The Challenges of CRM Implementation (And How to Overcome Them)
So, you've decided to move forward with CRM implementation. Here are some of the potential challenges that lay ahead + how you can overcome them.
Do you ever feel as though your business is letting leads slip through the cracks? Maybe your business is growing at a steady pace, but you feel like it could be growing faster.
Another issue a lot of small businesses face is the conversion rate. You could be getting a lot of leads but failing to convert many of those leads into sales. The issue could be with your sales team, your marketing team, or a combination of both.
Whatever the issue, a customer relationship management tool (CRM) can help. CRM implementation is a lengthy process, but it can help you convert more leads and identify areas of strengths and weaknesses within your business.
Implementing a CRM that requires buy-in from every member of your sales and marketing teams. You’ll have to develop a plan to not only find the right CRM but implement it effectively in your business.
In the article below, you’ll find a list of challenges that you might run into during the CRM implementation process. Read through the list to prepare yourself for every issue you might run into when adding a CRM to your company’s technology stack.
You Have to Prepare Your Team for the Implementation
CRM software is only useful if it’s used by every member of the marketing and sales teams. Customer relationship management tools allow your salespeople to track and manage leads. They also help marketers figure out which marketing channels are delivering leads, and which leads should get follow-up marketing materials.
Before you develop your CRM implementation plan, be sure to tell your entire team why you want to implement a CRM and how it will benefit the business. Be sure to also tell the marketing and salespeople how it will make their jobs easier. The more people learn about the CRM and its benefits, the more likely they are to use the CRM once it’s a part of your business operations.
You’ll Have to Train Your Team to Use the CRM
Customer relationship management systems can seem very complicated to new users. That’s why it’s important to develop a plan to train your team on how to use a CRM properly. Your team will need to know how to track leads, update lead information, move leads along the sales pipeline, and update the CRM when a lead turns into a closed deal.
The more that your team uses the CRM and explores the many features available, the more valuable the CRM will be to your business. If you’re wary of implementing a CRM because of the cost, you should do everything you can to train your team on how to use the CRM effectively. The benefits of using the CRM to track your leads should more than offset the cost that you pay to your CRM services provider.
Marketing and Sales Might Have Conflicts
Do you know the difference between a marketing qualified lead (MQL) and a sales qualified lead? It’s the job of the marketing team to pass qualified leads along to the sales team. It’s the job of the sales team to turn those leads into sales.
An MQL is a lead that has shown some interest in your product based on their interactions with various marketing materials. An SQL is a lead that has been vetted by the sales team and has high potential to turn into a sale. Generally, an MQL goes into the CRM and it’s then up to the sales team to gather more information from the lead and decide if it’s an SQL.
When you’re using a CRM and qualifying leads like this, you might find that the sales team doesn’t think the marketing team is doing a good job of delivering qualified leads. The marketing team might think that they are delivering qualified leads, and the sales team is simply doing a poor job of converting those leads into sales.
You should be prepared to address these concerns. Make sure both the marketing and sales teams know the requirements for leads to be marked as qualified leads. You should also make sure these teams are in constant communication with each other so these issues don’t fester over time.
You Have to Ensure Every Lead Goes in the CRM
This last point may seem obvious, but you must use your CRM to track, manage and report on every lead. Getting every lead into your CRM ensures that the CRM can produce accurate reports. To get every lead into your CRM, you must be able to capture leads from phone calls, web forms, webchats, and transactions.
Getting every lead in your CRM ensures that your sales team won’t let any leads slip through the cracks. It also ensures that your marketing team is aware of all the channels that are delivering qualified leads. Finally, you’ll be able to produce reports that provide a holistic view of how your leads are moving through your sales pipeline.
Now You’re Prepared for Your CRM Implementation
The best way to develop a strong CRM implementation plan is to be prepared for any issues that may pop up. The list of common challenges above should help you overcome any hurdles that you have to deal with when planning for and using your new CRM. You can learn more about using a CRM and strengthening your small business by getting in touch with the experts at Jumpworks.