Unlocking the power of modern CRMs to drive long-term strategic business goals 

One of the biggest challenges leaders face in today's fast-paced business landscape is managing disconnected tech tools and platforms effectively

Unlocking the power of modern CRMs

As it stands, knowledge workers juggle an average of 10.5 technology tools every month. Yet, the solution to unlocking efficiency and productivity gains may lie in an unexpected place: a Customer Relationship Manager (CRM) platform.By consolidating different operational functions into one tech platform, business leaders can streamline processes and optimise return on investment to deliver on their longer-term strategic goals.

Beyond the sales cycle

The modern CRM has transcended its original sales purpose as business leaders recognise the value of condensing disparate business functions into a unified platform. While CRMs have previously been reserved for customer data management and tracking sales activities, other operations which benefit from being tracked in a centralised database – such as employees, processes, partners, and assets – can also be streamlined through a robust CRM. As a result, modern CRMs now serve as the connective tissue within an organisation to empower businesses to enhance operations, bolster collaboration, and improve organisational agility. 

This is in stark contrast to previous processes which relied heavily on disconnected spreadsheets and disjointed email threads. As a result, business leaders were left with decentralised contact information storage and inaccurate interaction tracking. By utilising more centralised data, business leaders can streamline internal processes, automate tasks, and gain valuable insights into their operations across various business departments.

Applications across industries and teams

From healthcare and marketing to manufacturing and beyond, businesses across different sectors are leveraging the flexibility afforded by CRMs to optimise processes and enhance customer experiences. 

Manufacturing, for example, regularly faces inflated input costs and supply chain disruption that require business leaders to cut costs and streamline operations. By condensing systems into a flexible CRM solution, manufacturers can centralise critical information beyond supplier relationships to incorporate customer orders, production schedules, and inventory levels. This centralised data eliminates siloed systems, cuts inefficiencies, and boosts coordination across departments to build stronger customer loyalty. 

Similarly, when a large UK media company acquired additional stations, the expansion brought about new challenges. It required the team to reorganise varying systems, structures and processes into one streamlined solution. By adopting a CRM as their operations hub, they were able to connect to workspaces and workboards to ensure the consistent and ongoing delivery of production streams, audio, and print. As a result, they saw increased efficiencies and oversight for teams around resource allocation. By leveraging centralised data, automation, and data-driven insights, the media company was able to optimise its processes, enhance customer experience, and adapt to changing market dynamics.

Leveraging the CRM for long-term strategic goals 

The strategic implementation of CRM systems can yield substantial benefits for businesses in the long term.  As companies face ongoing economic uncertainty, efficiency is vital for those looking to gain a competitive advantage. A modern CRM improves speed to market by creating a more holistic view of operations and customer touch points which enables leaders to act decisively with more accurate insights. 

Similarly, the customisable nature of a modern CRM means it can seamlessly slot into existing workflows. This enables companies to remain agile while tailoring solutions that align with team priorities. A consolidated tech stack, built on an intuitive and easy to use holistic platform, fosters greater  productivity across the board and sets the team up to deliver high quality work.

Today’s uncertain business environment requires a modern and agile approach to managing both internal teams and external customer and supplier relationships. Through centralised data, automation, and data-driven insights, CRM solutions set organisations up for success by  enhancing processes, solidifying relationships, and enabling teams to quickly adapt to changing market dynamics. 

Will Hale
Will Hale

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