Is CRM Helping or Hurting Sales Productivity? An Experience from a Digital Marketer

By Victor Cheung

CRM and Sales Force Automation are often used interchangeably. However, I think they’re really two different software with different purposes.

Here, I’ll show you why CRM is NOT really helping sales team become more productive using 2 specific examples, based on my experience as a digital marketer at my current company.

Sales Leads from Web Forms are Automatically Synced. No Problem.

Part of my job is to work closely with our sales team. We use Salesforce as our CRM, and I acquire leads from various digital channels that automatically push these leads into Salesforce from landing pages.

Every now and then, I would make a request to add more “fields” into Salesforce, on top of the “campaign” field and “lead source” field. These additional fields will tell me how well a marketing campaign is doing.

Sample data fields in Salesforce. Image credit: Salesforce Success Community

For example, I recently added a field called “Campaign Ad”. When we run Salesforce reports, this field will tell me how well different ads WITHIN a specific campaign are performing, especially when I do A/B testing.

An ad can perform well and acquire 100 leads at a low cost, but sometimes those leads may not even convert to one sale. That’s the main reason for additional fields. It gives us detailed tracking so I can focus on the right ads and generate more revenue with our sales team.

That’s the digital part. These fields are usually filled automatically when a sales lead fills out a form on our landing page.

The Challenge: Incoming Phone Calls and Emails

Another part of my job is to increase call volume and incoming emails to our sales team through digital ads. Now, I want the same kind of “fields” to track my campaign and ad performances.

For calls, I use a call-tracking and forwarding service called CallRail. I would put numbers generated by CallRail to display on ads and landing pages. Calls to the numbers will be forwarded to our sales team, and the forwarding number will be displayed as caller-ID.

For emails, I use a pre-populated email subject line, sometimes accompanied with a forwarding email address.

To see which campaigns generated revenue, I needed the help of telesales. I needed them to input caller-ID and email subject line (and sometimes forwarding email address) into Salesforce whenever they take a call or reply to an email.

That was when I got pushback from our Sales Manager.

Manual Data Entries into CRM is Killing Productivity

“Do you know how much data they (telesales) have to enter into our CRM when they get a call or email?”

On top of the basic info such as first name, last name, email, there were about 6 additional fields. I was asking for a 10th blank data field (as opposed to a drop-down field) for telesales to input caller-ID or email subject line.

A typical process would go like this: (1) reps opens the email or answers the phone, (2) create a lead in CRM, (3) copy paste email info or manually ask for name, email address, etc… you know Go to the full article.

Source:: Business 2 Community

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