How can CRM make your organization more efficient?
In my previous life as a marketer, I once faced the conundrum of how to defend CRM as a tool to help make our organization more efficient. Our senior vice president could not see the reasoning behind the investment of building a CRM when we had a sales team who could call customers in their territory to generate leads and fulfill our business goals.
Building Better Marketing with Effective CRM
Deployed at it’s best, CRM is approached from a customer-centric point of view, seeking first to understand their wants, needs, and desires, and then aligning those to the intended business outcomes. These insights should be used to inform every component of a CRM program, focusing on creating meaningful utility for the consumer as they interact with each brand touchpoint.