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How Marketing Generates Revenue and ROI with CRM

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Tracking campaigns, leads, and existing customers are hugely time-consuming tasks when a marketing manager does them manually. Slower campaign launches are inevitable, and the returns on investment usually fall short of targeted goals. Marketing automation provides an intuitive and efficient solution.

Marketing studies show that companies using automation tools can expect approximately a 14 percent productivity increase. Automation can also lower marketing overhead costs by about 12 percent. Adopting the right CRM applications can generate more hot sales leads at a smaller investment per lead, which can noticeably improve a company's marketing budget.

Selecting a rich-featured CRM application is an essential step because the most comprehensive automation tools will lead to the best ROI. The ability to generate reports about a campaign's performance will give marketing managers valuable insight about tactics that work. This information will also uncover areas of weakness in a marketing campaign and indicate the need for adjustments to some parts of it.

Some important tools in a CRM application include automatic segmentation and analysis of different campaign channels. This tool set measures data from various online promotion sources, namely company websites, blogs, and social media pages. Email newsletters and similar marketing tools can also be added to this type of CRM analysis tool. An important part of CRM applications is the ability for marketing managers to view each data channel separately for comparison purposes.

Despite the benefits and potential for an excellent ROI, a noticeable percentage of businesses fail to take advantage of automated CRM applications. The most common reasons include lack of detailed knowledge about these tools' capabilities as well as a lack of effective marketing practices already in place. Companies that stand to benefit the most from automated content automation are able to capture sales leads consistently, make more sales to repeat customers, and identify potential new target customer bases. Other barriers to adoption include perceived expense and too high of a user learning curve.  Remove these barriers with these “Five Strategies for Successful CRM Adoption.”

Before making the financial investment in automated CRM application tools, business owners are advised to evaluate their marketing staff's existing technical skill sets. Individual company needs and marketing campaign requirements will dictate the complexity of a CRM application, but staff members need to learn its use fairly quickly. The right use of automation tools will allow increases in ROI over a relatively short time frame.

To find out what a CRM application would cost and when and how much ROI your organization can expect, download this guide to helping you “Build a Business Case for CRM.”

By Socius, a CRM partner in Ohio and Kansas

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