Top 3 Benefits of Integrating a MAP into Your CRM

March 28, 2019

Ravi Chalaka

Ravi Chalaka is the CMO of Jifflenow, and a marketing and business development expert who creates and executes business strategies, generating demand and raising brand/product awareness in competitive markets. As VP of Marketing at both large and small technology companies, Ravi built strong teams and brands and enabled faster revenue growth for a wide range of solutions based on Big Data, SaaS, AI and IoT software, HCI, SAN, NAS. 

Events play a fundamental role in a sales team’s ability to provide prospects with the best customer journey. Why? As a customer gets deeper into their journey, strategic face-to-face meetings must take place to close deals and ensure success. Strategic meetings, such as product demos, partner meetings, customer meetings, etc., are business-to-business meetings that can generate real outcomes.

In fact, a recent Harvard Business Review study showed that 52 percent of respondents credit event marketing with driving more business value than other marketing channels. However, only 23 percent admitted they are able to calculate an ROI for events. Integrating a customer relationship management (CRM) system with a Meeting Automation Platform (MAP) allows companies to schedule, manage and analyze B2B meetings at events, leading to greater insights related to ROI.

To take a deeper dive into the benefits of integrating a MAP with a CRM, here are three benefits of how MAP and CRM integration can fuel sales pipelines at events.

Automate scheduling and agenda updates

Confirming a meeting can take a substantial amount of time. On average, the confirmation process can require up to 14 emails back and forth. Unfortunately, most CRMs are unable to aid in meeting management by integrating with another product/platform. However, when sales teams integrate a MAP with a CRM, they can experience a fully automated process.

An account representative can request a meeting from within the CRM. From that point, all invitations will automatically be sent to each respective party. Additionally, internal attendees that have a CRM mobile app can update changes in agenda before, during and after the meeting through push notifications. Through these automation features, sales teams save time as they prepare for an upcoming event.

Record meetings for better follow-up conversations

Another challenge for sales teams at events is to keep up with the multitude of meetings that take place. CRMs, particularly Salesforce, can record meetings in the event campaign dashboard. In doing so, sales teams can include all data from mentioned pages into the meeting request process and add external attendees as members under their respective campaigns. The tracking of external attendees that participated in meetings helps sales teams to follow-up with buyers to turn potential opportunities into secured, closed deals. After an event, all meeting results can then be synced up within the CRM.

Access relevant data

It’s clear that buyers are evolving. With multiple resources available to them before even speaking with a salesperson, buyers expect sellers to provide unique insights that are customized to their needs.

Integrating a MAP with a CRM provides sales teams with the necessary information they need for each meeting. Sales teams can gain relevant and actionable insights into where each customer is in the sales pipeline. In addition to fueling sales pipelines, a MAP and CRM integration can take these insights to create reports and dashboards to help sellers secure deals and marketers showcase ROI.

If you’re looking to increase your sales pipeline at events, integrating a MAP with your CRM is necessary. As I discussed above, the integration can align sales and marketing teams, automate workflow and measure impacted revenue, allowing your team and attendees to participate in more quality, strategic meetings.

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact