CRM for 2011

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The 4 Most Important CRM Trends

for 2011

By gaining access to the same SFA system, service and support reps could better create, manage, and nurture client relationships thus the term “customer relationship management”.

It wasn’t long before CRM vendors provided their users with software hooks allowing integration with ‘back office’ programs. Back office software running accounting, HR, and manufacturing, could now interact with the CRM program contributing valuable insight on orders, and availability.

Back to Basics (in a futuristic sort of way)

Even as CRM software is enveloping all business operations, vendors are finding new and remarkable ways to help Sales and Marketing departments.

Here are 4 that stand to make a big impact in 2011

#1 Social CRM

In order to reach prospects at the right time with the right information, you’ll need to communicate with them in whatever manner they choose – even if it’s through social media. Prospects are now more likely to seek purchasing information online, than contact sellers directly. They seek-out information through LinkedIn, Twitter, Facebook, and more.

Sales reps need the ability to communicate with prospects through these social networks without leaving the CRM system.

Access to social networking profiles and activities from within a CRM contact record enables better, more timely conversations. Trigger alerts such as job changes – are a good example. With integrated social network monitoring, reps will be alerted when events trigger a potential sales opportunity. When prospects are contacted at just the right time, there is a much higher chance of getting business.

Marketers can benefit from Social CRM as well. They need a method for monitoring, recording, and responding to online chatter. And if they can do it using the CRM system, important prospect activity will be captured in a central knowledge-base tied to appropriate contact records.

#2 Mobility

Remote access to CRM data is often a big issue. Cloud-based CRM systems, other-wise called SaaS or on-demand CRM, makes it easy for users to access information while away from the office; but only when they’re connected to the Internet.

As companies look for ways to be more productive, ensuring users have access to relevant information no matter where they are is critical. Look for CRM software that gives users access even if they’re offline.

Users who don’t have a computer with them or who can’t ‘boot up’ quickly enough will need alternative access to the CRM system. It’s now possible to access many CRM systems from smart phones, including Windows, iPhones, BlackBerry and Android devices.

Traveling reps will be more effective when they have ready access to:

Current inventory status
Sales configurators and order processing forms.
Scheduling tools
Prospect history such as notes and emails
Prospect, customer, product, and pricing data

#3 Collaboration

Collaboration takes a CRM system way beyond data-sharing. It provides a frame-work for internal company departments such as sales, technical support, and marketing to easily share knowledge; information; ideas; files; and calendars.

Collaboration systems can also help you communicate more effectively with external organizations. There are many legitimate reasons to offer external (limited) access to your collaboration system.

Post important announcements your Channel partners need to see: Make collateral available online: Share important prospect information that helps your partners be more successful. Communicate with your Suppliers as well. And you can even benefit from allowing prospects and customers limited access. Work together in a collaborative approach when defining a project or a solution.

Collaboration helps all your constituents work together more productively.

#4 Marketing Automation

Without question, a customer/prospect database is one of an organizations biggest asset. When you have two databases – one run by Sales, one run by Marketing – it gets difficult to coordinate activities and keep data in synch.

The ‘Sales’ funnel is no more. It’s been replaced with a revenue funnel that starts with Marketing activities. Lead generation, lead nurturing, lead scoring and lead routing serve to keep the revenue funnel topped-off.

As there is now one funnel, Marketing and Sales must work more closely together as a team. That calls for a marketing CRM system. With the right capabilities integrated into CRM, Marketing gets the tools they need.

Marketing Automation capabilities include the ability to efficiently launch, manage, and monitor multiple programs and campaigns tailored to specific markets and personalized to each recipient.

2011 and beyond

There are many factors to consider when evaluating CRM systems. These are just four factors that make up what I call the ‘next generation’ CRM.

To help our readers further navigate the buying process, Smart Selling Tools is publishing a series of e-buyer’s guides. Each buyer’s guide will include a detailed overview of the product category, a sample product description, buying considerations, a buyer checklist, and a vendor directory.

The first of the series is “Next Generation CRM Buyer’s Guide” and it will be available January 17th.

Stay tuned for this guide and the ones to follow (next up... Appoint Scheduling Utilities.)

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Prelude

Customer Relationship Management (CRM) evolved from Salesforce Automation (SFA) software when executives realized they could leverage the database their sales department used across other departments.