A CRM is a central location where you can organize the details related to your customers, across all departments at your company. Anyone with access to the CRM can track and manage the journey of every lead and customer that interacts with your brand, website, or products. CRMs work for a plethora of business types across a variety of industries including technology, business services, retail, banking, manufacturing, security, communication, and media.
Keep reading to learn more about the reasons why CRMs are beneficial and important to the success of all types of businesses.
Why CRM is Important
A customer relationship management (CRM) system is important because it collects, organizes, and manages all of your customer-related information. This allows you to track the buyer’s journey for every lead or customer you interact with and communicate with. CRMs help you improve communication with these consumers, enhance customer service, and manage data across your sales, marketing, and support teams.
It’s more critical than ever for marketing and sales teams to function as a cohesive unit, and CRM systems are the perfect solution to help scaling organizations achieve that goal. Let’s take a look at five reasons why your company needs a CRM to grow better.
1. Organize and simplify growth.
When your business enters the phase of rapid growth, it can be easy for valuable leads to fall through the cracks. Improving your efficiency and productivity are critical parts of hitting revenue goals, but growing your business in an organized and manageable fashion is how you can do this in a sustainable way.
By connecting to a CRM system, your sales, marketing, and service staff will avoid spending hours searching through emails and trying to connect with other coworkers to find recent and accurate information about the status of specific leads. For example, CRMs can make it easy to grow your number of contacts and leads in an organized and professional way by reminding you of appointments — and helping you avoid double-booking appointments — with leads. A CRM also reminds reps to follow up with leads at specific points in the buyer’s journey to nurture them into customers.
Additionally, as you grow, you’ll likely increase your number of sales reps who will be communicating with leads and reps. CRMs help you create and maintain a consistent line and style of communication between reps (no matter their department) with all leads and customers.
2. Resolve the challenges of customer-facing teams.
Today, there is an abundance of opportunities to reach and engage with potential customers online, through social media, via your website, and more. Although this is great for business, all of these touch points have the potential to complicate your ability to track and monitor your company’s interactions with individual prospects.
CRM solutions have evolved to meet the challenges of customer-facing teams and reps — they integrate with a wide variety of other services and channels through which your leads and customers engage with your business. This allows reps to communicate with leads and customers efficiently without ever missing a beat because all interactions can be managed from within the system.
Additionally, a CRM enables cross-team collaboration — this allows departments, like marketing and sales, to share resources and details about interactions with their contacts and avoid duplication of efforts.
3. Create workflows to save you time.
The best CRM systems, like the HubSpot CRM, support your marketing and sales efforts as well as all internal processes related to working with customers — also known as your workflows. Meaning, CRMs support your complex and ever-changing workflows by automating, completing, and organizing specific tasks for you. CRM systems keep your team on task and in sync by facilitating more effective use of time and eliminating many tedious tasks.
In HubSpot, for example, the Workflow tool can automate your marketing as well as sales and emailing efforts to streamline your processes across all teams. You can choose to create contact-based workflows as well as lead nurturing workflows and company, deal, quote, or ticket-based workflows.
And speaking of saving yourself valuable time, CRMs have the ability to automate your other day-to-day tasks, in tandem with your workflows.
4. Automate your day-to-day tasks.
CRMs automate other day-to-day tasks, speeding up the often time-consuming work that’s required of the members of your sales, service, and marketing teams. Commonly automated tasks within CRMs include entering data, setting up personal email sequences, logging all customer interactions, and automating customer service tasks (such as logging and tracking support chatbot interactions and conversations with site visitors and customers). This type of automation allows reps to pick up where they left off with their contacts as well as easily manage their relationships with all leads and customers.
For example, with HubSpot’s CRM, all of your contacts are automatically brought into the system, populated with relevant data and activity information accordingly, and enriched with information from more than 20 million businesses. Contacts are then visible in an easy-to-view timeline. Lastly, the CRM’s built-in reporting features automatically provide insight into the metrics your team tracks related to those contacts.
Speaking of this data, let’s take a closer look at the ways in which CRMs make reporting and data analysis simple.
5. Report on and analyze your processes.
CRMs make reporting on and analyzing your processes and pipeline simple. The reporting features within a CRM provide an inside look into your sales and marketing processes so you can better optimize your efforts across all teams. This type of analysis allows you to create remarkable and memorable experiences for your leads and customers.
Within a CRM, there are reporting dashboards — for example, HubSpot’s Reporting Dashboard is customizable so you can report on any metric (such as sales performance, productivity, deals closed versus goal, etc.) across your sales, marketing, or service orgs. You can pull these detailed reports at any point in time and share them directly with the team members who need to review them.
Grow Better With a CRM
CRMs help your business grow better for a multitude of reasons. Whether you’re just looking to have a central location to organize and manage all customer-related information, make internal communication easier, convert more leads into customers faster, or improve your relationships with customers, a CRM can help.