Why do you need a CRM?

I’ve worked as both a Manager & a Sales Consultant in several different sectors including CRM Suites. My advice to any organisation considering getting a CRM is to start with the following question: What do my team need the CRM to do for them & how will it help them achieve their goals?

As managers we want the reports and all the metrics on offer, that goes without saying! However, unless you deliver a CRM suite that works for your team then you will end up with low user adoption and having to spend time trying to convince your team to use it. Sales teams primarily want a tool that will help increase revenue, bottom line. They also want one that’s easy to use. They want to spend their time progressing leads & closing sales not doing additional admin. Implementing a CRM is about giving the Sales team a tool that will help them manage their contacts/leads/opportunities efficiently, close more sales and access resources that will assist them in the sales process.

How do you make sure you get the CRM you need?

First of all its essential to involve members of the sales team in your selection process. This may seem really obvious but many organisations fail to do so and pay the price later on with low user adoption. If the team is involved in the selection process then their requirements are documented and they will get what they need and be happy to use the CRM Suite as they understand the benefits of doing so. The CRM will then work for the whole team the way it is meant to.

Why do companies use a CRM?

Having been involved in many CRM projects where the company is getting a CRM Suite for the first time I have found that the following areas are the main drivers that have led them to looking for a CRM.

1. Centralised Data:
   They want to have all relevant data about their contacts/clients in one system. This results in better relationships with clients & potential clients and in turn more sales and a shorter sales process.
2. Activity Management:
   Leads from multiple sources will be in the CRM. Activities can be scheduled and tracked giving an overview of all planned calls, meetings & tasks.
3. Pipeline Management:
   Sales pipeline maximises sales potential since it can segment leads into different categories. This helps the sales consultant plan effective actions and move from one sales stage to the next, converting leads to opportunities to sales etc. This Data can also be displayed in charts so they can get an overview of their sales performance in relation to activity and results.

These are the main requirements, the must have’s for most companies selecting their new CRM suite. There will of course be additional requirements and integrations involved.

How do you start your CRM project?

At Crust Technology during the CRM requirements / discovery phase we look at what our clients need/want initially to get their CRM up and running but also look at what additional features they would like to add later and the most cost effective way of delivering this to them. Every CRM project we work on is different but we start each one by asking the same questions

• Who will be using the CRM?
• What do they need the CRM to do for them?
• What are the issues your Sales Team are dealing with currently?

Every CRM project journey begins this way. Yours should too.