For example:. Scheduling follow-up reminders to contact prospects at agreed intervals. Reporting on sales team performance. Reps can filter leads, opportunities, and customers with colorized pins to visualize their pipeline:. Inside sales reps can use the Sales Cloud CRM to manage contacts, access sales enablement documents, track sales activity — leads, opportunities and closed deals — and take action from any location, on any device.
The CRM allows reps to spend more time selling to the right prospects, and do it with the best data at their fingertips. For instance, an early stage inside sales software company should be using a different CRM than an enterprise outside sales team. Similarly, many companies have both outside and inside sales teams. For example, large enterprise sales teams often use Salesforce for its core internal sales activities and then bolt on SPOTIO for its field sales reps, as both tools work together seamlessly.
Marketing automation An Operational CRM also allows you to automate some of your marketing activities at various stages of the customer funnel.
HubSpot allows you to automate your email campaigns using targeted workflows, and then personalize your emails for each recipient using specific details from your CRM:. An Analytical CRM gathers, stores, and analyzes information about your customers. This typically includes customer data, marketing data, sales data, and service data.
Customer data includes general details like location, age, gender, marital status, and income bracket. The more data you gather, the clearer picture you create; e.
What does this person want? What are their buying habits? These reports help you plan your marketing campaigns. Using up-to-date customer profile data you can find prospects who are ready to buy in three quick steps:. Marketing data lets you measure the success of your campaigns. For example, you can generate reports to discover which leads convert the best and which campaigns yield the highest ROI.
Sales data , along with marketing and customer data, help you plan new campaigns, assign sales territories and track rep performance. Reports can help identify sales trends and patterns. Learn more. To put it shortly, there are five different types of CRM software:. Operational CRMs give your marketing, sales, and customer service departments the possibility to better support your existing and potential customers. As you can structure information about your contacts within the tool and set standard procedures, the tool can be used for automation, including:.
This way, different departments can work together on capturing, nurturing, and closing deals for your company.
For example, leads coming from different marketing channels can be automatically uploaded to the CRM through integration with tools like MailChimp or Outreach. Using tags, they can then be assigned to appropriate stages of your sales cycle and be investigated further by the sales team. Having all the information in one tool improves how your company operates.
Examples of operational CRM:. Analytical CRMs help companies make better use of the information they gather about customers. This can include customer preferences, channels, points of contact, interests, and more.
Then, based on the contact data, components for data mining can gather even more information including trends and help to recognise patterns in data sets. This way, companies can make use of the data they already collect to make better business decisions. Examples of analytical CRM:. Collaborative CRMs allow different teams at your organisation to share the information about customers. While operational CRMs often focus on marketing and sales, in this case, the emphasis is on customer service.
Before we jump in, what is a CRM? It refers to a platform that helps companies with customer relationship management. CRM systems manage all elements of the interaction between a brand and its would-be or current customers. Basic functionalities include a database, marketing and sales tools, and dashboards for tracking metrics.
However, depending on how your business operates, you may require a more specialized CRM to operate at maximum efficiency. CRM solutions — and more importantly, their capabilities and benefits — often fall into one of the three types of CRMs listed below.
This first type of CRM, as the name implies, is all about facilitating your operations. More specifically, your operations surrounding customers. Every interaction your brand has with current and potential customers is possible with an operational CRM.
It specifically covers three core areas — sales, marketing and service — to streamline tasks and enable your teams to deliver top-notch experiences to customers. First up, an operational CRM has tools that address the many aspects of the sales process. It can distribute leads to sales reps and give them visibility into which leads are most worth pursuing via lead scoring. It also handles the time-consuming task of creating records for each new contract, freeing sales reps to spend time selling.
And along those lines, an operational CRM will have a content repository for storing and reusing commonly used documents such as proposals. Finally, operational CRMs help improve processes and workflows by automating routine tasks. This includes everything from scheduling meetings to transitioning leads through the pipeline to generating those valuable sales reports. Even though they can serve as standalone solutions, marketing automation tools are often incorporated in CRMs. They form another core part of operational CRMs.
Automating those processes means they can be more efficient and productive. An operational CRM will let you set up complex email campaign sequences. Once the campaign is built, everything runs on autopilot.
Example of an email sequence in a CRM system. For example, if you buy a new book to download to your Kindle, you might get a follow-up email with recommendations of books that are similar. An operational CRM also helps you automate customer service. In the background, this information is taken and fed into the CRM. When she next goes online, matching items will be flagged up to match her printer i. When new models come out, they will be emailed to her, enabling the company to use her data for promotions and surveys.
This will better satisfy customer needs and help build market share. Sometimes referred to as a Strategic CRM, this shares customer information between business departments such as sales, marketing, technical, support etc. Feedback from support can be used proactively by the marketing team to connect with targeted customers, relating to certain products. Without the collaborative CRM this would generally not happen as data is not often shared and losses can occur as well as damage to customer relationships.
The overall aim is to improve the customer experience, improving loyalty and boosting sales. Those companies that have many departments linked to the CRM, a variety of locations with most of the communication occurring online and who are happy to have customer data easily accessed by all staff will find the collaborative CRM very suitable.
It will enable them to pull together and share client information with all teams, improving client relationships and boosting customer satisfaction and therefore loyalty. Example: a customer buys a new car and then has a problem with it. The customer service department liaises with the technical and the data is fed into the system. The department that sold the car can communicate with the buyer, making sure their problem does not manifest into a lost customer, also taking the time to ensure that their problem is rectified correctly and they are made aware of offers and deals particularly suitable to them i.
Different types of CRM come equipped with different features and applications.
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