How to use a CRM tool to integrate sales and marketing for better results

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The integration of sales and marketing is critical to the success of the cannabis business, and a critical step in breaking down barriers between sales and marketing teams is using a robust and reliable customer relationship management (CRM) tool.

The right CRM software offers so many benefits to cannabis and sideline businesses. For example, the right CRM tool empowers every team member to communicate consistently and effectively with prospects, current and former customers at every stage of the consumer journey. Ultimately, everyone in your sales and marketing teams is working in lockstep towards the same goals. Customer satisfaction will increase and your business will grow.

RELATED READING: How to integrate your cannabis business’ sales and marketing teams

Integrate sales and marketing goals and KPIs into your CRM

A reliable and robust CRM tool not only brings together all your prospect and customer data, but can also bring your sales and marketing teams together through common goals and key performance indicators. In other words, barriers fall when teams need to work together to manage customer relationships in a single software tool.

For example, instead of creating sales quota goals for the sales team and separate lead generation goals for the marketing team, you can create common revenue generation goals. As a result, sales and marketing staff are motivated to work together to achieve those goals, rather than working counterproductively in separate silos.

Keep in mind that integrating your data and goals with your CRM software doesn’t immediately integrate your sales and marketing teams. First, you must have a CRM strategy in place and invest in training to ensure each team member understands how the CRM’s capabilities can be leveraged to achieve their common goals together. If team members don’t understand and accept the integration and CRM strategy, your business won’t achieve optimal results.

RELATED READING: 10 ways CRM can boost your cannabis or cannabis-related business

Integrate sales and marketing communications with your CRM

When your sales and marketing team members can quickly search for a prospect or customer in your CRM tool and see that customer’s full history, including a history of their communications with your company, they save time and can do their jobs more effectively. Not only does this help your business get a greater return on your CRM investment today, but it also increases customer satisfaction, which translates to more sales and revenue in the future.

Think of it this way: if sales and marketing teams (and customer service teams) can’t collaborate and collaborate with a CRM tool, prospects and customers can get in trouble. For example, they may receive incorrect communications, promises made by your company may be broken, and they may have to repeat themselves over and over again when contacting your company (and we all know how frustrating that can be for customers). All of these issues create customer pain points that can lead to lost revenue.

However, when your teams can instantly track customer histories and collaborate seamlessly, they can resolve customer issues quickly. Better yet, they can completely avoid creating customer problems. As long as your employees are fully informed about where and how to find communication histories in your CRM tool and how to consistently document their own communication with contacts in your CRM tool, your employees, prospects and customers will be happier.

RELATED READING: CRM and email marketing integration for powerful results

Integrate sales and marketing workflows

A key benefit of using a CRM tool is the ability to integrate sales and marketing workflows. When business processes are clearly defined and coordinated, the question arises as to who owns what, who is responsible for what and how processes work. All the features you need to improve processes and keep workflows running without delays are included in a robust CRM software.

For example, your CRM tool should allow your sales and marketing team members to assign tasks, add comments and notes, and set up notifications. Each of these features is essential to tracking progress against goals and keeping the right people accountable for achieving shared revenue goals.

Additionally, your CRM software should allow you to create processes for identifying, qualifying, and handing off leads. Tags and automations are powerful features that you can use to streamline sales and marketing workflows in your CRM tool. Therefore, write down workflows for your CRM and make sure all employees are trained to follow the written processes and use the relevant features in your CRM tool.

RELATED READING: Importance of CRM in the cannabis industry

Key takeaways on using a CRM tool to integrate sales and marketing

You can integrate your sales and marketing teams with a CRM tool, but only if you have a solid CRM strategy, train your staff, and use CRM software that offers the features you need to be successful.

For CRM software that will help you integrate your sales and marketing teams so they can engage with verified cannabis and hemp license holders in the US, Canada and international markets, schedule a demo of the Cannabiz Media License Database .

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