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Technology has heavily influenced sales and marketing strategy. We have come a long way from the days of using spreadsheets, Filofax and fax machines, and even phones, as part of the sales process. These days, it’s all about using one, single technology solution that covers all key business activities. There are a number of software tools or platforms available for boosting a business’s productivity.
CRM systems have taken a significant role in all companies – from start-ups to big corporations. Sales teams use it to manage their pipelines. Sourcing teams use it to manage their suppliers. Support teams use it as their knowledge base. Some companies even choose to integrate their accounting system into their CRM, in order to have a 360˚ view of their customer profiles. Here, we will break down five ways to improve CRM system efficiency.
According to an IBM infographic I recently viewed, 23% of an organization’s data is bad data (incomplete, out of date or inaccurate).
When I first read this statistic, I was shocked. But that shock quickly turned to sadness when I realized that I’m sure it’s true, and I wasn’t quite sure what to do about it.
As a marketing manager, I spend much of my day strategizing how to bring in new leads, make customers happy and engage with prospects. And I know my sales team is spending their day a little further down the funnel trying to do the exact same thing. But our best efforts (or 23% of them) are being thwarted by inaccurate, unorganized or mishandled data.
So how does bad data affect our workflow? More importantly, how are we trying to fix it?