Buying Tips for Purchasing CRM for Marketing

By Robin Wilding
Updated: May 18, 2011

Purchasing a CRM specifically with your marketing department in mind is a phenomenal idea, because most people think primarily about sales when implementing a CRM tool.

A CRM solution for marketing will allow your company to better recognize sales opportunities, to automate the process, to analyze your marketing decisions—past, present and future--probably for the first time, and to bridge the gap between sales and marketing. When purchasing a CRM solution for your marketing department consider the following tips:

Tip #1: Consider What Training is Needed

Marketing people are not like IT or even sales, in that they do not have as many software-based tools available to them. When rolling out the solution you may need to host training sessions—either on your own or vendor-led, and identifying this need early on in the purchasing cycle will help you ensure that your solution is widely adopted.

Tip #2: Integrate Sales and Marketing

The biggest disconnect that most companies have is between their sales and marketing departments. If your company, like so many others, has a communication problem between the two departments then focus on software features that help integrate the two. For example buying a CRM software that has an automated lead generation feature will ensure that leads are not lost due to failure to communicate.

Tip #3: Ask Marketing

IT geeks know about IT. Marketing folks know about marketing. While you will choose the software, implement it and maintain it—your marketing people will be the ones using it, so ask what features they want available to them.

Tip #4: Find a Marketing Point Person

Finding a point person within the marketing department will help keep things in perspective for you. Having a go-to person in the department will also help increase adoption rates as the person is integrated in the department and can help with training and can encourage their fellow employees to continue using the tool.

Tip #5: Look for Mobility

Marketing departments are becoming surprisingly mobile, so be sure to look for mobility features within the CRM that will ensure that the users in marketing can be as mobile as needed.

Tip #6: Look for Powerful Analytical Tools

Marketing departments usually lack the analytical tools to asses how the department is doing—so this is a critical tool within their CRM. Giving them the ability to analyze their past mistakes and to properly forecast for the future will increase their efficiency, and the effectiveness of the CRM implementation. 

It is truly important to keep marketing involved in this process because their job roles and processes need a thorough understanding and an IT education isn't going to help you understand their role. The most important aspect of buying a CRM solution for a marketing department is to focus on the tools they want, and tools that will generate enough excitement to increase adoption rates.
 

Featured Research
  • 8 Reasons SMBs Should Invest in a CRM

    Adopting a CRM platform early offers many advantages, including the fact that it increases the odds of long-term success. While the cost of CRM software used to be prohibitive for most small businesses, this is no longer true. Cloud-based solutions have made the pricing much more competitive, and as many as 87% of companies now rely on them for their CRM software. more

  • 7 Ways Your CRM Helps Convert Leads

    Failure to convert interested leads can impact your bottom line drastically and simultaneously increase your operational costs and decrease your profits. The most common reason for this failure is lack of follow through from a sales team. Did you know that 74% of CRM users said that their CRM gave them improved access to customer data? And that by properly implementing a CRM, a business could shorten the sales cycle by 8 to 14%? more

  • Is Your CRM a Liability

    Is your CRM a liability? Before you answer too quickly with a no, just think about all the advancements that have taken place over the years regarding this technical solution. In fact, just in over the past decade there has been a dramatic shift away from on-premise systems to cloud based solutions. more

  • 12 Must-Have CRM Features

    Having a CRM is absolutely essential to any modern day business's success. In fact, 91% of companies with 11+ employees now utilize a CRM solution in their business. When making the decision to purchase or upgrade your CRM solution, it can be quite overwhelming determining which features are essential to your success versus those that pack more fluff than punch. more

  • Making the Case for a New CRM

    Did you know that having an outdated CRM is just as bad as not having one at all? Do you find yourself working even just a little too hard to make your current CRM work to maintain your contacts and relationships? While it is increasingly more difficult to reduce customer churn, modern CRM tools are much more powerful and provide much more opportunity to develop stronger relationships with your clients that can provide more stability and revenue to your company and bottom line. more