CRM is in fashion, but is yours #fitforpurpose?

A CRM system is STILL the most fashionable must have this sales season... But, is your CRM... #fitforpurpose? CRM could be a vital tool in helping your sales teams reach their objectives...

Some sales teams believe it's enough to just purchase a CRM. It sits in your tech stack, collecting dust, and not adding any value or any return on your investment.

As we saw in the previous post, CRM must be appropriately utilised to supplement a sales team.

How does your CRM measure up?

1. Does your CRM help you identify new customers?

A sales team should be using CRM as a central source of data capture. As every lead moves through your sales funnel, naturally your teams will collate and consolidate thousands of nuggets of insight in one place. Your CRM should be one of your first ports of call - use this information well, and you will be able to identify and assign current verticals or even define new ones.

2. Is it Improving your efficiency?

A CRM worth it's salt will give you the option to run useful reports that can be used to understand more about your team. Averages, percentages and other data can be exported automatically to a strategic director's inbox*.

What's the revenue value of our pipeline?

What're our customer acquisition costs?

What's our conversion rate by geography?

What's our conversion rate at each stage of our sales funnel?

How are we performing compared to budget?

Get on the right side of any question, by having access to automated information.

*Be smart with your data presentation, even if it's as simple as an excel report, conditionally format your data to highlight areas of high risk or low performance and also stand out performers too. If you don't tailor it, after two weeks of receiving the in-depth and unhelpful reports, you'll lose engagement.

3. Does it supplement your Marketing?

But Tom, our Marketing team doesn't use our CRM - in fact, I don't think they have a CRM at all!

This surprises me every time I get this response. A Sales professional isn't a Marketing expert and vice versa. If your Sales and Marketing team aren't working in sync, you could be missing out on cross channel insight that could help you win more business.

Personalisation is critical today - a buyer is expecting tailored content that reflects their innermost buying motivations and nothing less. Remember, when I said that you could collate and consolidate thousands of nuggets of insight in one place? A sales and marketing team in sync will create this level of content by analysing previous exchanges to create world-beater marketing that drives the best engagement.

How did we engage with a customer who shared a similar pain point?


As you progress, you'll get smarter at segmenting your prospecting lists, creating A/B tests and creating more intelligent and engaging campaigns.

4. Does your CRM improve your buyer's experience?

Contact management is a fundamental feature of CRM. But don't underestimate the importance.

A missed email, a late response or a generic, un-personalised interaction, your buyer's experience can be harmed. You only have to be 1% less focused on your buyer than your competitors. I get it; you can't remember everything. But your buyer won't (and shouldn't) know that! Try using your CRM to assign client requests to your team, so nothing falls off the radar.

A lot of CRM systems are also coupled with CMS (Content Management System). Over time you can build up useful content that you can call upon when you're already progressing through your sales funnel and categorise it for easy access. For example, processes, CV's, high-quality headshots, current client references and case studies etc. Not only does this standardise your content, but your team aren't wasting their (and your prospects) time sifting through hoarded and out of date content.

5. Is your CRM part of your strategy to increase your sales?

There is no button within your CRM to increase your sales - sorry!

The points above are just the start on how a business can utilise their CRM. The uses are endless as you start to explore the intricacies of your business.

But one thing is for sure - using your system effectively will support your sales objectives. By seeing your CRM system as a tool to be integrated into your process, and not an administrative burden, you could see the result on your top and bottom line.

Don’t accept a basic CRM system that doesn’t hit your objectives.

It will cost you your time, performance and... perhaps new business.


Did we miss any? Are there any other fundamental features? Leave your comment on Linkedin or below!

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