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  • Blog Post: Talking About Customers ? Focusing squarely on customers is more like it ...

    Here in the UK, the global downturn has brought the challenges of business failure into the everyday media. Nowhere has this downturn been more apparent than among small and mid-sized businesses (SMBs) - Sage UK's traditional heartland. Smaller businesses have seen a slowing customer demand &...
  • Blog Post: The Journal Table

    I was tempted to start a new series of articles called " Mysterious Tables of Sage CRM " but since this is supposed to be a sensible library of "Hints, Tips and Tricks" I have resisted. Nevertheless there are a few tables in the Sage CRM database that whose purpose maybe obscure to...
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  • Blog Post: Explaining the architecture of the Sage CRM Connector for Sage 200 (Part 1 of 4)

    This is the first of a new series of articles in which I want to explore different aspects of the integration between Sage CRM and Sage 200. Over the last few weeks we've been posting new videos about the integration onto the community. These different videos explain the benefits provided by the...
  • Blog Post: Explaining the architecture of the Sage CRM Connector for Sage 200 (Part 2 of 4)

    This is the second article in the a new series of articles which aims to explain the architecture of the Sage CRM Connector for Sage 200. As part of this article I want to consider the different ways in which the connector can be set up. There is a slightly different install procedure if you are...
  • Blog Post: Explaining the architecture of the Sage CRM Connector for Sage 200 (Part 3 of 4)

    This is the third article in a new series of articles which aims to explain the architecture of the Sage CRM Connector for Sage 200. I mentioned in my first article that the integration is loosely coupled. The integration is dependent on the APIs and not necessarily on the features of a specific version...
  • Blog Post: Explaining the architecture of the Sage CRM Connector for Sage 200 (Part 4 of 4)

    This is the third article in a new series of articles which aims to explain the architecture of the Sage CRM Connector for Sage 200. We have discussed previously how the Sage 200 proxy objects that are accessed by the Sage CRM Connector for Sage 200 may be complex. We know that the Sage 200...
  • Blog Post: Technical Resources for Explaining Sage CRM Integration

    Sage CRM provides out-of-the-box integration with leading Sage accounting and business management solutions. These include Sage 100 in North America, Sage 300 which is sold around the world from North America to South Africa, Singapore and Australia. There is Sage 200 in the UK, and versions of Sage...
  • Blog Post: The Email Marketing Programme Explained

    Building on my previous blog entry, let's take a look at what the steps in your email marketing programme mean in a little more detail. Strategy A consistent & long-term strategy is essential for successful email marketing. After all, if there is no overall plan as to the WHY & WHAT...
  • Blog Post: Email Marketing Strategy - Setting Goals

    In the previous blog entry in this series, we explained an email marketing program in some more detail. In this post, we'll take this a step further by looking at goals. The first stage in formulating an email marketing strategy begins with outlining the objective(s) of the programme. Ideally...
  • Blog Post: Email Marketing Strategy - KPIs

    Further to the previous blog entry in the series, this post speaks to the idea of assessing KPIs (Key Performance Indicators). Any KPI / metric you employ should be business focused , not operationally driven. However operational metrics will help refine the tactical delivery of the campaign in line...
  • Blog Post: Email Marketing - 4. Aligning with your Brand

    A few years back, a then colleague of ours gave an excellent overview of email marketing. Ranging from strategy to the mechanics of list & email design, the series elegantly captured the thinking behind successful email marketing programs. Rather than re-invent the wheel, I have shamelessly borrowed...
  • Blog Post: Email Marketing Strategy - Brand Alignment

    The previous post talked about thinking & setting key performance indicators (KPIs) - this time, I am talking about aligning your program with your brand. "Nearly a third of survey respondents (32%) said they have stopped doing business with at least one company altogether as a result of...
  • Blog Post: Email Marketing Strategy - SWOT Analysis

    The previous post looked at brand alignment and important consideration on your tactical activities. Let's move on to analysis of your email marketing strategy. An important part of forming your strategy will be to conduct a SWOT analysis. If you are not familiar with this term, it is a review...
  • Blog Post: Email Marketing Segmentation - Introduction

    The previous post was the final piece that looked at strategicc readiness for email marketing. This week we move on to an area of huge importance to the success of an email marketing programme - segmentation. Segmentation is the method by which we craft information that is tailored and delivered to a...
  • Blog Post: Email Marketing Segmentation - Finding the right data

    The previous post looked at setting objectives - let's now move on to data sets: There are many ways that a database can be segmented but the best place to start is pragmatically marketing your product or service. Segmentation is driven by data and, importantly, be sure you check 'what you...
  • Blog Post: Email Marketing Segmentation - by Profile (1/3)

    The previous post looked at sources of data - now we move on to segmentation approaches, specifically the three different forms of segmentation ( profile, behaviour and lifestyle ). Profile based segmentation tends to be the simplest & most commonly used method for segmenting emails. Many people...
  • Blog Post: Email Marketing Segmentation - by Behaviour (2/3)

    Moving on from our last post on basic profiling, let's look at increasing the sophistication. A powerful way of segmenting your database is to look at 'click behaviour' as well as browsing or purchase history.In comparison to profile based segmentation ( which relies on customers to actually...
  • Blog Post: Email Marketing Segmentation - by Lifestyle (3/3)

    Moving on from our previous post , let's talk about lifestyle modelling. There are a number of ways in which you can use the data that you hold on your customers to build up a more accurate picture of the type of lifestyle and habits they are likely to have. This can be a very powerful way of...