A recent Intuit Inc. survey showed that more than one-half of small businesses perform customer relationship management (CRM) tasks manually—more than 28% use pen and paper while another 28% manually enter data into spreadsheets.
That’s a complete nightmare for evidence-based marketers. Is your sales team really following up on every lead? What percentage of leads convert? How much revenue is each member of your sales team driving? These area few of the questions that a CRM can help you answer. By switching to a CRM, small and medium-sized businesses (SMBs) can ensure that their sales and marketing teams are properly aligned to maximize each lead’s conversion potential.
Let’s explore three ways that SMBs can revolutionize their sales and marketing strategy by putting down the pen and paper, and embracing a cloud-based CRM solution.
#1 -Sales and Marketing Intelligence
Small business employees often diversify their time across a variety of roles. I used to work for a small e-commerce business that, on a typical day, had me running an SEM campaign, managing eBay listings, engaging with customers over the phone and even physically shipping orders. When employees are spread thin, it’s possible that certain leads are not being properly engaged or nurtured. It’s vital to be able to track employee performance across multiple channels in order to determine whether they are successfully accomplishing the tasks that they’re assigned.
CRMs allow you to keep detailed records of your employees’s progress, and determine what (or who) is working. You may realize that you need to change your sales or marketing strategy based on data provided by your CRM. It seems overly obvious—yet necessary—to state that most small businesses fail due to a lack of intelligence.
#2 – Sales and Marketing Alignment
You can also use a CRM’s lead tracking capabilities to ensure that vital conversion opportunities aren’t being squandered. If leads are scribbled down on pen and paper, it’s almost certain that vital leads will be lost. CRMs will store all of your leads to make certain that your sales team isn’t sorting through duplicate leads.
Once upon a time, marketing found leads and then passed them off to the sales team. There was no way to track which leads drove revenue. CRMs allow your sales and marketing teams—however small they may me—to synergistically work together to drive revenue. CRMs can make sure that there is constant two-way communication between sales and marketing.
#3 -Sales and Marketing App Integration
CRMs often allow you to integrate various business solutions into a single platform. Salesforce.com, for example supports a variety of apps that allow you to tailor-fit the CRM to meet your business’ specific needs.
Salesforce.com also has the ability to integrate with automated marketing solutions. You can therefore instantly see how specific leads influence your revenue stream. By integrating Salesforce.com with an automated marketing solution like Hubspot, pen and paper businesses are likely to experience momentous results.
For example, Salesforce for Google Adwords (SFGA) is another great app that can integrate your Google Adwords account with Salesforce.com. This will allow your business to see how specific keywords are tied to revenue. It will take a lot of the guess-work out of your search engine marketing (SEM) campaign. As for organic site optimization, SEO for Salesforce is a cloud marketing app for the Salesforce CRM that helps marketers audit their SEO presence by using SEO automation to eliminate redundant tasks, automate turnkey collaborative SEO projects, and generate reports that prove SEO ROI.
By switching to a cloud-based CRM solution, your small business will instantly benefit from new sales and marketing opportunities.
Learn more about revenue-based marketing here.