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!
Here’s the beauty of integrating Dynamics 365 for Sales with a CRM mapping application: raw CRM data comes alive on an interactive map so you can quickly visualize what would have taken hours to analyze in a spreadsheet.
What value does this have for sales reps? It helps them see exactly where their best customers and prospects are located so they can plan more-productive sales trips and close more sales, all without leaving CRM.
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 du jour?
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:
It’s not hard to see why your CRM data, made up of customers, prospects and influencers is your most important marketing asset. After all, how can a marketer be successful without the right data? And how can a marketer discover or fine tune a message without insight into behaviors and their service needs? But, keeping this data organized, current, and easily accessible for every relevant team member, throughout an organization, can still be a massive challenge.