Modern CRM – so much more than a sales tool

Time showed the need for a higher degree of integration, co-operation and customer data-sharing between Sales and Marketing – thus improving the ability of marketing to segment custome

Modern CRM

So Much More Than A Sales Tool

Time showed the need for a higher degree of integration, co-operation and customer data-sharing between Sales

and Marketing

– thus improving the ability of marketing to segment customers, to develop new products and services, and to develop new marketing and communications channels This integration also enables sales to increase its performance through cross-selling and up-selling propositions based on a

single view of each customer

Modern CRM systems

Modern CRM systems are increasingly about how to use big data analytics to gain a deeper level of customer insight than was possible a decade ago To earn customer loyalty, organisations have to learn about customers’ habits through an increasing array of channels: the web, mobile, email, social media, e-commerce, contact centres

and through bricks and mortar outlets

Are your teams CRM-ready?

One of the traditional reasons why CRM fails,

falls down to resistance from those that are

going to use a modern CRM system

People and process design come before any successful implementation

Effective communication about the benefits

of modern CRM systems, training and the

development of a new collaborative culture

are essential before the technology can be

used effectively

Improving performance The benefits of a modern CRM system include…

Lead intelligence Easy access to lead intelligence for sales from one location and in a way to enable sales and marketing to share customer insight – including customers’

transactional histories

Sales and Marketing alignment Better sales and marketing alignment by applying and sharing metrics

to show how each function is performing This information can be used

to develop new sales and marketing strategies, and realistic goals and

objectives that have to be:

Sales prioritisation Help Sales prioritise its pipeline through segmentation – say for example into key accounts (highest value customers) – and by making customer trends more visible This can enable salespeople to target customers more effectively

Closed-loop reporting Closed-loop reporting lets marketers improve their marketing campaigns By sharing sales and campaign data marketers can determine which campaigns are most successful and look for insight as to why they are achieving their

goals and objectives

Automation The automation of simple, repetitive tasks and processes These tasks and processes may be administrative, transactional, or related to specific activities such as e-commerce, inbound contact centre management, etc

In conclusion

With a modern CRM system such as Microsoft Dynamics CRM it becomes possible for Sales and Marketing to see each other as partners

To achieve this collaboration there needs to be a high

level of systems integration across all of an organisation’s

functions – not just between Sales and Marketing, but also

with finance and logistics for example

Together these departments can become even more

profitable than if they were to maintain a culture of us and them Modern CRM systems make this possible

Sales and marketing can collaborate by collating customer data in order

to create a single view of each customer within a modern CRM system

Before technology, organisations need to think about their people and their processes

Modern CRM systems need to be able to integrate with mobile and social media channels

SMART metrics and campaign dashboard enable better decision-making

Modern CRM systems help to improve customer and channel

segmentation through data analysis

The Ultimate Guide to:

Driving business growth using CRM

It’s time to cut through the hyperbole and uncover what CRM can actually

do for your company’s bottom line and future business growth prospects.

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