Marketing Automation software serves a company's marketing department beyond what a CRM system does, and a CRM system serves sales and other departments. When integrated, Marketing Automation and CRM tools enhance each other, resulting in even more and better-qualified leads and, ultimately, more sales and satisfied customers. If you have one of these productivity tools, here are reasons to have both, in a single, centrally located, easy to use, integrated system.
I was reminded this week of how much fun this business can be working with clients. As I met with three different clients on their Dynamics Roadmap for the next few quarters, it reminded me of why I am in this business of strengthening customer engagement.
Each of the clients has been with us for some time and each understand the value of CRM to the organization’s profitability and growth. However, it was good to hear that they also view CRM as a tool to strengthen a deeper relationship with their clients for all the various touch points that they have with the client. CRM is a tool to guide existing and new users in their behaviors while getting everyone in marketing, sales and customer service on the same page with the client needs.
A well-executed CRM deployment will change the way you do business by transforming your relationships with prospects and customers, and by refining and revamping internal processes. But for CRM to achieve its full potential, it must be embraced and actively used by all stakeholders.
Resisting change and clinging to what’s familiar are part of human nature, even when such resistance works against us. What can you do to improve user adoption and ensure CRM success? Use value selling techniques to convey CRM’s worth to employees, just like you do with prospects and customers!
I have written before regarding the sales growth value of getting your sales and marketing teams on the same page. This is an effort that can’t be left up to sales or marketing alone, it is too important to the organization and must be monitored at the CEO level.
InsideView does an excellence job in the following infographic to highlight what current leaders are doing to get things right. Point number 6 – “Align on Pipeline” is the element I like the most. By emphasizing the sales pipeline you should expect alignment on lead and nurturing campaigns throughout the sales process. This approach will help drive greater cohesion between both team leaders, as well as provide account reps with advanced insight into the contribution of the marketing team.
Accurate sales forecasting is essential to growing revenue and managing your business effectively. When you know the timing and amount of incoming revenue, you can plan and focus on the right business initiatives; budget and allocate resources appropriately; set organizational goals; and provide teams with priorities and guidelines for how they spend their time.