What a CRM can do for your company

The relationship you cultivate with your pool of prospects is what will determine the most predictable and immediate success for your company. And as in any relationship, how well you know your customers and follow their journey directly influences sales. But for a company, gathering information about consumers and keeping each person’s preferences, needs, and status updates organized can seem like an impossible task. That is the logic of adopting a CRM — Customer Relationship Management — or software for managing the relationship with consumers.

What is promised when adopting a CRM is:

• A platform with centralized databases, keeping all information on your prospects and consumers in one place;
• Automation of the entry of new data such as emails, calls, or meetings carried out daily;
• Interaction history of your prospects with the company through the sale and after it;
• Indication of the right moment for you to get back in touch;
• Improvement in sales-team integration with cloud information that shows the overall picture;
• Scalable software that grows together with your company.

In other words, you can schedule activities, monitor actions, know exactly whom to contact next. The main point: inefficient processes can be eliminated — that is, what is already being done to maintain the relationship with your consumers can be improved with a CRM. Adopting a large-scale CRM, such as Salesforce or Oracle, implies that you were already doing contact-management work and now see the need for a tool that can improve those processes. If you have no notion of this kind of management, you will spend a fortune and months on end implementing basic processes that could be done internally, even in Excel. Even during that implementation time, will your customer relationships remain on hold? People need to design processes first, outside a complex CRM, and only then move on to hours and hours of consulting and months of projects. The CRM will get nowhere without your analytical and strategic vision. It is not worth having the software just to look more professional. Just as in a relationship, there is no point using scripted tactics to keep a stable interaction. You need passion, will, desire. And that only comes with experience and with the capacity to demonstrate all of that in whatever way possible, with what you have on hand. In digital marketing, what we have on hand are data.