How do you choose the best crm for your business?

critical success factors

Before you even start considering implementing a new CRM or replacing an existing CRM you need to understand a few things. Success with CRM follows a 60-30-10 rule. Sixty percent of a successful CRM implementation is people. Thirty percent is a good process. The final 10 percent is the actual CRM system you choose to use. That's right - it's you, your employees and other key stakeholders who will have the largest impact on whether the CRM you use will ultimately be successful or not. 

a modern crm provides a number of key features


While the modern CRM provide a large number of functions (see the above diagram), there are some core functionalities which underlie all CRM solutions. This includes contact management, sales team and customer opportunity management, lead management for determining high-quality leads together with reports and dashboards which bring this all to life.

An effective CRM will allow you to:

  1. Turn the leads you generated into successful selling opportunities.

  2. Increase the velocity of your sales effort by helping you win head-to-head battles with competitors. It can also help increase the size of sales, reduce sales cycle time and reduce administrative tasks that take you away from relationship-building time with customers.

  3. Increase customer retention by staying on top of the the sales process and being better aligned to their needs.

  4. Make informed business decisions.

automated marketing & CRM

While CRM is extremely sales-focused, a marketing automation system is marketing-focused.

A marketing automation system focuses on brand awareness, customer acquisition, and customer retention by generating new leads and identifying opportunities to cross-sell or upsell to existing customers. Top-of-the-funnel activity can then be followed using marketing automation to track prospect behaviors such as website visits, open emails, subscriptions to your blog or completed forms. Furthermore, marketers benefit from a marketing automation system by scheduling and tracking campaigns and simply providing a mass output of business to customer communications.

There are two specific objectives and a very distinct overlap – the customer.

By leveraging marketing automation, you can efficiently market through various channels, such as social media, websites, email, or events to effectively gain a potential customer’s attention. Integrating a marketing automation system in combination with CRM brings the sales lifecycle to a full circle.

Once you’ve won their attention through these initial efforts, whether it was through an email campaign, tracking website traffic, or hosting an event, you can then begin to refine the data collected. Above all, this results in a focused marketing effort that highlights products or services to generate new leads, and due to integration, then puts those in front of a sales person in real-time.

With a qualified lead and CRM collecting all digital touch points, from human interactions phone calls, emails and meetings, the sales lifecycle begins. At the same time the sales team has a single view of the customer, managers also have the ability to monitor productivity, while the marketing team has the data needed to develop future marketing efforts to facilitate cross selling or up selling.

Whether you are looking for a CRM purely for sales pipeline management system or as a larger automated digital marketing play, give us a no-obligation call to discuss your situation. We're happy to provide advice and send you in the right direction - whether that's with us or someone else. Email , phone David on 0274319131 or better still - use the Chat bubble on the bottom right of this page. :)