The Need for the Integration of CRM in Sales and Marketing Departments

Posted by CuriousRubik on 01 Sep, 2015

Sales teams have always been rather skeptical of CRM solutions and they may even avoid its implementation to a point that it may start having negative effects on business. The main reason behind this behavior has been believed to be the nature of the sales team itself. While sales teams have been trained to interact effectively with other people, they have trouble bringing the same level of interactivity when communicating with CRM software

As this step is missed, the wheel stops rolling and has its effects on marketing as well.

Lead Intelligence

Access to leads is crucial for any sales teams and a CRM system integrated with marketing software delivers just that. In addition, access to leads is all in one place and can be updated in real time by marketing teams. This means that everyone with access to the software will be on the same page allowing them to provide better quality of customer service.

Evaluating Marketing ROI

At the time of implementation of traditional methods, there was still ambiguity regarding the returns that were generated as a result of marketing efforts leading to an allocation of insufficient budgets to the department. Automated CRM software including analytics and tracking tools has allowed accurate monitoring of returns from marketing efforts. This allows sales teams with access to accurate information which can then be used when closing a lead.

Marketing and Sales Alignment

With targets for both departments to hit every month, there is a need for more effective alignment when it comes to the two departments. Integrated CRM software allows for quick and accurate assessment of team progress. This identification allows them to identify problems and address them earlier in the month. Sales and Marketing departments also have the ability to view each other’s goals and gauge whether they are being met.

Pipeline Management

Real time management of the pipeline can often lead to problems for sales teams and can lead to the implementation of efforts in the wrong direction. The pipeline suffers as a result and sales teams are unable to provide accurate feedback to marketing departments. 

The implementation of automated CRM on the other hand delivers accurate numbers when it comes to sales and production forecasts, which can increase the predictability and management of cash flow and increase efficiency within departments.

Duplicated Leads

Outdated methods, such as spreadsheets, no longer serve the purposes of high volume leads in sales. The rapid growth of business can often lead to an increase in volume leading to duplication of leads. This means that more than one representative may follow a lead without the knowledge of its prior pursuit. This lack of coordination leads to problems in management and may have a direct effect on customer satisfaction.

Since CRM systems are updated in real time, sales people can see the level of interactions that have taken place with the customer allowing them to follow up on leads that have not yet been addressed.

Closed Loop Marketing

Integrated marketing software with CRM allows marketers to view the interactions that have taken place with customers as they are updated through APIs. The conversion of a lead into a customer can be marked in real time along with useful information regarding the channels that were implemented to achieve this goal. This information can then be used to improve future marketing campaigns.

Topics: CRM, ERP, Wholesale Distribution Industry

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