Growning Pains and CRMs

Most often a company is going to assess their past and present growth to find a proper CRM for their needs. This often involves getting specific software and a set number of licenses along with teaching the appropriate employees how to operate the software. All of this takes time and costs money in the interim between investment and payoff once the system is running at capacity with users who are appropriately acquainted.

However when a business expands, the same platform they used before can become obsolete and often the company at large will continue to rely on the antiquated system despite its obsolescence. This can often hurt a business more than if they had no proper CRM solution in place as it now takes more effort, investment and time to shift focus to another CRM solution and to inform all the employees, both new and old about the newer platform and to discourage them from attempting to use the old one until all copies are removed. These processes take time in the workplace, particularly when that company is experiencing a boom of fast growth which is commonly accompanied by new hires and more chaos in the workplace than normal.

Having a Plan


Proper planning is paramount in the business world but even more crucial when dealing with mission critical systems like CRMs. Assessing your goals and current standing, and using your past growth as a prediction one could help predict how the company should grow over the years. However can be periods of sustained growth which necessitates hiring new employees and adding them into the function of the CRM. In such a case, companies tend to buy licenses in bulk and either over-estimate by having unused licenses that end up being a wasted investment, or buy too few and have to scramble to get more. Either situation can stall a company in the midst of an economic boom. In the worst case scenario, nearly 12% of companies faced with such an issue continue to have CRM issues, severely damaging their nascent customer base and eventually removing themselves from the market. Some companies manage to survive the process and rebrand but many close up shop for good and that is a mistake that is easily avoidable by using the Intelligent CRM from Business Essentials, or even a web scalable platform that is available from Salesforce.

Choosing the Right Path


Depending upon your business and specific goals there are a wide variety of CRM out there that can facilitate the growth of the company. Business Essentials provides what they call an, “Intelligent CRM” because it combines many different facets of different CRMs, aggregating data from customers, vendors, partners, clients, and prospects all into one easy to use platform. While Salesforce provides an easy to use scalable web platform that provides your company with an easy scaling solution to the CRM nightmare of a sudden growth that outpaces your current CRM solution. Where Business Essentials shines however is that it pulls data from all over, social media, emails, contacts, and stores them in an easy to use and understand format. This provides a presence that can easily scale with your company and continue to add value even as the company exhibits growing pains, a natural fact for any promising company. An Intelligent CRM can largely eliminate the pain of growing and help to capitalize on the momentum, growing the consumer base and tapping into areas of the market previously unreachable through a robust feedback system of financial analytics and consumer marketplace prediction.

What matters most is the ability for your CRM to grow along with your company, to expand properly with it and keep up with the demand. Any interruption in CRM is going to damage your company and leave it blind and in the dark. Without a CRM providing information you’re effectively lost in the digital age we’re now in and there’s not much to save you from it. All too often we see companies who start out strong but as they grow and get bigger that very same size is what ends up destroying them from the inside out. Their company begins to implode, the employees don’t understand how to use the new software, more licenses must be gotten and training is fast tracked in an attempt to cut costs and get more employees working on the CRM as fast as possible.

This reduction in quality, is effectively a statement of quantity over quality, which results in several inaccuracies, poor data input and bad CRM usage. This later has a snowball effect of feeding negative, or bad information into the CRM which results in poorly drawn conclusions, bad connections or those that are completely and utterly wrong which can dramatically effect a company as they’re struggling to break out of their sector and grow into something much larger than they once were.

A good CRM is going to efficiently grow, add in new users with proper training and slow but steady growth of the product platform at the same time. This may not be in lock step with the growth of the employees of said company, but that is an inevitability that cannot be controlled and should not be attempted. The increase in manpower is not exactly going to lead to an increase in data retention or better data input and preserving the quality and soundness of the data that *is * put into the CRM is absolutely essentially for the CRM to properly put out effective conclusions and to associate relationships between data points that will help to guide your comp any to the proper growth pattern that aligns itself with your business plan for the company proper. Without this, you’re going to have a CRM that is effectively useless or worse, having to track down the bad data and purge it from the system which would require an internal audit on all data entered to make sure that it was initially input properly and then additionally checking for authenticity.

Article By: Penguin Writer

Commerce | Business

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