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, for example, provide a comprehensive solution with the option to add-on more applications which enhances business productivity. The perfect CRM system should cover all key activities including making calls, pursuing opportunities, managing major accounts, and helping to target top prospects.
Infographic – The Recipe for the perfect CRM
A CRM system is a valuable asset for any business because it can help to organize and manage all of their customer information from one single source. It creates a historical record of all interactions with each customer which is accessible to customer facing teams who are able to see each and every communication with a customer. A CRM system can also incorporate diaries so that all events and tasks are logged and visible to everyone in the business. It can also provide metrics so that businesses can get a detailed picture of their customer data, helping in forecasting and planning for the future.
These CRM systems can also be customized by integrating other applications and tools. I think that these three integrations are key in creating the perfect CRM:
- Marketing automation: In July, we discussed the importance of marketing automation. There are a number of marketing automation tools available in the market today. Marketing automation tools automate key marketing activities for a range of channels – email, social media, SMS, and website pages. The main goal of marketing automation is to nurture prospects and improve the quality of leads that are being sent to a business’s Sales team and ensures that customers have a consistent and informed journey throughout the buyer process.
- Telephony integration: Using CRM-telephony integration enables businesses to quickly call customers without leaving their CRM, using click-to-dial functionality. This saves the user’s time, which can be used to make more calls and, therefore, have more conversations. Functionality such as inbound call notifications provide teams with the knowledge of exactly which customer is calling, allowing them to personalize their communications. A CRM integration with telephony also provides recordings and logs of all call conversations and provides businesses with the ability to replay these recordings for training purposes.
- Analytics: Analytics tools can give businesses the capability to monitor their employees’ performance on an individual or team level and can therefore provide them with insights to help them make better business decisions, helping to enhance their employees’ productivity.
Our new infographic shares our recipe for the perfect CRM – we understand that some days you might not feel very thankful for your CRM system and we’re here to help you understand why businesses need CRM, how other businesses use CRMs, how to advocate CRM user adoption and what type of integrations can help customize your CRM to enhance your business processes.