Before the arrival of CRM software, lead management per se tended to be a fairly ineffective process.
At best, it required a lot of time and effort, aided by the use of spreadsheets, Word documents and emails.
CRM applications make the process of managing leads a whole lot more practicable. Quite simply, this means that if you aren’t using a CRM solution to manage leads effectively, you’re at a disadvantage compared with your competitors that do.
How CRM Can Aid in Lead Management
To keep up with competitors then, it’s pretty clear that CRM is an essential lead management tool, but to illustrate the benefits in a little more detail, here are seven reasons why CRM has become such a vital aid to improving conversion rates.
1) Eliminate irritating duplication: There’s perhaps no surer way to turn off a lead than to contact her multiple times with the same message. CRM helps to prevent that error by storing data about all leads centrally and assigning each lead to a specific sales representative.
2) Leverage intricately detailed data: CRM provides you with a comprehensively developed picture of all your leads, providing the detail you need for raising productivity in both marketing and sales.
3) Take an analytic approach to marketing: CRM isn’t just about storing and retrieving the personal details of leads. It also comes with analytic capabilities to help you identify which marketing tactics will be most effective in converting leads to sales.
4) Drive consistency in sales processes: Turning leads into sales is the obvious goal of lead management. With CRM in place to standardize the sales process, your sales agents can follow defined best practices to convert more leads.
5) Nurture the higher quality leads: There are leads and there are leads, meaning some are of a higher quality than others. CRM helps to prevent the wasted effort of trying to sell to poor quality leads, by capturing detailed information about each one. This enables you to identify the highest quality prospects to go after.
6) Automate targeted campaigns: In addition to helping identify which leads to pursue, CRM makes it easy to target them with effective campaigns. Automation reduces the risk of missed communication opportunities and a loss of interest from leads.
7) Identify what works: Most CRM solutions come with comprehensive reporting dashboards. Detailed and easy-to-comprehend reports help you see what’s driving results in your marketing and sales activity, so you can do more of whatever drives results most effectively.
No More Flying Blind
With a good CRM application, lead management becomes more practical, as a result of better visibility. With spreadsheets and emails, too much rests on a best-guess approach.
Using CRM is like taking the blinkers off, so you can actually make fact-based decisions to convert more leads into sales. Due to the improvements CRM brings to lead management, fewer and fewer companies are clinging to the manual processes of yesterday. That makes CRM vital if you don’t want competitors to manage your leads away from you.
Having Trouble Filling the Funnel?
Our partners at HubSpot surveyed 4,000 sales and marketing professionals in virtually all positions, across all verticals, and around the globe. They asked the respondents what they do, why they do it, how they do it, and if it's working. This report breaks it all down.