Lead generation is one of the marketing department’s responsibilities. For this purpose the marketing department develops activities that promote the company’s products on the market. With ELMA CRM+ you can evaluate gained profit and efficiency of the performed activities.
ELMA CRM+ allows you to keep a register of marketing activities for efficiency evaluation. How does it work? The table below illustrates what happens in practical work and how this activity looks in ELMA CRM+.
|Activity||Representation in ELMA CRM+|
|You put several advertisements in a magazine, it cost you $1000.||You create the “Magazine advertisement” activity in CRM+ and specify budget – $1000.|
|An incoming call||A sales officer asks about the source of information and, when creating an entry in CRM, specifies, that the lead came from the “Magazine advertisement” activity.|
|A contract is signed, money is received.||The system adds deals in the “Magazine advertisement” activity.
The deal value is recorded.
|Sometime after that…||Information for analysis accumulates over time.
ELMA CRM+ displays:
This is the information you need to make a decision and evaluate efficiency of an advertising source.
It is difficult to find the source when you use internet advertising. Usually, the link leads to a certain page of your website where a potential customer leaves some personal information. In order to compare an advertising campaign in Yandex or Google to a marketing activity in ELMA CRM+, you need to use the UTM-labels mechanism. The mechanism is simple. You use the same label for Yandex/Google advertising campaigns and ELMA CRM+. Then ELMA starts “recognizing” advertising campaigns and takes their efficiency into account.