Your marketing goals are set but your CRM data seems misaligned. How will you bridge the gap?
When your CRM (Customer Relationship Management) data doesn't align with your marketing goals, it can feel like you're sailing without a compass. To bridge this gap, consider these strategies:
What approaches have you found effective in aligning CRM data with your marketing goals?
Your marketing goals are set but your CRM data seems misaligned. How will you bridge the gap?
When your CRM (Customer Relationship Management) data doesn't align with your marketing goals, it can feel like you're sailing without a compass. To bridge this gap, consider these strategies:
What approaches have you found effective in aligning CRM data with your marketing goals?
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To bridge this gap, it's crucial to first conduct a thorough audit of your current data to identify discrepancies and understand how they impact your marketing strategies. Engaging cross-functional teams can bring fresh perspectives and insights, ensuring that everyone is aligned on the objectives and the data required to achieve them. Establishing clear metrics and KPIs that directly tie CRM insights to marketing initiatives can also help create a more cohesive strategy. Additionally, investing in training for your team on how to leverage CRM tools effectively can empower them to make data-driven decisions that align with overall marketing goals.
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CRM data can come from many sources. You have to architect your systems integration to get data as fresh as possible. With one implementation we identified 3 types of data velocity 1) Fast - Real Time / Near Real time (1-60 seconds). Data or event changes must trigger near immediate action. Move data via real time messaging such as Kafka. 2) Medium (1-60 minutes). Can do using frequent batches or by polling data changes. or only dequeue message queues less frequently. 3) Slow (2 - 24 hours). Source systems may only provide data at infrequent intervals. Or perhaps people billed once per month so bill history only available at this frequency. Audit and error correction must be automated activity. Is data missing, inconsistent? Check & fix.
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To bridge the gap between marketing goals and misaligned CRM data, follow these steps: Data Audit: Conduct a thorough audit to identify inconsistencies, missing data, and duplicate records. Data Cleansing: Cleanse and standardize data to ensure accuracy and consistency. Data Enrichment: Add relevant information like demographics, firmographics, and social media profiles. Data Segmentation: Segment your audience based on key criteria to tailor marketing efforts. Data Integration: Integrate CRM with marketing automation tools for seamless data flow. Regular Data Review: Establish regular data review processes to maintain data quality. Collaboration: Foster collaboration between marketing and sales teams to ensure data accuracy.
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Poorly aligned CRM data can derail marketing strategies due to outdated records, siloed systems, or inconsistent data entry practices. It is necessary to perform regular data audits to identify inaccuracies, clean up errors, and further enhance the quality of the data for decision-making. Secondly, integrating the CRM platforms with marketing tools like email automation, social media, and analytics systems assures a seamless flow of updated actionable data. Team training on CRM best practices prevents manual input errors while automation tools help in smoothing data accuracy and reducing inconsistencies.
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Your marketing objective is clear, but your CRM systems seem to be playing their own game. So how do you stop chasing shadows and keep CRM on the same page? Here's a different perspective: Don't over-rely on tools. Technologies are not magic. The problem with the story of accumulating data that synchronized systems accumulate. Reduce controls. Constant data checks can waste more time than action. Focus on the right information, avoid unnecessary programming. Educate but don't babysit. Data responsibility is important, not over-training. Teach your team how to make CRM a success; don't just teach them the tools. Resolve the CRM mismatch, start changing the perspective instead of changing new tools. What do you think? #AxisPrime #Linkedin
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