How to use CRM to align your sales and marketing

Knowing how to use CRM to align your sales and marketing can bring many business benefits. Here’s what you need to know…

How to use CRM to align your sales & marketing strategy

Getting your sales and marketing teams on the same page will help your business become more productive. CRM is central to achieving this.

Building your sales and marketing strategy around a well-implemented CRM system will help your team to streamline processes, share data, boost collaboration and improve decision-making.

Working in silos, on the other hand, can create confusion, blur the lines between what objectives you are chasing, and slow your business performance.

Ultimately, if your sales and marketing teams are disconnected, it can result in fewer leads, fewer sales and less revenue.

So, what is the best way to use CRM to align your sales and marketing strategy, and what benefits can it bring?

What is CRM?

CRM stands for Customer Relationship Management. A CRM system helps your business manage its customer data.

CRM systems are designed to support a host of crucial business processes, including sales, marketing and business development.

They also provide real-time, evidence-based insights on a range of critical issues to help you improve the performance of your business.

There are many CRM systems on the market, and all have their pros and cons. If you’re unsure which system is right for you, check out our guide to the best CRM systems for SMEs.

How can a CRM system help improve your sales and marketing?

The main benefit of using CRM to align your sales and marketing is that it will bring together these core functions of your business. Aligning your sales and marketing goals will enable you to plan and deliver the activities you need to achieve them.

Both functions will share the same vision and objectives, which means you will have a clearer picture of what you are trying to achieve as a business, as well as better insight over the progress you are making against your chosen KPIs.

A CRM system makes interdepartmental collaboration more seamless. Everyone has access to the same data, information, and records so will be able to see where each sales or marketing activity is at, which are working, and which need tweaking.

At a deeper level, a CRM records every single interaction your organisation has, so everyone is armed with the most up-to-date information when contacting customers or sales prospects.

This helps to increase efficiency and effectiveness and minimise miscommunication.

Other benefits include:

Enhanced collaboration   

A good CRM system will enhance the way your sales and marketing teams collaborate.

It will create a bridge between both teams to allow them to work together, share ideas, define strategies and plan activities that increase lead generation and sales.

In simple terms, a CRM system will ensure that when it comes to sales and marketing, the left hand will always know what the right hand is doing, and vice versa.

Better forecasting

A disconnect between sales and marketing can lead to the delivery of a fragmented customer experience.

Your marketing department may be driving one outcome while your sales team is trying to push another.

A good CRM system can help avoid this by ensuring that marketing activities support current and future sales objectives and are tailored to the clients’ interests.

Many CRM systems come with predictive analytics that can help you to automate your sales and marketing workflows better to deliver activities driven by client behaviour, move them along the funnel, generate more leads and, ultimately, close more sales.

Centralised data management

Wading your way through customer data without a CRM can be a nightmare.

Your data may be held in several different places or formats, meaning you have to switch between one programme or file type and another to get the information you need.

A CRM system stores all your data in one place, and you can access it by a simple, user-friendly dashboard.

This eliminates the hassle of flitting between different spreadsheets, databases, shared drives and software.

Improved lead quality 

CRM gives you the ability to assess the quality of a lead once you’ve acquired it.

By connecting your marketing automation software to your CRM software, you can assess, segment and nurture each lead at every stage of the sales journey.

This helps ensure fewer poor-quality leads make their way through to your sales team to action. In turn, this helps reduce the amount of time spent chasing poor leads which could be better spent working on more promising sales prospects.

Koa Consulting can help you align your sales and marketing with CRM

Our expert team has many years’ experience in implementing CRM systems for organisations of all sizes, as well as providing training and support to help them get the most out of their CRM, regardless of the software or supplier.

This includes managing entire new CRM implementations, translating your business needs to your CRM supplier and providing review and improvement support to help you maximise the returns on your investment in this business-critical area.

We can also review your customer journey to help you ensure you’re offering excellent service and providing long-term value to your clients, with a clear strategic plan to help you maximise your relationships and get more from your customers.

So, if you’d like a free consultation to discuss how we can help you unlock the business benefits of CRM for your organisation, get in touch today