Just as the name suggests, a customer relationship management system(CRM) is meant to help you manage client information; phone calls, emails, meetings, etc. But another purpose it serves is to help you gain greater actionable business insights. Insight into how customers are interacting with your business, insight into how your salespeople are interacting with your customers and insight into the opportunities your salespeople are presented with to improve their selling. Your CRM becomes the key for your business to build stronger relationships with existing customers and enables your salespeople to tactfully nurture prospects throughout the buyer’s journey.
Since a CRM’s most valuable asset is the data it contains, you should actively be looking for ways to improve and build upon that data. If you’re using HubSpot, the marketing automation and content optimization system, you know there is no shortage of data the platform can produce. When using it to its fullest extent, you can start putting together a cohesive view of how website visitors interact with your site, which users are most interested in your products or services and what portions of your site perform the best.
It seems like every day I read an article about how sales has changed in the past few years and the old methods are no longer considered best practices. In fact, ignoring these changes can adversely affect your bottom line. Another significant change that does not seem to be addressed as much is the lines between marketing and sales are blurring when inbound marketing methodology is being adopted.
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If you are familiar with CRM software, hopefully you have reaped the benefits of its role within a sales department. However, as useful as this application is, there are numerous processes that CRM software cannot do on its own and all the responsibility is put on sales professionals. Fortunately, automation can relieve sales of certain processes that otherwise take up too much time to perform manually.
customer relationship management,
In part 1 and part 2 of this blog series, we discussed the process of executing an integration project between an ERP and an eCommerce store and how it differentiated from a CRM and Marketing Automation integration. The point of this series is to emphasize that Integration projects differ by software, company and business processes and specialist integrations such as with Concur, ZenDesk or TrackTraceRx are unique integration projects in and of themselves.
Business Process Management,
In the first part of our integration series, we discussed the approaches taken to integrate between an ERP system and an eCommerce store. This week, we will dive into the procedure of integrating a Customer Relationship Management (CRM) and Marketing Automation (MA) system.
Businesses typically follow procedures to manage and respond to certain activities. These procedures are often fulfilled by the combination of manual processes and management software such as enterprise resource planning (ERP) and customer relationship management (CRM). Though, these methods have their own forms of functionality they are often missing key components that would make certain processes more automated and less manual.
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