The role of a CRM system is to streamline the sales process. However, it's often the case that using them doesn't yield the expected results. Here are some tips on how to enhance your work with CRM and make the most of its capabilities.
Better Collaboration between Departments
Frequently, there's a disparity in how leads are perceived by the marketing and sales teams. For marketing, it's crucial to attract attention and elicit a response from the audience, leading them into the system. However, these contacts are at various stages of their buying journey. They might just be starting to explore products and require some "warming up." On the other hand, salespeople focus on the immediate 60-90 days and closing quarters. As a result, leads that cannot be quickly transformed into customers are often deemed unattractive and disqualified. Improving collaboration between marketing and sales is essential. Establish a common path that both departments will follow. Map out the buying process and determine at which stage the lead should be handed over from marketing to the sales team. Properly handling such leads will be much easier if all information flows seamlessly into the CRM system, enabling everyone to see the current stage of the prepared path for each contact.
CRM Should Simplify, Not Complicate Sales Work
We often encounter situations where salespeople, despite having a CRM system, continue to use other tools. Sometimes it's due to past habits, while other times it's because the CRM is unfriendly or cumbersome to use. As a rule, CRM systems should eliminate the need to repeat certain tasks. If a salesperson resorts to using another tool and then transfers the data to the system, it's a waste of time. When customizing the CRM system, caution is advised. Too much functionality can be counterproductive, hindering rather than aiding. The interface must be simple, providing quick access to essential features. Additionally, it's essential to remember that salespeople working in the field may not always have access to a laptop and often rely on mobile devices. The CRM system should cater to their needs. If, after a month of implementation, you notice that salespeople are reluctant to use the new system, it's unlikely they will change their minds.
Social Selling and Automation in Dynamics 365 Sales
Users of Dynamics 365 Sales have extensive opportunities to leverage integrations with other Microsoft products, including LinkedIn. By connecting CRM with LinkedIn, we can quickly ascertain the roles our contacts hold in their companies and verify if we've reached the right individuals. Utilizing Sales Navigator, we can also check which contacts from a particular company are already in the CRM system and review previous interactions with them. Microsoft also offers numerous marketing automation tools that are worth integrating with the system.
Data Quality Management and Reporting in Power BI
Even the best system won't fulfill its role if it's not continuously updated with valuable data. Data is the true asset for companies, and tools based on artificial intelligence also require it. The data collected in the CRM system must be validated, verifying the contacts and communication history. It's also essential to ensure proper reporting, such as using Microsoft Power BI tools.
Artificial Intelligence and Cloud Solutions
Regarding Microsoft CRM systems, it's worth paying attention to their integration with other tools like Outlook and Teams. For example, Teams is an excellent tool for teamwork and sharing files. Additionally, solutions based on artificial intelligence are becoming increasingly important. Microsoft has heavily invested in their development. For sales, consider Viva Sales/Microsoft Sales Copilot. We've dedicated a separate blog post to Viva Sales.
Discover how Microsoft tools can further streamline your sales department's activities on our blog.
Source: msdynamicsworld.com
