CRM Software: 3 Principles to Get Value Fast

Companies big and small will generate hundreds or thousands of data points from a wide array of programs and systems.
Unfortunately, while all of this information is crucial, it’s worthless if we can’t digest it. Thankfully, artificial intelligence is here to help. In this article, we want to discuss how an AI customer experience can provide the analytics possible to build a better sales team and a streamlined customer experience.

As a business owner, a big struggle can be building a more substantial customer base and using it to propel long-term success. Managing it with CRM software, can be an even bigger struggle.

Fortunately, we’re living in a golden age of technology, which means that you can theoretically be one app away from reaching that goal. However, just because there are a plethora of options doesn’t mean that they will all work. In many cases, even though the technology is powerful, it might not be well-suited for your business.

So, with that in mind, we want to discuss the best ways to utilize your CRM solution for your company. To help us understand the value of a good customer relationship management system, we enlisted the help of Thomas Kattnig. Thomas is the CEO of Sellsation, a company that specializes in CRM software for small and medium-sized businesses. Here are 3 principles that will get you value fast.

The Problem Isn’t CRM Software – It’s How You Use It

When it comes to CRM software, one of the biggest and most widely used in the industry is SalesForce. However, this software is designed for enterprise-level companies, which can make a powerful tool, but out of the reach of smaller businesses.

A significant reason for that disconnect is the level of skill and understanding that has to come with Salesforce. Yes, you can deploy the software for your medium-sized business, but then you have to hire consultants to help you use it efficiently.

Instead, you need to start by focusing your attention on the business model. What does success mean to you? Where are you trying to go? What solutions are you offering your customers? Finally, and most importantly, how is CRM software going to facilitate these goals?

All too often, businesses use a tech-first approach. This means that they think that buying a high-tech solution will alleviate their problems, but since they don’t know what those problems are to begin with, the software falls short.

Overall, before picking a CRM software solution, you need to outline where your business is headed and write down specific elements that the software has to address. From there, you can choose the right option for your needs. Thomas and his team have an excellent customer retention rate because they assist their clients with this process before onboarding them. By pointing yourself in the right direction, choosing technology is much simpler.

Aligning Your Sales and Marketing Team

CRM Software works best when you've aligned your sales and marketing team around its use.
CRM Software works best when you’ve aligned your sales and marketing team around its use.

Salespeople and marketers typically use customer relationship management systems. Unfortunately, these departments don’t usually talk to each other, so there is a significant disconnect that can cause problems.

If you want your CRM software to succeed, you need to make sure that it can facilitate communication between marketing and sales so that they can work as a cohesive unit. This way, salespeople don’t over-promise on a product, and marketing doesn’t have issues with setting up accounts and following up with clients.

Part of Sellsation’s success comes from the fact that they outline how each department works individually so that they can align themselves. When marketing does one thing, how does it affect sales and vice versa? By visualizing their relationship with each other, the business can create a better network of cooperation and coordination.

An amendment to that is how you incorporate your support team as well. If sales and marketing don’t provide the right tools for the client, then he or she will need much more help and support on the back end. That kind of system will lead to higher churn and less customer satisfaction. Overall, the CRM software needs to bring everyone together to move in the same direction.

Bottom Line: CRM Software Is a Tool, Not a Magic Wand

If you want to get more from your CRM software, you need to know how to use it first. Tons of features and benefits are great, but not if you have no use for them. Let your business model be the guide, and let your customers dictate which elements are most necessary.

If you want to find out more about Sellsation, you can check out the latest episode of the SaaS CX Show here, or you can find them at www.sellsation.com.

Author: Frank Bria

Frank Bria is the author of the internationally bestselling book Scale: How to Grow Your Business by Working Less and founder of High-Ticket Program, a strategy firm dedicated to scaling B2B service businesses. A trained mathematician and systems engineer, he launched several fintech startups in the advanced analytics space. He has consulted with Fortune 500 companies and multinational tech firms on quantitative marketing solutions including AI and predictive analytics. Now he works with SaaS companies leveraging advanced analytics to improve customer experience and retention. Frank is the host of The 6 to 7 Figures Show and The SaaS CX Show podcasts. He lives in Phoenix, AZ.

Leave a Reply

Your email address will not be published. Required fields are marked *