Most sales professionals have at least heard the phrase “customer relationship management” (CRM) at some point. Yet, at the same time, nearly a quarter of these workers aren’t quite sure what a CRM platform actually is or what tools one may include.
Modern CRMs do much more than store contact information; they empower you to conduct sales outreach, send email blasts, and market to your target audience. Be that as it may, choosing the right setup can be challenging, as no two CRMs are alike.
On that note, here’s everything you need to know so you can find the right one for your business.
Why the Right CRM Matters
A powerful CRM gives you the data and insights necessary to tell stories that resonate with your target audience. From a more practical standpoint, though, it acts as a centralized hub for customer data that, when aligned with your business processes, makes communication seamless. You can use it to track prospects, build campaigns, and ensure your team doesn’t miss opportunities.
The thing is, choosing the wrong system can lead to costly inefficiencies. For example, you may be paying for duplicate tools or underutilizing a platform that is overly complicated for your team and industry. Finding the sweet spot, therefore, means choosing a CRM that can meet today’s business needs while also leaving room to grow with your company.
3 Types of Communications to Consider
When evaluating a CRM setup, keep the three key categories of communication that you need to manage in mind:
1. Sales Management and Pipeline Tracking
Perhaps the strongest reason to invest in a robust CRM is sales pipeline management. If your sales team actively uses the platform to track leads and move prospects through stages, it’s worth the investment. Platforms like Salesforce are so popular here because they provide detailed pipeline tracking and sales reporting.
On the other hand, teams that aren’t fully committed to using your CRM may feel overwhelmed by such a complex setup, resulting in a technology investment that becomes an expensive, unused mechanism that diverts resources away from other opportunities.
2. Sales Emails and Drip Campaigns
Sales communications typically need to feel personal, even when they are automated. Think “one-on-one style outreach,” something that makes your audience feel heard and valued. Follow-ups and drip campaigns need to maintain that same energy to avoid a disconnect with your audience. Ideally, these emails should originate from the same platform that your sales team uses to manage their pipelines.
For example, Salesforce users often turn to Salesforce Account Engagement (formerly known as Pardot), which is excellent for sending one-to-one emails while reaping the benefits of automation. For smaller teams, a platform like ActiveCampaign provides drip campaign tools without the need for a time-intensive setup.
3. Marketing Emails and Newsletters
Marketing communications, from newsletters to product announcements and event invitations, are all designed for scale. You need to deliver them to a huge audience with speed and accuracy.
These qualities can be achieved via built-in, design-friendly CRM tools that allow you to test your content for deliverability before sending it. Many businesses, however, prefer external systems because they’re more cost-effective.
HubSpot, for instance, includes marketing email capabilities. Its cost per email can be high, though, so it’s best to consider tools like Brevo, which are often more affordable for sending bulk messages while still connecting back to your CRM for tracking purposes.
How to Choose the Right CRM Setup
A few guiding questions to ask to help narrow your options include the following:
- Is my sales team committed to using the CRM every day?
- Do I need rip campaigns that feel personal?
- How often are we sending marketing newsletters?
- Can the systems integrate?
Look for a CRM that suits the size and motivation level of your staff. If your team is not fully on board, a large platform like Salesforce could be overkill. You should also prioritize automation and integration so that you can obtain a unified view of your target audience. Ultimately, the goal is to close the gaps while saving your team time and effort.
Making Your Final Decision
Today’s top CRM platforms pack a lot more punch than you may initially realize. And the right CRM will become the backbone of your sales and marketing communication strategy.
Before you choose a solution, though, carefully consider how your team communicates and what tools they will embrace so you can implement a setup that saves money while boosting productivity.
