The goal of underlying sales and marketing technology is that it is the slave, not the master, to your organisation. Automating your processes will enable you to embed and reinforce best practices throughout your organisation. The collection and inputting of good data and managing interactions for the complete customer journey will ensure you have visibility into your organisation, give you the insights to do accurate business planning and allow you to demonstrate your compliance.

Customer Relationship Management (‘CRM’) systems fulfil these responsibilities for your organisation. They are the machine to power your business, but are limited by the fuel you give them – in this case the quality and accuracy of information you import, enter and store. You can customise many CRM systems to suit your own business processes. You can also enhance them by integrating additional specialist software from third party organisations.

The CRM industry is extremely cluttered and competitive. There is a vast array of CRM systems, which vary appreciably in cost, functionality, reporting, flexibility, ease of use and size of their third party software ecosystem. It’s important to select the system which offers the best fit to your requirements and the long term vision you have for your organisation.

These 8 aspects will give you a solid structure to define your technology requirements, before shortlisting the alternative providers:

  • Your objectives for the technology
  • The functions within your organisation
  • The tasks you want to automate
  • The information you want to record
  • The metrics you want to measure
  • The users you want to enable
  • Their requirements
  • Your budget to accomplish these things

Think about your requirements as deeply as you can before you take the plunge. Companies often find that once they start using an implemented system there are additional things they didn’t think about that would have further influenced either their choice of system or how they customised and implemented it.

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