Data within a CRM plan

A CRM tool improves your relationship with existing customers and grows your business by making it easier to get and retain customers.

By Kompass International

The success of a CRM plan is measured by its adoption, that is, the ability of the marketing and sales departments to make using it essential. The most important part is to make sure it is supplied with data.

Indeed, to get the most out of your CRM, and rise to the challenge of getting your teams to adopt such a tool, you must not neglect the fuel that will enrich and nourish it: data!

Data, your CRM’s efficiency factor

Using a CRM has become more popular among companies, regardless of their size or industry, because it boosts team productivity by coordinating marketing and sales interactions across all channels.

A CRM tool improves your relationship with existing customers and grows your business by making it easier to get and retain customers.

If how difficult it is to use is sometimes cited as an obstacle, the effectiveness of a CRM ultimately depends on one essential factor: the quality of its data.

You can then cross-reference a multitude of data on your customers and prospective customers and thus carry out more advanced analyses that will improve your sales efficiency.

Data quality, the real challenge of a CRM plan

Can you imagine using a GPS with outdated maps? The same concept applies to a CRM: For it to be effective, you must not neglect data, its main source of fuel.

Only 23% of companies think CRM data is of good or very good quality.

However, if users do not feel confident about the data they find, your CRM cannot be used for your sales development. Instead of an asset for your sales force, this tool will be seen as an obstacle to getting and retaining customers. This is why it is essential to consider the quality of the data you plan to use in a CRM. (FR) You must ensure your tool is being used optimally for your sales development.

Also remember that a CRM must have the most accurate information possible and of course, it must be regularly and easily updated to be an effective tool for your marketing and sales teams.

3 key steps when implementing a CRM plan:

  • Gather all available data.
  • Organize your data.
  • Enhance your data so that it is applicable and up-to-date.

Data, the starting point for your marketing and sales strategies

Data is at the heart of every sales and marketing strategy. It is data analysis and the resulting performance that must guide your actions in these. Mastering data is therefore crucial to identifying opportunities that will help you grow your sales and markets.

The various jobs of marketing and sales entities are constantly evolving alongside ever-surfacing technological advancements. (FR)

Data is the symbol of digital transformation. It is the commonality that links new technologies to each other. Without data, it will be impossible to define, much less manage, your tactical and operational strategies for any of your projects.

If your CRM has applicable and up-to-date data, you will be able to carry out various types of actions:

  • Marketing automation
  • Targeted phone prospecting
  • Perfectly segment email campaigns

With high-quality data, your CRM tool will become a real asset in your acquisition and loyalty operations.


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