As the approach to strategic business decision making becomes more and more data driven, a method for consolidating our various data sets, which are often spread across multiple systems becomes exceedingly important.
Two of the biggest players in data driven decision making are website analytics platforms and customer relationship management systems. The former includes accumulating data on top of the funnel behavior such as site traffic origins, lead generation, content consumption tracking, device usage, and overall site behavior. While the latter has a focus more on bottom of the funnel activity such as lead nurturing, customer status, lifetime value, etc.
Lastly, without communication between these two essential platforms, a complete understanding of your customers, from lead to longtime client, may never be possible. A web analytics (Google Analytics) and CRM integration provides you with a 360 degree view of your customer base, so that you can understand not just what PPC efforts
"Welcome to the age of Social CRM, a different way of thinking about customer relationship management that focuses on using social media to enhance customer engagement. How prepared are companies to make this shift? Despite widespread
adoption of social media, for most, Social CRM is still in its early stages, execution is patchy and concerns about ROI remain. To fully exploit the power of social media to connect with customers, organizations need to move beyond isolated projects to integrated programs and, ultimately, a Social CRM strategy."
Published By: SugarCRM
Published Date: May 13, 2014
IBM leveraged Sugar's unique user-focused CRM to transform its global sales organization, successfully deploying a new system for reps that manage millions of opportunities worldwide. Read the Ovum report on how IBM completed this herculean task in record time.
Customer relationship management (CRM) deployments are most effective when they legitimately support all three words that make up the acronym itself. Customers of the modern business-to-business (B2B) enterprise benefit when they purchase goods and services from companies who are focused on the buyer’s experience. Internal relationships within the selling organization are more effectively maintained when all customer-facing stakeholders have access to the rich data contained in a well-maintained CRM. And the management of the enterprise providing solutions can run their business like a finely-tuned machine when the maximum levels of visibility into customers and accounts are clear and accurate. This Research Brief combines research from a number of Aberdeen Sales Effectiveness research data sets, to create a holistic view of the most effectively deployed CRM systems.
There are myriad software products, from complete CRM platforms that offer analytics to standalone or add-on software products that focus solely on analytics. There are analytics apps that can be added to your existing CRM platform. Or there’s the option to outsource analytics to a growing number of service providers.
“The technologies are changing rapidly. There are a zillion startups offering either new tools or technologies, so it is kind of hard to navigate,”Mike Gualtieri, an analystfor Forrester Research Inc. in Cambridge, Mass., said in a recent webcast on analytics. “There isn’t just one platform that you’re going to need.
There’s a whole ecosystem of platforms.”
Having the right people on staff who know how to use the technology is equally important, analysts say. Analytics aren’t just for statisticians anymore—they’re used by sales, marketing and customer service teams in daily decision making.
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