A Tiered Approach to CRM
Another way of looking at the issue of overhauling your CRM is a three-tiered approach. The first tier is technical. How well is CRM actually working in your technical environment? This is often the lowest tier because with most well established CRM systems the technical side is a non-issue overall. However, one spot of concern at this level does linger. How well is CRM aligned, technically speaking, with your mobile strategy? Do you have a mobile strategy? Or are your users beating you up to make CRM work with their tablet or cell phone de jour?
The second tier is user adoption. At this stage, it’s wise to suspect that the issue lies not within how well your users are using your CRM, but rather how well is your CRM system is meeting their needs. A CRM system needs to be simple and effective at putting critical information in the hands of your users in order for them to be more productive – for you. Guess what happens then? Users, whether account reps (inside or outside), marketing members, or customer service members, are better at their jobs? The customer wins and you win!
The final tier requires that you ask yourself this question – is CRM seen as a competitive advantage for your business? This platform is not just a nice-to-have tool; it should be seen as a cornerstone of your sales process for driving profitability. Does your CRM contain the right information for a clear view into your customer engagement process – the customer’s relationship with you, and their buying and service practices – so that everyone in the organization is on the same page regarding the customer’s true value to your growth?
It’s when you reach this final tier that CRM really shines and excels at what it was designed to do – driving better decision-making and better customer engagement conversations across an entire organization.
For more on this subject watch the recorded Dynamics CRM Coaching webinar below:
Or contact us at info@InfoGrowCorp.com
Marketing Automation's False Start
At first sight, marketing automation is a very tempting and enticing tool. A platform that gives you the ability to reach your best prospects with the right message, at the right time, without manually having to kill yourself to do it! Seems like a no-brainer, so you sign up. However, once the system gets installed and after a few email blasts are sent, a landing page is built, and the results come back mixed (and they often do), one of two things usually happens:
All too often resources are invested in marketing automation without the proper training and a solid strategy in place. To be successful it’s not just about doing more faster, but for marketing automation to be at its most effective an organization must create content that is written for targeted segments. And unless you have invested time defining and building out your prospect lists in your CRM system, your email messages have to remain the same, generic drips you were sending before you installed your marketing automation solution. Thus, it shouldn’t come as a surprise that the results are roughly the same.
Turning the Tide, Achieving Your Desired Results
Often, organizations start with their initial goals in mind when considering what they hope to achieve with marketing automation. Rather than look at it this way, try working backward from your desired results and from the customer’s vantage point. For instance: What actions must your buyer take before they make a purchase? Or before they even know you exist?
Beginning to think more like your buyer, and even taking the time to create a flowchart of their buying journey can be extremely beneficial and will help open your eyes as to what is most important to them. It’s not so much about your product or service as it is about their desire for a solution to a problem. As such, start from who they are, what industry, what size and what role they play in the decision-making process. Add to that what problem they’re trying to solve and where they spend their time so you can target your communications appropriately. Now you are in a better position to write your content and build an effective list.
Marketing Automation will make the communications and tracking process effective and easier. However, to make efficient use of the tool your focus must change from being a general practitioner to becoming a specialist. Your content must be far more targeted, leading the reader down a knowledge path that you have created to match their buying behavior.
To find out if your marketing automation platform needs a makeover, reserve your time on my calendar for a FREE Marketing Automation Assessment.