You’re an account manager looking to boost your sales pipeline. What tools can help you do it?

I've been fortunate in my career to have used a vast array of CRM tools - some good and many not so. The "magical bean" of CRM's does NOT exist - no platform does it all. Some come close and are expensive. The trick to finding and utilizing an effective CRM tool is to truly understand what you need vs. want. If integration with marketing platforms is your key criteria then evaluate only the CRM tools that integrate with your marketing platform. Really understanding your needs is the only place to start your CRM search.

CRM software can help in many ways: - Creating your own lists using f.e. "advanced searches" --> e.g. which products specific customer groups have bought in the past, have not been contacted for 2 years (cross-seeling potential) - Documenting and tracking activities --> Getting measurable goals comprehensible --> Describe sales opportunities in detail (buying centre, objections, follow-up, etc.) and track them - Important: Every account manager should be able to clearly track their KPIs in the CRM and these should be transparent, achievable and reasonable for everybody.

Definitely CRM Software helps to maintain a quality pipeline when is driven by a good Methodology… it is not only about Technology but Processes and People. Maintaining well documented and up-to-date opportunities in a shared structured environment is key for the success. A good CRM Software guides to you in the right evolution of each opportunity.

In the first stages of the funnel, applying methodologies such as lead scoring and lead grading can accelerate the movement of opportunities in the following stages, allowing us to concentrate on those that are most likely to close.

CRM is also a useful source of information to look at past customers behaviors: what did they purchased? why? when? You can use the this information to do up-selling & cross-selling

In the era of AI, it's important that account manager leverage those tools to automate more and get back precious selling time.

Implement lead scoring models using analytical tools to prioritize leads based on their likelihood of converting into customers. Focus your sales efforts on high-priority leads and increase the efficiency of your sales team. Track key performance indicators (KPIs) using analytics to measure the effectiveness of your sales efforts. Monitor metrics such as conversion rates, customer acquisition costs, and average deal size to identify areas for improvement. Analyse customer interactions and behaviour across multiple touchpoints, such as website visits, social media engagement and email responses. Gain insight into what resonates with your audience so you can tailor your sales messages and communication strategies.

The analysis of existing data in the CRM is one of the most effective ways that has worked in my experience. Analysis of lost opportunities allows us to revive potential opportunities. Won opportunities allow us to define potential upselling and cross-selling in accounts.

In my opinion, offering the best-fit options to the clients, with honesty, allows you being considered “trusted advisors” by the customers, and trusted advisors growths the pipeline in organic way. “Over-selling” is not a good option, maybe it works for the short term but never for the long term

Selon votre marché, vos contacts clients doivent être approché différemment. Lorsque je travaillais sur de grands territoires (lors de mon début de carrière comme Inside Sales), nous faisions du démarchage téléphonique et à travers Xing et LinkedIn aussi. Je m'adressait à des entreprises de taille moyenne. Aujourd'hui mes clients sont de grands comptes et mes contacts se font trop souvent démarcher agressivement. Si c'est possible, je demande à un collègue ou à un partenaire de me présenter. Ou alors je vais à la rencontre des clients en allant à des évènements adressé à leurs besoins, leur industries. Au pire si cela n'existe pas, nous les organisons nous-même. Si le sujet apporte de la valeur ajoutée aux prospects, ils répondront présent.

A very important aspect, in addition to the methodologies and tools we use, is constant communication with our clients. It is the most effective way to accelerate the pipeline. Maintaining a constant customer centric approach must be part of our DNA as Account Managers.

Social networks like LinkedIn is also a great way to increase your sales pipeline. By keeping a pulse on the account, you can always discover new people and new opportunities.