Crm : Customer Relationship Management Essay

720 Words Jul 25th, 2015 3 Pages
CRM (Customer Relationship Management) systems have become extremely popular within businesses irrespective of size. If you manage your sales opportunities through a spreadsheet or more sophisticated tools such as Salesforce.com, Microsoft Dynamics, Oracle on Demand, Netsuite, SugarCRM, Super Office or other (useful) programs of a similar nature. These can be proactively used to drive sales conversions.

Irrespective of the size of your business, a well managed CRM system can act as a tool to put a form of “process” in place to manage your sales opportunities and create what is commonly referred to as a “sales funnel”. The collation of customer data is also a marketing manager’s dream, where bespoke marketing campaigns can be formulated, however this is the subject of a separate conversation as this post is focused on the sales funnel management aspect of CRM.

Let’s face it sales, professionals want to focus on the sale and not on inputting data. If you are to make your CRM system a proactive sales tool you need to ensure that your sales team are tasked to enter all relevant information related to the customer and the opportunity itself. Above all, make sure the team are properly trained in its use both in terms of input and output. If you are about to introduce a new system make sure you get their feedback as you want to make their experience as easy as possible. You could have “opportunity quality” as part of their compensation scheme. As a sales leader, you must…

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