Now you have a customer relationship management system. Now what? How do you go about using it and implementing it into your sales process?
Here are some suggestions to help you get started:
1. SET UP THE CRM TO MATCH YOUR SALES PROCESS
Depending on which CRM you purchased, be sure to look for these configurations:
Deal Stages. Most systems have deal stages labeled as follow up email sent, call or demo scheduled, proposal drafted, and deal won or lost. Set these up to match your current sales process.
Custom Fields. Besides the default fields like email, company website, and country, be sure to configure custom fields specific to your industry, and company’s sales and marketing teams.
Lead Ownership. Be sure to assign one or two salespeople to each account and lead that is in the CRM.
Territory Carving. If available and needed, configure the CRM to store lead information based on geographical territories.
2. MOVE DATA INTO THE CRM
CRMs centralize your business’ data. However, you first need to move your data into the CRM. Here are some ways to help make the data transfer process more efficient:
Weed out old or test contact data first.
Come up with a contingency plan should data accidentally get lost while being transferred.
Move the data in sections instead of all at once.
3. SALES PROCESS BUILD OUT
Once you have your contact data transferred into the CRM, you are now able to build out the data. Here are some things to consider in building out the data in your CRM:
Build lead routing automation to the right salespeople.
Build notification for reps concerning next steps to be taken.
Build, organize, and prioritize custom lead views.
Build custom reports on sales team performance and quotas.
4. MONITOR SYSTEMS AND DATA
Regularly evaluate the effectiveness of your CRM’s processes. It is recommended that this type of CRM audit takes place at least once a year. Carefully evaluate the metrics your CRM system is measuring and determine whether they are improving or not and whether they are still worth measuring.
Many types of businesses can benefit from using a customer relationship management system. B2B companies and purchase B2C companies that have long sales cycles and have a priority to track leads are especially suited for using a CRM. However, a CRM may not be a good fit for every business. If you think a customer relationship management system may not be a right fit for your business, consider the issues and challenges a CRM can solve for your business. If the issues aren’t important and worth the investment, it may be better to forgo using a CRM.
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