One of the marketing objectives is to generate leads to sales. Nurturing contacts to leads and tracking customer behavior become key capabilities of your marketing. CRM systems can help the company to identify and target potential customers and generate leads for the sales team.
Marketing activities are organized into campaigns running communication across various communication channels, i.e. multichannel campaigns. CRM systems will help to establish the right metrics for campaign tracking and evaluation.
When adopting CRM into your marketing, you will need to look at:
- How your CRM and marketing objectives are aligned together and how they link to the overall business objectives.
- How are your marketing campaigns organized and managed in your organization. Probably they need to be adjusted according to how you are doing you campaigns or you will need to select CRM that fits with your workflow, or a little of both.
- You will need to evaluate to what extend you need to have targeted lists and messages supported by your CRM in your (multi) channel campaigns.
- Finally, you will need to evaluate how your marketing is measured by KPIs and what CRM can offer for this.\
For all the reasons above, CRM systems represent an opportunity for improvement and help you to reach better effectiveness, lower overhead and increase customer satisfaction.