Modern CRM systems allow sales and marketing teams to better integrate and share customer data insights. This enables improved segmentation, product development, and use of multiple marketing channels. Modern CRM uses big data analytics to gain deeper customer understanding from various sources like web, mobile, social media. Effective CRM requires organizations to prepare teams through communication, training, and developing a collaborative culture before implementing new technology. Benefits include centralized lead management, aligned sales and marketing metrics, automated processes, and a single customer view to improve performance.

1. Modern CRM
So Much More Than A Sales Tool

2. Time showed the need for a higher
degree of integration, co-operation and
customer data-sharing between Sales
and Marketing
– thus improving the ability of marketing to segment customers, to
develop new products and services, and to develop new marketing and
communications channels. This integration also enables sales to increase its
performance through cross-selling and up-selling propositions based on a
single view of each customer.

3. Modern CRM systems
Modern CRM systems are increasingly about how to use big data analytics to gain a
deeper level of customer insight than was possible a decade ago. To earn customer
loyalty, organisations have to learn about customers’ habits through an increasing
array of channels: the web, mobile, email, social media, e-commerce, contact centres
and through bricks and mortar outlets.

4. Are your teams CRM-ready?
One of the traditional reasons why CRM fails,
falls down to resistance from those that are
going to use a modern CRM system.
People and process design come before
any successful implementation.
Effective communication about the benefits
of modern CRM systems, training and the
development of a new collaborative culture
are essential before the technology can be
used effectively.

5. Improving performance
The benefits of a modern CRM system include…

6. Lead intelligence
Easy access to lead intelligence for sales from one location and in a way to
enable sales and marketing to share customer insight – including customers’
transactional histories.

7. Sales and Marketing alignment
Better sales and marketing alignment by applying and sharing metrics
to show how each function is performing. This information can be used
to develop new sales and marketing strategies, and realistic goals and
objectives that have to be:
Specific, Measurable, Attainable,
Realistic Time-based.

8. Sales prioritisation
Help Sales prioritise its pipeline through segmentation – say for example into
key accounts (highest value customers) – and by making customer trends more
visible. This can enable salespeople to target customers more effectively.

9. Closed-loop reporting
Closed-loop reporting lets marketers improve their marketing campaigns. By
sharing sales and campaign data marketers can determine which campaigns
are most successful and look for insight as to why they are achieving their
goals and objectives.

10. Automation
The automation of simple, repetitive tasks and processes. These tasks
and processes may be administrative, transactional, or related to specific
activities such as e-commerce, inbound contact centre management, etc.

11. In conclusion
With a modern CRM system such as Microsoft Dynamics
CRM it becomes possible for Sales and Marketing to see
each other as partners.
To achieve this collaboration there needs to be a high
level of systems integration across all of an organisation’s
functions – not just between Sales and Marketing, but also
with finance and logistics for example.
Together these departments can become even more
profitable than if they were to maintain a culture of us and
them. Modern CRM systems make this possible.

12. Takeaways
Sales and marketing can collaborate by collating customer data in order
to create a single view of each customerwithin a modern CRM system.
Before technology, organisations need to think about their people and
their processes.
Modern CRM systems need to be able to integrate with mobile and social
media channels.
SMART metrics and campaign dashboard enable better decision-making.
Modern CRM systems help to improve customer and channel
segmentation through data analysis.

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