Launching CRM and Marketing Automation software can enhance your marketing efforts, but avoiding potential pitfalls is crucial for a successful execution. In this blog post, we’ll explore nine common challenges to avoid when implementing these systems. By avoiding these pitfalls, businesses can maximize the benefits of their software, leading to improved marketing outcomes.
Compatibility Issues:
Evaluate the compatibility and functionality of your CRM and Marketing Automation Systems, as their integration may not necessarily indicate complete compatibility and functionality. Website and BD claims of integration do not guarantee full compatibility and functionality.
Required Fields Creep:
Define which fields are required per lead, contact, account, opportunity, and other records? And standardize them as much as possible. Ask yourself, how much time does it take BD to fill out the required fields versus real-world actionable usage of the data. In other words, don’t overload required fields.
Segment Gaps:
Know segments within your total addressable market before you upload a large number of contacts. This will aid in your ability to customize your marketing efforts later down the line. Example: Current OEMs for retention vs. Nurturing New – add field classification from the start; otherwise, it’s very time consuming and costly
Database Build:
Define example companies and exact titles to be able to retrieve the best list possible from contact list providers. This also helps you better compare 2-3 companies so you can choose the right provider. Solid and engaging contacts provided from Book Your Data. Draft List (not scrubbed yet): Create B2B Email Lists with Bookyourdata’s List-Builder Tool
Accuracy Degradation:
Data becomes outdated almost immediately after it is entered. To ensure data integrity, what process is currently in place? Having a process in place will guarantee that your marketing campaigns are focused and productive, and that your interactions with customers are customized and pertinent.
Lead Tracking and Scoring:
Arrange for lead tracking to guarantee automatic transfer of leads from your marketing automation software to your CRM. Ensure lead sources are accurately recorded and that leads are promptly followed up. What reports or alerts do you have in place to monitor BD’s receipt and follow through efforts?
KPI Creep:
Establish your Key Performance Indicators (KPIs) before generating reports to avoid KPI creep, which can make it challenging to measure and act on them. Your success depends on identifying only 2-3 revenue generating KPIs, and it spares you from sharing too many with management and being micro-managed for each one.
Training:
When conducting training for Business Development personnel and Inside Sales Specialists, it is important to consider that their training needs may differ. Taking these differences into account will enable you to provide effective training that can still be scaled appropriately.
ROI:
Anticipate that Marketing will want to measure the ROI of list purchases, events, and campaign initiatives. Planning ahead will empower the team to justify and obtain more funding for promotional efforts.
Conclusion
Reflecting on the potential pitfalls when launching your CRM and Marketing Automation software, it’s important to apply this knowledge to your business. By avoiding the nine pitfalls discussed, you can ensure a successful launch and maximize the benefits of your software. With a strategic approach and careful consideration, drive growth and success in your business through effective CRM and Marketing Automation.
