How Sales and Marketing Should Use CRM
I read with great interest the article “Why Sales People Actually Hate Leads” by Fast Company. It talked about how Sales and Marketing teams are using, or not using for that matter, their CRM systems to generate hot leads.
This article dives into the truths of CRM adoption in the Sales and Marketing departments, and how to re-launch a successful joint approach.
I agreed with the points presented, and thought that it was a good read for any Sales and Marketing team adopting or struggling with their already adopted CRM system. It discusses the real goal which should be for marketing to deliver to sales leads which are of high enough quality (hotness) that the sales force actually is motivated to work them. Following that, the sales force needs to work them in a way that every lead has a clear outcome.
They also list three helpful best practices: 1. Actually Use Your CRM System 2. Have Lead Review Meetings 3. For Marketing: Don’t Waste Warm Leads. Learn more here.