CRM Solution Software

CRM Software Solutions

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CRM software blueprint
An Executive's Guide to CRM Software

Marketing Systems Benefits For Marketing Staff

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Perhaps no other line of business, department or professional staff benefit more from the implementation of an CRM system than the marketing staff. Because many of the activities of this division are intrinsically repetitive and tedious, automation of them increases productivity, results and job satisfaction. Freed from boring activities, a marketing manager can invest more time in creative projects such as branding to seals the company’s image in the consumer base or perhaps personify a brand with something like the AFLAC duck, the GEICO lizard, or the GEICO caveman. Images so wildly successful that a Caveman television series spawned from the brand.

An ideal example of a dreary job function to many is telemarketing from a call center. The same tasks are performed day in, day out and without much creativity or variation. A telemarketer carries out the same functions daily; dial a number, read a script, sell a service or a product, and pass the information to shipping.

One mid-sized business selling chemical cleaners implemented a system to automate this in its New York office. The other office location in Miami did everything manually. Both offices were of approximately equal staffing and transaction volumes. After the implementation of a CRM marketing system and the benefit of software automation, the average telemarketer in New York completed more than two hundred calls per shift while the Miami location managed less than one hundred per shift. Spurred by the success, the New York office added two large-screen plasma TVs tuned to ESPN and CNN respectively so that telemarketers could use breaking events to vary their scripts. Prospect to lead conversion ratios shot from one in twenty to one in twelve. The telemarketers were thrilled. Not only did their commission levels increase, but job frustration dropped significantly. The turnover rate for the department also declined.

When the monotonous, recurring tasks are automated and optimized, marketing personnel have more time to spend on the creative side designing campaigns, advertisements and branding. Included with the majority of on premise and on-demand marketing information systems are quick and detailed statistics to assist in evaluating the results of each of these activities. Staff can whittle away unsuccessful nuances, honing in on more successful campaigns with every cycle. Knowing what works makes brainstorming new ideas a more strategic process and allows a quick response to market conditions. Improved employee performance leads to terrific performance reviews not only for the individual, but also for the division as quotas and objectives are more consistently achieved.

Since one of the tasks marketing staff are charged with is developing each individual prospect or client’s profile, a centralized repository for that data provides a method of capturing detailed information and improving on it. This empowers personnel to improve the marketing function.

 

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CRM Introduction Real World CRM Executives Guide to SFA Marketing Automation Customer Support
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