Here are reasons why you need to organize your company’s data:
Centralized Company’s Data
A decentralized company’s data is outdated and unreliable. A CRM provides a full, accurate record of a prospect’s history with one click.
With a CRM, salespeople always know who has already spoken to the prospect and what to cover during a call. The information is all in the system.
CRMs standardize how reps track activities and prospect interactions which helps managers better lead their teams and organize the company’s data.
Manually tracking interaction for five customers may be feasible. But what about 50 or even 500 customers? Investing in a CRM early limits pain as businesses scale.
Steps to Successful CRM Implementation
Now that you’ve bought into deploying a CRM system, here’s how to go about it:
1. Understand the Sales Process
Salesforce adoption is often the biggest hurdle for companies implementing a new CRM. Understanding how the CRM will support existing processes is key to successful implementation.
- Deal Stages. What are the major steps in the team’s buying process? Effective deal stages are clearly defined and tied to a trackable action. Some common stages include call/demo scheduled, follow up email sent, proposal drafted, deal won, and deal lost
- Custom Fields. Most CRMs will come with basic fields like contact email, country and company website. But these fields will not cover information specific to a certain industry. Custom fields ensure a CRM holds all the important information for a specific company’s marketing, sales, and services teams.
- Lead Ownership. For a CRM system to be effective companies need clear rules dictating ownership of leads and accounts. Without this information, there will be a conflict between individual sales reps and more broadly between departments (for example, sales and services).
- Territory Carving. If a company uses geographic territories to determine sales ownership the CRM must be configured to store this information. Some CRM systems also enable automatic lead routing based on territory rules.
2. Move Company’s Data into CRM
- Clean the Data. Don’t waste time importing old test contacts or fields that are no longer in use. Delete dirty data before migration to avoid confusing your sales team.
- Discuss possibilities for errors and develop contingency plans. Whenever large amounts of a company’s data move from one system to another there is a risk of losing some information. Companies should save an offline copy of every file before uploading it to the new CRM.
- Move Company’s Data in Sections. There is no reason to move every piece of company data at once. Moving data in sections makes it easier to identify unexpected behavior during the migration.
- Map CRM to Sales Process
Once a company’s data has been moved into the new CRM it’s time to use the data accessible so reps can sell better, faster.
- Build lead routing automation. Automatically assigning high-quality leads to the right sales rep limits time wasted searching for leads instead of selling.
- Build notification for reps. Information overwhelm is a major problem for laser-focused salespeople. Reps may ignore high-value actions taken by a lead if they are focused on closing a different deal. Setting up email notifications helps reps to circle back and stay on top of all leads.
- Build custom lead views. Lead views help sales reps organize and prioritize reach out to leads in their name. Common lead views structures are all leads in [city/state/country] and all leads who viewed [high value web page] in the past [week/month/year]
- Build custom reports. The data collected in a CRM system offers valuable insight into sales rep productivity. CRM reports measuring individual and team productivity help salespeople track progress against quota. These reports also give management a clear view of team performance. Common CRM reports measure leads delivered to sales, activities logged by salespeople, product demos delivered, deals won and deals lost.
4. Monitor Systems and Data
What information is most relevant to a company will change as the business scales over time. For a CRM to remain useful processes and the company’s data cleanliness should be evaluated annually. Many companies with limited bandwidth contract out CRM processes audits to professional sales consultants.
Ubique Digital Solutions, a Top Rated Diamond HubSpot partner, can help your business’ innovation and grow your brand from website creation to converting audiences to clients. We are a small agency that primarily focuses on HubSpot Implementation and helping businesses get the most out of their HubSpot investment.