Is Your CRM System a Two-Way Street?

If you haven’t heard, Mitch and I are getting set to rap about social media and CRM in the “CRM in the age of Now” webinar sponsored by SugarCRM next week. We hope you can join us.

In getting ready for this event, going over slides and ideas, an interesting topic came up. In describing the transition from traditional CRM into modern CRM that enables social channels – we made remarks about how older CRM systems were all about agents putting information into the system. This is an important facet of CRM, but most sales reps for example are left with a “what’s in it for me?” feeling if they see the CRM as a burden and data entry point.

However, modern CRM tools that leverage social channels and a fluid flow of data from external sources can be a tool that GIVES sales reps information. Instead of a productivity drain – the CRM system is a hub, and central area where sales reps learn about prospects, collaborate with partners and customers, and simply gather information supplied by other networks or sources.

(Look, I know a lot of traditional CRM use cases give a lot of information – i.e. reports. However this is stil based on static data entered by users for the most part.)

I like to think of modern CRM as a bank. You make deposits (entering opportunity data, logging calls, etc.) but you can also make withdrawals (leveraging embedded LinkedIn connector to find untapped relationships, monitoring Twitter streams right from Contact records or dashboards, aggregating data in one touch using Cloud Connectors, etc.).

In short, a modern, social enabled CRM system makes it a two-way street. Yes, the traditional tasks need to be performed – which helps management and executives gain visibility over top-level operations. But, the cool resources inside socially enabled CRM systems give the end users a lot of data, insight etc. to do their jobs better, make quota faster and actually enjoy using the system.

6 thoughts on “Is Your CRM System a Two-Way Street?

  1. Pingback: 20 Posts to Start Your Week « Sales Intelligence Blog by InsideView

  2. Perhaps no drum machine – but Mitch and I will be matching rhymes and potentially beat boxing for sure….(ok, not really)

  3. It’s going to be a long time before social CRM becomes a mainstay for organisations, purely because the B2b social media scene has yet to show any real benefit except for large companies who can easily build up huge communities and then utilise this data.

  4. Pingback: Succes med din CRM implementering | 20twenty

  5. Recently, our team leader has decided to switch to WorkForceTrack . Because it is cheaper than other systems and has almost the same functions. As far as I know, they also offer some kind of discounts, individual customization and localization from English into other languages. So, I am recommending you to try this

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