Home >  Blog >  CRM across Sales, Marketing and Operations

CRM across Sales, Marketing and Operations

Posted by Paul Davenport on 17 July 2018
CRM across Sales, Marketing and Operations
CRM has traditionally been viewed as part of the sales and marketing domain however, the CRM should be seen as having the capacity to provide a significant contribution to the wider business through its application to sharing of information throughout the business.

When information isn't shared productivity of employees can be impacted.  Additionally this can cause inaccurate information, unnecessary paperwork, disconnected data sets and highly inefficient processes.

Gartner has referred to a CRM as a business strategy that optimises probability, operational efficiency and customer satisfaction by implementing customer centric processes.

CRM also has the capability to provide real benefits across the wider business as it:
  1. Supports efficient business processes to drive profitability through more productive employees
  2. Drives a more customer focused business to record and track the key customer information and makes that information available to relevant people throughout the business
  3. Supports more informed business decisions by providing managers with clearer insight of their business and customers
  4. Improves communication throughout the business though the availability of more comprehensive business information
  5. Reduces data and process duplication through the availability of a single view of the customer

When implemented effectively, CRM has the capability to support all people throughout the business (and not just sales and marketing) through effective use of data which supports improved decision making to deliver greater customer value.

Tips from John Buchanan, Beyond 19, Coaching Practicing Lead:

1. Quality data and its management is essential for high performance results
2. Find the CRM system that works for your business and implement it to be relevant
3. Make the CRM an essential and integral element of your business' digital culture and digital transformation

If you found this article interesting you might also like the following articles: 

Author: Paul Davenport
About: Paul has over 20 years of experience in sales and senior management in large and medium sized businesses in the Banking, Finance and Commercial Data industries. Paul brings sound business acumen and an expertise in leading, coaching and developing high performing sales teams to his clients. Paul has a strong track record in assisting clients to win new business and grow revenues through robust key account management. Paul has an ability to work across a diverse range of sales teams, and effectively engages across the business, from the CEO, Sales Director, Sales People and new starters to ensure sales behaviours are optimised to improve sales performance and maximize outcomes for the business and the individual.
Connect via: LinkedIn
Tags: CRM High Performance Sales Sales Behaviours Initiatives Sales Growth Mindset Sales Leadership

Post comment

Recent Blog

Clarity creates calmness

Posted by Paul Davenport on 21 September 2018
Clarity creates calmness
We are always busy - busy with family and friends and working long hours - to the extent that the...
Posted in: High Performance Sales Sales Behaviours Initiatives Sales Relevance Sales Growth Cadence Mindset Sales Leadership   0 Comments

Get more from your customer meetings

Posted by Ingrid Maynard on 12 September 2018
Get more from your customer meetings
Try telling a sales person to plan and they'll probably tell you that they already do: the...
Posted in: High Performance Sales Sales Behaviours Initiatives Sales Framework Customer and Stakeholder Value Sales Relevance Sales Growth Cadence Mindset Sales Leadership   0 Comments

Part 1: Making CRM Work

Posted by Tony Hall on 4 September 2018
Part 1: Making CRM Work
Following on from our CRM Pulse Study, we recently conducted a Sales Leaders breakfast in conj...
Posted in: CRM High Performance Sales Sales Behaviours Initiatives Sales Framework Sales Relevance Sales Growth Cadence Mindset Sales Leadership   0 Comments
< Previous | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | Next >

Improve your behaviours to improve your team

+61 3 9532 2066

999 Nepean Hwy,
Moorabbin VIC 3189, Australia

PrintTell a FriendBookmark Site