns or messages. Managers can assign this veto power to whatever groups or individuals they deem appropriate. Taking the opposite perspective, Dynamics Marketing 2015 will enable marketers to see the activities of salespeople in Dynamics CRM 2015, and they will be able to assign tasks to be executed on the sales side.

A new calendar view in Microsoft Dynamics Marketing 2015 gives marketers and salespeople alike a comprehensive view of upcoming campaigns.
A new calendar view in Microsoft Dynamics Marketing 2015 gives marketers and salespeople alike a comprehensive view of upcoming campaigns.

Stepping up competition with its chief CRM rival, Salesforce.com, Microsoft introduced Dynamics Marketing in June, building on a platform gained through its 2012 acquisition of Marketing Pilot, a company that had roughly 100 customers at the time of the sale. Since integrated with Dynamics CRM and relaunched as Dynamics Marketing, the cloud-based app is gaining 15 to 20 customers every 10 days and now has more than 350 customers, according to Bandlow.

Acquired at undisclosed terms, Marketing Pilot was a modest deal for Microsoft compared to the $2.5 billion Salesforce.com spent to acquire ExactTarget, a 14-year-old company that had more than 6,000 customers at the time of its acquisition.

In other moves to broaden its footprint and better compete with Salesforce, Microsoft acquired Parature early this year to power Dynamics CRM Customer Service and Unified Service Desk (call center) offerings introduced in June. And in 2013 the company bought social-analysis vendor NetBreeze, which brought capabilities since turned into Microsoft Social Listening.

Other upgrades in Dynamics Marketing 2015 will include:

  • A graphical email editing tool for developing rich HTML campaigns
  • Improved segmentation capabilities with A/B testing, multivariate analysis, and multipath analysis across customer-interactional channels
  • Integration of Microsoft Lync click-to-call capabilities for scheduling and executing Webinars

Upgrades to expect in Microsoft Dynamics CRM 2015 include:

  • The ability to bundle and recommend products for up-sell and cross-sell across product families
  • Enhanced Guided Sales Processes to steer salespeople toward desired outcomes and enforce business rules across devices
  • New mobile sales capabilities including role-tailored dashboards and analytics and personalized home pages

Dynamics CRM has experienced 40 consecutive quarters of double-digit sales growth and now has some 4.25 million users from among more than 40,000 customers, according to Microsoft. Salesforce says it has more than 100,000 customers. A key differentiator for Dynamics CRM versus Salesforce is that it can be deployed on-premises, hosted in private clouds, or consumed as a multi-tenant service as Microsoft Dynamics CRM Online.

Cloud Connect (Sept. 29 to Oct. 2, 2014) brings its "cloud-as-business-enabler" programming to Interop New York for the first time in 2014. The two-day Cloud Connect Summit will give Interop attendees an intensive immersion in how to leverage the cloud to drive innovation and growth for their business. In addition to the Summit, Interop will feature five cloud workshops programmed by Cloud Connect. The Interop Expo will also feature a Cloud Connect Zone showcasing cloud companies' technology solutions. Register with Discount Code MPIWK or $200 off Total Access or Cloud Connect Summit Passes.

Doug Henschen is Executive Editor of InformationWeek, where he covers the intersection of enterprise applications with information management, business intelligence, big data and analytics. He previously served as editor in chief of Intelligent Enterprise, editor in chief of ... View Full Bio

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
Slideshows
10 Cyberattacks on the Rise During the Pandemic
Cynthia Harvey, Freelance Journalist, InformationWeek,  6/24/2020
News
IT Trade Shows Go Virtual: Your 2020 List of Events
Jessica Davis, Senior Editor, Enterprise Apps,  5/29/2020
Commentary
Study: Cloud Migration Gaining Momentum
John Edwards, Technology Journalist & Author,  6/22/2020
White Papers
Register for InformationWeek Newsletters
Video
Current Issue
Key to Cloud Success: The Right Management
This IT Trend highlights some of the steps IT teams can take to keep their cloud environments running in a safe, efficient manner.
Slideshows
Flash Poll