A corporation can utilize CRM software to organize all the data about a contact, business, or deal. This information can then be used to support various sales, customer interactions, and marketing initiatives.
If your company often interacts with customers or clients, someone has undoubtedly suggested utilizing a CRM to help manage your sales process and CRM solutions at some point or another by using its features such as marketing automation, sales forecasting, customer information, and centralized database.
But what exactly is a CRM, and what are the benefits and drawbacks of using one in your company?
Describe Customer Relationship Management
CRM systems are computer programs created to compile data about customers from a variety of sources so that all the information pertinent to your business is centralized in a single place where employees can access it to help with sales and customer retention.
Source: Freepik
“CRM” stands for “Customer Relationship Management” or “Customer Relationship Manager.” A CRM can collect the following information, but it’s not required to:
- Website of a customer data
- Contact information, email addresses, and addresses in person and sales team
- customer industry (important for B2B companies)
- integrating social media accounts
- Lead position or score
- First contact date
- And a lot more
Source: Freepik
Depending on the CRM you select, some of this data may be automatically filled in thanks to built-in connectors with outside data sources, or you may have to manually enter it.
You might be able to keep track of things like phone conversations, emails sent and received, and other information pertinent to your business, depending on the CRM you choose.
Numerous CRMs are popular, including HubSpot, Salesforce, SugarCRM, Zoho, and Insightly.
There are CRMs that are specifically suited to your needs and your clientele in some industries to improve customer service in different CRM platforms.
Financial service firms frequently use ClientLogix, a CRM and portfolio management solution.
Pros of Using CRM in 2023
By optimizing your sales procedure, sales pipeline, or sales cycle and making sure you select the best CRM for your needs, you may address many of the drawbacks of CRM usage.
It’s possible to automate data entering.
There are numerous top-of-the-field CRMs that automate as much as possible, despite the fact that many CRMs heavily rely on manual data entry.
These tools can save your sales staff many hours of research time so they can spend more time selling by integrating with web and social media searches.
Information gathered by CRM software is just not as valuable to mine as customer data.
Additionally, specialized sales reports and other data are available to help businesses identify what is working and what could use a few tweaks.
Customer relationship management creates a real-time environment where modifications can be made virtually instantaneously, allowing people to see where they’re making progress without having to put in as much effort to gather that data.
Sales efforts are streamlined by an effective dashboard.
A good setup will significantly enhance your selling, just as a poor setup would hamper it.
The majority of CRMs let you arrange the information’s appearance on the screen so that the most crucial data is at the top, where a sales representative wants it to be.
Custom dashboards, reports, and pipelines may also make a lot of duties much easier for both the sales agent and the sales manager.
Added income.
There is no way to avoid the fact that installing and maintaining a CRM will cost your company money.
The upside, however, is that using a CRM is directly linked to an increase in revenue: according to HubSpot, businesses experience an estimated $5.60 return on investment for every $1 invested in a CRM.
Because all data is consolidated, an organization’s costs decrease, and production increases. As long as anything hasn’t been entered into the CRM, it won’t be missing files, papers, or other time consumers.
Encourage cooperation.
It is much simpler for Sales and Marketing to work together and remain on top of deals when all of your client data is centralized in one place.
Additionally, a centralized content library may be used to house marketing resources, enabling your marketing team to effectively support sales through content.
The king is automation.
CRMs can aid your sales force in automating processes in addition to data entry to increase efficiency and aid in closing more deals.
Your sales team will save a ton of time if you use a CRM that allows you to automate reporting, generate and save email templates, automatically log phone calls and emails, schedule meetings, and prioritize prospects for you.
CRMs can be scaled.
This implies that your CRM can expand along with your business as it grows. As your customer base grows, adding new users and functionalities is simple.
You can begin with as few seats as necessary and increase the number as necessary.
Everything you require is conveniently located there.
For customer relationship management to be effective, it must be centralized. Everyone who might require the data must be able to access the information that has been gathered.
Everyone may be on the same page without having to search for particular pieces of data because they all have access to the same data.
In order to better satisfy the demands of prospects and customers, this enables employees to work more productively.
The conversion process can be accelerated through CRM.
This is especially valid for businesses that prioritize delivering an online experience. Before beginning a connection with a firm, today’s customers will do as much research as they can about that organization.
A CRM solution can assist clients in conducting this research independently so that by the time they ultimately get in touch with a salesperson, they will have performed 90% of the necessary work to go through the sales funnel independently.
Cons of Using CRM
Of course, any software or tool has its limitations, and these constraints should guide your choice regarding the implementation of a CRM.
Tedious data input.
Depending on the CRM you select, your sales team might have to manually catalog a significant amount of data.
Over the course of a week, month, quarter, and year, this can definitely build up, ultimately leading to less time spent actually selling.
Reliant on appropriate setup.
A CRM may be laborious or challenging to use if it is not first set up properly. This can result in lost time or insufficient employee utilization. A new CRM system installation can be quite exciting.
Business executives have been known to get quite thrilled at the thought of automating several procedures and streamlining the data that is received every day. When the implementation process begins, everything changes.
People need time to become familiar with how the new system operates, what it is capable of, and what it may be used for.
The advantages might be huge once everyone gets adjusted to the system. After installation, the training phase is what can really kill you.
The focus was on the incorrect person.
The needs of the sales manager are frequently given greater attention by CRMs than the needs of the sales representatives. Since the sales professional is the one who is actively trying to sell and reach quota, this framing is the opposite of how it should be.
Cost.
CRMs can have expensive subscription fees, which are often determined by how many users, or “seats,” are needed. Additionally, you might have to pay for outside advice or employ an internal administrator.
Larger firms typically don’t have a problem with this, but small- and medium-sized businesses may experience significant setbacks.
It serves no purpose if the procedure is weak.
The battle is not over once a CRM has been put into place. The second half is developing a sales process or plan that is effective and well-documented.
Without such a strategy, the CRM may easily transform into a disorganized tool filled with inaccurate or irrelevant data, which would be more of a burden than a service.
It takes people out of the equation for business.
When customer relationship management software is introduced, the procedures become automated, but prospects also lose some of the human interaction that a commercial relationship occasionally requires.
It’s comparable to the distinction between speaking with a live person on the other end of the phone line and an automated menu system. Although having a little individualized assistance is occasionally great, working independently is sometimes nicer.
CRM software may have security risks.
Despite the fact that this software solution is safe, any company using a CRM system faces a risk because the data is kept in a single location. It’s not even necessary for data hackers to cause issues.
What happens if the database loses power? What if, as a form of retaliation, a disgruntled employee enters data that is inaccurate? In order to ensure the integrity of the data, encryption safeguards must be in place along with backup and supervisory mechanisms.
Top 3 CRMs to Consider
Do you currently need a CRM for your company? Our top three options are listed below; you might wish to think about them. For transparency, the best characteristics are taken from the peer-to-peer review website G2.
1. HubSpot CRM
Cost:
Free
Top Features:
Email promotion, contact and account management, and lead management
Who it’s for:
Small to medium-sized businesses.
Our best choice is the HubSpot CRM for a variety of reasons. First off, it’s always free, which makes it ideal for companies with small or large budgets.
Second, it incorporates the three “hubs” (Sales Hub, Marketing Hub, and Service Hub) of HubSpot, giving you access to some pretty potent capabilities.
Thirdly, it is socially compatible. You can buy extra functionality from partners through HubSpot’s app marketplace to meet your specific company needs. Several of the most popular sales and marketing software programs that you might already be using are integrated with the CRM.
Fourth, we take advantage of HubSpot. We are familiar with HubSpot’s potential power because we use it on a daily basis. We provide HubSpot onboarding services as well as continuing HubSpot support because we are a HubSpot partner agency.
2. Salesforce
Cost:
$25 to $300 per user each month
Top Features:
Applications from a wide range of partners, management of contacts and accounts, performance, and dependability
Who it’s for:
Mid-sized to large businesses
Because it is so widely utilized, Salesforce needs to be included on our list. The actual strength and benefits of the CRM tend to be found at the corporate level, despite the fact that its cost and features are built to grow with your organization. It is a strong tool, despite not being our #1 choice.
3. Zoho
Cost:
Free to $45/user/month
Top Features:
Lead management, user/role/access management, and contact and account management
Who it’s for:
Small- to Medium-Sized Enterprises
Similar to HubSpot and Salesforce, Zoho is a well-known CRM with capabilities that enable connection with sales and marketing initiatives. Although many small firms with limited resources are drawn to the free pricing point, growing organizations frequently discover that the software does not provide the capabilities they want to truly scale.
In our experience, this prompts lots of companies to change their CRM in the future.
Conclusion
CRMs can be amazing tools for businesses, but the decisions you make regarding CRM use will depend largely on your business’s unique needs, goals, and challenges. Ultimately, the pros should outweigh the cons.
If they don’t, then your team may be lacking the right processes, training, and documentation, your CRM may not have been implemented correctly, or you may be using the wrong CRM for your needs.
The benefits of adopting a CRM system for business much outweigh the drawbacks. There are, however, dangers. There must be organizational buy-in and support mechanisms in place for a CRM system to function. Otherwise, your CRM could become a costly time waster.
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FAQ
What Do the Initials CRM Stand For?
When people talk about CRM, they typically mean a CRM system, a technology designed to aid businesses in managing their sales, marketing, and customer care.
CRM software enables firms to concentrate on their relationships with clients, employees, suppliers, and other stakeholders.
It is much simpler to identify new clients, gain their trust, provide knowledgeable support, and provide extra services throughout the relationship when a competent CRM is in place.
CRM Is Beneficial for Whom?
The nicest thing about a CRM system is that it can be used by virtually any organizational unit, from sales and customer service to hiring, marketing, and business development. A better way to handle external interactions is provided by good CRM software.
A few of the services that CRM offers include centralizing all customer data, tracking service issues, locating sales opportunities, and managing marketing campaigns.
CRM makes data accessible, making it much simpler for users to collaborate on various tasks and boost productivity.
The fact that CRM is appropriate for companies of all sizes is another compelling point in its favor.
How Does CRM Function?
CRM software has features that let users follow customer and business interactions across a range of available channels. These methods range from phone calls to emails and contact forms.
A suite of features, including lead qualification, opportunity management, forecasting, and deal closure, are made available to sales and marketing teams by CRM software.
Following pre-defined protocols for excellent customer care enables customer service teams to manage customer requests and automate service activities.
Since CRM offers simple access to data, it also becomes much simpler for users to cooperate on various processes and boost productivity. The fact that CRM is appropriate for companies of all sizes is another compelling point in its favor.
CRM systems are stacked with tracking tools that keep track of multiple online interactions with customers. CRM also streamlines repetitive tasks and gives managers access to resources that let them monitor and assess the productivity and performance of their organizations.
For instance, CRM software might alert you to tasks that must be finished by a certain date and time. You can program it to carry out pre-planned tasks like making phone calls and sending emails.
The CRM keeps track of everything you do, giving you time to develop stronger action plans to close any prospective sales. Some CRMs additionally have analytics features, enabling users to monitor the effectiveness of different marketing initiatives to produce leads and conversions.
