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: Specific, Measurable, Realistic Attainable, Time-based 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 Takeaways 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 today Download Now The Ultimate Guide to: Driving business growth using CRM It’s time to cut through the hyperbole and uncover what CRM can actually for your company’s bottom line and future business growth prospects ULTIM ATE SE R IES [...]... 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. .. to maintain a culture of us and them Modern CRM systems make this possible Takeaways 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 today Download Now 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... 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 ULTIM ATE SE R IES ... to maintain a culture of us and them Modern CRM systems make this possible Takeaways Sales and marketing can collaborate by collating customer data in order to create a single view of each customer... 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... 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