Here are some of features you should expect from a top CRM System.
"A CRM, by its very name, is a system for managing relationships with your customers. For most businesses, their most valuable and important asset is their customers." - HubSpot
Before all else, a CRM (Customer Relationship Management) system should be useful to its end users: salespeople, sales managers, marketers, and business leaders. CRM systems have a range of functionalities, but these nine features are must-haves for any business that is aiming to organise their systems and improve their efficiency.
1. Contact Management
You won’t find a CRM that doesn’t have a contact management capability. If you do, chances are you aren’t looking at a CRM. All CRM systems allow salespeople to create contact records and store prospect and customer information in a database.
2. Deal Stages
Most CRM systems can be customised ed to operate on a specific sales process. Whether your company has three deal stages or 15, you should be able to program these levels into the software and attach associated values.
3. Daily Dashboard
Sales people need visibility into a number of metrics on a daily basis. Metrics such as their progress to date against quota, how many deals they have in their pipelines at which stages, and what outstanding tasks they need to complete. Similarly, sales managers and leaders need to be able to view these categories for the aggregated sales team.
Evaluate this function based on visual appeal and simplicity.
A sales person who has to toggle back and forth between several different systems to view and complete their daily tasks is not a happy person (though this is common). CRM systems that include task management capabilities streamline salespeople’s day-to-day workflow and help them keep on top of their follow up.
5. Content Repository
According to Docurated’s State of Sales Productivity 2015 study, salespeople spend 31% of their time hunting for or creating content. To cut back on wasted time searching for content, look for a CRM system with an embedded content repository. Look for a system that allows salespeople to save their go-to pieces of collateral in one place.
6. Automated Data Capture
One of the primary reasons companies decide to adopt a CRM is to keep better track of customer and prospect touches (emails, calls, etc). But, beware: Many CRM applications require salespeople to copy and paste their email outreach into the system or even upload call recordings. These extra steps can be maddening for salespeople who are making 50 or 100 calls every single day, and it leaves room for human error. Look for a software that does this step automatically.
A CRM system is only as good as the insights it provides. Be sure that your CRM provides reporting features that make it easy to export and distribute the trends that the system reveals.
Sales reps have seen productivity increased by 15% when they had mobile access to CRM applications. Tying reps to a CRM system that can only be accessed via laptop is bound to annoy them, especially if they’re in a role that requires travel. The majority of CRM systems today allow salespeople to log on to the application from mobile devices such as tablets and smartphones -- make sure the ones you’re considering do as well.
9. Integration with Marketing Automation
And last but not least, integration between your marketing and sales platform is crucial. After all, the underlying concept of “customer relationship management” is to provide a complete lifecycle view into each prospect and client. A gap between marketing automation and CRM can lead to lost information and lost opportunities.
If you're ready to start using a CRM system for your business? There are many things a CRM can do that should get marketers, salespeople, or business owners pretty excited! Here’s how a CRM can make you a more effective marketing and sales machine.
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