How you organize you customer information can easily be one of the biggest keys to your business’ success. A recent survey revealed that companies that use a CRM (customer relationship management) have an average of $8.71 per dollar spent ROI. To do this effectively, you need a CRM system that meets your needs. But, what does that all entail?

Below, we’ll discuss what every great CRM should have to help you take advantage of the information while also being able to sale/market to the right customers in the right way. Because believe me, it matters. We’ll cover:

  • communication throughout your team and with the system itself
  • easy start up and accessibility
  • sales capabilities are HUGE (queue Donald Trump voice)
  • integration makes the sensation

Communication

In every relationship communication is the key to success, and cross-department communication is no different. When looking for a CRM, be sure that if doesn’t only allow for certain access and that it has capabilities that all parties can take advantage of. Your sales team isn’t the only department that can benefit from this information. Likewise, your marketing team shouldn’t be keeping your sales team in the dark either if they tend to use the CRM more.

At the end of the day, make sure everyone who needs it, knows it.

Accessibility

Remote workers, business trips, and more means your CRM data needs to be accessible via mobile and other devices. You never know when you might need to look up information to make that final sale or present vital information to a stakeholder.

At the same time, the ability to do this must also be easy. Take into account the idea that not everyone is tech savvy, and that your team needs to learn this quickly so they can actually start inputting data. In fact, 55% of sales reps look at ease and accessibility as being one of the most important featuring a CRM can have.

Sales

I’ve said it once and I’ll say it again – your marketing and sales teams need to be working together!

No, this doesn’t mean every once in awhile. This means all the time. These two department needs to understand qualifiers, lead categories and more to make the process work. In order to support this, your CRM needs to have sales process capabilities as well.

Being able to label contacts and understand where they are within the buyer journey helps your sales team know who/how to reach out while also allowing your marketing team the scope on where leads are struggling, what information they need to gather, and so much more. Ensuring that your CRM helps these two understand each other is vital.

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Integrations

This should be a no brainer. What good is a CRM if you can’t integrate key information into other platforms? Hint: It’s not good at all.

Sure you have great data on what customers like, where they were on your site, who they’ve been in contact with. But, now you need to be able to do something with that information. Make sure that your current marketing automation systems and even reporting systems are all connected.

Some other integration aspects you should consider include:

  • Email
  • Calendar
  • Social Media

The key to making any CRM work well is knowing what you need. Don’t just jump into it. Take a step back, meet with team leaders, and thinking about what is missing from your current systems. How can a CRM help you? Then, create a list of necessities and goals before finally researching which one works best for your team and business.

Published by Stevie Howard

I am a digital marketer that has experience in a variety of fields including social media, SEO, SEM, lead generation, content strategy, and more. I want to share my knowledge with other professionals while swapping ideas and opinions. Let's discuss!

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