Maps do more than display a place or show how to get from point A to point B. In sales and marketing, for example, maps let you conceptualize spatial relationships more easily than with rows and columns in mind-boggling spreadsheets in which intelligence often lies hidden. Even better: when combined with CRM (Customer Relationship Management) systems, mapping reveals CRM data, graphically and color-coded, with street and satellite images.
Eighty percent of a company's data has a map-related component. Because maps let you easily visualize spatial data, you can quickly and easily identify growth opportunities to gain market share.
Benefits of maps added to CRM for Sales Managers:
- Manage sales territories more efficiently: Review customers and/or prospects by territories displayed on a map to reveal the needs for change in territory assignments and balanced territories.
- Know where sales reps are and what they're doing: If necessary, manage them better for more productive calls. And mapping-and-CRM combo can increase the adoption of CRM itself, allowing users to achieve the results they expected for their installed CRM's.
- Help assure that reps are most productive while traveling: You might be surprised to find that a rep has not targeted companies in a particular area for some time. Although, you could look at the data in a table, a map makes the data more visible, jumping out to you for making better decisions.
- Easily evaluate competitive risk: See and understand where competitors have penetration in your areas. Determine a plan of action with customers that might be at risk.
Benefits of maps added to CRM for Sales Reps:
- Save time in planning trips by coordinating travel time to see other customers and prospects.
- Find all customers and prospects in a particular area: With a map inside CRM you can easily make callbacks and work out appointments to visit all nearby key customers and prospects.
- Filter sales calls by specific CRM data: Build a radius around a call location and spend time setting appointments with higher valued targets. Not all customers are created equally, so you need to ask yourself, "With limited resources, where do I spend my time?"
Benefits of maps added to CRM for Marketing:
- Create targeted marketing and advertising campaigns by cloning your best customers.
- View markets, customers, prospects, competition, and dealers more effectively than wading through spreadsheets.
- Visualize business data (such as, sales volume or the date that a customer was last contacted) on a map with different symbols, pie charts, and polygon areas.
- Enhance cross-channel communication and share intelligence throughout your company.
- Streamline the start-to-finish marketing process, at lower costs and with more qualified leads.
- Gain a competitive advantage by more promptly acting on opportunities and resolving challenges via mapping and CRM, rather than simply reacting via CRM without maps or just a static spreadsheet.
- Determine the best location for a new branch or center.