How to get the most out of your CRM in your management teams

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In this blog, we will walk you through how to get the most out of your CRM in your management teams.

A CRM system provides a central place where businesses can store customer and prospect data, track customer interactions, and share this information with colleagues as well as integrate with other back-office systems. It allows organisations to manage relationships internally but more importantly with customers, helping the business retain business as well as grow.

With a CRM system in place, every question, service request, preference, and past contact detail about every customer is instantly available, which means that every new interaction with them can always be personalised, relevant, and up to date.

A CRM system takes customer data and turns it into valuable, actionable insights that can transform your organisation. It helps everyone in your organisation to update records easily and to get access to the latest information. If your system is cloud-based, you can do this wherever you are, on any connected device.

Senior Managers:

Senior management and the executive leadership team play a crucial role in giving the appropriate weight to CRM across the organisation, thereby ensuring that it is executed appropriately across all layers of the business and all the way down to the customer

Though specific managers as well as employees at large are responsible for the oversight and activities of a CRM strategy, its success ultimately relies upon the leadership of passionate individuals. It is vital that those involved in spearheading strategy implementation be wholly dedicated to the mission and devoted to its success. Backed by this deep level of personal commitment, CRM will be prioritised and propelled in a manner that convinces others of its importance.

Whilst senior management may not be looking at the CRM system every day, they can certainly keep the finger on the pulse of the organisation by monitoring key reports, strategic customer activity as well as sales activity and pipeline.

By having most, if not all, of your key data in one centralised place, analysing key performance indicators in real-time can aid decision making and people performance. Improved reporting data means you will be able to make effective business decisions and improve revenue in the long run. You can measure and grow your business by having access to data on sales opportunities, trends, and forecasts.

Business leaders can use CRM data to identify which markets and products are the most profitable and help to evaluate how to adjust strategy to reach their goals and objectives.

You can optimise team performance as CRMs keep business leaders up to date on the health of your organisation and whether or not each team is on track to reaching the department goals.

Real-time sales reports can help company leadership identify inefficiencies in the sales process, the return on investment for marketing campaigns, and the level of support being received by your customers.

Individual Managers:

By using workflows and key tools within your CRM system, managers can build better internal collaboration throughout all stages of the customer lifecycle. For example, a strategically important customer emails an issue to an individual manager within finance as they have a good relationship with them. The finance manager can attach this email from within outlook to an inbuilt workflow which then hits a shared team inbox within both engineering and customer services whilst adding specific tasks to each team. Everyone will be able to add information to this workflow and the finance manager will be notified when the issue has been resolved to the customer’s satisfaction.

Reporting is equally important to managers as it is the senior management team, albeit probably at a more granular level and with reports specific to their area of responsibility. Marketing managers will want to see how an email marketing campaign is going and how many leads have been generated. A customer services manager may want to see how many support issues have been flagged and progressed that day or commercial finance may want to see how many quotes have gone through the CRM that week, their revenues and margins. A product manager will want to review their product lines regularly to see which are selling well, at what price and margin.

Sales Managers:

Using your CRM to monitor sales pipelines enables sales managers to have better visibility over their teams’ pipelines and see how close they are to hitting their individual and team targets. In addition, sales managers can use these dashboards and reports to motivate and manage their team member’s performance.
A good CRM solution should be the centre of sales team administration and collaboration with other dependent functions. This limits the amount of time managers spend tracking down information. You can instead see a holistic view of your customers, leads, opportunities and quotations in one place, in real-time.

Technology has the potential to improve sales functions and free sales managers up to spend more time managing their team and helping them grow as salespeople. Find a solution that automates and increases the efficiency of your workflows giving you more time to invest in your employees and closing deals as a team.

Hopefully this blog has given you a few ideas for getting the most out of your CRM in your management teams.

Get in touch with our team today for a demonstration of ViewPointCRM and to discuss your needs or book a demo.