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BMI: News Release (March 11th, 2008)


New Training and Certification for On-Demand CRM SystemsHelps B2B Marketing Professionals Increase Sales Lead Generation and Sales Cycle Conversion Using CRM Systems

(Chicago, IL, March 11th, 2008) Companies using on-demand CRM systems in B2B markets now have a powerful new resource
for improving sales lead generation and increasing sales conversions, with the CRM Field Marketing (CRM-FM™) system, a new training and certification program developed by the Business Marketing Institute.

The CRM Field Marketing (CRM-FM) system helps marketing managers, product managers, and sales professionals maximize the benefits of increased productivity and efficiency using on-demand CRM systems, such as those provided by Oracle (Siebel), SAP,, and Microsoft Dynamics. The CRM-FM system develops the essential skills required to plan, develop, execute, manage, and measure marketing activities that support sales teams using these on-demand CRM systems.

With CRM-FM, marketing professionals gain the same level of increased productivity, efficiency, and measurement in their marketing programs that on-demand CRM now provides to the management of a company’s sales process.

The CRM Field Marketing system is a Web-based on-demand CRM training program that assesses, trains, and certifies the principles and skills required to plan, execute, and measure effective lead generation and lead development marketing programs.

Lead generation programs, known as campaigns in most CRM systems, are the lifeblood of business-to-business marketing and sales, producing the first vital element of the sales process: Sales leads. The CRM-FM system also provides extensive coverage of the skills and techniques required for effective lead development, to assist sales teams in their ongoing efforts to convert prospects to customers during the long sales cycles experienced by many companies operating in B2B markets.

The skills developed using the CRM-FM system optimize the use of key features in on-demand CRM to increase the effectiveness of every type of on-demand CRM campaign. The major types of on-demand CRM campaigns addressed in CRM-FM training and certification include: Print direct mail, Google AdWords keyword search programs, trade shows, print advertising, new product launches, marketing turnarounds, and sales support.

The CRM Field Marketing system contains MSA/B/C courseware content endorsed and utilized by the Business Marketing Association (BMA). Established in 1922, the BMA is the largest trade association for B2B marketing professionals in the U.S.

For more information on the CRM-FM system, visit the Business Marketing Institute Web site at: (, or call Rick Kean, BMI Managing Director, at (312) 371-5663 (e-mail:

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