Rapid-Fire CRM Buyer s Guide

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1 Rapid-Fire CRM Buyer s Guide A Website Magazine Brief on Customer Relationship Management and Sales Force Automation Offerings

2 Some Web professionals spend their entire digital careers exclusively focused on one particular area, and a good business to be in the past decade or so has been that of customer relationship management (CRM). These powerful systems enable companies to manage their business-to-customer relationships. This is achieved through a series of different technology and marketing approaches that ultimately (and hopefully) help brands generate greater revenue and accelerate their Net success by both standardizing and personalizing communications (based on a variety of factors, some of which are revealed below) to their key audiences. If CRM has become a central topic within your enterprise, and it s important for various departments members to get up to speed quickly on the requirements and possibilities CRM initiatives offer, the Rapid-Fire CRM Buyers Guide from Website Magazine provides that and more. Consider the following some of the most important talking points in the realm of customer relationship management and sales force automation. INTRODUCING STRATEGY TO CRM PROCESSES CRM systems automate customer management (and more often sales) processes. Companies using either direct, channel or direct to customer sales channels (even a combination), for example, will find a CRM system that meets their needs. Aligning the enterprises existing channels with the right CRM makes a big difference in the success of these initiatives. COST & BUDGETING The cost of a CRM or sales force/customer automation system depends on a variety of factors. Most solution providers in the market today price their wares based on a combination of approaches including the number of people actually using the software itself (which is today most often Web-based) and the number of records that can be stored within the CRM itself.

3 PUT FUNCTION BEFORE FORM The availability of various technology integrations from CRM providers is one of the key reasons these systems have achieved some essential status. In the past, customer information was siloed within different departments. Now, many different areas of an enterprise can contribute to and derive value from the customer database. Marketing departments, for example, can connect an service provider or analytics solution, while those in finance can connect their accounting or invoicing solution. Let s explore the ways in which CRM software will impact an enterprise: Sales Force Impact: CRM systems make managing sales opportunities more effective and efficient by managing the customer lifecycle; tracking stages, values and probabilities in order for sales personnel to do a better job of closing sales. Sales teams will benefit from improved task and activity management, have access to more detailed contact and account details, be more efficient thanks to often built-in functionality including buying history and contract management. Marketing Impact: Those responsible for marketing are often heavy-users of CRM systems because it enables them to influence the customer journey in particular ways and channels - , social and even mobile. Most solution providers today use as a central communication mechanism, for example, so marketing teams could opt to use the CRM to manage subscriber lists, forms, analytics reports and testing initiatives. Development Impact: Thanks to most CRM provider s dedication to the health of their partner ecosystem and to the availability of technology which their customers can easily integrate, the need for custom application development within enterprises has slowed. Previously, an enterprise s development team would develop solutions for specific tasks. By tapping into third-party technology, however, enterprises can dramatically reduce associated development costs and go to market faster with new functionality and strategy.

4 Support Impact: There is no department that will affected more deeply by CRM than that of customer support. Today s CRM s are not only repositories of customer and prospect data but business information as well. This provides enterprises an ability to let their customers serve themselves (answering questions on the last order date or outstanding balance, for instance). This is made even more significant with the increasing adoption of artificial intelligence (AI) into the mix, which may ultimately replace customer support departments all together. Financial Impact: CRM systems also make access to forecasting and reporting financial data more readily available. Since there are detailed customer records an enterprise can draw an accurate picture of financial performance at any time (past, present or future). THE CRM TARGET IS IN SITE The benefit of using a CRM solution is first and foremost the positive impact it can have on customer relationships, which leads to greater satisfaction, and ultimately, revenue for the enterprise. Those that select the right CRM for their business will be able to sell in a more uniform and strategic way, optimize their existing marketing programs, and through the feedback loop provided by CRM systems, improve their products, services and business over time - and measure all of this from one centralized location. CRM won t solve all your business problems, but when these initiatives are executed well, there is no more effective way to accelerate Net success. About the Author: A digital marketer since the dawn of the century, Pete shares his holistic view of Internet success as a top speaker on Web technology, in his books, Web 360 and Affiliate 360, and here at Website Magazine. Continue Reading for Website Magazine s Top50 List...

5 Top Customer Relationship Management Solutions The most valuable asset businesses (digital enterprises in particular) have is their customer and prospect list. The fresher and more detailed that list is, the more useful it will be when it comes time to market and sell to a potential and existing audience. Few enterprises, however, spend the required resources (time or money) to manage their customer database, but those who do are those that reap the greatest rewards, most notably increases in revenue and retention. Customer relationship management (CRM) refers to the practice, strategies and, of course, technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle. The goal of using these systems is to improve relationships with customers, assisting in retention and over time, and most importantly, driving sales growth. Today s CRM offerings are incredibly powerful and there is a solution designed for every type of enterprise. CRM software suites most often provide a mix of sales force automation functionality including contact, account and opportunity management. They also offer marketing automation features such as lead and campaign management, customer support tools like support case and knowledge management, and an underlying and unifying database for companies to manage all customer information and their customer-facing applications. CRM solutions are fast becoming a key part of the sales and marketing software stack and billions of dollars are spent each year on these solutions. In this month s Website Magazine Top 50, readers will discover some of the most powerful and popular solutions available today. There are enterprise-level solutions from some of the biggest brands in technology including Salesforce, Oracle and Microsoft, mid-tier vendors including Zoho and Nimble, and a long list of solutions catering to the small business market. If Net professionals take the time to explore this exciting landscape, they are sure to find a solution that meets their needs and fits in with the demands of their enterprise. 5 Ways to Fix Your Affiliate Program, Page 38 THE MAGAZINE FOR WEBSITE SUCCESS WEBSITEMAGAZINE.COM MAY 2016 The Secret of SEO INSIDE THIS ISSUE... Picking a Side in the ERP Wars Claim Your FREE SUBSCRIPTION Edgy Technology for Online Retailers Join the largest audience of Web professionals at Web Design Trends Here to Stay wsm.co/subscribe16 PLUS TOPsto5mer0 Cu ship Relation ent em Manag ms Syste Page 14 RANK WEBSITE microsoft oracle salesforce zoho hubspot sap netsuite infusionsoft infor podio sugarcrm insightly getbase highrisehq nimble bullhorn act nutshell vtiger odoo pipelinedeals futuresimple pipedrive capsulecrm contactually pipelinersales civicrm.org aptean salesforceiq batchbook reallysimplesystems sagecrm maximizer lessannoyingcrm goldmine bluenose apptivo onepagecrm veeva bigcontacts workbooks bpmonline oncontact greenrope chaossoftware iseeit avidian worketc marketing360 commence

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