If a CRM tool is on your holiday wish list, this post is for you.
We have worked with quite a few marketers who don't have access to one of the most important tools available to them - a CRM (Customer Relationship Management) tool. CRM software helps track prospects through the process of becoming customers, and customers through your relationship with them as they grow from first-time buyers to (hopefully) lifelong super-fans.
With a CRM, you'll know how, when, and how often to communicate with these folks.
But without access to a CRM, marketers too often spend a lot of money broadcasting to a mass audience that isn't necessarily the one they're targeting. They fail to capture information about the folks who are interested in their product or service. And they don't have a good way to follow up with those people and maintain a healthy relationship over time.
And what's really frustrating is when an organization has implemented an expensive CRM tool, but they've limited its access to their sales people - cutting off their marketing department.
How can we begin to change all this?
If you're a marketer, this post is designed to help you make the case that you need CRM support - whether it's funding to implement a tool or access to a tool someone else in your organization is already using.