How to link your CRM strategy to your business

How to link your CRM strategy to your business

Your customer relationship management system brings efficiency and transparency to the company. But do you feel that more is possible? You are right! According to studies and our experience as a CRM provider, the majority of companies do not use the potential of CRM enough.

In order for you to be able to use your CRM system in a targeted way, you must link your CRM strategy to your business strategy. But how does it work exactly? The first step begins with setting goals.

(implement) business objectives correctly

Who doesn’t know? The trick of good intentions: more sport, healthier food, quitting smoking, a goal can be set quickly, but the implementation is lacking. There is a big gap between setting a goal and achieving it. The same goes for business goals. The sole strategic definition of objectives does not mean that these objectives are also pursued operationally. In the worst case, operational activities deviate completely from the strategy and do not contribute to the achievement of objectives. For this reason, it is important to link business strategy and its implementation.

Your strategy is only as good as your ability to execute it.

This point also plays a decisive role in the integration of CRM systems. It is important, Your software as an operational tool to achieve your business objectives to look at. The company’s strategy must therefore be translated into daily actions in the CRM. This is the only way to ensure that your operational activities also contribute to the business objective. You thus create a key success factor for your long-term competitiveness.

CRM strategy and business strategy still insufficiently linked

According to the CRM Report 2020: The potential of digitization, the companies surveyed are aware that a CRM strategy must be closely linked to the company’s strategy. In reality, however, the implementation looks different. 43% of companies surveyed say they already plan and control marketing and sales activities with the CRM strategy. However, there is still a lot of potential in holistic business management via CRM.

Source: “CRM Report 2020: The Potential of Digitization”, Böcker Ziemen, 2020

In operational activities in particular, there is often a lack of focused direction based on targeted Key Performance Indicators (KPIs). Although companies are overwhelmed by the flood of their key figures, they do not know if they are focusing on the good ones. However, if there is no target value in day-to-day business, achieving a company-wide goal becomes impossible. There is still a lot of development potential here for the future.

Example:

Suppose your company has a strategic goal to expand a business area and within it win more projects and therefore more customers. A project acquisition phase consists of three steps:

Step 1: Get to know the prospect
Step 2: Develop an individual solution for the prospect
Step 3: Conclude the customer contract

When will your business goal be achieved? If you close more contracts? Or even if you get to know more interested parties? A prospect only becomes a customer when the three steps are completed. It is therefore important to measure the success of further development from one stage to the next. Here, the KPI conversion rate, i.e. the number of projects that change from one level to another, can be used as a target value. Set a specific value, such as Get to know 5% more interested people than the previous year, goal achievement is measurable and you can align your actions and decisions with your goal. In this way, you can already measure whether the planned measures are promising on the way to achieving your goals.

Integrate your CRM strategy into your business management

How can a corporate strategy that can be designed for several years be broken down into individual implementation packages? With these three tips, you can maximize the success of your CRM over the long term.

Three tips for successful business management with CRM

1. Integrate the measurement of your business objectives into your CRM in the form of KPIs:
Holistic business management only works with clear goals and the right key figures. Break down your strategy and identify at least five meaningful KPIs. By measuring KPIs in your CRM system, you ensure that your strategy is implemented and do not run the risk of getting bogged down in the daily maelstrom of tasks.

2. Avoid operational slippages:
Once you’ve recorded your strategic business goals and KPIs, the job isn’t done. Always prioritize your decisions with the objectives set for the company and dare to use the remaining optimization potential on a small scale Not to be implemented, but subordinated to the broader objectives. Focus your management perspective on CRM and thwart operational slippages.

3. Rely on the know-how of your CRM provider:
If you have the right CRM provider on your side, they will also help you define your CRM strategy and measure your KPIs. With his many years of experience, he knows exactly where you need to focus your resources and where you have real leverage to achieve your business goals most effectively.

Make full use of CRM

Setting clear goals and capturing the right metrics for your business is easier said than done. Let us help you integrate CRM into your business. With ADITO Turas we have developed a program that bridges the gap between business strategy and CRM strategy. In this way, we help ADITO customers to use their individual CRM potential and achieve measurable success.

Turas starts from your strategic objectives and anchors them in your CRM system. This link ensures that Goals and implementation go together like a cog. Together with you, we define these relevant KPIs to measure your objectives and make them visible directly in your CRM system. On this basis, the course of “becoming better” was set. Thus, the Turas program shows you how to further develop your KPIs towards greatness using the CRM maturity model.

Conclusion: Taking a strategic approach pays off in the long run

Do not rush to present your CRM solution. Think carefully about how you can implement your business strategy as operational measures in your CRM. If you’re already using a CRM system, ask yourself if the individual metrics are actually contributing to your business goals. If you invest time in strategic objectives and in defining your key figures, nothing prevents you from succeeding in linking your CRM strategy and your business strategy.

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