Sales teams need to have all friction removed from their core focus of selling. So if a CRM tool is to work and be used by your sales team, it needs to be intuitive, fit with your organisation’s sales process, and help sales people understand how they are tracking to their targets. For sales managers, it’s imperative a CRM solution gives quick insights into how individuals and teams are performing, and provides mechanisms for sales escalations and approval processes.
Marketers need to have confidence that a CRM solution provides the single source of truth on your organisation’s leads and contacts, so effective, targeted marketing campaigns can be devised and implemented. Depending on your marketing needs, a CRM alone can manage your campaigns, or you may consider a more sophisticated marketing automation solution. Either way, what’s imperative is to ensure that marketers have the tools they need to align with sales and drive awareness, leads and customer engagement.
Customer service teams and service desks need to stay on top of their enquiry or case queue, to ensure timely responses to customer issues and efficient resolution. A CRM solution can provide the tool to manage this process, ensuring all service-related interactions with customers are stored against the individual customer’s record, hence building up an increasingly rich profile of each customer over time.