‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!
Leveraging your CRM data and information with your Marketing Technology stack, today I wanted to share some insights from an interview I had with Jimmy Haverstick an industry expert with over 15 years designing CRM systems and working with C Suite Executives, Marketing Leaders & their Marketing teams and Sales Leaders & their Sales teams. Jimmy was very gracious with his time and his insight into how the Marketing and Sales teams can and should optimize their CRM systems. I want to thank our guest for providing his expertise and insight into this subject.’ll start with two quick definitions
‘What is a CRM system’ and ‘What is the Market-Driven Process’?
Jennifer Burnham from SalesForce.com defines a CRM system in a recent blog post ‘What is CRM?’
C-R-M stands for Customer Relationship Management. At its simplest, a CRM system allows businesses to manage business relationships and the data and information associated with them. With CRM, you can store customer and prospect contact information, accounts, leads and sales opportunities in one central location, ideally in the cloud so the information is accessible by many, in real time.
George S. Day shared the following definition in his article ‘What does it mean to be Market-Driven1?
Thus, being market-driven is about having the guidance systems and discipline to make sound strategic choices and implement them consistently and thoroughly. It is not about being all things to all people.1
In the last few Spinach Helpful Tips we’ve been discussing the importance of information and data gathering, and how it is going to be mined through your Marketing Technology stack, more specifically how to integrates the broad array of information and knowledge from their Sales and Marketing teams’ and move their customers through the sales funnel:
- Identifying Leads and moving potential customers into your funnel
- Validating Customers and where they are in the sales process
- Effects of Channels & Market pressures/opportunities
- Strategy implementation to win against your Competitors
This information being captured across our organizations can’t be hidden away in silos, it has to be mined as part of the Market-Driven Process during our ongoing ‘information gathering’.
No one relies on handwritten notes on 3×5 index cards anymore, instead Senior Leaders expect and demand integration, speed and outcomes – we need functional technology that is integrated across our platforms to record and capture pertinent information, with the ability retrieve and analyze that information and turn into valuable data resulting in sales.
The point is this, unless you have clearly defined why you want to implement CRM and your CRM system is aligned with your sales and marketing objectives then it’s destined for failure. – Jimmy Haverstick
How? Let’s hear from our guest expert Jimmy Haverstick about one integrated tool working in your Marketing Technology stack your organizations CRM system:
Q: What is a CRM system?
We ask all our potential CRM clients “What does CRM mean to you and why do you want to implement a CRM system?” You would be surprised at all the different answers we get. Everything from contact management to sophisticated marketing automation suites. CRM is a platform that can connect sales, marketing, finance and corporate support teams via each customer. One view of all customer interactions and objectives. That being said, many CRM implementations are really just Sales Force Automation platforms that empower the sales teams from a pre-call planning and post-call follow up standpoint. In other words, more operational use then strategic. Connecting marketing and sales via CRM is where the value strategically starts to really become clear. – Jimmy Haverstick
Q: Many organizations have CRM systems that Fail – why?
CRM is not a magic pill. It does not create marketing and sales plans nor does it make the sales call or train your sales people. It is software that helps an organization be more efficient in executing your sales and marketing plans.
Although we use Microsoft CRM internally and for our clients, we do not believe the software matters (sorry Microsoft). All CRM systems are really just a series of forms, reports, data and fields all customizable for any use case. The point is this, unless you have clearly defined why you want to implement CRM and your CRM system is aligned with your sales and marketing objectives then it’s destined for failure. – Jimmy Haverstick
As we go through the next few segments of this series please be sure to share any questions that you have for Jimmy and please provide your insights and thoughts so we have a more robust dialogue. Remember we don’t let each other walk around with spinach in our teeth.
Please feel to reach out and contact me with questions or comments – Click here
What is a ‘Spinach helpful tip’?
Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!
Chris A. Marshall
Jimmy Haverstick started his career as an outside sales representative for WA Butler now Henry Schein Animal Health. Foreseeing the need for a better information sharing and marketing program fulfillment in the animal health channel, Jimmy co-founded FTG with Chris Glaser in 2000. FTG provides EDI management, analytics and reporting, marketing program management and CRM solutions to sales and marketing teams across manufacturers and distributors in the Animal Health, Pet Specialty and Agricultural Industries.
1What Does it Mean to be Market-Driven?, Business Strategy Review, 1998, Volume 9 Issue 1, pp 1-14