Marketing Objectives, Process and CRM

How to start with defining CRM objectives for marketing?

Let’s take lead generation as an example. Lead generation is the most typical objective for marketing and most likely this objective will be also a part of your marketing objectives. So, what connects lead generation and CRM? CRM should help marketing to generate more and better leads at lower costs. That said, in general, that is the CRM’s objective for marketing. Taking into account the specifics of your business, organization and your customers, you need to translate this general objective into detailed measurable objectives and functions that company will require from CRM to support its marketing.

Your CRM system should ultimately provide functions to reach these top objectives and provide information to evaluate the status and results of the campaigns with respect to:

  • Lead volume. Number of leads generated by marketing campaigns.
  • Lead quality. Lead quality, for example, represented as a success ration to close a deal.
  • Cost per Lead. Cost break down to lead, essentially cost of marketing per opportunity.
  • Earned revenue. Company’s earned revenue gained from campaigns.

Marketing reaches its objectives through a process: the process of defining, executing and evaluating the marketing campaigns. CRM system should also support the operative tasks of people working on the campaign management activities.