CRM solutions can transform businesses, creating new customer relationships and improving existing ones. Marketing processes can also be automated, making them cheaper and leaner. Although most companies are aware of this, successful CRM often fails because of fundamental things. Missing inventory, insufficient definition of processes, wrongly selected software or resistance from sales, marketing or management.
Those responsible for management often do not understand how processes run in day-to-day operations, how tools work, which provider is best to order from, or generally see CRM as an overpriced toy. In sales, they fear monitoring and wonder why a large part of their work should be spent on database maintenance when they actually see their talent in sales. The marketing department still doubts whether marketing automation is just the robotized sending of spam mails or the infallible solution to all problems of work-shy marketers.
Such myths often distort the views of those responsible for marketing. This article aims to clarify some of the most important CRM misconceptions in marketing departments. Here we have also noted which myths are widespread in management and in sales
Marketing has various “typical” tasks in customer relationship management. By way of example, I would like to discuss a few of them here.
Centrally controlled via CRM solutions, SEA campaigns are carried out, analyzed and optimized. The right and valuable content on websites should generate leads, e.g. by entering contact data to download content via landing pages. From the contact data, coordinated mailing routes and mail automations are started prior to a sales approach in order to further develop the potential customer. The latter is used to qualify, evaluate and segment leads.
There are many half-truths about marketing within CRM. We have compiled 5 particularly persistent ones for you here:
In some media, position descriptions for vacancies or even in conversations within companies, CRM is equated with marketing automation.
This is simply wrong. Marketing automation has become an important building block in the complex field of CRM, but CRM is much more. Marketing Automation, e.g. by means of the so-called “Lead Nurturing” is a use case to consolidate customer relationships by means of software support.
Marketing Automation is also successfully applied outside of marketing departments. Good marketing automation tools take over repetitive processes and tasks that occur everywhere in the company. Sales, support, but also other areas such as corporate communications or PR departments benefit from the skilful use of automation. Examples of this are reminder emails, which inform customers about products that are still in the notepad or shopping cart.
Automating bad processes is possible, but it does not make them good processes. A software, e.g. a CRM solution will not be able to eliminate all the company’s problems. Here is the famous quote from Thorsten Dirks, CEO of Telefónica Deutschland from 2015.
So software alone, without the underlying defined processes, is of little help, and this applies to all departments involved with CRM.
The idea that you can set up the software once and then leave it to its own devices is, of course, absurd. The system needs to be monitored by the team, constantly realigned and adjusted.
Much like artificial intelligence, an automation tool will not understand on its own what the company’s goals are. For example, it needs to test what type of content the customer responds to and how, and then adjust the software accordingly.
How does the automated process facilitate the customer experience? Which target group am I addressing? Does automation actually increase output? If automating the process does not produce the desired result, it is necessary to manually analyze what went wrong and then readjust the process.
As mentioned in Myth 2, even an automated process cannot simply be left alone. Sometimes, in the middle of the process, questions or doubts will arise that cannot be answered automatically.
Then, real people behind automated process should be quickly reachable to not lose the customer. CRM tools are therefore no salvation for a lazy marketer. Those responsible must always keep track of which content they have sent to whom via which channels.
It should also always be manually monitored how the automated campaign actually affects the customer. In this way, completely failed campaigns can be stopped and adjusted in time, and potential damage to the company’s image can be averted.
Good automation tools as part of CRM solutions improve marketing campaigns by integrating content management systems or social monitoring, for example. Thus, especially more extensive tools can appear difficult to handle at first glance. I can’t deny that.
However, the more functions a tool includes, the more potential there often is in its use, especially in the long and scaling view.
Many of today’s providers offer onboarding, training and a lot of know-how around the actual software product. Marketers without experience with tools should therefore approach the matter step by step. In our experience, the areas of lead generation, e-mail marketing, web forms or landing pages are suitable as a start.
That would be a nice idea. Press the button and customers just tumble out. Unfortunately, that is too short-sighted.
Every target group, every product or every service has its own characteristics and should not be lumped together. An important step towards the sensible use of marketing within CRM is the creation of awareness for the customer journey of one’s own customers.
Once this has been analyzed, creative steps can be taken. For example, designing mailings, nurturing or landing pages.
As mentioned above, the selected tool must be adjusted to the company’s goals and the results must be checked regularly. Appropriate rules must be set manually to provide the customer with the right content at the right time. With a little training, experience in its use and general marketing understanding, this will lead to more leads in the long run.
Not only marketing, but also the other departments benefit from the implementation of CRM processes and tools. Many studies and surveys on the subject show that the positive aspects of CRM outweigh the negative ones and that marketers are not overburdened. Used correctly, the right CRM solution will provide marketers with more leads and relieve them of repetitive processes. In this way, working time is used more effectively overall.
However, everything does not run by itself. Processes need to be understood, tools need to be applied correctly, adjusted again and again, and results need to be monitored. Decision-makers should implement a cross-departmental CRM solution that fits their organization.
If neither your management, nor marketers, nor salespeople fall for the myths, your customer relationships will surely benefit from CRM. If you have any further questions or if you are interested in CRM in general, please do not hesitate to contact us.
Being a founder and entrepreneur, I experience the importance of customer centricity for companies on a daily basis.
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