Three Reasons Every Marketing Manager Needs a CRM System - Part 3 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 third is understanding the SYSTEM of CRM.

The Three Components of a CRM (Infographic)

Component #3 - The SYSTEM of a CRM

To enable your CRM efforts, you will need some sort of system. What many people say is that they manage it themselves, with spreadsheets and lists. Others use a productivity tool with lists, statuses, dates and so on to manage the process. It takes more than one tool to get this right. Here are a few of the challenges marketers face:

• Siloed customer data which is not integrated with sales and customer service
• Difficulty trying to measure ROI for example measuring how many subscribers became customers. 
• Difficulty officially handing over leads from the marketing to the sales team

Fundamentally the relationship that marketing seeks to build with the customer exists quite separate from that of sales and customer service. 

Introducing HubSpot CRM. 

The HubSpot CRM system is built with this in mind. It is one of the only CRMs that is user friendly and caters for the marketers’ needs. Understanding that a customer begins as a subscriber or a lead means that HubSpot has the built-in functionality to nurture those people through the funnel. i.e. taking that person from being aware of your business to engaging with you and converting into a customer.

Imagine that the sales team could instantly pick up that you have a lead/ MQL on the line and jump in to help close. Without you even having to send an email to the sales team.

This means that you can focus on what you’re best at, attracting those all-important leads!

The Three Reasons Every Marketing Manager Needs a CRM System

Now it’s time to jump into the three reasons why ever marketing manager (heck, every organisation) needs CRM.

Reason One – You have the same source of data truth

The beauty of a single CRM system is that you’re working on the same platform as the other teams in your business. For example, your view of the contact record, company record, and deal records are the same and all the various activities across your business are recorded there. 

This singular source of truth is essential for the marketing team to effectively market to these contacts whether they are starting their journey with your company or are long-standing clients. 

Reason Two – You can measure ROI

This is a big one. A CRM like HubSpot enables the savvy marketer to measure ROI for online AND offline events. With the right lead capturing processes set up, these contacts will enter the CRM and upon becoming customers, their ‘value’ will become known and their source too. Reporting in the HubSpot platform makes it possible to extract the insights needed to know the ROI of that contact from source to conversion and beyond. 

Reason Three – You can hand over your leads smoothly

When is an MQL ready for handover? When is a sales consultant meant to take over and reach out to that warm lead? These questions are critical to ensuring a successful customer conversion. To do this, you need to define these steps in a process document and then, using a CRM system, automate the necessary tasks and notifications when the status of lead changes. This will free you up as a marketing manager to attend to ALL the other responsibilities on your plate.

That’s three great reasons for you.

The right CRM combined with the right process and mindset is a recipe for marketing success – and business success too. Giving you all your data in one place, accessible on one platform with your whole team, reporting on your most critical metrics and enabling smooth lead transition between marketing and sales.  

And there are many more great reasons, we’ve only just scratched the surface. 

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 and second components?

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

[READ] Three Reasons Every Marketing Manager Needs a CRM System (Part 2)

Header photo by Jason Goodman on Unsplash