CRM uptake seems to daunt marketers more than most, whilst the Customer Support arm of your organisation undoubtedly sees the positives and Sales have undoubtedly increased revenue by using it. Why is it that marketers are the least involved in your CRM when you want the whole company to be involved and working from the same page? In the past we have written on how your marketers can improve their CRM adoption rate – but what if your team requires a more hands on approach to the issue?
CRM training is a vast industry these days, with courses in place to teach you about every minute facet of every CRM on the market, meaning that there is a course out there to help marketers improve their CRM techniques. We can hear you now; why would we want to put more money into training having already splashed out on the CRM already? The thing is you’re probably already losing money, at least not making as much as possible, by not having the marketing team fully trained in using your CRM.
Things to consider when finding a training solution for your marketing team include:
Applying and managing marketing goals
Hosting your marketing goals on your CRM ensures that not only is your entire department working towards the same goal but other areas have visibility of those goals too. If Sales are aware of your marketing goals and timescales, they’re more likely to be understanding and bought into your objectives. With this in mind, aim for a training provider that understands the importance of Sales and Marketing alignment.
CRM can be a powerful ‘cradle-to-grave’ asset for marketing campaigns. Make sure the training covers techniques surrounding campaign planning and monitoring.
Building and managing CRM marketing lists
Seek out training that encompasses the building and management of CRM marketing lists. This is the foundation to so many other aspects of marketing; get that right and you’ll have a good grounding for when you begin to look at lead segmentation and marketing automation adoption.
Lacking the skillset in-house to do the above could significantly outweigh the cost of quality training. In the long term, an investment in training could massively impact your company’s ability to grow and scale its marketing operations.
If you find yourself in the position of requiring a replacement CRM or are simply considering your first CRM, ensure that when you are in talks with suppliers, they have a training solution in place. Our philosophy when setting up any Microsoft Dynamics is “We’ll deploy, train, fine tune and won’t move on to the next business unit until everyone is happy.” This includes training for specific departments. In a recent project, Redspire dedicated 13 days to training both sales and marketing.
Latest posts by Claire Kirk (see all)
- What’s standing in the way of effective digital customer engagement? - September 11, 2014
- Brand honesty and social media - August 18, 2014
- GfK: Customer satisfaction falling - August 5, 2014