In today’s environment, where reliance on a sufficient tech stack is a must for most businesses, CRMs can make or break an organisation.
With our HubSpot Onboarding service, our HubSpot team has overseen countless CRM implementations.
In this week’s blog, our client success strategist, Elysha Shave, breaks down the 3 top tips for CRM implementation.
Follow these closely if you want to ensure the CRM you use is the vehicle for success it should be.
Data Segmentation is the process of dividing and organising data across your contact, company and deal records.
It's a way of filtering certain records for the purpose of email marketing, sales rep allocation and more. For example, if a contact record filled out a form to download content, you could assign a persona based on their engagement styles or even their job title.
In the context of CRM implementation, data segmentation is extremely important because you're able to use this information for reporting, attribution, email marketing, automation, sales rep allocation and more.
Without data segmentation when implementing a new CRM, the data that informs your new dashboards, sales and marketing tools will become muddled, and next to useless!
Processes at a granular level
When clients come to us looking to implement HubSpot, we often speak to CEOs that claim to know sufficiently the processes of the business they run. The fact is, the detail they provide is never in-depth enough.
To sufficiently implement a CRM like HubSpot to maximise revenue and growth, the CRM needs to be calibrated to your processes at a granular level.
Knowing the basics is not enough, we need to know in depth who qualifies leads, how these leads pass through to sales and how these sales are then put back into the cycle. With this information, we can gel HubSpot around your process and the teams responsible. This ensures that you are left with a nuanced CRM that works for you!
Is the data you rely upon actually clean? If you’re implementing a new CRM you better make sure it is. Dirty data will make your dashboards and lead info almost obsolete. Worse than that, dirty data can increase hard bounces, spam reports and unsubscribes as well as duplicate contact and company data. These are all consequences that can cause company wide confusion and impact your CRM experience negatively.
To ensure your data is cleansed and to avoid the aforementioned consequences, we recommend taking a good look at these following areas before migrating to a new CRM...
- Total amount of Hard Bounces
- Total amount of Spam Reports
- Total amount of Unsubscribes
- Contacts with a personal email address (unless they're B2C)
- Contacts with missing data segmentation (for example, if you're using 'Lifecycle Stage' you could highlight the contacts who are missing a Lifecycle Stage)
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Karman Digital draw on the experience of experts who live and breathe digital to deliver breakthrough for businesses. From HubSpot and CRM services through to social media & performance marketing, we're waiting to deliver digital breakthrough.