The system accumulates a huge amount No focus on analysis of data. A funnel stages, lead sources, conversions, deal duration, manager activity. But if no one opens the reports . A the data is not discussed, and the conclusions are not converted into actions. A this is dead capital, CRM becomes a repository of information, not a development tool.
- For example, the system shows that 80% of potential clients leave after the “presentation” stage, but no one reviews the script, the controlling directors email list meeting format does not change, and managers are not trained. All the information is there, but it does not become a growth point.
To change this, analytics needs to be integrated into management practice.
It is important not just to “look at the numbers”, but:
- introduce a routine of analysis and decisions;
- build convenient dashboards with key metrics, accessible to every manager;
- hold regular follow-up meetings: once a week, once a month – to discuss what is working, what is failing, and what steps need to be taken.
Analytics should not be why sending email popups is important for your business a report “for the sake of it”, but a basis for action.
Only then does CRM cease to be just an accounting caseno data system and become an engine for sales growth.
Example of sales funnel analytics:
Image from the author’s archive
CRM is part of a single sales and marketing ecosystem
As practice shows, the implementation of CRM as a separate, isolated tool will not bring any benefit.
The system is launched, the funnel is set up, managers are added, but it is not connected to the key points of lead generation and interaction with clients. And the CRM begins to live a “separate life”, and the business loses efficiency.
Without a connection to communication channels, analytics and customer databases, the system operates at a maximum of 30% of its potential.
