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Why Do Marketers Use CRM Systems for Their Metrics?



Recent surveys have indicated that today's marketers are turning to CRM systems more than any of the other tools available to them to see their marketing metrics. Realistically, this is a good choice, since the CRM system when used properly can be a key player their marketing campaigns. There are three great reasons why you should be using your CRM system to measure your marketing results. Let's have a look at them.


1. Improves Working with Sales Dept.

When marketing and sales meet to explore the impact of marketing that measures success it will directly impact your revenue. Usually the information you as a marketer need to see is much different from the information the sales department needs to see. Sales people spend most of their time in the CRM software tracking opportunities, measuring their sales and doing forecasts. Marketing results can have this same information made available to them. So rather than your marketing team trying to determine why data is mismatched, both your sales and marketing personal can focus on driving revenue more effectively.


2. Executives Can Compare Results

For the executives the CRM software make many parts of their job much easier. CRM software doesn't just track revenue; it tracks the source of that revenue, which is broken into channels, marketing campaigns or sales. This means marketing can easily see how they compare with other company investments. It's common for marketing campaigns to be strong at bringing in a high volume of potential customers, but often the sell through in the sales department is slower and takes time for those prospects to actually mature and make a purchase. Executives can see these numbers and they can direct according to the company's goals.


3. Marketers Can See Sales Relation to Marketing Campaign

The CRM system stores pipeline date, which is core information. Sales staff will often create new opportunities within the CRM system that may have initially came through a marketing campaign thereby starting the beginning of the sales cycle. When the data is tied together marketing team through contact information and campaign responses then the marketing team is able to the influence of a campaign to a sales opportunity with accuracy. This is important to knowing whether a campaign is effective and providing a good ROI.


Taking full advantage of your CRM software for marketing is a great way to increase your customers, your ROI and ultimately your revenue.



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