CRM Solutions For Sales And Marketing Success

​Choosing the right CRM can be a bear! In my past life as a Director and VP of Sales, my sales teams used ACT, Saleforce.com and SalesNow. All CRMs have their ups and downs, positives and negatives. CRMs vary in features from simple to fully loaded models that do everything except wash your car. With so many features, it is easy to buy more than you need and pay too much. Make sure you select a scalable CRM that has enough features for your business needs today and in the future as your business grows. A few considerations:

• Ease of Use: Will your CRM work well with your current email program? Is the user interface simple to use? Is the CRM easy to navigate or are there a lot of clicks and complex steps to access data and information?
• Implementation and Maintenance: How easy is the CRM to implement and maintain and what IT and business resources might you need to support the program and system?
• Deployment Type: Cloud-based program or in-house server? What’s the difference? With an in-house server, you install the software on your server and pay a one-time licensing fee to use that software. With Cloud-based programs, you rent the software from the vendor (monthly fee) and have it hosted, backed up, upgraded via the Cloud.
• Costs: CRMs can vary greatly in cost depending on features and platforms. In-house CRMs are less expensive up front, but you will need some server or workstation to support multiple users. Any changes in the operating system will require IT to purchase and install upgrades (server and laptops) to keep your CRM working smoothly. Cloud-based CRMs have a monthly user fee, and they can vary from $30 to $110 per month depending on complexity and services so do the math. However, there are no server requirements, and the CRM manages the data, systems, backup and security protection that can reduce the cost and demand on your in-house resources.
• CRM Functions: How does it keep track of your contacts, appointments, and reminders? Does it handle and store attachments in your contact record? Does the CRM handle multiple users and how difficult is it to add or change users and reassign user records? How many records will it store and how do you protect your data?
• Additional Features: You want your CRM to grow your business. Select a CRM that has additional features and add-ons to support your growth. For example email marketing. Does your CRM have an email-marketing tool or is there a 3rd party add-on (Constant Contact) that will support your needs and integrate into your CRM? If not, you should consider another CRM!
• Reporting and Analytics: Check out the Dashboard feature before you select a CRM. The Dashboard is a great tool for keeping up with appointments, activities and monitoring your sales pipeline. It is used as a project management tool to track projects.
• Cell Phone Integration: In today’s demanding world having a CRM that works with cell phones or tablets is a must! Make sure the CRM being considered works on multiple platforms (iPhone, Blackberry, Droid). Is there an App for your CRM and how difficult is it to input data, sync data and use it in the field?
• Laptop Integration: Windows-based systems are still dominant in the work world. Pick a CRM that works on both Mac and Windows platforms if possible.
• Internal Customers: Internal customers consist of your Sales, Customer Service, Project Management, IT, Contracts and Management Teams. Data obtained from your CRM can track call activity, competitive pricing, and marketing programs. While it is important to get management’s buy-in you should weigh the choices and recommendations of those that use the system most – your Sales and Customer Service Teams. Ease of use is key, and these teams are on the front line and are required to input data and manage the accounts. Include at least one member from Sales and Customer Service in the decision-making the process to gain buy-in and support.
• Marketing and External Customers: Most organizations deploy a CRM to meet internal customer needs and stop. That is a big mistake. Not only does that philosophy restrict the use of the CRM, but it also limits its value and ROI. Consider your CRM as a Marketing Tool designed to enhance your customer’s buying experience and support your sales team. For example: Connect with your customers via email marketing campaigns, e-zines, newsletters, new product announcements, press releases and direct mail programs. Track customer response times, complaints and solutions to improve the customer experience. Increase traffic at trade shows and conventions with pre and post show announcements and promotions.

Conclusion: Use your CRM to build Know, Like, and Trust with your customers. All CRMs have their ups and downs, positives and negatives. Select a scalable CRM that has enough features for your business needs today and tomorrow.  If you want to know more about these concepts you can contact me at pdavis@nx-step.com

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