Driving pipeline: What goes into setting up a CRM correctly?
The customer journey is more complex than ever today so why make it more complicated than it is already? That’s where setting up a CRM (aka customer relationship management system) comes in.
“The CRM is really the system of record that’s like at the center of your customer tech stack,” said Scott Brinker, VP of Platform Ecosystem at HubSpot and editor at chiefmartec.com, on an episode of the “Marketing, Demystified” podcast. ?“There are so many digital activities happening in the way we engage with customers. So with all this different activity, and all these moving parts, what you’re looking for is that center of gravity.”
When setting up a CRM the goal should be cohesion across all the different touch points with the consumer, Scott explained.
And, Jenn Mancusi, co-founder and CEO at Growgetter, added that a goal is great, but reaching it comes down to the implementation of the CRM and workflows.
“A data-driven strategy is not possible if you don’t have all the data going into one place” said Jenn.
“When selecting the perfect CRM, it’s essential to see beyond just the present needs and look at long-term scalability and adaptability,” said Jon Ferrara, founder of Nimble and a CRM pioneer. “A good CRM is not just a software, but a reflection of your company’s customer management philosophy.”
Learn more: