Industry: All Industries
Technologies: Dynamics 365 Sales
A long time business-to-business customer was looking for a better way to capture and manage lead data generated by the Google Adwords campaigns. They found a cloud based solution called CallTrackingMetrics that assigned custom numbers to Google Adwords and allowed them to link the caller to a specific ad. The problem, however, was that CallTrackingMetrics had their own analytics platform that required salespeople to log in and do a manual transfer of call data.
Because the data transfer was a quite manual process, it generally only happened when there was an immediate sale – which was not the norm. What they wanted was a solution that would capture all the caller information with as little effort as possible.
To solve this problem, it was obvious that some type of integration must be created to capture both the information the salesperson was collecting as well as the information regarding what ultimately convinced the caller to make the call. But for this to work, it had to happen almost instantaneously at the time of the call.
Alternetics utilized webhook technology to create an integration between CallTrackingMetrics and Microsoft Dynamics CRM. With this integration deployed, when a call is made and created on the CallTrackingMetrics server, a new Lead in immediately created in Dynamics CRM. This Lead has not only the basic caller information but all the critical marketing information as well. And while all this is happening behind the scenes, the call is transferred by the receptionist to the appropriate salesperson where they go to Dynamics CRM, search for the Lead that was just created, and populate the missing information. From it’s beginnings as a Lead, the caller can be easily transferred to the active customer-prospect database or disqualified as not a good candidate.
The results of this effort were tremendous all the way around. The salespeople were happy because they no longer had to write information down on a piece of paper to be entered later. The marketing team was happy because they were now consistently gathering critical campaign related data in addition to a new prospects. And finally the executive team was very happy to see the ROI for the project from day one and knew that the total ROI would only go up from here. For Alternetics, satisfying so many teams in an organization with a relatively simple solution is definitely a win we will always take.