The central piece to our data-driven playbook is a strong sales and marketing CRM strategy. All key data flows into the CRM and it is the technology that you will use to make smart marketing decisions.

The importance of your CRM

In summary, a strong CRM strategy enables you to:

  • Manage your leads
  • Manage your deal pipeline
  • Automate your sales and marketing tasks
  • Nurture your leads
  • Track your ROI and make data-driven marketing decisions

Manage your leads

Most leads that come through to a business are dealt with in a reactionary way. For example, a lead fills out a website form, a notification email is sent to the sales team, the sales team will call the lead to qualify and meet up to close the deal.

However, the above process is short-sighted as it doesn’t answer questions such as: 

  • What happens to the lead if the sales team cannot close the deal?
  • What happens to the lead if they are qualified but not ready to buy?
  • Is there a more efficient way to qualify leads before they even get to the sales team?

A CRM strategy will help you to respond to the above questions and empower you to manage your leads effectively.

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Manage your deal pipeline

A strong CRM strategy will help a business:

  • Understand their sales targets
  • Know if they are on track to meet those targets and if not
  • Where the specific gaps are

A CRM will empower you to understand all of the above and at any point in time.

CRM Strategy

Automate sales and marketing tasks

On average, salespeople only spend about 35% of their time selling, while a whopping 27% of them spend an hour or more each on data entry each day. (Source: Hubspot)

This shows how much time is spent on manual tasks that should be automated. Having a strong CRM strategy will help you automate mundane sales and marketing tasks (such as email follow up or meeting bookings) and in doing so, greatly increase productivity and sales results.

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Nurture leads

A large portion of a business's leads are qualified but not ready to buy. Usually, these leads fall to the wayside and either lose interest in your product or they purchase with a competitor.

A strong CRM strategy will help you nurture your qualified leads over time so that when ready, they will buy from you.

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Track their return on investment

One of the biggest battles with data-driven marketing is accurately tracking return on investment. Issues can include:

  • Not having clear SMART goals
  • Not tracking the right data
  • Not tracking revenue

Without resolving the above, it is impossible to understand your ROI, let alone make smart decisions. A strong CRM strategy will help you track and interpret the right data sets and as a result, make data-driven decisions.

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