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5 CRM Worst Practices + 1

5 CRM Worst Practices + 1 | marketing tips | Scoop.it
Customer relationship management (CRM) software is lauded in the marketplace as the next best thing in sales and marketing intelligence solutions.

Via Alama
mcgrawmarketing's insight:

Technology is not a miracle cure...having seen numerous installations of CRM and marketing automation fall short of projected goals over years.  The reasons vary, and this article hits on the most common, seem to be a lack of effective processes in existence prior to selecting the technology - because the mistaken belief is that the technology will create more effective processes.

 

What's your experience been?  Any key take-aways you would like to share?

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With big technology budget comes big CMO responsibility

With big technology budget comes big CMO responsibility | marketing tips | Scoop.it
"It's no longer a question of whether technology plays a role in marketing; it's about what role the CMO needs to play in selecting the best solution to drive marketing and overall business success." So begins the latest Forrester report, The CMO's...
mcgrawmarketing's insight:

Bottom line - technology will continue to play an important role in your organization's ability to capture and analyze data that will drive important decsions.  And the truly successful organizations will get passed that childish territorial crap of "whose data is it" and focus on "how the organization as a whole can work together more effectively so that technology delivers its full benefits."

 

I have seen too many examples of IT buying technology for marketing because "...that's our job..." and marketing buying technology "...because IT isn't responsive enough and doesn't understand our needs..." - and they have pretty much all crashed and burned.  

 

How does your organization's leadership team work together on these issues?  Check out the article for some damn good suggestions...

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Is Your CRM System Failing? It's Your Own Fault (But Here's What to Do...)

Is Your CRM System Failing? It's Your Own Fault (But Here's What to Do...) | marketing tips | Scoop.it
If your CRM System is failing to deliver, than your company is missing out on big dividends! Don't think that your competition is settling for what you are.
mcgrawmarketing's insight:

Note from Pat: 

Great post - the fact of the matter is that so many businesses lack any formal processes and then turn to CRM as the solution.

 

Add on top of that a leadership team that really doesn't want to say "No" to anything, and you have a culture of "Sure we can do that..." which means no commitment to process.

 

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Is Your CRM System Helping You Boost Sales?

Is Your CRM System Helping You Boost Sales? | marketing tips | Scoop.it
Your CRM system can be a blessing or a curse for your sales force, depending on how you use it. If you find your CRM strategy is more focused on your own sales targets rather than customer goals, it's time for a change.
mcgrawmarketing's insight:

"Here's the big mistake that most companies make: They tell salespeople to focus on the customer. Yet [their CRM system focuses] more on internal metrics and pipeline management. The result is mediocre sales behavior," Lisa Earl McLeod, a sales leadership consultant and author of "Selling with Noble Purpose"


This is a common problem - overlooking what the salesperson needs to be as effective as possible goes beyond internal metrics and pipeline management data.


What are their goals?  What is their fiscal year?  What are their buying criteria?  


Fixing this takes interaction between sales and marketing (and maybe IT, depending on who is responsible for your CRM) but it can be accomplished.  Just remember that it's an on-going process and that you need to make sure that you are addressing key pieces of data rather than "John wants this and Mary wants that..." because then you're going to be wasting time and money capturing data that has limited to no value over the long-term.

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How do you manage a small sales pipeline?

My take has always been that small business CRMs are too complex and that many small businesses don't need anywhere near the amount of features on offer.
mcgrawmarketing's insight:

Note from Pat: All too often, businesses buy more than what they need when they purchase a CRM package...and some will waste time and money trying to force those unecessary features into their processes, while others will ignore them and feel cheated by paying for things they never use.

 

Which is why lo-tech might be best...what do you think?

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Is customer experience management the new CRM?

Is customer experience management the new CRM? | marketing tips | Scoop.it
With CRM vendors refocusing towards CEM, is it the dawning of a new age or a cynical rebranding?

 

Note from Pat: From my perspective, this article provides fantastic examples of why so many CRM projects failed.  If the focus really was to control employees rather than support unique, valuable, consistent customer experiences...the focus was misplaced.

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