CRM and Sales Force Automation

Introduction

A proper CRM (customer relationship management) system is the vehicle for sales force automation. Sales, marketing, support and even back-end business can increase by investing in an online CRM system. I know you are asking yourself, how do we even mention CRM and SFA (salesforce automation) in the same breath when they are seen as two complete opposites? They are opposites in the sense that CRM is about maintaining personal relationships and salesforce automation is about letting a cold computer handle all the customer interactions, to answer your question, we will need to get a better understanding of salesforce automation and CRM.

This blog is aimed at showcasing why CRM and salesforce automation are important and needed in an organization and even though they are seen as opposites, I will discuss how to integrate them in such a way that you get the best out of both.

Understanding CRM and SFA

We all know CRM as building and maintaining relationships, but what is it really? Customer relationship management can be defined as the approach to managing a company's interaction with current and potential future customers. Sales force automation, on the other hand, is a way of using software to automate the business tasks of sales, including order processing, contact management, information sharing, inventory monitoring and control, order tracking, customer management, sales forecast analysis and employee performance evaluation.

To oversimplify the terms, CRM is more focused on customer service for existing and new customers, while SFA focuses specifically on the sales cycle needed to prospect, attract, and sell to new clients. People confuse the terms as CRM solutions can have elements of SFA, and vice versa; but each of these solutions focuses on different tasks.

Benefits of having a CRM system

The relationships that you cultivate with your customer-base will determine your company’s level of success. And, as with any important relationship, its level of success will depend heavily upon how well you know one another. But unlike most personal relationships, the company-customer relationship is one that may feel a bit lopsided. After all, most clients don’t have to work very hard to learn about your business; everything that they might want to know is likely readily available.

However, for a company to gather information on its customers in order to better facilitate a working relationship can be a difficult task, but once done correctly, can result in very high rewards.

The biggest advantages of having a CRM system that works are; Improved Informational Organization in the sense that the more you know about your customers, the better you’ll be able to satisfy their needs and wants better and will in the end provide them with the kind of positive experience that really pays off. CRM is definitely the secret to keep your customers happy.

Benefits of having a salesforce automation system

A sales force automation software is a powerful tool that increases sales win rates, reduces the sales cycle duration, enhances your sales representatives' productivity and improves revenue. Whether you're a small services business or an enterprise offering hundreds of global products, SFA software is designed to eliminate many of the necessary - but time-consuming - tasks associated with selling.

One of the biggest advantages of having a SFA system is definitely time saving. SFA systems automate time-consuming, but important, tasks such as scheduling sales appointments, sending follow-up letters and emails, tracking contacts and updating sale opportunities. Sales automation applications also enable salespeople to quickly generate estimates - and speedily turn these estimates into proposals, quotes and then orders when a deal is signed.

Conclusion

These two tools can be used interchangeably or considered adversaries but are actually complimentary tools. An SFA attracts new customers and then the CRM solution takes over and ensures that those customers remain clients.