Microsoft - Dynamics CRM 2016 Marketing

Curriculum

Apply integrated marketing management (IMM) solution concepts (10-15%)

• Describe marketing organisations and their solution requirements
• Identify typical marketing organisation types and roles, define their functional needs, define specific marketing scenarios
• Identify the characteristics of an IMM solution
• Define IMM disciplines; identify functional product modules, define a solution implementation scope
• Explain integration options
• Characterise a customer relationship management (CRM) integration scenario, explain external Power BI reporting options, outline social engagement integration options

Set up and configure the application (10-15%)

• Provision the software
• Provision a mobile device management (MDM) system via Office 365, explain the Office 365 user setup process, describe the license assignment process
• Explain the user interface and administrative settings
• Indicate key navigation functionality, set up dashboard widgets; demonstrate user interface customisation options; configure user alerts options; describe key administrative system settings; enter support tickets, and work with support for resolution
• Define users, contacts, and organisations
• Set up different types of companies; introduce business hierarchies; create contact records; create templates for programs, campaigns, jobs, approvals, and estimates; explain the users and contacts relationship; define user and role privileges; use custom contact fields

Create, track, and measure multichannel marketing communication (10-15%)

• Prepare system for multichannel marketing activities
• Explain different email marketing plug-ins; review functional options of the Subscription Center; evaluate available email editor options; compare available email designations and rules; demonstrate file management for email marketing; describe events, landing pages, A/B testings, and webinars
• Compose and send email marketing messages
• Determine functional options of the drag-and-drop email editor, identify available personalisation and dynamic content options, expand on legal requirements for marketing email communication, characterise email performance reporting options, create queries; understand marketing lists
• Create and post social media messages
• Set up social media outlets; create and dispatch social media messages, create and integrate landing pages into email messages; create email templates; gather leads and connections with CRM

Generate and manage marketing leads (10-15%)

• Capture and nurture marketing leads
• Explore alternative lead creation methods and sources; describe available lead creation rules and strategies, differentiate between leads and lead interactions, apply manual and automated lead scoring, outline landing page design and operation options
• Convert marketing leads and close opportunities
• Identify key stages of the lead lifecycle, explain the Sales Ready stage and its relevance for an integrated MDM/CRM scenario, assign leads automatically based on defined criteria
• Apply lead-based segmentation
• Characterise different segmentation options; explain list and query setup, maintenance, and synchronisation options with CRM

Automate marketing campaigns (10-15%)

• Plan automated marketing campaigns
• Name and explain different campaign action and response types, compare different types of email campaigns, explore functional options available to pre-test certain campaign contents
• Compose and activate the campaign workflow
• Describe best practice examples for setting up automated campaign workflows, validate and activate automated campaigns
• Maintain and report on automated campaigns
• Demonstrate campaign performance and results tracking options, display sales collaboration features in an integrated MDM/CRM scenario, devise best-practices for mid-flight campaign alterations

Measure marketing performance and results (10-15%)

• Use built-in performance reporting
• Demonstrate benefits and limitations of built-in reports; explore report security options; compare built-in reports with ad-hoc list view reports; create standard Power BI dashboard widgets; repurpose OOB fields; add new fields for reporting needs
• Leverage external reporting
• Leverage Power BI functionality to build external custom reports, explain the role and function of the OData interface, demonstrate how Microsoft Social Engagement reports can be embedded

Manage marketing projects (10-15%)

• Work with jobs, tasks, and requests
• Compare typical job workflow scenarios, explain the job teams and job tasks functionality, build a job request connected to a job template
• Manage digital assets and approval workflows
• Name supported file types, point out available online markup functionality, compare different approval methods and user roles, manage file versioning and purge of deleted files, assist in naming conventions for files and a file library folder structure
• Plan and organise events
• Describe event registration and attendance management, define event venues and facilities, set up and manage event sessions, create approval templates

Manage marketing finance (5-10%)

• Manage marketing budgets
• Set up a chart of accounts, manage and maintain marketing budgets, configure budget security, differentiate between a workbook and a worksheet
• Track expenses and other costs
• Explore how to track marketing expenses and direct cost of labor; track time slips; report on planned versus actual project costs; create purchase orders, invoices, expenses, and estimates
• Plan and buy media
• Introduce media vendors and outlets, build a media plan and create media orders, report based on media usage and channel performance, compose a rate card

Integrate Microsoft Dynamics Marketing with CRM (10-15%)

• Explain the business case scenario
• Describe the solution’s underlying philosophy; determine limiting factors and exception criteria; assist the marketing and sales team to define which fields will be integrated; define business rules for leads, opportunities, and new campaigns
• Describe technical requirements
• Name the supported MDM and CRM versions and deployment options, identify the required technical steps to complete the integration, describe the MDM configuration steps for the MDM-CRM Connector