The 3 Sales Channels to Consider Before Building Your CRM:

Is your CRM aligned with your sales motion and lead channels?

A lot of companies look at a CRM as a silver bullet for effectively generating revenue but the success of your CRM relies heavily on existing customer data integrity and how that data flows from your lead generation channels through your funnels.

No CRM is ready to go out of the box, so if you're looking to implement a new CRM it's also a great opportunity to tailor it to how your business, sales and support teams operate.

The 3 Channels you need to map before embarking on validating which CRM:

Inbound (Marketing owned)

What’s needed to execute:

• Lead generation - top-of-funnel content marketing, SEO, Social, email, PPC & webinars etc
• Lead capture - subscriptions, forms, email routing and telephony
• Lead scoring and conversion - a Contact Us form is much warmer than an email subscription to a newsletter and should be treated differently such as SLAs, triggers and actions for the nurturing process.

Outbound (Sales Rev-Ops owned)

What's needed to execute:

• Clean data, customer data integrity is king when executing outbound
• Email marketing - Personalised yet standardised email sequencing
• Telephony & call analytics for cold calling efforts
• Follow up mechanisms and workflows

Nearbound Partnerships (Sales, Channel & Marketing owned)

What's needed to execute:

• Effective integration channels to pass and receive leads
• Content marketing to internal partnerships
• Joint Marketing Planning
• Account and industry targeting focus

Planning your sales process and workflow before starting a new CRM journey can help create a clear plan with desired outcomes. When your outcome and objective is clear it is easier to see the steps needed to get there.

Written by Josh J. , Managing Director Fruition

Josh is a revenue-generating leader with selling experience from top tier Software & Hardware organisations such as monday.com, Zendesk, SAP, SAS & Ricoh.

Fruition is an end-to-end CRM Software and Sales consulting institution that specialises in scaling the Fortune 500 of tomorrow. Get in touch with us to see how we can help your Sales Operations come to Fruition.

How we can help:

• Sales & CRM: Every CRM is unique, we focus on understanding your lead, quote to cash, opportunity pipeline management and integration with core systems like VoIP Telephony and Marketing tools like monday.com, Hubspot Marketing, Salesforce and many others.
• Project Management: Large and small-scale PMO framework consulting and implementation, we have expertise in transforming internal and client project management, delivery & scheduling
• Marketing: We help build a structured Marketing framework to connect your Marketing strategy and execution of campaigns to deliver measurable and reportable ROI.