Recently, we joined Introhive for a webinar demonstration. Introhive provides relationship data science inside of Microsoft Dynamics CRM through two functions: data automation, and business development acceleration. See the video below:
What follows is a transcript of the webinar, it may not be 100% accurate.
Joe:
Good afternoon, everyone. Thank you for joining us to hear more about adding relationship data science to your Dynamics CRM. Mark Timmons, are you there? Can you hear me?
Mark:
Yes, I’m here, thank you.
Joe:
Okay, my name is Joe Horvath, and I’m the VP of Sales & Marketing for Encore Business Solutions. And with me, we have Mark Timmons from Introhive. You’ll be happy to hear we only have a few slides for you today. And Mark will be diving right into the technology to show you guys the solution. I’m really excited to be here today, working closely with Introhive. And all my years in the CRM space, about 17 now, I’ve never actually come across a technology like this. And we’ve just implemented internally at Encore and really excited to be leveraging it, the ability to accelerate your CRM usage and drive more value and really take your Dynamics CRM to the next level.
I’m going to pass it over to Mark to kick it off. And we’ll get right into product here pretty quick to show you what it can do.
Mark:
Great, thanks, Joe. I’ll share my screen here. If you want to pass it over, perfect, thank you. I’ll share my screen here now. And if you folks can let me know when you can see that, okay? Is that okay, Joe?
Joe:
Yup.
Mark:
Perfect. Okay, well, thanks everybody. And thanks for the introduction, Joe. My name is Mark Timmons. And I’m with Introhive. I’ve been with Introhive now for a couple of years. And I’ve been working in Dynamics CRM for a number of years before that. We appreciate the opportunity to present Introhive to you. We’re excited our partnership with Encore. So what I thought to do is take a few minutes just before I dive into the demo and really just tell you a little bit about Introhive, who we are and the problems we’re trying to solve.
Usually, what I do is I generally would start by talking about CRM as a whole. Obviously, your investment in CRM, it’s your first and foremost sales tool. We used to make your reps more effective and manage your business. CRM really just started as contact management. It was meant to be a platform where you entered customer information, what did they buy from us, what billing info we would have from them, that sort of thing. Where we’re taking CRM, what we call as next generation CRM, basically full automation and some predictive intelligence around relationship data.
This isn’t necessarily right out of the gate, but as time goes on, there are three main issues that we typically see with Dynamics CRM end users that we try and solve, I guess. The biggest challenge for most Dynamics CRM deployments is really around the end-user adoption. When you dig in on why is that typically seen as an issue, it’s typically because the end users perceive, at least, that the effort required to input data in CRM as prescribed can be greater than the benefit they get back. So most times, Dynamics CRM end users end up putting in sort of that bare minimum. Here’s name, here’s an email, and they sort of move on. And then as a result, over time, data quality issues will start to build. Then you’ll get the sort of circular problem where when people do use Dynamics CRM, the data can be out of date or incomplete. So then they don’t go in and fix it, and then you get this chicken-and-egg effect where it’s cumulative over time.
One of the reasons for that is we think that the current method of data entry can be a little inefficient. So we’re asking our sales reps and our customer service reps and our executives, all the folks that are customer-facing, to do their job and then enter all that data in CRM. We’ve all been in that situation where we go to a meeting or trade show, and we have a pocket full of business cards, and either I don’t put the data in or it’s incomplete when I do.
And the last reason is really because Dynamics CRM, even thought it’s called contact relationship management or customer relationship management, it’s typically just showing contacts. It’s really not showing a lot of relationship data. So that’s the other piece we’re trying to rectify as well.
So what we do, so Introhive does relationship data science for CRM. We saw that, I think, in the top of the slide. So what does that mean? What we do is we mine all kinds of great data from your mail server – typically from your mail, your calendar, contacts, those sorts of things – to do two main buckets of functionality. The first bucket is called data automation, or sometimes we’ll call it Dynamics CRM automation. So for all the reasons we talked about in the last slide where we’re relying on the CRM end users, usually sales teams or executives, to maintain data quality. We basically break that paradigm by automating and syncing all of the activities and contacts in the CRM. We do this by basically – and I’ll show you this in the demo when we get into it – by sending an email to that end user at the end of the day or the end of the week that says Hey Mark, here’s your 32 activities that you didn’t sync in the CRM this week. They go with these specific accounts. Do you want to go ahead and hit that easy button and do it now? And we do the exact same thing for contacts, and I’ll show you that as well. So as a result of the data automation piece, the Dynamics CRM data then becomes complete, it’s accurate, gets in there on timely basis, which obviously benefits the business. And then the end users love Introhive because it really simplifies CRM for them. They literally get several hours back in their week.
The second bucket of functionality we do is called relationship intelligence. And we use our algorithms to really score and map all of the relationships that exist between the employees of your firm and everyone else in the outside world. So these scores, these relationship scores, they would be dynamic. If you think about it in real life, they would change day over day. So we look at about 25 or 30 different variables that are indicators of current relationship strength, and we’ll get into that as well. It basically boils down to things like how many touch points do we have between these individuals, how frequent are these touch points, how recent are they, things like that.
But once you’ve got this relationship intelligence in your CRM, we can really help our clients do a whole lot of great things. It really depends on the hat that that end users wears in Dynamics CRM. If they’re in business development or sales, it can be on identifying what individuals or companies do we have these great relationships with but we’re not yet doing business with, or maybe not doing enough business with. For account owners and account management type folks, it can be understanding with our strategic accounts how are we doing and how is our relationship with this client, maybe even send early warning signals before things go awry. And I’ll show you some of these use cases we get in the CRM.
To sum it up, it’s relationship data science for Dynamics CRM, and there are two buckets of functionality: the data automation and the relationship intelligence. So with that, I’ll jump out of the PowerPoint deck. And what I’ll do now is I’ll actually start with the data automation piece. And again, I’ll make sure you can see my screen okay. You should be looking at my Outlook right now. And if there’s anything different there, just go ahead and let me know, Joe. What you’re looking at here is actually one of these digests.
So let’s start with the Contact Digest. We send the user to digest. And what we do is we try and live in the world that the CRM end users are familiar with. And again, I’m in sales. I’ve been a Dynamics CRM user for about 15 years. And when I get up and I start my day, I typically don’t log into CRM. But what I do is get up and my coffee and get my kids out the door. But I pull out my mobile device and I scan through my day and I look at my emails. So this is one of the digests that we would send our users. One is around missing contacts. One is around missing activities. We have our connectors that sit in Dynamics CRM. And we have our connectors in the mail server. So that can be Outlook, Exchange, even Gmail. And we sit in between, and we are able to see all the real-life activity that happens and the contacts that are being created but they don’t yet exist inside CRM. So this would be one of these contact digests. Again, this could be on whatever device I’m on. It’s irrelevant if I’m on my laptop, on my mobile device, I’m on a tablet device. Simply, if I’m checking my email, I have the ability to do this. In this contact digest, it basically says, “Hey, Mark. Here are these new contacts that you made because they were maybe copied in on email or they were on a calendar invitation we shared. But they’re not yet sitting in CRM. And I can basically hit the easy button here and hit the next. And it basically opens up the landing page where it shows me all of these contacts broken down by account. It gives me a little bit of a score and shows me the high confidence or medium confidence of the accuracy of the accuracy of the name and the title and that sort of thing. And I can enter them as a contact or a lead on an account, that sort of thing. I hit the Add to CRM button. I go ahead and push that data in. From an end-user perspective, it’s very, very simple. I basically get this digest, hit the landing page, and go ahead and add it to CRM. If I say, you know what? I want to not add the Adventure Works folks in, I have the ability to scrutinize and eliminate things from going in there as well. But it’s literally seconds that I’m going ahead and entering this data.
In the background, it’s actually quite complex. We actually wrap our IP around about 19 different sources of data, some of the ones you’re probably familiar would be things like LexisNexis, full contact data, Hoover’s, Dun & Bradstreet. We’ve basically built a master database, and we’re able to fill out all of that tombstone data. So we have all the accurate, up-to-date, name, title, phone number, email address, that sort of thing. So it’s really clean and up-to-date data that you’re pushing into your CRM. So if you can think from the end-user perspective if they sat down and would enter all of this data in, it would take some time, or they just simply don’t do it. Here we’re again making sure the contact data is complete and accurate and gets in there on a timely basis. It’ll literally take seconds.
It’s the exact same scenario for activities. So these are all of the meetings, email threads. We’ve actually done some VoIP integrations. But essentially, we’re pinging the servers and returning activities were associated with these contacts that are not yet logged because they’re not CRM. Again, and I basically go ahead and hit that button, takes me to the same landing page. And I have the ability to select and deselect the data I want to go in. And then I just hit the Sync button. And I push that data in.
So that’s the first portion of what we’re calling data automation. Again, living where our end users live, which is typically email, and not requiring necessarily to log into Dynamics CRM first thing in the morning or at the end of the day or over the weekend to log all their activities and contacts, we literally can do it in seconds from whatever device they’re checking their mail with.
The next piece that I’ll talk about under our data automation piece is how do we get that Dynamics CRM data back into the hands of the users or they could use it. We’ve come up with two ways to do that. And living in a world where these end users typically live, which is email, we’ve got a pre- and a post-meeting digest. The idea of these digests here is basically give them information as they head into a meeting that they might be interested in knowing about.
Here’s an example of a pre-meeting digest. So Introhive can look at my calendar and says, “Hey Mark. You’ve got this meeting coming up with our friends here at Northwind Traders. Here’s some information that you might want to be aware of. And of course, we’ve all been in those meetings before where you’re kind of blind-sighted by some information that you didn’t have where maybe there was somebody in our organization that already contacted these people. Maybe somebody had been emailing someone and you weren’t aware of that. So the idea here is Introhive wants to take all that great information we’ve got in Dynamics CRM now and make sure it’s in the hands of the people that need it because of these upcoming meetings. So I have this meeting coming up with Northwind Traders, say, in 24 hours. Here’s an updated list of the meeting attendees. These are all the folks that have now accepted that invitation as well as their titles. So you can see that there are some administrators. There are some directors. Here’s some recent activity that’s been taking place with some of the contacts in Northwind Traders, including my own activities, but also some other people in my organization. This might be interesting to know if somebody from billing had been email back and forth or maybe somebody from customer service, information I might want to be aware of before I head into that meeting. We start getting into some of the relationship data now. So I can see our overall relationship strength in the trending graph with Northwind Traders. Maybe if this is trending heavily downwards, it might not be the best time to ask for a renewal if that’s the reason for having this meeting. I can see some of the titles of some of the folks over here at Northwind Traders and the relationship scores that we have with them. The green bar indicates the strength of those relationships. We’ll get into that as we get into the relationship data in CRM as well. We can see where those contacts are broken down, across what levels, across what departments. Which one of my colleagues actually are in the best relationships? So it’s just really good data that we might want to be aware of when we head into a meeting. This can also be customized. We can include different pieces of information. We have some clients that also would like to have things like current financial information around a particular prospect. Or if they’re mentioned in the news, things like that, then we can all pipe into this pre-meeting digest.
And then the last piece really gets into again the same idea of making it very simple for the end users to get their data in the CRM. This is one that I personally like a lot. This is called the post meeting check-in. Again, real-life scenario, I’m coming out of the meeting. I’m jumping into cab, maybe heading to the airport or heading back to the hotel. Typically, the first thing I’m going to do is pull up my phone and see what email came in, what the rest of my day looks like. Because Introhive knows this meeting took place with this particular client in my calendar, it will send me this note and, in this case, say, “Hey, Julian. Hope you had a great meeting!” Here’s the title of that meeting. If you want to go ahead and add your notes to the CRM account record all you have to do is reply. And again, I can do this on a mobile device, or I can do it right here at my laptop. I simply hit Reply. And I can put in my notes about the meeting and say whatever people that I met with, some of the outcomes and my deliverables. I can even create tasks for myself within CRM. We’re not trying to actually teach CRM users a whole lot of new things or code. We want to keep it very, very simple for them. But I can do something like I can add an asterisk and a space. And maybe I have to send a proposal to Jim on, let’s say, Tuesday. And when I hit Reply and then hit Send on this particular note, it’s going to actually add a task for myself to send a proposal to Jim. And it knows who Jim is on this account, knows when Tuesday is in my calendar, and goes ahead and creates that task for me in CRM as well. So it makes it very, very simple for me on the fly or maybe an executive who had a really important meeting but is not so great at adding notes in the CRM. It makes it very simple, and again, lives in their world that they live, and that is on their mobile device and email. It can go ahead and add those notes in the account record. So those are the four areas that we talk to when we talk about data automation. Again, the idea is to make it very, very simple for the end users to get data in the CRM to keep it complete and up-to-date without worrying about a lot of change management or training or worrying; you just log in and use that data. Just make it very, very simple for them.
What I’ll do now is I’ll jump over into CRM. And we’ll talk a little bit more now about the relationship intelligence piece. Those of you that are familiar with CRM, we’re looking at a Dynamics account record here. And we’re looking at the account record from Northwind Traders in this case. If we look at the account record, we can see all the things that we normally see in here, our primary contacts here. And typically, we’ll see one or two contacts listed in an account record, recent opportunities, the account name etc. Now if we scroll down the page, we have the user interface of Introhive embedded right here on the page. What this is, we call it an iFrame. This frame right on the page is really a map of all the relationships or a map of the networks that exist between my company and this particular account. You’ll see this on every single account record that you have in your Dynamics CRM. And there are basically various tabs. And what I’ll do is I’ll go through the tabs and show you how this data appears and how it’s visualized so that you can actually leverage this data and start moving the needle, depending again on who you are, what your role is, and how you use CRM. Look at it maybe from a sales rep perspective or business development rep. So somebody in that case, they get one of these accounts. Maybe one of the first things they do when they get into a new account is they look at the account. They look at the contacts they have in there, see if they’re up to date, maybe go check LinkedIn, see if there are any connections there. But with Introhive, what it’s going to actually do is look at all the relationships that exist right now between my company, again, these folks here at Northwind Traders. And if there are any new ones, they’re usually highlighted right at the top. I can actually search these as well. So I could put in a title like marketing or VP. But what we can actually do, what I usually do is I’ll sort them by relationship strength. And I’ll bring the strongest relationships up to the top. So, again, these green bars are the relationship score bars, and they indicate the level of strength. In this case, it’s high with the CEO, and that’s great. We can see their title. We can see the most recent activity. In this case, there are five connections. In other words, there are five people in our organization that are connected to Marc. Now, again, I can actually use this information and leverage it right here within CRM. I just click on this name. It opens up a little box. And it shows who in my organization actually has the best relationships with Marc. Now in this case, it’s showing the highest relationship scores, actually, with my colleague, Martyn. And you can see by these little icons… little bit grey there, but hopefully, you can see that he’s connected across Facebook, across mail, and on his mobile device. So going beyond just mail server, we can actually connect in with your employees at LinkedIn, Facebook, mobile devices, if they opt in and choose to do so, and get a whole lot of more information and touch points around all these relationships exist. And I can collaborate with Martyn right here simply by hitting the Collaborate button. And I can shoot a quick message and say, “I have a meeting coming up over here at Northwind Traders because I got my pre-meeting digest, saw that he had a relationship with Marc. Now he’s not on the meeting invite, but maybe we can skip a step or two if you’re able to connect in and maybe bring him into the meeting. So you can collaborate right here.
So again, depending on the hat you wear, you might want to use this data very differently. Maybe I’m somebody in customer service department or maybe in our billing department. I want to very quickly look at the activity. Now again, maybe not everyone in the organization is logging all their activities. And maybe there are people in our company that don’t have Dynamics CRM licenses and aren’t logging any activities. So I can quickly scan through and see if there have been emails, if there have been phone calls, things like that – anything that we can possibly track and get a record of. With Introhive, we’re going to push that in under the Activities tab. Again, we can trend that data out. Where we maybe use this data, again, maybe now I’m more in an account management role and I’m looking at some of my strategic accounts. And maybe this is an account we have a renewal coming up. My particular supervisor sat me down and said, “We have a renewal coming up. Our relationship was plateaued. And I need you to go out there and try and get wider and deeper, try and grow all these relationships a little bit as we head into a renewal cycle here towards the end of the year. And I can sit down within him and I can show him the result of my efforts and say I’ve done a great job I’ve increased our relationship score over 200 percent. And he said, “How did you do that?” Well, what I did is I looked at the breakdown of where relationships exist. I saw that we’ve got a great product and we can sell our folks in support. But we didn’t have a whole lot of relationships there or a whole lot of traction there. So I went back, found the few people that we did have relationships with under Relationships tab, I search in for support, got an introduction, now we’ve actually got the opportunity to actually grow this account. So just using the data in different ways depending on who I am.
The Connected Colleagues tab is sort of an inverse of the first tab. So what this is, instead of showing all of the contacts that we have relationships with, this is showing me all of my own colleagues that have relationships with this company and who has the strongest relationships there. In this case, it looks like Kelly has the most relationships with folks at Northwind Traders. So maybe if we have an RFP issued from them or we’re heading into this meeting and Kelly might be somebody we want to bring along. And just basically by clicking on her name, I can see her entire network of relationships over there at Northwind Traders. Or maybe in this case, Kelly isn’t actually a Dynamics CRM user. We still give the ability to directly email her from CRM and say, “Hey, I just want to chat with you about Northwind before I head in there.”
The last tab is what I usually call a strategy tab. This is a really interesting way to sort of bring all hands on deck really quickly if you need to. Let’s say, for example, we did have an RFP issue from Northwind Traders. I can create an internal strategy session just simply by hitting this button. What it does is it opens up a quick landing page directly from CRM. And I can invite anyone in my company with C Level and maybe VP Level type connections, even director level. I can put in the date and time, all the call details, and say, “We’ve got an RFP issued. We need to sit down and discuss. And all hands on deck, who has the best relationships here and how are we going to leverage those to help win this RFP.” So those are the tabs in, again, what we call the iFrame. And it’s how we visualize through all the relationship data in ways that we think makes sense for our customers to use that data and accelerate things in CRM.
The other piece I wanted to show you is all this data is also available in what we call custom fields. And I’ve just created a report here in Dynamics CRM called Introhive Accounts just to show you some of these custom fields, things like last interaction, number of potential introductions, relationship capital change. But what you can do with this data is really you can sprinkle it over all the reports that you’re going to build using CRM anyway.
An example here maybe would be from marketing automation. Let’s say we have a marketing automation campaign. And depending on the marketing automation system you use. Maybe it’s ClickDimensions. Maybe it’s something else. In there we say we’re going to invite a certain number of strategic customers to a really big event. And then we have other ones we’re going to meet at maybe CRMUG that just took place in Reno and other ones we want to put a drip campaign. But how do we decide which ones are which? Maybe one of the things we want to do is we want to segment those lists by relationship capital score. So ones with certainly high scores are the ones we’d like to see at the big event. And the ones with the lowest scores will be in our drip campaign. Maybe we’ll be building a report of our most strategic accounts. And maybe we’ll have a thousand customers, but really 200 are strategic ones. And we want to be aware of any time if there’s an issue with those strategic ones so we build a report. And any time there’s a relationship capital change that, say, drops by more than – pick a variable, say – 10 percent or 20 percent over 90 days, we’re going to get reported on that so that we can take action. So basically, what we’re saying is you can use this relationship data to again sprinkle over anything you can do in Dynamics CRM and just add more valuable relationship data to help you make data-driven decisions and really just get more ROI overall in your CRM investment.
We’re close to the half hour mark. That is the overall 10,000 view of Introhive. And again, it’s relationship data science for CRM. The two buckets are data automation, helping your Dynamics CRM users get the data in and really simply their end-user experience. And then of course relationship intelligence, which is designed to help you get more out of your CRM and really help you accelerate things like business development, sales, and keep more of your strategic accounts. So I’ll pause there and hand it back over to Joe or see if there are any other questions.
Joe:
Thanks so much, Mark. I appreciate it. If anybody has any questions, if they can put their questions in the Question tab in GoToMeeting, we can pick up some questions. We’ll leave that open for the next few minutes. I appreciate that, Mark. That was great. I think it’s such an exciting tool set being able to accelerate the CRM usage and really minimizing your conscious task of activity tracking. That for me, personally, is very impactful across our business. Your reporting is only as good as your data. And now you can really have real activity reporting with minimal effort, so it’s pretty exciting. So if there are no questions, we’d like to finish it here. We will be recording this session if you do want to pass it around the organization. We really appreciate your time. Thanks, everyone. And thanks, Mark, for your presentation.
Mark:
Thanks, Joe. I appreciate the opportunity.
Joe:
Bye for now.
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