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Using Quick Campaigns effectively for Microsoft Dynamics CRM 3.0

I heard from a CRM director at another company about email Quick Campaigns for Microsoft Dynamics CRM 3.0. Are these campaigns effective to help meet sales quotas? Do you know of any companies who have used these campaigns successfully, and how?

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Quick Campaigns is a new feature in Dynamics CRM 3.0 that enables individual sales reps to quickly contact their customers and prospects without requiring the assistance of marketing. The wizard-based interface simplifies the creation of the campaign for users that may not be as experienced with more traditional marketing campaigning. The entire process requires only a few clicks:

    1) Select the specific records to be included in the campaign from a standard or filtered view of contacts.
    2) Provide a name for the quick campaign activity.
    3) Select a type of activity (phone call, email, letter, fax, etc.) and who will own the activity (typically the sales rep)
    4) Specify the details of the activity – email body, date and time for a phone call, content for a letter, etc.

Once the wizard completes, Dynamics CRM will process the request in the background, so the individual rep can get back to business making calls or responding to activities.

We have typically seen sales organizations use Quick Campaign functionality to make initial contact with new suspects or for following up with existing customers or prospects later in the sales cycle. For example, a representative may get a list of names from a trade show or seminar, and they can import the records into CRM. Then, using Quick Campaigns, the rep can send an introductory email and/or schedule a follow up call to determine the level of interest with the suspect. Other sales reps use Quick Campaigns to notify prospects and customers of special offers or pricing at the end of a month or quarter, both by emailing the special offer and by scheduling phone call activities for them to follow up with the contact.

One of the best uses I've heard of for Quick Campaign functionality was developed by one of our client's executive management. Dynamics CRM provides views of leads and contacts that have been neglected – e.g. not called in a specific amount of time. Based on the rating of the lead, or the status of the contact (customer vs. prospect), the executives used Quick Campaigns to schedule reminder phone activities for their reps to follow up with the contact. This saves both the sales and service teams an incredible amount of time, as compared to their previous way of managing neglected leads – email reminders to the reps when the manager had the time to review last contacted reports.

This was first published in August 2006

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