Customer relationship management (CRM) software functions as the beating heart of any B2B company. It is core to all of your sales and marketing activities. You undoubtedly chose your CRM carefully, whether you decided to use HubSpot, Salesforce, or some other CRM platform. You’ve now implemented the system, perhaps calling on our ClearPivot team to make sure this process is done correctly.
But who’s administering your CRM system now, to make sure you’re getting maximum value from the software – the efficiencies and results you need to grow your business?
There are many moving parts to your CRM, and they all have to function in sync. Like the proverbial well-oiled machine. Those components typically include:
Your CRM must also have the horsepower to keep up with your evolving company and marketing activities. Without ongoing administrative effort and management, you’ll lose that vital horsepower as configuration details go stale. Or if your sales and marketing teams take shortcuts.
The potential value of CRM software is literally life-changing for a business. But not if you don’t make the most of its capabilities. Our ClearPivot team has identified three common reasons why companies fail to get the most from their CRM:
Busy salespeople don’t always take the time to enter all the data they have about a particular contact, leaving gaps that could be costly later on. Conversely, incoming data may be wrong — someone filled out the online form hurriedly and made mistakes, or they left fields blank. Whatever the cause, the data in your CRM is inaccurate. This can cause embarrassing problems later on if the system auto-populates fields with the wrong information such as during email marketing, landing page downloads, and chat conversations
You set up your CRM using data fields, etc. dictated by existing sales and marketing leadership. But people come and go. The next leader(s) had a different direction or priorities in mind. New fields were added so the team could track different data. Over time, the size of your database keeps mushrooming, but it’s clogged with outdated or unused fields. It is now so convoluted and overwhelming (and non-strategic) that its value is lost.
When people don’t feel comfortable with software, they don’t use it. Inadequate initial training also leaves users unaware of all the system’s capabilities, so they routinely miss opportunities to work smarter and faster because they just don’t know any better. This is a colossal waste of money and people power. The ability to dig deeper, fully using dashboards, analytics, etc. can bring untold benefits to sales teams and the results they achieve.
The longer these problems persist, the more your company is losing critical competitive insight and advantages. Ongoing professional systems management eliminates this ugly risk.
Many companies find it is more efficient and effective to hire our ClearPivot team to perform ongoing CRM administration rather than hiring or assigning internal personnel. These ClearPivot services include:
With ClearPivot CRM administration services, you can be confident your CRM platform is properly and comprehensively set up to serve your team and goals and that it will continue to serve you well as your business moves forward.