According to a study made by ITSMA/VEM, 25% of the marketers can’t prove their impact on their business. Though, Marcom teams constantly need to prove their contribution to the company growth. How to proceed then? Of course, metrics like open-rate, click-through rate, number of followers, engagement rate speak to all the marketers. But if you want to show the marketing as a profit center, you need to combine them with metrics convincing your CEO, CFO and Sales Managers too. Using a CRM platform is the solution! This article provides you with some tips which will help you ease your marketing team experience within your company.
What is CRM?
CRM or Customer Relationship Management centralizes all the aspects dealing with your clients and prospects making the same data available to all the concerned teams. Knowing how much the Sales and MarCom teams need to work in alignment for achieving their company results, it is crucial to understand how to use CRM.
Integration of the marketing strategy within the CRM
You can design, manage and translate your marketing plan directly within the CRM.
Concretely, all your campaigns information is integrated within the CRM. From your campaign objectives to the analyzing of results. Including your target audience, calls to action, budget, planning and campaign status.
Before launching any campaign
First, think about how you will manage your campaign globally. Do you need to group your marketing campaign by a program? If you are in an international company, do you work on local marketing campaigns integrated to global ones?
Then think about your campaigns individually. Select the right audience. For example: do you want to address your message to all the CFO’s located in Belgium working in the banking industry? Do you want to organize an event and invite only the contacts which attended previously?
What are your campaign objectives? To boost the new business, generate cross-selling business, maintaining your branding or improving the client engagement? Which types of campaigns will you launch (email, seminar, advertising, etc)? Which channels will you use? Which results do you expect?
Improve the collaboration between the Sales and Marcom teams
Since all the customers’ data are in the same tool, there is no need to download excel files or to ask prospects business cards from your sales rep. anymore. Everything is immediately available within the CRM system.
All campaign information is available. So you can engage the sales teams in the Marcom activities from the earliest stage. The sales representatives can see which of their contacts have been preselected for your campaign. Doing so, you give them the opportunity to add or remove some contacts themselves.
After launching your campaign, the sales representatives will automatically be provided with information supporting them in their sales activities. For example, they could see which of their contacts have downloaded your whitepaper or who is registered to your event.
All of that will build trust and transparency between the Sales and Marcom teams leading to a better engagement of the Sales teams in your Marcom activities. Finally, it will conduct measurable sales actions and results linked to your campaign like follow up calls, meetings, and opportunities.
Promote your marketing activities internally
There is a company social network integrated into the CRM. Use it to communicate with the teams. Announce that you are planning to launch a campaign soon, inform them of the target audience and business objectives.
Promote your marketing achievements by sharing a dashboard with the results of your campaigns.
The teams will feel better engaged in your activities and you will highlight the successes of your MarCom team.
CRM will help you to analyze and report your results a step further by linking it with the sales revenues and activities. You will be able to answer questions like:
- How many leads have been qualified?
- How many opportunities have been generated (Won vs Total)? What’s their total value?
- What’s the ROI of your campaigns (revenues-cost)?
- Which programs better work?