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.

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on Twitter, Facebook, LinkedIn and Instagram!

Add new comment

Partner Voices
HERE, hosting responsible meetings and caring for our communities are top priorities. Through its 'Focused on What Matters: Embracing Humanity and Protecting the Planet' philosophy, MGM Resorts commits to creating a more sustainable future, while striving to make an impact in the lives of employees, guests, and the communities in which it operates. Water Stewardship Efforts MGM Resorts understands the importance of using water efficiently, especially in the desert destination of Las Vegas. Conserving water has always been part of the mission, but MGM Resorts has expanded its ambition into water stewardship. In 2022, MGM Resorts President and CEO Bill Hornbuckle signed the CEO Water Mandate—a UN Global Compact initiative mobilizing business leaders to advance water stewardship. MGM Resorts International was the first gaming company to take this important step. MGM Resorts replaced 200,000 square feet of real grass with drought-tolerant landscaping in Las Vegas. MGM Resorts pledges to reduce water withdrawal intensity by 33% by 2025 and by 35% by 2030. From 2007-2021, use of more than 5.6 billion gallons of water was avoided because of conservation efforts. Caring for One Another MGM Resorts’ Food Donations Program collects and preserves unserved food from conventions held at MGM Resorts properties, then safely donates to food insecure people in the community. Since the program’s launch in 2016, more than 3.7 million meals toward a 2025 goal of 5 million meals have been donated into the community. Donations include: Unserved perishable prepared foods from events Perishable unprepared food from MGM Resorts’ kitchens Nonperishable food items from minibars and warehouses The collaboration with Southern Nevada’s primary food bank, Three Square, has developed the infrastructure needed to safely collect, transport, and store food from MGM Resorts properties in Las Vegas, reducing food waste while serving the community. Fostering Diversity and Inclusion To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all. MGM Resorts understands its responsibility to contribute to the social and economic progress of the communities in which it operates. HERE, we embrace humanity.