CRM systems need 'good marketing accompaniment'

Companies hoping to get good feedback from their customer relationship management (CRM) system must have a good accompanying marketing team to push slower sales through the pipeline, it is said.

According to Emmanuel Trenche of DestinationCRM, the sales process must be fully embraced and each step of this chain should be sewn into the fabric of CRM as this way, there will be an "optimal functionality" in the system which will then pick up on deals which need sealing.

He explained that aligning marketing with sales is "crucial", adding: "Marketing professionals should know what type of leads are in the pipeline and how they can help position those leads for the ultimate sale.

"Sales can contribute to this much-needed visibility by providing critical status updates on a prospect."

With a great marketing team and the business management software to back them up, organisations will be able to detect those concerned with a purchase, others who may want to shop around and anyone who the company is waiting to hear back from, Mr Trenche concluded.

Last week, a CRM Buyer report highlighted how CRM is essential in the workplace as it can build new links to consumers while maintaining existing ones.

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