Not all that long ago, the decision to implement a CRM involved huge trade-offs. A CRM that was very functional from a sales standpoint had very limited functionality for the operations/customer service team. Customer service applications lacked sales functionality. Marketing automation applications were stand-alone and did not inherently integrate with the CRM.
There will always be trade-offs when making decisions, but CRMs have significantly evolved to enable functionality for the whole organization. As you might imagine, the benefits for each department are different.
Let’s dig into each department and look at some of the benefits that modern CRM offers today’s business.
The CRM benefits for sales make it a lot easier to convince the sales team to make a CRM change than it used to be!
- Improved win/lead conversion rates – That’s the big idea, right?
- Team productivity – Automation like templated content enables you to make more touches in less time while controlling the message.
- Accurate Forecasting – When configured and used correctly, forecasting is simple!
- Rep Development- Reporting of the right metrics helps leaders take the right actions to develop individual reps.
There was a time when marketing folks used to buy their own technology. Those days are gone:
- Improved lead flow – Segmentation allows you to hone and improve your message, and downstream, closed-loop reporting helps marketers know which tactics and messages are turning prospects into clients.
- ROI – Closed-loop reporting enables attribution to help with this age-old challenge
- Share of wallet – Marketing has always marketed to prospects. Managing clients in the same system allows you to market to your clients as well.
Stand-alone client/customer success teams limited the visibility of the sales and marketing touchpoints of the prospect journey. No longer!:
- Customer/Client Sat – Having a 360-degree view of the client puts actionable insight in front of your Customer Success team.
- Productivity – Enhanced communication channels and built-in automation enable you to meet customers where they are and provide the correct response.
Integration and inherent back office functionality have recently brought admin and finance to the CRM party. How do they stand to gain?
- Billing/payment integrations and streamlined processes – Many CRMs go beyond the proposal and integrate contracting into the CRM.
- Billing accuracy – Automation reduces errors!
- View of history – Visibility marketing, sales, and client success interactions help support your AR team.
Not only do IT teams support CRMs they also provide functionality to them.
- Departmental productivity/costs – Most CRMs reduce administrative reliance. Much of the admin is enabled at the departmental level by the users that know what they need, reducing the burden on IT.
- Security – New CRMs need to provide levels of security that were not previously imagined in old CRMs.
- Integration – New CRMs need less integration because of their Improved functionality. When integration is needed, new CRMs provide a lot more flexibility.
- Mobile enablement – Today’s mobile workforce enables IT to give users the access that they need on the go.
A fully functional CRM is a huge asset from a strategic perspective:
- Business planning – When the CRM is humming, it is much easier to gauge future performance and to support strategic decision making.
- Cross-functional Alignment – When departments use different applications, there is less of a need to be aligned. However, that also increased the need for someone to pull everything together. A fully functional CRM promotes cross-functional alignment.
The evolution of CRMs has been a massive enabler to the success of a business that properly takes advantage of the opportunity. That said, the decision for the right CRM is more complex.
Ensuring that all departments are engaged when shaping your CRM requirements is imperative. When done correctly, implementing the right CRM can be a substantial competitive advantage, improving communications, streamlining processes, enabling data-driven decision-making, and enhancing customer experiences.
Continue to read more about CRMS:
Make sure to download your “5 Steps for Scaling Sales and Growing Revenue” ebook.
#ModernCRM #EmpowerYourOrganization #DriveSuccess #DataDrivenDecisions #StreamlineProcesses #CrossDepartmentalEngagement #Convergo
Two Types of CRMs
There are two types of CRMs: vertical and horizontal.
Vertical CRMs are designed to meet specific industries’ unique needs and challenges. They provide more targeted solutions to businesses operating in those sectors, with features and functionalities tailored to their particular requirements. Examples of vertical CRMs include healthcare CRMs, real estate CRMs, and legal CRMs. These CRMs may also provide industry-specific integrations that streamline workflows and improve productivity. However, if all businesses are different, integrating and optimizing for your business may require more effort for a vertical CRM.
On the other hand, horizontal CRMs are designed to work across different industries, providing more functional and flexible solutions. They offer a more comprehensive range of features and functionalities that are more customizable to suit your business needs. Examples of horizontal CRMs include Salesforce, HubSpot, Monday.com, and Zoho. While they may not be ready to roll out of the box, horizontal CRMs provide more flexibility to customize and wrap around your unique business like a glove. Additionally, they may provide more visibility across your entire business.
A lot of the decision process for a CRM comes down to trade-offs. When choosing between vertical and horizontal CRMs, consider your business goals, the size and complexity of your business, and the level of customization you require. You should also evaluate the CRMs compatibility with your existing tech stack, including marketing automation software, social media management tools, customer service software, and even back-office applications. Your new CRM may enable you to retire some of your outdated tech.
It is extremely important that all departments are involved in developing requirements for a new CRM as all stand to gain from a functionality perspective. After your requirements are defined, it is time to weigh the trade-offs. Consider cost, ease of use, and scalability when comparing your CRM options. Some CRM systems are a lot more expensive than others, so understanding the trade-offs can be very challenging.
In conclusion, there is a lot at stake, so ensure you look at the decision holistically before you decide on a horizontal or vertical CRM.
Read more on how CRMs can increase revenue here. Make sure to download your “5 Steps for Scaling Sales and Growing Revenue” ebook.
Creating a business plan (V/TO™) is a great first step in moving your business to your goals.
Putting in place the processes and metrics to enable you to meet those business goals is a journey, but it is a journey worth taking. We call this the “Connected Scorecard.” The connected scorecard tracks the right activity metrics to drive your desired lagging metrics (your desired results from your Business Plan/ V/TO). Tracking the right leading metrics between the two helps you know if you are getting there.
Once you have the right processes in place and track the right metrics, you know how to take the appropriate actions to move your business forward.
Check out the video on how to Connect Your Sales Scorecard to Your Business Plan.
Connect Your Sales Scorecard
B2B services organizations typically have goals to grow their business. The interesting thing is that they often miss the biggest opportunity to grow that is right under their nose. It is pretty hard to argue that it is a lot easier ot sell to current clients than to new ones. Most quoted statistics reference that it is 10x more expensive to sell to a new client than en existing one.
Five benefits to focusing on cross-selling to your clients.
- Increased revenue: Cross-selling allows B2B organizations to generate additional revenue streams by selling complementary or related services to existing customers. By offering a broader range of services, organizations can tap into new revenue opportunities without incurring significant customer acquisition costs.
- Deepening customer relationships: Cross-selling services is an effective strategy for strengthening relationships with existing customers. By expanding the range of services provided to a customer, B2B organizations deepen their engagement and become more embedded in the customer’s operations. This increases customer loyalty and reduces the likelihood of them seeking alternatives from competitors.
- Competitive advantage: Cross-selling can provide a competitive advantage by differentiating the B2B organization from its competitors. Offering a comprehensive suite of services that addresses a customer’s diverse needs can make the organization more appealing and valuable to customers. It positions the organization as a one-stop solution provider, giving them an edge over competitors who may offer a more limited range of services.
- Cost savings: Cross-selling to existing customers is generally more cost-effective than acquiring new customers. The B2B organization already has an established relationship with the customer, reducing the need for extensive marketing efforts and associated costs. Additionally, existing customers are more likely to be receptive to cross-selling efforts as they already trust the organization and value the existing services provided.
- Market expansion: Cross-selling services can open doors to new markets or customer segments. By identifying additional services that cater to different industries or sectors, B2B organizations can enter new markets with existing customers. This diversification reduces dependence on a single market segment and helps mitigate risks associated with market fluctuations.
Maximize Your Efforts
To maximize the effectiveness of cross-selling services, B2B organizations should focus on understanding their customer’s needs, developing a comprehensive service portfolio, training sales teams to identify cross-selling opportunities, and maintaining strong customer relationships through ongoing communication and support.
Download Your Cross-Selling Potential Questionnaire