Requirement 1: Networking and Integration
Industrial companies are also dependent on using their data in the B2B business . Today, it is becoming increasingly important for a company to use its diverse IT systems and databases to service its day-to-day operations across departments. The decision for a CRM system also stands and falls with system and data integration.
The fact that the CRM solution is bidirectionally networked with the IT landscape - from the ERP system to the e-mail marketing tool - is the precondition for its endowment with the intended benefits. If the CRM system is to really support sales in its work, all relevant information must be accessible to its users , such as the order history of the customer, products and customer-specific sales. Then sales can act in the sense of strategic customer loyalty and, for example, identify cross- selling and upselling potential . Only if the sales department knows the customer value and possible added value, he is able to meaningfully prepare customer discussions and finally to pursue strategic goalswith customers,
Another positive aspect of integration capability is the option to connect to other systems , such as mobile device support or real-time translation through connected external services. This keeps the IT system infrastructure up-to-date, and businesses gain the flexibility and adaptability needed to prepare for future developments .
Another advantage of modern technology: It is high-performance and processes data in real time . For example, when a lead downloads a product news whitepaper from the website, their marketing automation application data can be synchronized to the CRM system in real time, as their purchase probability has increased. This allows the salesperson to place the right content at the right time and realize a competitive advantage.
Industrial companies are also dependent on using their data in the B2B business . Today, it is becoming increasingly important for a company to use its diverse IT systems and databases to service its day-to-day operations across departments. The decision for a CRM system also stands and falls with system and data integration.
The fact that the CRM solution is bidirectionally networked with the IT landscape - from the ERP system to the e-mail marketing tool - is the precondition for its endowment with the intended benefits. If the CRM system is to really support sales in its work, all relevant information must be accessible to its users , such as the order history of the customer, products and customer-specific sales. Then sales can act in the sense of strategic customer loyalty and, for example, identify cross- selling and upselling potential . Only if the sales department knows the customer value and possible added value, he is able to meaningfully prepare customer discussions and finally to pursue strategic goalswith customers,
Another positive aspect of integration capability is the option to connect to other systems , such as mobile device support or real-time translation through connected external services. This keeps the IT system infrastructure up-to-date, and businesses gain the flexibility and adaptability needed to prepare for future developments .
Another advantage of modern technology: It is high-performance and processes data in real time . For example, when a lead downloads a product news whitepaper from the website, their marketing automation application data can be synchronized to the CRM system in real time, as their purchase probability has increased. This allows the salesperson to place the right content at the right time and realize a competitive advantage.
Requirement 2: Map sales processes zenral
Networking the CRM system with your own system landscape and customizing as needed - these are just the first steps in the transformation towards a modern, data-driven company .
A central aspect of digitization is the ability to automate customer-related processes data-driven , beyond the boundaries of marketing and sales. There are many processes that offer such automation: Leads that collect the marketing at a fair in the form of business cards must be handed over to the sales department; Leads resulting from visits to the company website , a newsletter subscription or a whitepaper download must be qualified, further developed through more detailed information offers until they are ready for distribution, and finally distributed to the sales department.
Distributors want lists of qualified opportunities that show where the lead comes from, what their interests are, and what is known about the project so they can plan their consulting strategy accordingly .
Last but not least, the dealer network also needs a bundle of information for every new product launch and product innovation of the manufacturer. A modern CRM system must make it possible to largely automate such processes in the sense of robotic selling . And why should not those who have taken part in a webinar on a new product from the manufacturer directly synchronize with the marketing automation system and at the same time create a lead in CRM? This is how an efficient and successful lead nurturing campaign can begin.
It is important to overcome outdated thinking in rigid departmental boundaries in favor of integrated and automated processes . This optimally supports sales employees in their work - and makes them more successful.
Requirement 3: From CRM to intelligent robotic selling
If traditional CRM is to become a modern, sales-assisted robotic selling, then three elements are essential : A company must integrate data from all available sources , it must create automated processes across the boundaries of marketing and sales, and it has data through evaluate scientific data analytics .
The result of good data analytics and scientific decision models, for example, are that the regional sales staff can immediately see in his system to every lead or customer, what is the probability of purchase for each of the ten products from the portfolio of the company - so he accordingly its sales calls can control.
Or the robotic robotic selling system will only show the sales person those opportunities where the score is above a certain threshold. In this way, the strategically important products and services of the company can be focused in sales. The automated analysis of the data in sales-supporting Robotic-Selling also makes it possible to selectively reactivate existing customers or to operate existing customer nurturing .
The analyzes also provide guidance for lead generation and complete lead nurturing campaigns in marketing automation .
Several practical examples confirm the positive effects of robotic selling for marketing and sales. These companies have left behind old silo structures and access all the relevant data about their customers. They automatically evaluate this data through scientific data analytics and thus support and control optimally designed processes in lead marketing and sales. One thing is certain: the time of the standalone systems is over.
Networking the CRM system with your own system landscape and customizing as needed - these are just the first steps in the transformation towards a modern, data-driven company .
A central aspect of digitization is the ability to automate customer-related processes data-driven , beyond the boundaries of marketing and sales. There are many processes that offer such automation: Leads that collect the marketing at a fair in the form of business cards must be handed over to the sales department; Leads resulting from visits to the company website , a newsletter subscription or a whitepaper download must be qualified, further developed through more detailed information offers until they are ready for distribution, and finally distributed to the sales department.
Distributors want lists of qualified opportunities that show where the lead comes from, what their interests are, and what is known about the project so they can plan their consulting strategy accordingly .
Last but not least, the dealer network also needs a bundle of information for every new product launch and product innovation of the manufacturer. A modern CRM system must make it possible to largely automate such processes in the sense of robotic selling . And why should not those who have taken part in a webinar on a new product from the manufacturer directly synchronize with the marketing automation system and at the same time create a lead in CRM? This is how an efficient and successful lead nurturing campaign can begin.
It is important to overcome outdated thinking in rigid departmental boundaries in favor of integrated and automated processes . This optimally supports sales employees in their work - and makes them more successful.
Requirement 3: From CRM to intelligent robotic selling
If traditional CRM is to become a modern, sales-assisted robotic selling, then three elements are essential : A company must integrate data from all available sources , it must create automated processes across the boundaries of marketing and sales, and it has data through evaluate scientific data analytics .
The result of good data analytics and scientific decision models, for example, are that the regional sales staff can immediately see in his system to every lead or customer, what is the probability of purchase for each of the ten products from the portfolio of the company - so he accordingly its sales calls can control.
Or the robotic robotic selling system will only show the sales person those opportunities where the score is above a certain threshold. In this way, the strategically important products and services of the company can be focused in sales. The automated analysis of the data in sales-supporting Robotic-Selling also makes it possible to selectively reactivate existing customers or to operate existing customer nurturing .
The analyzes also provide guidance for lead generation and complete lead nurturing campaigns in marketing automation .
Several practical examples confirm the positive effects of robotic selling for marketing and sales. These companies have left behind old silo structures and access all the relevant data about their customers. They automatically evaluate this data through scientific data analytics and thus support and control optimally designed processes in lead marketing and sales. One thing is certain: the time of the standalone systems is over.
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