CRM is one of the most essential tools for managing the front office technology successfully. But, currently it is a mature tool on the back end of the adoption curve as CRM has been used for several years now. Apart from the new features and also the add ons, CRM has not undergone changes in the past one decade.
At the core, CRM tools are developed to help a sales team manage, track and also report on their sales progression. CRM tools have been essentially developed to help an organization manage the selling process successfully. Although, there are quite a few benefits of using these systems, one of the major problems is its non-adaptability to the increasingly changing, web driven purchasing environment that is becoming the necessity in the B2B world.
When we see people find, evaluate and also buy for business in the current times, a strong part of the interactions are being carried out by the purchasers, with negligible or no conversation between the buyer and also the seller. In the present times, people are able to find also carry out evaluation of products and services they opt for buying via the social web. One should not get confused with the social networking platforms. The social web is considered as the place where all the digital assets and also details about products and services are usually available.
These digital assets can find existence on the website, blogs, social networks, business directories and also the web based publications as well. The marketing professionals, via technology and process, have rapidly adapted to the changing atmosphere and pushed huge content to the social web with the aim that it will be consumed by the prospective purchasers as well.
But the relevant question which arises now is how does it impact the sales professional and CRM tools they will be using to manage their routine work?
In the current age, the buyers are not much interested to know how you will selling or pushing your sales process. The web based buyers gather ample knowledge before getting in touch with the retailers by consuming the digital assets. This is creating a major problem as sales is getting left behind in this process and their engagement in the buying cycle is coming at a much later stage as compared to the previous time. In other words, it means that opinions are already formed about the product or services of a company before the sales team get in touch. This also leaves the buying cycle in the hands of the purchasers mostly.
Moreover, marketing automation platforms adoption has gone up significantly in the recent past and in the coming times, it is expected to go up further. These platforms bear great resemblance to the CRM tools for marketing as they are also developed from the root with the aim to help the entire marketing team plan, execute and also keep a track of all the lead generation activities. Both these tools are essential in the current social web driven world.
It is interesting to note about the marketing automation software is that the sales domain is fast opting for marketing automation generation details in CRM. Sales personnel are able to find the real value of marketing automation tool similar to the CRMs. The web interactions captured by the CRMs are proving to be helpful and consuming for the sales personnel as it has potential to capture the real time campaign response history, easy engaging with the purchasers and also offering more advantage as compared to the peers.