How to get what you need from your CRM, sales and marketing systems

The success stories on effective usage of new computerized systems are few and far between. And in stark contrast to what most developers and evangelist would have you believe. However, there is no denying that the potential in several of today’s potent commercially available systems is immense. The feedback we get from the majority of our clients, based on their heavy investing and subsequently expensive experience is in more cases than not that “this is not for us” or “ it doesn’t work.” And although I hate to admit it, in many cases they are right.

Also read: How to implement technology, without alienating key personnel

The thing about a computerized system is just that. It’s computerized. And as any calculator, it needs input, for a calculator that is numbers, to produce anything at all. And furthermore, it needs formulas to produce anything significant. This, however, is much more complicated than the average salesman from any one system available, will focus on in their sales pitch. Hence almost everyone in business has at some point bought some sort of snake oil, which didn’t deliver and thereby turned them into skeptics.   

Here is the thing, utilized properly, most of these systems are marvelous business tools. Automated prospecting. Monitoring prospect activities. Engaging prospects just at the right time. Design a triggered outreach. Dynamic marketing doubling down in your market. Negotiation and closing. All these technologies are really good. And, when done right, able to produce substantial growth in sales, customer retention, and brand recognition. 

What we find difficult in general is to entice a busy manager to answer enough questions from us so that we can map out their business needs, marketing, and sales resources and their past experiences. This is related to the fact they, in general, really can’t be bothered to believe these systems eventually will work. And who can blame them, it’s not like they haven’t tried to invest and implement expensive solutions before.      

Also read: How to be the expert your clients loves and your prospects needs

So, to make sure we got the answers we needed, we developed The Commercialization Review. A research Journal dedicated to marketing, sales, and new technology within the travel, leisure, and tourism industry. And a pro quid pro approach. Entities within the industry provide us with information, and in return, we provide these entities with detailed assessments of their marketing and sales activities and subsequently, what can be digitized, what can be automated, and which systems are best suited for their individual needs.

To prove our point, we designed an outreach program where we are utilizing the technology we are preaching about. We then set about defining our preferred respondents. Set up an automated prospecting. Had and have automated monitoring. Set up an automated engagement and a trigger-based outreach. So, if you find us on your phone, engaging you on your social media posts or in your email. You now know why.   

Also read: The future of sales and marketing is digital and automated!

And it works just as it should. Our greatest problem, so far, is that we had broadened our preferred respondents too much. And when it’s automated, it produces. So, we soon found ourselves short of staff and capacity to follow up on every outreach that was being made. It’s only now, three months down the line, we have been able to catch up to the demand we found and engaged. 

To maximize output from a digitized and computerized system, there are three rules you are advised to obey. First and foremost, the supplier must have excellent customer service. It doesn’t matter what problem you have; it must be solved immediately. Secondly, any system you choose must be open-ended. Meaning every system, you have must be able to “talk” to each other. And the system must allow you to gather all your data and move it into another system if you choose so, without any hidden costs. Third and finally, the user experience must be excellent. Any system that requires more than two hours of training or education will, as a rule of thumb, be neglected. Usually, by your most experienced personal, aka, the employee’s any system is 100% reliant on to produce.

Also read: It is when you are successful the real work starts.

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