GMASS presents: Maximize the Power of Your CRM to Improve and Measure Your Marketing and Recruiting Activities

Get more from your CRM systems – learn best practices to maximize resources and increase your recruitment numbers.

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Maximize the Power of Your CRM to Improve and Measure Your Marketing and Recruiting Activities 
CRM systems are often touted as the magic bullet that will solve a school’s recruiting challenge, provide end-to-end customer data and maximize resources and customer engagement. This is all possible, but the truth is that most institutions underestimate the time, energy, and institutional self-evaluation and adaptation needed to capitalize on the true potential of the system. This session will focus on key features and processes related to CRM systems that will help you get the most out of your CRM, so you can start measuring the effectiveness of your marketing and recruiting activities tomorrow. 

Listen to this informative webinar led by Mickey Baines and Sara Neher at Kennedy & Co. who are experts in understanding how schools can maximize their resources to improve their overall strategy. 

Topics covered in this webinar: 

  • CRM Best Practices 
  • How your GMASS leads can be used more effectively within your CRM system 
  • Real examples of successful CRM processes  

This complimentary webinar will be of interest to business school professionals working in the functional areas of admissions, marketing, and recruitment. Following the presentation, attendees will have the opportunity to continue the dialogue in a Q&A session with the presenters. 

Date: Tuesday, November 12 
Time: 11:30 am ET

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Mickey Baines has over 20 years of experience as a consultant and administrator in higher education. Mickey focuses on helping enrollment teams deepen their knowledge of their prospective student pool, making more informed decisions using CRM and other technologies to better engage prospective students. He has led implementations using multiple CRM platforms including Slate, Salesforce and Microsoft Dynamics. His focus is on maximizing the use of the CRM through a blend of product customization, business process modification, and user training and adoption.

Sara Neher is a Principal with a reputation for bringing effective leadership and innovation to the workplace. She has served as both an educational administrator and business professional and has streamlined financial processes and introduced process improvements that enhanced productivity, while substantially increasing enrollments and student quality. With experience in leadership, education, sales, and marketing within diverse business industries, Sara brings a diverse set of skills in recruiting, evaluation and scholarship strategy, as well as fundraising, financial analysis and process design.  Serving as the Admissions dean of the Darden School of Business at the University of Virginia for eleven years, she read thousands of applications, launched new degree programs and managed the rankings data submission and relationship process.  Sara also leverages fundraising and sales experience from the Jefferson Scholars Foundation and Procter & Gamble.


Paula McKay oversees the GMASS product for the GMAC Connect Division. She has been with GMAC for over 15 years and has held several roles including managing customer care, marketing, and product management. She loves working with schools and candidates to help them find each other and she specializes in how to maximize leads, product improvements, and marketing consulting.