Software Advice recently released their CRM Buyer View report, an analysis of over 5,000 interactions with companies evaluating CRM software. After the report was released, they interviewed Paul Greenberg, CRM and SCRM author, consultant, and speaker. Here are some insights from that conversation, which outline the core aspects of a great CRM.
A CRM must meet your needs
The needs of a CRM vary from business to business. From a small business perspective, automation is king. Automation is part of the fundamentals that helps small businesses run their organization more effectively.
There are several types of sales CRM, but regardless of what you use, they all have “must have’s” and “must-do’s” that contribute to accelerating your revenue. Here are six of those must-have functions for CRM and sales success.
Wherever possible, automate data entry as opposed to manual entry. Data entry in systems is a fact of life, but it doesn’t have to be overwhelming. Minimize it at every opportunity to do so. The more manual entry required, the higher the level of non-compliance, resentment, and inaccuracy.
Examples of fields to automate: Opportunity naming, Account Type designation, company profile info such as revenue, employees, etc.
Sounds obvious? You’d be amazed at how many companies don’t have a planned approach to the onboarding and ongoing training of any and all personnel interfacing with the system. This applies to both the input side and the analytics side. Knowing how to use the system to manage the business is as important as how to use the system to get data in.
Business owners don’t want much…we just want more. We want more speed, more accuracy, more productivity, more information (not to be confused with data)…MORE SALES. In sales, there are some essential elements, that when correctly wired into a system, have propelled dramatic impact on conversion, rate of revenue, and valuation. In no particular order, here are 14 of the most critical elements, without which, a fully productive revenue engine isn’t possible.
Know what you are trying to control. If it’s revenue, it can’t be done. You might as well try controlling the weather. However, we can impact revenue. What we can control is the behavior and activities that lead to a decision. Activity is your business’ primary currency…not money.
Make sure your company’s value proposition is presented with clarity and consistency. Are your sales and service executives operating with a clearly defined and measured process? Everyone must go to market with the same, for lack of a better word, “script.” In almost every instance, I’ve found that individuals tend to put their own bit of spin or style into their presentation. Ultimately, you might find the differences in performance relate back to this issue.
Implementing a constituent relationship management (CRM) application can be a difficult project for organizations with multiple large complex departments. Rolling out a solution that caters to your development, marketing, program, and HR departments could be challenging due to the different strategies, processes, and products.
Salesforce CRM encompasses the people, processes, and applications that enable organizations to organize and manage their constituent relationship. A successful implementation needs a holistic approach that aligns staff training and changes in business processes with constituent needs through thoughtful planning. It also entitles implementing applications that will automate and consolidate constituent information. If CRM isn’t helping you to become more effective, increasing your constituent retention or improving staff satisfaction – don’t do it.