I’m a Senior Account Manager at Media Junction and I couldn’t imagine my role without the support of a customer relationship management tool. Based off my experience, I want to share with you what a CRM is and how to know if it’s right for you, the four main benefits of implementing the tool, and the nine must-have features to look for when choosing a CRM.
What Is a CRM and Who Should Be Using It?
A CRM is a widely used software that helps companies of all sizes track interactions with their future and current customers. A CRM also helps create a system that your sales and marketing teams can use to more efficiently and effectively interact with prospects or customers.
Although there are many, there are four main CRM benefits it brings to a company:
- Better Lead Intelligence for Both Marketing and Sales
- Better Sales and Marketing Alignment
- Help Sales Prioritize its Pipeline
- Closed-Loop Reporting Lets Marketers Improve Campaigns
9 Must-Have CRM Features
Before all else, a CRM system should be useful to its end users. CRM systems have a range of functionalities, but these nine features are the key must-haves.
The best systems that truly improve efficiency will reduce and streamline contact data entry as much as possible.
Most CRM systems can be customized to operate on a specific sales process. It should also be easy to move a deal along the sales process.
Evaluate this function based on visual appeal and simplicity based on your team’s needs.
Systems that include task management capabilities streamline salespeople’s day-to-day workflow and help them keep on top of their follow up.
Look for a CRM system with an embedded content repository that allows salespeople to save their go-to pieces of collateral in one place and avoid searching for new content.
Automated Data Capture
Beware: Many CRM applications require salespeople to copy and paste their email outreach into the system or even upload call recordings. These extra steps can be maddening for salespeople who are making 50 or 100 calls every single day, and it leaves room for human error. Look for a software that does this step automatically.
Be sure that your CRM provides reporting features that make it easy to export and distribute the trends that the system reveals.
The majority of CRM systems today allow salespeople to log on to the application from mobile devices such as tablets and smartphones—make sure the ones you’re considering do as well.
Integration with Marketing Automation
A gap between marketing automation and CRM can lead to lost information and lost opportunities so integration between your marketing and sales platform is crucial.
Selecting Your CRM
To reap the full benefits of a CRM, you have to choose one with the features that are right for your business today and that can grow with you as your business evolves. Picking the right system, implementing it, and enforcing best practices around its usage will pay dividends as your company continues to grow and scale.
Thanks for your interest in learning more about bettering your sales and marketing process. I hope you found this information helpful. For more videos, subscribe to our blog!