Many professionals still tend to believe that a CRM is meant only for the sales team. So would they be the only decision-makers in this project that will revolutionize your company's customer relationship management? Of course not! As you know, the marketing department also has to have its say.
As a marketing director, you’re directly involved in this CRM software project because, now more than ever, marketing and sales are closely connected. They rely on each other to be effective.
You therefore need to be the driving force behind the thinking on this CRM project. To help you successfully carry out your mandate, we suggest following a few key guidelines.
First, be methodical! Map out the roles of your team members, clearly identify their needs and your own, determine the essential segmentation criteria, the reports to be produced, etc. (find all the must-have elements in our summary grids for B2B CRM projects).
Second, be economical! No, we’re not asking you to dramatically cut your spending to finance the CRM project... Quite simply, there’s no point keeping certain existing tools if the same features are available in your CRM. An inventory is therefore essential to clarify the situation and determine which bridges will need to be built and which licensing costs can be eliminated.
Third, be a bit of a visionary! We’re exaggerating slightly, but it’s important to identify which changes are likely to affect your department in the coming years. Anticipating these needs is the best way to make your CRM (and your integrator) a true ally for the future.
If you’d like to go further and benefit from more in-depth advice, don’t hesitate to read our E-book on how to succeed with your B2B CRM project!
