The implementation process of CRM technology does not end after its buy-in. An organization may need a few weeks of introducing, training, and tweaking for the newly implemented CRM. Best practices are still discoverable at this early stage, and a mountain of evaluations is needed to determine the effectiveness of the CRM. Creating an open space for salespeople to learn the CRM tool is beneficial as it helps them reduce and prevent customer churn. A well-planned CRM implementation is essential in the long run to win customers’ loyalty.
And for a business to succeed in CRM implementations, there are some key points needed to be considered:
- Should manage customer information on a large scale.
- Empowers its salesperson’s way of communicating with its prospect.
- Can adapt to the organization’s new or existing application software.
- Smooths out the workflow between management and other teams.
- Functions align and abide by the fundamental business objectives.
The sales process in the 21st-century digital world is a complex and entangled web of human interactions. A salesperson’s job is to sort the correct information and reach the right person for their sales pitch. An adequate CRM implementation allows a salesperson to gain deeper insight into a prospect. A salesperson should be organized, technically sound, and adaptive. Since time and energy are crucial in sales activity, you need these CRM implementations to utilize your CRM technology effectively.
8 CRM implementations to effectively utilize your CRM technology
1. Integrating the CRM with other applications
Today, popular CRM tools like Zoho and HubSpot allow you to integrate third-party applications. It can be integrated using APIs to load and exchange the data you need in the integration. You can integrate it with other applications such as a phone system, email, and SMS tool. For instance, the HubSpot phone integration pulls out the customer database directly from the company’s lead pipeline. While its email marketing automation reaches customers online, HubSpot texting can send SMS directly to a prospective customer.
CRM integration benefits a salesperson in several ways. It provides efficient and accurate data storing, updating and extracting. Other system functions are extended into the CRM, making it a versatile machine to build and nurture relationships with their prospects. Systematic processes around the CRM reflect other system activities giving the salesperson a bigger picture. A dialer for sales teams lets them access and review call notes in the CRM instantly without going back and forth with their phone application.
2. Migrating the CRM into the Cloud
More and more applications are migrating to the cloud, and CRM tools are no exception. CRM technology uses a cloud-based system with secure connections through the web. It provides greater flexibility and connectivity for its users and offers a wide range of compatibility for other application developers. Cloud technologies made web services accessible for other applications to integrate.
A business can also save a ton of expenses using a cloud system. Its servers are managed elsewhere where downtime is reduced to 30 hours annually instead of having an on-premise server. Remote work setup is possible since salespeople can access their CRM tools anytime and anywhere. It can save a significant amount of cost in electricity, overhead maintenance, and space when businesses use a cloud system.
3. Supporting sales enablement workspace
A CRM tool can report an overwhelming amount of data, and it can sometimes cause an “analysis paralysis” in a salesperson. Other times, a salesperson is left out with necessary information from other teams that could have helped them close a deal. Sales enablement workspace means the tools and resources are well distributed to salespeople so that they can succeed.
A sales environment is a combination of multiple factors that can affect the sales output. Salespeople must study their prospects well, gain valuable insight and opinions from other team members, and willingness to share data with others as well. Sales enablement strategy combined with CRM integrations can boost a company’s sales performance.
4. Receiving management support
If a salesperson encounters roadblocks on their sales campaign, traditional management would probably let salespeople deal with it independently. Meanwhile, adaptive management would re-evaluate the sales campaign and provide additional training and support for their teams. You cannot formulate CRM best practices overnight. Management plays a vital role in ensuring that every team member’s efforts are compliant with the utilization of CRM. Then lastly, the management must implement the CRM tool throughout the organization.
5. Aligning goals with CRM functionality
If your business relies on sales and marketing automation, its processes should be visible in the CRM functions. Any business tool must reflect its corresponding business processes. A company who does cold calling campaigns must have a CRM with a dialer. A HubSpot dialer can do cold calling and SMS campaigns, making it an ideal CRM for a business that wants to ramp its lead generation. If your goal is to promote website traffic, HubSpot CRM can also be your content optimization and management system. It connects your content and marketing assets such as videos, blogs, social media posts, and web analytics all in one place for better tracking, reporting, and delivery to your target market.
6. Keeping quality customer information
A CRM not just stores and collects customer information but also keeps track of quality customer data. It should be a get-go from the start that your sales objectives clearly define the market orientation of prospective customers. It makes sure that the CRM automation workflow functions according to the ideal buyer persona. B2B and B2C buyers vary widely from their purchasing intents, buyer’s journey, and contact outreach. Your CRM should use customer information that will eventually lead to purchase decisions.
7. Training and development routines
A CRM needs an update from time to time to enhance its features and secure it from any cyber-attacks. Providing training, rather than just an announcement, for these CRM patches gives your sales organization a heads up. It allows them to take a break from specific features or perform certain tasks differently that may be affected by the update. It will also enable them to upskill and learn new CRM skills. Syncing both tools and users should be a cornerstone of CRM implementation.
8. Phasing and rollout schedule
This implementation is also related to training and development routines. Planning a multi-phase change and rollout schedule offers sales representatives a timeframe for CRM changes. Anything new added to the CRM, like newly integrated applications, should have a reasonable timeline. For this reason, salespeople will have time to learn and get used to the new features of the CRM.
Conclusion
A CRM tool is absolutely a vital resource for any business that wants to build relationships with their customers. To successfully use the tool, CRM implementations make sure that the tool and its users are syncs with each other. There are three factors in these successful CRM implementations. Technology made the CRM function more effectively with other tools. Salespeople as users leverage its functionality to its full potential. Internal business processes that have coherence with the CRM practices in the organization. Looking into these factors can give you the structure in formulating a successful CRM implementation for your organization
Author:
Nikho Arrosas is a content writer and copywriter that specializes in sales and marketing topics. He has been doing web writing since 2015 and at present, he is a resident writer at Aloware, creating content that allows sales teams to harness the power of technology.