Customer Relationship Management (CRM) Systems provide organizations with the technology to centrally manage, organize and store customer and company information. Such information will typically include contact details, as well as activities and engagement points.
There are different use cases for a CRM depending on the organisation and the capabilities of the technology available. For example:
Stakeholder Record Keeping
At its most basic level, CRMs provide the ability to store records against customers, partners, prospects, suppliers, members etc. You can track appointments, files and documents, calls and emails – thus providing you with a central view of everything to do with that customer or organization.
Sales & Account Management
Sales managers use a CRM to build and track their sales pipeline. As you can appreciate, if you’re working with numerous clients and prospects, it can be difficult to keep track of the different conversations and projects. A CRM allows the Sales Manager to keep track of those conversations to ensure every discussion is relevant and effective. In addition a Sales Manager will use the CRM to track their sales pipeline against targets and set reminders for call backs and follow up meetings.
Customer Service and Support
For service based organizations and departments, a CRM offers the ability to track support and issues against an organization or individual. If the CRM permits, projects and cases maybe automatically assigned to individuals based on triggers or predefined rules. Again this will ensure that the level of support and service is effective and measurable.
Marketing Managers love CRMs for the simple reason that they provide the ability to bridge the gap between sales and marketing. Leads are passed from marketing; without a CRM what happens on the other side is generally lost in spread sheets and emails! A CRM provides a Marketing Manager with the ability to measure campaign ROI and review the marketing lifecycle from prospect to customer.
The last use case brings us to elcomCMS 9 and what we’ve done around CRM Integration!
Salesforce.com and SugarCRM Integration
Yes that’s right we’ve got two new connectors coming out in elcomCMS 9: Salesforce.com and SugarCRM. Both connectors enhance the CRMs’ web-to-lead functionality by providing seamless integration and management directly within elcomCMS.
Why is this awesome?
Both CRMs come standard with web-to-lead functionality. Typically what you would do is create the form within the CRM and copy and paste the code over to your website. If you wanted to make an update, you would have to repeat the process.
What the connector will allow you to do is create your web-to-lead form within elcomCMS, select the fields and data you want to push from elcomCMS to the CRM – all from the one platform.
What does this mean?
- Reduce administration time with managing landing pages and lead forms
- Maintain landing page design and style consistency
- Streamline lead generation efforts between sales and marketing
- Automate data capturing
- Streamline lead allocation and follow up processes
- Track campaigns and measure ROI
- And more!
Stay tuned for the 4th of November. We will be providing indepth information around the Salesforce and SugarCRM connectors, as well as sharing screenshots and videos.
…Our next sneak peek will be on what we’re doing around social!