Time and time again, my dad has explained the concept of the popular puzzle, Sudoku to me. And if someone asked me, I could tell them exactly what it is.
Now if you actually put a Sudoku puzzle in front of me and tell me to solve it, that is a different story. Sure, I could plug numbers into that little grid all day long but chances are I would be making more of a mess than actually solving the puzzle.
Too often, similar tales are told about Customer Relationship Management (CRM) systems.
Companies may have their CRM full of contacts, but more often than not, this is where the management of these contacts ends. A CRM is viewed more as a storage facility than for what it really is.
Go through some leads in your sales funnel together. Take a look at their job title, industry, company revenue and geography (if it's not criteria you usually ask for, look at their LinkedIn profile) as well as the pages they visited on your website and resources they downloaded. Then ask yourselves:
Can you help them?
Do they want your help?
Is this someone you would want an ongoing relationship with?
When sales and marketing has agreed upon what qualities a qualified lead should have, you will know what behaviors and engagement with your website and resources a lead should mimic in order to be deemed qualified.
This is also where those helpful lifecycle stages come in. As you go through leads and qualify or unqualify them, they will need to be immediately put into the complementary lifecycle stage.
So now your sales funnel is full of qualified leads, but how do you know who to follow up with first? This is where setting priorities becomes critical.
Rating your leads will let you adjust your effort and better prioritize your prospecting activities.
Rate your leads by taking a more granular look at the qualities that made them qualified.
Set criteria for what would make them high, medium or low priority for your company. So when you look at a lead, you’ll know what criteria they meet and how they measure up.
Ask yourself questions like these:
What is their title? Are they the CEO or on the marketing team?
How big is the company? How many employees do they have?
What industry is the company in?
What’s their location?
What is their budget?
Did they view a certain page on your website?
How many times have they visited your website?
How many forms did they complete?
How did they find you?
Sometimes you won’t be able to get all of this information from a simple form fill. That’s why priorities can and should be re-adjusted as the lead goes through your sales cycle and you find out more about them.
Real Time Notes
Now that your sales funnel is tidied up, you want to keep it that way. Especially when you have multiple people managing leads in your CRM.
As you manage leads and interact with them, you want to make sure you are keeping updated notes that go along with your recorded tasks.
Always record notes regarding:
There is nothing worse than someone else sending an email you just sent earlier that day, and with good note taking, that will never happen again.
Every month, your marketing team strategically puts campaigns into action with the main goal being to drive revenue. But sometimes, it’s hard to tie these efforts to your bottom line (especially if you have a long sales cycle.)
Integrating your CRM with a marketing automation software, like HubSpot, makes tracking and attributing actual revenue figures back to your campaigns easy.
Once you’ve created a campaign in your CRM you can attach it to the landing pages or forms inside of HubSpot.
Then after a lead converts on a specific landing page or form for a campaign, that landing page or form will automatically become associated with them. Now, you can run reports to see exact numbers of leads, opportunities and revenue that each campaign is generating.
Using your CRM, you’ll now be able to run detailed reports giving you information like:
What campaigns you’ve run
How many responses, opportunities, and won opportunities each campaign has gotten
What leads are associated with a particular campaign
Attach values to each campaign based on engagement
By seeing what campaigns are generating the biggest ROI for your company, you’re arming yourself with the intelligence necessary to make more educated decisions for future campaigns.
Thinking about all the things that a CRM can offer you be overwhelming and leave you wondering where you should even begin.
Baby steps. Implementing these strategies are the first steps in making your CRM your new best friend.
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