It is important your website is mapped to a good sales and marketing CRM that captures every lead generated product-wise from each product page of your website. Organisations can have many products or services today and that could lead to a lot of confusion if it is not classified well enough among your sales team members. A good CRM should be able to classify leads by product, by source or channel and by campaign. So that you are able to calculate how many leads or clients came from your website or the myriad campaigns that you are running in different Internet channels such as search marketing, email marketing, social media – Facebook, Twitter and LinkedIn – and perhaps even from advertising in YouTube or 3rd party ad networks.
Most organisations do not have a CRM in place yet and they supposedly receive the leads from their website by email, which are sorted and kept in separate folders to be followed up later or saved in an excel sheet by entering the data manually. The process is tedious and painfully slow. Usually the job of tracking the leads and transferring them to an excel sheet is assigned to a junior person in an organisation and then coolly forgotten. Sometimes it goes to the EDP manager, who is so far removed from the sales process and the urgency of closing the lead that they all die a natural death.
So what’s the solution?
A lead management system of course. A good CRM captures your leads effortlessly immediately after the prospect has filled up the web-form. It automatically gets classified under various categories such as products or services and where it emanated from, that is the source of the lead – the channel and the campaign. The main objective of a lead management system is to ‘measure’ the number of leads or clients acquired from your website or the many online campaigns that you are periodically doing. It should be able to tell you the effectiveness of each channel and their ROI.
Ensure that a CRM is Sales and Marketing Centric
The CRM you choose for your website should have the sales processes in place, which helps your sales team in achieving higher conversions. It allows the leads to pass through various stages of the sales funnel till they turn to prospects and finally convert to a sale.
It should have inbuilt features to track leads and even help sales managers to track each member of his sales team. The sales manager should be able to see product wise sales figures in real time and plan his efforts better. Similarly the CRM should be able to help a marketing manager gain valuable business insights. He or she should be able to identify the campaigns which perform better so that the non-performing ones can be weeded out. He should also be able to evaluate which Internet channels are working for his product or service. So that he is able to get the most out of his ad spends. The CRM should help him find out how effective a marketing tool is his website and if it has been optimized well. By installing a CRM he would instantly come to know if his website is yielding results or if its just a piece of furniture and needs an overhaul immediately.
CRM with Computer Telephony
The CRM should have advanced features such as capturing telephone calls using the technology of computer telephony. This not only captures the call logs and call details such as which number the call came from, the phone number which attended the call, the duration, if call was successful or missed, SMS notifications of each call but also capture complete call recordings. This is made possible today by simply installing a virtual phone with IVR that gets mapped to your CRM. This is an excellent feature for referring to, in case of disputes.
What are you waiting for?
If you are looking for a good affordable CRM for your website and initiating some email marketing and search marketing campaigns from the same platform, you may consider Sales Rambo, which is India’s first indigenously developed CRM. Its simple to operate and is truly sales and marketing centric. Its promoted by a group, who have more than 20 years of experience in marketing and advertising and understand the business well. What’s unique about Sales Rambo is they give you support with adjunct services such as, developing your creative – landing pages, mailers, web forms and even websites. They can even help you manage your mailing and database too, which is unheard of from other CRM companies. But it does not support other important aspects of a CRM such as, inventory, accounts and supply chain. And if you are looking for a complete CRM, then you may consider one from more comprehensive ones from Sales Force, Microsoft Dynamics and even Zoho, depending upon your budget.
Ashok Majumdar, a marketer by profession and a journalist by training, created Sales Rambo, a sales & marketing CRM on cloud for SMEs. He founded Abhiyan Marketing Services (P) Ltd., a creative hot shop & co-founded Ebony & Ivory, an advertising agency accredited with the Indian Newspaper Society (INS). He started his career with The Times of India and worked for 6 years before venturing out on his own. Follow On :