The CRM acronym was established in the early 90’s for Customer Relationship Management. As IT products evolved, the term CRM was adopted by IT system vendors to fit their particular product. Today, CRM is a combination of contact management, sales force automation, and data base marketing.
The most robust growth in recent years has been its role in Sales Force Automation (SFA). However, applications extend to many other areas including customer service, forecasting, marketing, and like most advanced data bases, offer a treasure of analytics for marketing and sales leadership.
CRM – WHY ITS IMPORTANT FOR FOODSERVICE
Your company is as healthy as your sales pipeline. There should be a continuous improvement culture in your company to build and improve your pipeline and those methods employed to build and utilize it.
There is no better tool than a CRM for pipeline management. Depending on your successful adoption of a CRM, you will create a competitive advantage or disadvantage for your company. It has been estimated that over 60% of midmarket firms (all industries) are still using Excel to manage their pipeline as are over 40% of larger enterprises. To be successful when adopting a CRM, it is imperative that the system is successfully matched with your sales organization architecture and a formal sales process. Easier said than done, but absolutely essential in today’s increasingly competitive business environment.
CRM AT PRESENTURE
Presenture is ahead of many in the foodservice market in that we use Salesforce for our CRM, and we are fully committed to maximizing the benefits of a robust CRM environment.
It has not been an easy journey and has required a top-down commitment. We adopted Salesforce just over two years ago and are currently adding forecasting and other new features as we continue our commitment to provide our clients the best sales and marketing technology and the benefits it provides.
Presenture’s management and clients are able to see all opportunities being developed, activities pertaining to those opportunities, and numerous analytics from our data base. It helps us not only understand what we are doing, but also what we are not doing.
Sales pipelines are critical to every company’s success. Presenture offers a Go-to-Market Workshop and a repeatable, field-tested sales process which, when coupled with our CRM, gives Presenture’s clients the essential components of an effective sales infrastructure.
Authors: Michael O. Maher and April Spears