Adeline Grosrenaud is London blogger with a blog dedicated to CRM. It may seem an out of date concept now that the social web is going mainstream, but I asked her to write about how CRM and biz dev proceseses can be mutually supportive.
She has a helpful check list of metrics that would be worth checking for your organisation.
Here’s what she has to say.
While the term CRM is often just used to refer to CRM software, true customer relationship management is much more than that. A business ought to have a well thought out and written customer relationship management strategy and plan which has involved thorough research if they want to succeed in their given industry.
CRM technology and software has evolved by leaps and bounds over the last few years from starting as basic contact management solutions and now features a huge array of tools and applications that can be used for a variety of business processes. The most important use for most business seeking out a CRM solution is the development and automation of business development processes.
New CRM technology and features that facilitate effective and efficient business development processes include:
- Ability to quickly and efficiently integrate new business leads from a variety of sources.
- Ability to automate follow up on new leads quickly and in a organized manner.
- Automation of up-selling and cross promoting other products and services.
- Easy integration of new business development managers, representatives and remote teams or call centers.
- Creating a streamlined platform for communication throughout the company.
- Instant access to and generation of reports and financial projections.
- Easy tracking of a wide variety of statistics and metrics.
These CRM features not only facilitate better and faster customer relationship management and sales but can help a business cut costs and improve the bottom line through a simple, streamlined and automated system. Perhaps the most important among these CRM tools for business development is the ability to easily track a wide range of metrics. This includes times it takes for your sales staff to follow up with new leads, how hard they are trying to follow up and convert sales leads and which members of the sales team are performing best. Good CRM programs also enable rapid changes in the business development process whether it be reassigning accounts to another account manager or changing sales letters and scripts and much more. The latest advances in CRM technology also make split testing a breeze. In this tighter economic times this has become even more essential as businesses strive to maximize ROI more than ever before.