CRM – An ideal solution for marketers

It is widely accepted that marketing is becoming increasingly more digital and, therefore, it is important for businesses to have the specialized human resources and tools to accurately monitor and measure the results of their marketing plans, as well as generate the corresponding reports. The new goal for marketers now is to utilize Big Data, CRM and marketing automation solutions, in order to take full advantage of such data and tools to the benefit of their business. So, let us take a look at the findings of the “Data and Analytics – Marketing’s Next Frontier” survey, conducted by Beagle Research group (https://goo.gl/FyVujN), regarding CRM technology.

Streamlined cooperation with sales

When marketing and sales teams come together to examine the metrics regarding the impact of marketing on revenue, it is often the case that marketing metrics are different than the ones the sales team sees in the CRM system. Since sales teams are entirely dependent on the CRM solution when it comes to finding opportunities and making estimates, measuring sales and marketing results jointly in CRM, ensures that everyone has access to the same information. So, instead of spending valuable time on figuring out why their data don’t match, sales and marketing teams can actually focus on generating more revenue.

Improved connection to revenue

Marketing teams often complain that they cannot quantify or claim the new opportunities that come up thanks to their initiatives. On the other hand, sales teams get credit for new interactions through the CRM solution. By using CRM to connect contacts and responses to campaigns, it will be easier to evaluate and precisely quantify each team’s contribution to the company’s revenue.

Better resource allocation for managers

Since CRM systems can be used to monitor revenue coming from sales, telesales or marketing campaigns, executives can safely estimate how such revenue compares to revenue coming from other investments. CRM solutions provide executives with rich data, allowing decision-makers to directly compare newly generated revenue and the existing prospects, and attribute them to specific teams and people. In this way, thanks to the CRM technology, managers can allocate increased budgets to marketing departments, based on their performance.