Previous month:
May 2019

June 2019

Building Shareholder Value with CRM: White Paper Review - Workbooks CRM

Building-shareholder-value-with-crm-ebookTitle:   Building Shareholder Value with CRM

Published by/Authors:  Workbooks CRM

Gated: Yes

Download Link   

Highlights:  In few words, but loaded with meaning, Workbooks created a document that reminds senior management that CRM systems aren’t just for sales or marketing people.  CRM systems inform and affect shareholder value.  For instance:

  • CRM systems identify marketing and sales issues to help you decide if the company investment in sales and marketing people and programs is performing.
  • Is the marketing direction working?
  • Are people not performing?
  • Are products competitive?
  • Where in the marketplace can you expand your sales and marketing investment?
  • What is the cost of customer acquisition and what changes need to be made?
  • Is marketing delivering an ROI?
  • What is the cost of servicing customers?
  • What is the lifetime value of customers?
  • Is there visibility for best practices?
  • CRM informs you about your investments and cost-saving decisions.
  • A good CRM system, used by sales AND sales management, impacts shareholder value!

 SLMA Comments:   

This is the shortest and cleanest justification for CRM deployment we have read.

Why it’s Important

This white paper from, “Building Shareholder Value with CRM,” shows how a CRM system can impact shareholder value.

Recommended for: 

  • CEO
  • President
  • CFO
  • CSO
  • CMO
  • Marketing Operations
  • Sales Operations
  • Content Management and Creation
  • Product Management

Download Link


This review was conducted independently without the advice or consent of the publisher.  Of course, we only review those papers worthy of your time; we leave the others to someone else.

Note:  If you would like your research or e-book reviewed, you may submit it to:  There is no guarantee it will be reviewed.  You may not be given notice if it is reviewed.  If you would like to submit artwork for the cover of the work along with a copy of the work, you may do so.  Members and non-members, sponsors and non-sponsors are welcome to submit work for review.  Sponsors are given priority for white paper reviews.

 This blog is supported by the generous sponsorship of  VanillaSoft and Goldmine CRM Software and the 25 additional sponsors of the SLMA. 

For priceless but free membership in the Sales Lead Management Association go here. 

Sales Management is to Blame When the CRM Systems Fails

IStock_000015451654-200 (1)In my years as a sales consultant, most of my clients had a sales manager who wanted his salespeople to use their CRM system, but he or she wouldn’t use it themselves.  

I found that sales managers can’t coach about a CRM system’s use that they themselves don’t use. Too often they wink at salespeople when marketers plead for them to close out the leads so Marketing can put an ROI figure on campaigns. 
Hundreds of thousands, and sometimes millions, of dollars are spent on a CRM program with high hopes but no support from the most important  sponsor and user - - the sales manager.  Without a buy-in from sales management, CRM programs fail miserably, and coincidentally so do the salespeople and sales managers.

Of course, sales managers hum the corporate tune and say they want a CRM that works, if someone could just find the right system.  The larger the company, the more likely it is that the sales manager will rely on the sales operation manager, because the sales manager is too important to bother to learn about his or her most important tool.

Why it Matters:

The best, most productive CRM system is the one salespeople use; and they won’t use it if sales management won’t use it.

Almost as bad, sales management may only use the CRM system for sales forecasting.  They don't review the prospect record, contacts, notes, frequency of contact or additional vital prospect information.   In most cases, know-it-all sales managers are the reason why CRM systems fail to live up to potential. 

Quality Vs. Quantity - Mari Anne Vanella

By Mari Anne Vanella, The Vanella Group

This statement gets back to the quantity versus quality leads. Lead generation companies making buckshot calls to countless companies hoping one will hit the target. A bit of research may reveal that not only is this company you are calling NOT a potential client, but that they may indeed be a competitor offering the same services.

This reminds me of tradeshow, webinar and other “guest” situations. Periodically, I’ll bring a customer or partner to tradeshows and other sponsored events as my guest. Their company name is usually included in the registration, yet no one vets the list so perhaps up to four years later our main line is receiving calls seeking out our “guest” as if they work for our company. Did you read this part, “FOUR YEARS LATER.” How big was that event list? Chances are a bit of research on LinkedIn would have revealed they are currently a VP at a large software company and has been since the time of the past event.

Along the same line of thought, has this happened to you? When I’m a visitor to various websites, behind the scenes there is a script generating notifications that someone has crossed their online boundary, triggering the “follow up” system, creating a new lead in their CRM, even though I have tripped the alarm on this site several other times – also generating a new lead. The phone rings within minutes and the call is from the company whose site I’m on.

There are actually companies sites I no longer choose to share their content because every time I do, I get an email and a call within an hour without specifically expressing interest in receiving a call. The total lack of caring about the 15 other times they called for the sake of MAYBE this time I might be interested, has turned me off completely to a point I deliberately avoid the sites and the companies. These companies have so much thoughtless automation in place without checks and comparison  that it has led me to not only avoid their sites, but to make a mental note to not recommend this model to clients ever.

The good thing is as long as this is the type of outreach that goes on, my company remains in high demand. But what is going on in the industry continues to reinforce the distaste people have for salespeople. With all the great tools in the sales enablement space today, reps continue to disable themselves by not using them right. Part of the hiring process for companies needs to be surfacing their personal views on prospects and their view of them as people, and how they make sure they personally add value to their interactions. In fact, one of my hiring questions is “Tell me about a time you went above and beyond for a company you worked for.”

I had one guy tell me “Wow Mari Anne, you are really making me stretch my brain here….” Evaluate your hiring model to make sure you aren’t hiring someone that couldn’t care less about your prospects you invested in to acquire. And then evaluate your training and monitoring to make sure you aren’t having a complete break-down on the front lines of customer engagement. I did a blog post a while back about that Last Mile of Engagement, and that is where the majority of lead generation investments are lost in how they are handled by reps.


Mari Anne VanellaListen to Mari Anne Vanella on the Outstanding Outbound Radio Show and podcast.


A Cartoon about Sales Management and Leaving it All Behind.


Being a sales manager isn't easy, but neither is being a marketing manager.  Both have salespeople to feed and nurture.   

 No matter how much you feed salespeople they always want more.  Give them more and they want better quality.  Give them a qualified lead and they want it only from the largest possible prospect.  Give them qualified leads from the largest possible prospect and they want a purchase order attached.  Its just part of the job. 


You can copy this cartoon and use it as long as you leave the attribution within and attached to the work of art.

See more cartoons from CartoonLink, go to the SLMA site.

If you're not a member of the Sales Lead Management Association, join now.  Join SLMA


Practice, Practice, Practice is the Essential Factor for Success - McClure

McClureI was at a seminar and Michael Phelps, the world-class Olympic swimmer who has won more medals (14) than anyone else in the world, was being interviewed.  He was asked why he was so successful, so dominant in his sport.  His answer was startling:  he worked out and swam (4-5 hours a day) for EVERY SINGLE DAY of the year (all 365) for 4 years in a row.  That's 1,460 days of working out without a break.  He told the audience that if you take a day off, it takes two days to get back to where you were before.  If you take a week off, it takes two weeks to recover.  So he never took time off!

One of my friends is a professional golfer.  One day, while admiring his swing, I stated that I wished I could have his swing.  He replied, "That's easy.  Just hit 1,000 golf balls a day for the next year and you'll get there." 
What's this have to do sales?  Everything!  To achieve peak performance as a sales superstar, you need to practice.  You need to read books and listen to CD's of all of the top sales trainers and authors.

What a concept!  I can't imagine working out every day for 4 years, or attempting to hit 1,000 golf balls a day.  But that's what it took for these peak-performing athletes to reach their goals! 

Why It's Important

"Every single step in your sales process can be practiced, refined, drilled, and practiced again until you have it down with perfection."

Patrick McClure

What's this have to do sales?  Everything!  To achieve peak performance as a sales superstar, you need to practice. 

  • Read books and listen to CD's of all of the top sales trainers and authors.
  • Spend at least an hour a day working on your skills.  You should practice and refine your sales pitch again and again until it's second nature. 
  • Find a partner and practice handling common objections over and over again until you are NEVER thrown off track in a sales call. 
  • Pick up the phone and make 1,000 calls in a month, and every time getting better and better. 

Every single step in your sales process can be practiced, refined, drilled, and practiced again until you have it down with perfection. 
To become a sales superstar, you need to practice just like an Olympic athlete.
Here's to your Success!

Patrick McClure
Connexia Group



Funnel Radio Line-up June 13


9 am INSIDE Inside Sales by VanillaSoft with host, Darryl Praill

Guest: Scott Einaugler
Customizing Your Path

9:30 am Revenue Optimization Radio by Altify with host, Patrick Morrissey

Guest: Paul Ross, Centeio
ABM – Complete bullsh*t or the key to sales and marketing alignment

10 am WVU Marketing Communications Today by West Virginia University with host, Michael Lynch

Guest: Kelly Ann Collins, CEO Vult Lab
Social Media for Social Change

10:30 SLMA Radio by Funnel Media Group with host, James Obermayer

Guest: Ellen Rudy, Larry Wildermuth
Why End of Life Conversation Makes Life Itself Easier

11 am CRM Radio by GoldMine with host, Paul Petersen

Guest: Andrea Waltz, Keynote Speaker, Co-author, Go for NO!

11:30 am Sales Pipeline Radio by Heinz Marketing with host, Matt Heinz

Guest: Ryan Luckin, VP Marketing LevelTen Energy
Balancing Brand and Demand: How to drive short and long term marketing objectives

12 pm LeadGenius Radio by LeadGenius with host, Jeff Kostermans

Guest: Daniel Gaugler, CMO
Everything Old is New Again: Direct Mail

12:30 pm Table Fries by with host, Jeanne Hopkins

Guest: Krista Pappas
Are we on a rocketship?

1 pm Agile Operations Podcast by with host, Mike Volpe

Guest: Karen Rubin
1E5: The Real MVP: Minimum Viable Process

Should You "Buy an Appointment” to Build Pipeline?

No one can deny that there is no better qualified lead than an appointment with the right person that is considering purchasing a product in their space.  In this interview with Mari Anne Vanella, CEO of the Vanella Group, we discuss how an outside service can be so effective in getting an appointment with the right person.  

About our Guest Mari Anna Vanella

Mari Anne Vanella has 25+ years of sales and business management experience. As Founder/CEO of sales development firms in the Silicon Valley, her organizations have consistently delivered long-term, successful sales development programs to high tech and services industries across the United States.

Mari Anne's background includes successful performance as Vice President and Director at companies such as The EC Company (now ADX), PictureTalk, a subsidiary of Drake International (one of the world's largest IT solution and staffing firms), Global Knowledge, a $500 Million IT Training and consulting firm, and at Skyline Computer Corporation, where she led the Cisco Training Products organization to a #5 position in the country within one year. Prior to these she founded Procom, a sales development firm based in the Silicon Valley serving customers such as State Farm Insurance, Waddell & Reed, AmeriPro, and many others.

Her executive leadership roles in enterprise technology sales organizations with field reps, sales engineers and customer service teams contribute to in-depth knowledge and hands-on experience which results in a solution that has unmatched results.

She has authored the best-selling and award-winning book 42 Rules of Cold Calling Executives which is available on and other retail channels.


About The Vanella Group, Inc.

The Vanella Group, Inc. is the only provider of High-Touch/High-Quality Telesales-based Lead Generation Solutions for Enterprise Technology companies that over-achieves traditional lead gen programs 5x above industry standards. Now in their 17th year, they have delivered opportunity-based programs for companies such as HP, Hitachi, SAP, and many other enterprise technology providers. Their programs are uniquely designed to be performance-oriented using a peer-to-peer engagement model.


Funnel Radio Line-up June 6


Listen live starting at 9 am Pacific through 1:30 pm. Guests include Shiera O’Brien, CEO Sales Metrics, Ltd and Andrew Buckley, CRO, Traction on Demand. After that catch more episodes with guests John Auge and Kristy DelMuto, VP of Strategic Marketing, LLR. That takes us to 11 with Mario Martinez, CEO/Founder Vengreso and Kris Rudeegraap CEO at Sendoso. Asher Strategies hosts Mark Bronfman. We close our day with guests Dan McDade, followed by David Donlan & Mary Rogul.

9 am INSIDE Inside Sales by VanillaSoft hosted by Darryl Praill

Guest: Shiera O’Brien, CEO Sales Metrics, Ltd
The Power of Language – What We Say Matters

9:30 am Revenue Optimization Radio by Altify hosted by Patrick Morrissey

Guest: Andrew Buckley, CRO, Traction on Demand
Hiring and scaling your sales team

10 am WVU Marketing Communications Today by West Virginia University with host, Michael Lynch

Guest: John Auge
The Heart. The Craft. The Journey.

10:30 am  Revenue Rebels by DemandLab hosted by Rhoan Morgan

Guest: Kristy DelMuto, VP of Strategic Marketing, LLR
How to Drive Revenue Using Content Marketing

11 am CRM Radio by GoldMine hosted by Stacy Gentile

Guest: Mario Martinez, CEO/Founder Vengreso

11:30 am Sales Pipeline Radio by Heinz Marketing hosted by Matt Heinz

Guest: Kris Rudeegraap CEO at Sendoso
Personal Touch at Scale: How to Make Your Marketing (and Sales) Irresistible

12 pm ASHER Sales Sense by ASHER Strategies hosted by John Asher

Guest: Mark Bronfman
What Sales Professionals Need to Know About Executive Compensation

12:30 pm Funnel Radio by Funnel Media Group, LLC with host, James Obermayer

Guest: Dan McDade
The Prospect Experience Isn’t Marketing Automation or CRM

1 pm Road Warrior Radio by hosted by Ryan Ball

Guest: David Donlan & Mary Rogul
Testing for Coachability

No One Agrees About the Definition of a Sales Lead - Dan McDade in a 5 Minute Podcast

It is easy for marketing management to be misled into thinking the prospect’s experience is taken care of by the CRM system, Marketing Automation and eventually salespeople, but this isn’t the case. 

The more we automate the more we rely on software to do a job that needs a personal touch. 

Author, sales guru, and lead generation professional Dan McDade, is our guest from Prospect-Experience and he discusses the over-looked field of prospect experience management. McDade says this failure is needlessly costing companies 10-20% of closed sales every month.  This except is taken from his original program which can be heard here:

The Prospect Experience Isn’t Marketing Automation or CRM

McDade has a history of knowledge in the sales lead management and lead generation fields having been the CEO of PointClear for 20 plus years. He is now the managing partners of Prospect-Experience which solves the weaknesses in B2B companies he sought to repair when the leads he created for clients went begging for attention from his clients sales and marketing people. 

RAIN Group Center for Sales Research Launches Negotiation Survey

Rain- Research division seeks responses from buyers and sellers to identify what works and what doesn’t in B2B negotiations; Participants to receive research report following analysis –

FRAMINGHAM, Mass. (June 4, 2019) — RAIN Group, a global sales training and performance improvement company, announced today the launch of its latest survey to study business-to-business negotiations.

Spearheaded by the RAIN Group Center for Sales Research, the 15-minute survey intended for buyers and sellers seeks to identify what works and what doesn’t in negotiations to buy and sell goods and services.

Once the analysis is complete, participants will receive the research summary. Access the survey until June 30, 2019 here:

Identity and responses will remain confidential; only group data will be analyzed and reported in the aggregate.

Since 2005, the RAIN Group Center for Sales Research has provided leaders with critical insights to support strategic decision making and sales performance improvement. The division produces rigorous research reports that focus on learning the keys to top performance and understanding the psychology behind why buyers buy.

About RAIN Group

Founded in 2002, RAIN Group is a global sales training and performance improvement company that has helped hundreds of thousands of salespeople, managers, and professionals in more than 75 countries significantly increase their sales results. Headquartered in the greater Boston area, global office locations include Bogotá, Geneva, Johannesburg, London, Mumbai, Seoul, Sydney, and Toronto. To learn more about RAIN Group and the client results they’ve achieved, visit Follow RAIN Group on Twitter and LinkedIn.

Aly Jamison, APR | Public Relations Manager | RAIN Group

P: 760-445-9415 | Connect on LinkedIn

 RAIN Group has been recognized as a Top 20 Sales Training Company by Selling Power and Training Industry.


SLMA Has no official relationship with the Rain Group.  We present this as a courtesy for a subject that has great interest.