Though it would seem that CRM industry is reaching maturity, companies are still making common mistakes when looking for the right fit for their organization.
In a business, CRM is a very important business process it plays a huge role in a business's growth as it handles the customer relationship which is the main source of revenue in the business. So, it is wise to avoid mistakes while using CRM. Here are some common CRM mistakes you must avoid.
Failure to align your CRM to your sales process.
If you’re new to CRM, you might see the software as a digital Rolodex. But in fact, it is so much more. To optimize your CRM program, you will probably need to implement customizations. These customizations should be designed to align with your sales process and the overall customer experience. For example, if you use the MEDDIC method to qualify leads, that process can be built into your CRM. By customizing your CRM to fit your processes, managers will be able to glance at their dashboards and better understand the current state of the pipeline.
Not integrating your CRM with marketing tools.
Many companies mistakenly think of CRM as a software tool belonging to the sales department. But by integrating CRM with marketing tools—in consultation with the marketing department—your sales representatives will receive more qualified leads to pursue. To fully enjoy the benefits of CRM, it should be fully integrated with your Marketing Automation Platform (MAP) and other marketing tools. 80% of marketing automation users see an increase in leads, while 77% see an increase in conversions. Integrating CRM with marketing tools doesn’t just provide sales representatives with a source for leads, but also offers valuable information about those leads—thereby saving time.
Including too many required fields in your CRM.
While CRM systems are capable of retaining a great deal of information about individual leads, don’t require too many data fields. When users have to input a lot of data at once, they are less likely to utilize the CRM. Users should only have to enter in a bare minimum of information about a lead when they first enter it into the system. More information can always be added at a later time.
Failure to define and track KPIs.
The sales team should implement CRM in order to achieve measurable goals, not simply because it seems like the thing to do. Determine what your goals in CRM implementation are and identify KPIs for measuring your success. Ideally, you should measure different KPIs across multiple areas of concern. Periodically assess your progress. If you are failing to meet your goals, take steps to analyze why.
Ignoring social media integrations.
Social media integration is one of the most useful tools offered by modern CRM applications. Sales representatives who fail to utilize social CRM tools are missing out on potential leads. It’s not enough just to monitor mentions of your company on social media. Sales representatives need to be actively engaging with potential customers on social media. Some platforms, such as LinkedIn, can be a great source for locating relevant prospects. As part of your standard CRM training, show sales representatives how to use social CRM tools and review best practices for social selling.
Not integrating your CRM system with other key systems.
Don’t fall into the trap of regarding CRM primarily as a tool for the sales and customer service teams. After all, your entire business is concerned with serving customers better. To that end, data from the CRM should be accessible across multiple departments. Marketing can benefit from learning more about your customers and prospects needs. By accessing CRM data, marketing can learn about the efficacy of their campaigns. The product development team can integrate insights gleaned from CRM into new products and services.
When utilized well, CRM will enhance all aspects of your business. By avoiding these big CRM mistakes, your team can make more sales and improve customer retention.
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