In last week’s piece on sales enquiry management, I briefly touched on the merits of managing sales collateral within the CRM system, and this week I wanted to explore that topic in a little more depth. In most CRM systems there’s the capability to store sales collateral documents such as Continue Reading
The extraordinary benefits of better sales enquiry management
As we come out of pandemic lockdown and face a likely highly adverse economic environment, one area that businesses might want to look carefully at is the optimisation of lead conversion. This might sound a little dull, but let me give a worked example to give some idea of the Continue Reading
Not all CRM benefits are equal
In the last post I talked about what constitutes the 360 degree customer view and the benefits of it. In essence, the consolidation of customer data within a CRM platform either by replacing existing systems, or by integrating with them, overcomes the issue of disconnected data silos and improves the Continue Reading
Benefit focus series – more on the 360 degree customer view
Following on from last week’s post I mentioned the 360 degree customer view, and it’s a concept I wanted to explore I a bit more detail in this post. As means of illustration I will use a worked hypothetical example of a company that manufactures a widget-making machine, which it Continue Reading
Benefit Focus Series – Crystallising the 360 degree customer view
In this post I want to build on what I touched on last week, and use a brief case history to illustrate a couple of the benefits of integration to other internal systems such as finance or ERP applications. In this example the client is an office equipment supplier, largely Continue Reading
Benefit Focus Series – Augmenting Segmentation Data
In the last post, I used a case history to try to illustrate a number of things: Highly targeted, relevant, communications can be a very effective way of generating business While this might be fairly obvious, few businesses are doing it well Generally because they don’t have reliable segmentation data Continue Reading
Benefit Focus Series – Targeted Communications
This piece is the first of a series of posts, where I explore some of the potential benefits of CRM technology. The aim is to look at one aspect in each post. I suspect none of what I’m going to be covering is especially cutting edge, but these are things Continue Reading