CRM systems when used well can help marketing departments prove their value to the business. Some types of marketing such as advertising provide only vague returns, as its hard to measure who bought your product from a newspaper advert. However, by using a CRM and sending out an email or a brochure you are able to measure who bought products – and so measure how much revenue was generated.
CRM can simplify marketing processes and drive customer. CRM functionality enhances management of marketing resources, segments and lists, campaigns, leads, trade promotions, and marketing analytics.
- Drive customer demand
- Increase returns on marketing investments
- Make intelligent business decisions with enhanced customer insights
- Increase speed to market
- Maximize visibility into and control of entire marketing process
What is your experience with a CRM system? If you have never had a CRM system installed then look at the section in CRM Guidebooks on choosing the right solution and vendor. Both have downloads to help you look into and define your requirements. In simple terms you need to
- look at what you do today
- honestly judge whether have:
- good processes in place today (that you want to automate)
- limited processes or structure
- or bad processes in place ( that the CRM will ‘fix’ if you implement well)
If you are replacing a CRM system then you need to consider why it is being replaced? Is it a system that is not viable for the long term because it won’t grow with your business or have you lost confidence in it.
Similarly, if the solution did not work as well as you expected – what were the reasons – were they in the solution or were they due to commitment from your firm?