Make CRM Work for your Business


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Whether you are a CRM newbie or a techie veteran, CRM is one tool that will change the way you do business. Customer Relationship Management, or CRM, helps teams organize, become more productive, and get to know their current and potential clients on a deeper level.

Even though CRM can drastically change a business for the better, adoption can be quite low. To prevent this, we have come up with a few ways to help everyone succeed with CRM.

1. Think, then plan. How are you going to use a CRM system? Why are you investing in CRM? Do not get a CRM just because. Know exactly why you are getting one.

Are you getting it because you have too many leads coming in and cannot keep track of them?

Will a CRM help your team remain accountable and help them better manage their leads so that they can close more deals?

Are your current business processes not working?

Really think about WHY you need a CRM, and make sure your team agrees with you. A CRM will only work if everyone uses it.

2. Now, plan. You have come to the conclusion for why you need a CRM, now it is time to look at the processes that aren’t working, evaluate them, and develop new processes.

For example, when a person inquired about your product/service on your website, would they get a telephone call, an email from a sales person, or would they fall through the cracks?

This is the time to start planning specific and streamlined processes that create an unparalleled customer experience.

3. Select a user-friendly CRM. Some may say that is an oxymoron, but when it comes down to it, it ‘s not. Some systems require months of training and thousands upon thousands of dollars. You want a system that you can start to use within a reasonable amount of time.

For example, Salesforce MIGHT work for you after you spend thousands of dollars and hire a Salesforce consultant to attempt to train your team how to use it. Even then, the system is complex and takes so much customization that getting your entire team onboard may be tedious.

However, there are systems out there that require only a few hours of onboarding training and your team can be up and running in no time.

Keep in mind, some training is critical to make your CRM work. You need to make sure your entire team is on the same page, and that they recognize how the system is actually going to make their lives better.

4. Select a friendly CRM. I know the last point was a ‘user-friendly’ CRM, but in this case, I mean one that works with the tools you already use. Do you use Outlook, Gmail, GoToMeeting, Evernote? Ease your team in by letting them know they do not have to abandon the tools they are already familiar with. If they understand that this new system will seamlessly integrate with what they are currently using, they will be more inclined to jump on board.

5. Don’t just think sales, think marketing. Marketing and sales work together like a perfectly balanced equation. A CRM that can house marketing data, such as email open rates, clicks, website visits, social information, etc, is going to be a much more powerful tool for any sales professional. This information gives the sales team a chance to better understand their lead/customer and hone in on who they are and what they are looking for. Whether you choose an integrated platform or use a system like Zapier to sync your systems, this could easily make or break your CRM adoption.

CRM is an incredible tool and can change the course of a business. However, it must be carefully planned out. Do not just expect to buy a CRM and have everyone jump on board. Spend time thinking, planning, and training with your team. It may seem like an investment, but the ROI is far more than you could imagine if done properly.


  1. interesting post, Alessandra. From my point of view I would start with the thought of the why and what (to support/enable), not the how. That way you approach the topic strategically. CRM is not only a tool, although the market seems to have settled on this notion 🙂 – it is a strategy first. The tool can only support and if you start from the how then you might end up on the wrong tool. The how often depends on the choice of tools. Things are done differently in MS Dynamics or SAP or Salesforce, or Sugar, or Zoho, or Nimble, or …

    Cheers from Down Under

  2. Hi Thomas,

    Thank you for your comment and I absolutely agree. it IS a strategy first and foremost. However, you have to have technology to strategically reach your goals. There are many vendors out there that have similar functionality, yet as you mentioned, they do not all work the same way, which is why it is important to evaluate and select a CRM that meets the requirements of the business. Most companies are opting for more integrated solutions like GreenRope, since they are an all-in-one solution that can be setup in weeks rather than months. CRM is a strategy that will make the lives/jobs of anyone using it easier, however you need to know what you are doing and have an end goal.

    Thanks for reading!


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