How a CRM improves your SME's internal communication

[jrineakter]

It's very likely that you've already come across the acronym CRM and that, in fact, you've been wondering for some time where it comes from and why it's usually accompanied by extensive testimonials about how it's essential for a company to achieve success. In this article we want to explain how you can only achieve this success if your company has optimal internal communication, something that you can (and should) improve with a good CRM.


But let’s start at the beginning, even if it’s a bit obvious at this point: what exactly is a CRM? Its acronym stands for “Customer Relationship Manager”. And this is precisely what a good online CRM should do: put at the service of the company a whole set of tools that serve to better understand your customers and thus be able to adapt your products and services to their needs.

A good CRM must include a whole set of tools shared by an entire team to achieve what was explained in the previous paragraph. But, now, we want to focus on a specific fact of this whole matter: how does a CRM improve the internal communication of your SME?

Sharing information
One of the greatest dangers that every small and medium-sized company has to face is the tendency towards centralizing information. Whether due to convenience or laziness, there are canada number data certain members of a team who end up becoming real bottlenecks through which all information has to pass. This means that, on certain occasions, these people/bottlenecks end up filtering information that will not reach other workers.

By “information” we mean a whole set of vital assets for both the sales and marketing teams. Sharing contacts between these two teams is paramount, and that’s why this option should be at the top of your list of essentials when looking for your ideal CRM. These contacts should also have profiles with as much relevant data as possible so you can determine when and how a sales opportunity is around the corner.

And that's not all: everyone involved in the collaborative work of these teams should have clear and direct access to a continuously updated status of all active processes. And this brings us to the very heart of any CRM: the organisation of workflows.

Workflows
A good CRM will know that its backbone must be a tool that helps the team structure optimized workflows. The first thing in this regard will be the creation of a sales funnel in which all potential opportunities, established contacts, proposals made and ongoing negotiations are reflected.

These funnels must clearly reflect which team member is responsible for each task. This will be the most effective method to avoid leaving loose ends that no one is responsible for and, above all, to avoid creating dead ends where a well-done workflow ends up hitting the wall of absolute nothingness.