Data-driven - The key to unlocking hidden treasures in your CRM

Sara Cronsioe
November 18, 2020
Customer relationship management systems (CRMs) are great for collecting and organizing information. But the question is what we do with that data? Are we using it to promote new services to existing clients, improve client loyalty, recover lost clients or entice and repurpose old leads that could be interested in new products? 


Sales and marketing teams are more data-driven than ever before, and this means that not only do we have access to a wealth of information to work with, but we’re also far more accountable for it. 

The CRM can capture and store great amounts of customer data. By using this data you can form deep insights into who each customer is and what their needs, interests, and challenges are. There is an opportunity to leverage this data to form a more personal relationship with your customers. This will result in a better customer experience, higher engagement, and increased customer loyalty, which will create an army of true ambassadors for your brand. 

Customer retention (having customers stay with you for a longer period of time) is incredibly important to every business. It costs at least five times more to acquire a new customer than retain an existing one. Businesses are catching on, and customer engagement and retention initiatives are growing in popularity.

Gain full control of your pipeline to match your sales process

Whether you have an established sales process or you’re starting from scratch, a good CRM will make it easy to create your ideal process. Use your sales dashboard to check progress towards your sales quota, monthly trends, and overall value of your sales pipeline. Let the data guide you and not waste your time, so you can spend that valuable asset more wisely for each month that follows.

Without a good CRM, you simply won’t be able to manage your sales pipeline properly. The key here is to gain a full view of your entire sales pipeline, on a clean, visual dashboard with detailed reports on sales activity, and individual performance. You’ll never get lost about how your team is tracking toward quota, and you’ll have all the data you need to coach your team to success.

Reduce and streamline all your contact data 

A CRM is only effective when the data it provides is current. If the customer’s address, company name, or preferred method of contact has changed, your staff should update the information immediately, so your sales and marketing teams are always equipped with the right information. All CRM allow sales reps to create contact records and store prospect and customer information. A good CRM will reduce and streamline contact data entry as much as possible. 

Find potential money between the cracks using filters

Filter data in your CRM to find prospects that you haven’t spoken to in a certain time, maybe they said no due to bad timing or the price. Maybe their attitude has changed? Play with different ways to filter data and soon your salespeople will have a golden mine to pick from. The next step is to automate this process, so that these lists are created and served to the sales people automatically.

Set up automated email sequences and collect more leads

Since many sales teams are more data-driven than ever, take the advantage to automate your workflows to eliminate time-consuming and repetitive functions. When new leads are added to a CRM (newsletter subscriptions or website visits), you can program your CRM to send follow-up emails, offer promotions, invites to webinars and events to keep your business at the forefront of their attention. This saves you a lot of time, spent on writing emails while also making sure that you are engaging your prospects throughout the whole sales process. 

Unlock hidden insights from your customers’ purchase history

With a good CRM you can boost your sales performance by analyzing your existing customers’ purchasing history. It’s easier to sell to existing customers than acquiring new ones. Upselling is a sales technique where you offer your customers the chance to purchase upgrades (better features, better specifications) or to get the more expensive version of what they’re buying so you can maximize the value of their purchase. One of the keys to upselling is that you offer products that add value and improve your customer’s life.

Data-driven approach for the win!

If your company uses a CRM tool, you already own all the information needed, the challenge is to find a clear and organized way to access this knowledge by unlocking the value stored deep in your CRM data.

It is important to have as much data as possible about customers, products and revenues in your CRM, but this information will never be useful or bring value to your business if you don’t define which type of data, metrics and KPIs you need to follow-up on a regular basis. Once your data is organized, it will be easier for your sales teams to adopt a data-driven approach.

Continue reading: 3 tips on how integrations help you control your data!


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