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ACT! CRM CRM Marketing Repeat Sales Sales Selling Upselling Zoho CRM

Why should my Marketing Team use our CRM?

That’s a question I hear many times.  Usually the owner thinks all they need to do is send emails out of Microsoft Outlook.  Marketing’s main purpose is to get the company’s message out to the targeted groups of potential leads.  It can involve monthly newsletter emails, sales promotions, posting to groups and other resources to encourage potential leads to fill in a landing pages.

When marketing is working outside the CRM system they may not respond quickly to new lead inquiries and worse lose new leads.  The sales team has no idea what they are doing to generate new leads and until someone tells them there is a new lead they are losing valuable time to follow up and engage the new lead and close a sale.

Envision if you will an example of how they can work with the sales team in a CRM together.

A business sells red, blue and green widgets.  The business owner asks marketing to put together a new promotion next month of 10% off green widgets for new customer only pricing.  They open up the CRM’s integrated email campaign and marketing module to create an email campaign along with web forms for a new landing page promoting the new customer offer.

A landing page is created and the web form from the CRM is inserted.  They promote the landing page through Google Ad and keywords.  When a lead that fills out the web form they are automatically created in the CRM and a sales person is automatically assigned a task to follow up.  The new lead also gets a follow up email thanking them for their interest and additional information about the green widget product and the new customer offer.

Existing leads in the CRM system are assigned to a weekly email campaign for the month with the 10% off offer for new customers.  If a leads clicks on a link (call to action) then a sales person is immediately assigned a tack to call and they follow up to closed the new customer sale.

Based on the response rate to the landing page and emails sent they can generate a report to review with the owner and the sales team the new lead response rate and the increase percentage of new deals form the promotion.

Since the sales team and marketing are interacting in the CRM they can coordinate the responsiveness to the new leads together.

The sales team is expecting new leads to take advantage of the offer and are immediately responsive to the CRM system notifying them of the new leads.

The results are a higher return obtaining new customers than compared to separate systems that ae now working together.  Marketing and sales will be less frustrated with each other because the new leads didn’t fall thru the cracks of depending on human involvement to notify sales.

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In upcoming articles, we’ll help you understand more about a CRM, see if it’s right for you, and know what to look for in one. You’ll also learn what to expect and plan for if you decide to implement a CRM.

Categories
CRM ACT! CRM Marketing Sales Selling Zoho CRM

Why using a Customer Relationship Management System (CRM) is important!

Desktop email and calendar products like Microsoft Outlook TM were originally created as a standalone product.  Many businesses need a product that is built for sales, marketing and customer support teams. This where a CRM product meets those requirements.

In a corporate environment, single user designed applications lack the ability for a sales team to know what is going on with a lead or client.  Management doesn’t know what the sales people are doing at any time.  They must rely on each sales representative to spend time generating weekly and monthly sales reports instead of spending that time generating sales.

The marketing team doesn’t communicate back and forth effectively with sales.  You also lack the communication between sales and customer service as well.

When management embraces a process that includes a CRM to expand their business they will find growth is quicker, easier to forecast and track.

A CRM system setup properly based on your marketing, sales and customer service processes can help generate increase sales conversions.  Along with training all involved in the processes to be used, you will see a return in investment quickly.

Here are some benefits of a CRM that can help build a better relationship with your existing customers and convert new prospects:

• Being able to review past history of sales conversions to timely track closing new opportunities.
• More efficient understanding of specific customer needs by identifying them quickly.
• Upselling and cross-selling of related products to customers which increases profits.
• Tracking the profitable customers and targeting more of those prospects.
• Identifying and reactivating lost customers you can sell to again.
• Coordinating with marketing to get referrals (warm leads) from your satisfied customers.
• Staying in-touch with your customers on a timely and consistent schedule to increase repeat sales.
• Following up with new customers to provide customer service and retain them.

A CRM used to follow existing customer behaviors will assist a company to identify and find new customers as well as discovering potential new markets.  Knowing more about your customers leads to increased sales, profits and a bigger customer base to expand your business.

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