Irrespective of the immense benefits of CRM platforms, they have some inherent challenges that it exposes the business to.
Many RevOps leaders need have started embracing customer relationship management tools in their MarTech stack to streamline and align the sales, presales, and aftersales process to enrich the overall customer experience. However, the RevOps teams should be aware of the potential challenges of customer relationship management in B2B marketing to make strategic changes to their operations to avoid these pitfalls. Here are a few potential challenges of CRM software and its implementation that businesses need to be aware of before implementing the CRM tool:
Data siloes
Even though CRM platforms enable organizations to gather, store and organize customer data on a central server but if the different departments utilize different CRM tools will result in siloed data.
These data gaps can have a significant impact on sales operations, customer experience, and other operations. If the sales, aftersales, and presales teams use a different CRM tool, all the data will be separate and inaccessible to the other departments. A centralized repository will offer the entire RevOps team a holistic view of the customer, which will help them to be aware of the entire customer life cycle since acquisition. To overcome this challenge, CMOs can integrate a robust customer data platform in the MarTech stack to store the entire data stored in CRM and all other sources in a central server that the entire RevOps teams can access.
Also Read: Leverage Social Listening to Improve B2B Marketing
Underutilized functionalities
Many customer relationship management software providers offer a monthly subscription model based on the number of users. It is one of the most effective ways that businesses can embrace to optimize their marketing budget spend. However, despite the minimum costs and functionality of CRM SaaS providers, many organizations are not able to make the most out of the investment. One major factor that contributes to this challenge is the lack of awareness of customer relationship management tools and their complete functionalities. Organizations can train their entire RevOps teams on how to utilize the features to the maximum extent and increase the overall ROI.
Restricted Functionalities
Organizations need to be very vigilant while spending every penny of their marketing budgets. The majority of the time, organizations eliminate a few crucial functionalities due to a lack of budgets. Customer relationship management tools are a long-time and expensive investment that every organization has to shed through their finances. Hence it is crucial to have the optimum spending of the marketing budget to revolutionize their RevOps. It is crucial for organizations to evaluate their current needs and future goals to explore, evaluate and choose the best CRM functionalities that adapt to the business needs and scale with them.
Also Read: Equipping B2B Marketing with Competitive Intelligence (CI)
Obsolete data
Even if the organization implements the best customer relationship management tools available in the market, its success rate of it will be dependent on the type and quality of data that is fed to it. Many organizations fail to meet the quality standards of the data gathered, stored, and processed in their servers and then blame it on the CRM for the failures of the marketing campaigns. To overcome this challenge, CMOs should ensure they gather and feed the CRM systems with quality data.
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