Three Reasons Every Marketing Manager Needs a CRM System - Part 2 of 3

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In this three-part series you'll discover three benefits of implementing the right Customer Relationship Management (CRM) system for marketing and business.

About This Three-Part Series

This content is for you if;

• You’re a Marketing Manager in B2B or B2C, looking for ways to generate more leads and sales while streamlining your marketing processes, then this article is for you,
• You’re in sales or customer service, then this it’s for you too, and or
• You’re a Director or senior manager, then there is plenty of value for you too.

The primary objective of this three-part series is to make a case for why marketing teams need to be aware of CRM and how it impacts their role in the business. In an ideal scenario, and to varying degrees, marketing in principle forms part of every department of the business. And this is what makes this so important.

In order to get CRM right, you need three components. 

The second is adopting the Process of CRM.

The Three Components of a CRM (Infographic)

Component #2 - The PROCESS of CRM

As your journey with a customer evolves from introduction to loyal customer, in the process of CRM each stage is identified and given a name – a “HUBSPOT Lifecycle Stage”. 

Lifecycle Stages (Infographic)

1. Subscriber

A typical customer relationship starts when that person opts in to receive some form of communication from you. In CRM we call this person a “Subscriber”.

2. Lead

Once that person makes contact in a more significant way beyond just subscribing, we call this person a “Lead”. The type of engagement by the Lead is more intentional and clear. For example if they’ve completed a contact form indicating that they would like to be contacted and why, then that person has taken your relationship to the next level.

3. Marketing Qualified Lead (MQL)

It's time for marketing to qualify that lead and determine if it is ready to be transferred to the sales team. If that person meets the right criteria, then we call this lead a “Marketing Qualified Lead” or “MQL”.

4. Sales Qualified Lead” (SQL)

Then, the sales team will make contacts with the MQL to determine if this lead is ready to become a customer i.e. a potential customer. This process of sales qualification turns the lead from an MQL to a “Sales Qualified Lead” or “SQL”.

5. Opportunity

It’s deal time, okay, not just yet but a deal is created in the sales pipeline and associated with the SQLs’ contact and company. We now know that this relationship is pretty serious and the SQL turns into an “Opportunity”. It’s time for needs analysis, exploration meetings, proposals and negotiations – in a service business for example. 

6. Customer

Ring the bell! When the deal is won, this opportunity becomes a “Customer”. And it is time to celebrate. And it’s time to get to work on delivering that great service too!

7. Evangelist

After delivering on your promises and delighting the customer, they will inevitably become advocates for your business. This is the final lifecycle stage as they become an “Evangelist”.

In part three, we will discover the system of CRM.

If you’d like more information, book your complimentary consultation with us for the advice you need to take the next step to optimize your CRM. Looking for a CRM system or you’d like to migrate to HubSpot, we’ll give you a complimentary HubSpot demo today!

Missed the first component?

[READ] Three Reasons Every Marketing Manager Needs a CRM System (Part 1)

Read the third...

[READ] Three Reasons Every Marketing Manager Needs a CRM System (Part 3)

Header photo by Jason Goodman on Unsplash