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How To Grow Your Sales With A CRM

Carly Murphy
Carly Murphy
Generating Inbound Sales

Introduction

According to a 2018 report released by Gartner, CRM is the largest enterprise application software market in the world. Modern cloud CRM applications are now at the heart of every growing business because they are connected — to your website, social media, email, chat, phone, and every conceivable digital customer touchpoint. This “always-on” customer data, combined with the sales automation tools in HubSpot, are proven to unlock dramatic improvements in sales process efficiency and accelerate revenue growth.

Worldwide spending on customer experience and relationship management (CRM) software grew 15.6% to reach $48.2 billion in 2019.

The Case For Customer Relationship Management Software

New to CRMs or frustrated with your previous experience? Don’t give up just yet! Here’s why.

The digital transformation of sales and marketing is the new competitive battleground for businesses. A modern, connected CRM is the heart of this transformation providing the single source of truth about customers and prospects. When a salesperson moves to a connected CRM from an older standalone version, the experience of rich sales intel and insight is game-changing. A connected CRM integrates with digital touchpoints and enterprise databases to enable smart digital experiences that delight customers and prospects. By making rich information and insights easily accessible, selling has become more customer-centric than ever before.

40% of companies say that getting a response from prospects is more difficult now than 2–3 years ago.

Before the advent of connected CRMs, sales representatives often held information about customers and prospects in silos. Too often, essential information on customers and prospects remained stranded on phones or in spreadsheets. Today, successful selling organizations understand that all forms of customer data are valuable assets owned by the corporation as a whole. It’s time to migrate and manage this vital data in an integrated CRM.

Another major factor in using a CRM connected to your website is because customers increasingly do their own online research to identify options well before getting in touch with a company’s sales team. According to a study conducted by Forrester, 60% of buyers would rather not communicate with sales reps as their primary information source. Without a connected CRM, your salespeople are isolated from this massive flow of inbound sales opportunities. How can the sales teams of today survive and thrive in this new landscape? The secret ingredients are information, timing, and flawless execution — all of which can be facilitated and achieved through a modern, connected CRM.

Modern Enterprise CRM Software

When Should An Enterprise CRM Be Considered?

If your business has a complex sales structure with more than one sales department dealing directly with customers, your CRM needs are best met by a solution meant for enterprises. It’s vital for everyone in your company who will interact with the customer at any given time to be able to use and work with the same information. While enterprise CRM tiers are typically more expensive, the advanced automation features can pay off in salesperson efficiency and accelerated close rates.

Is it really worth the investment?

An enterprise-grade CRM can do more than simply organize your customer data and manage information. When properly deployed, it empowers salespeople to improve relationships with existing customers, find new prospective customers, win back former customers, and even convert lost prospects. With the right implementation, proper training, consistent use, and a dependable support system, an enterprise CRM can unlock your team’s ability to scale up sales and grow your business.

CRM applications can help increase sales by up to 29 percent, sales productivity by up to 34%, and sales forecast accuracy by 42%.

A few years back, McKinsey evaluated the results of over 700 sales projects and identified companies that consistently delivered top-notch sales performances within their respective industries. These companies grew their revenues about 48% faster and their EBITDA 80% faster within 5 years compared to their peers.

Among the similarities they found when it came to their sales practices included:

  • They sold how their customers wanted to buy. Insight-led sales strategies were key for these companies. They analyzed, understood, tracked, and facilitated their prospects’ journey through the buying process.
  • They freed up their sales people to sell. Are your sales teams bogged down by back office administration tasks, paperwork, or manual processes that can be eliminated, offloaded, or automated? The top-performing companies featured in this report made sure their sales teams use their time in the most meaningful way possible — closing sales.

When correctly configured and customized, an enterprise CRM can help you achieve these improvements. Your sales teams can create a 360° overview of contacts they connect with and gather the necessary insight they need empowering them to make the appropriate offer at the appropriate time. Your sales teams will also be able to reduce unnecessary tasks and focus their time and energy on locking potential clients in and closing sales. Best of all, the information gathered from previous interactions can be passed on through teams and departments easily.

HubSpot Sales Hub

Is HubSpot Sales Hub Only for Large Companies?

Not at all. You don’t need to be a Fortune 500 company to benefit from the sales automation and sales force effectiveness tools in Hubspot. In fact, functionality is available at a variety of price points.

Your CRM selection should reflect your company size and structure, your sales processes and needs, your budget and other existing technologies you depend on. The top reasons you should look into HubSpot’s Sales Hub:

01 | It’s user-friendly.

Adoption is the number one roadblock for successful CRM implementation. Don’t underestimate the critical importance provided by ease of use. It can make or break any software or tech you’re looking to implement.

In an effort to understand the challenges that hinder successful CRM implementations, Forrester Research conducted a study involving 133 organizations using one of 24 leading CRM solutions. The study showed that “people issues” are the biggest challenge to a successful CRM implementation. In particular, CRM end-user adoption topped this list. What good is technology if your team will struggle trying to get the most out of it?

CRM software has a reputation for being too complicated to use and not having a great support system for facilitating user learning and adoption. This is where HubSpot stands out the most. HubSpot’s is user-friendly, easy to learn and intuitive.

Reviews from Capterra submitted by real users in sales and marketing roles gave Salesforce 4 out of 5-star average rating for “ease of use” compared to HubSpot’s 4.5 out of 5-star average rating.

Whether it’s your company’s first time adopting a CRM or you’re switching solutions, HubSpot has a knowledgeable live support team available 24/7. In addition, the following support products are also at the users’ disposal:

  • The HubSpot Academy
  • Certification Tracks and Training Courses
  • User Documentation HubSpot Community Forums
  • Local HubSpot User Groups
  • Blogs and Other Resources
02 | It’s fast and easy to implement compared to other CRM software.

Getting an enterprise level CRM off the ground can be time-consuming and expensive, especially under these circumstances:

  • You’re switching from one CRM to another
  • You need to scrub your lead and customer data or fix your formatting
  • You need custom integrations with software
  • You need customization’s in line with your processes
  • You need a lot of different features
  • You need advanced training
  • You need consultant support

HubSpot has the Customer Success resources to coach your internal team through a successful deployment. Should you require the support of an experienced enterprise CRM agency, Bayard Bradford is one of a select group of HubSpot Agency Partners with the experience and qualifications to support your efforts.

03 | Marketing and Sales Flow & Alignment

Did you know that HubSpot has been named 2019’s Top Rated Marketing Automation Software by TrustRadius? That being said, it’s not a surprise how HubSpot’s Sales Hub surpasses all others when it comes to marketing and sales alignment.

If you’re using Sales Hub along with HubSpot’s Marketing Hub, you’re in for a smooth flow of lead intelligence for your sales reps, plus full-funnel revenue reporting on your contacts. Having all of this data in one place makes it cohesive and powerful. It’s easy to discover where there might be roadblocks, weaknesses, and/or stagnation in your processes. The best part? Your sales team can focus on what matters the most — selling. With both platforms in play, your team can reduce the amount of time spent researching prospects and leads and focus on engaging with them and taking them to the finish line.

04 | Open API

HubSpot has 300+ out-of-the-box integrations you can take advantage of. For more customized web hooks, integrations, and other customizations in the CRM, HubSpot offers an open API environment so your tech team can easily configure additional customizations.