PlayMaker Blog

Improving Business Processes with a Vertical CRM

Posted by John Blake on June 11, 2015
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Improving business processes with a vertical Customer Relationship Management (CRM) platform is one of the single most important tasks a team can do to boost their efficiency and effectiveness. With a vertical CRM, you would certainly expect industry-specific variables to be built directly into the application, saving both time and money during implementation. This also allows companies to set their own business processes in place, allowing a sales team to integrate the CRM into the way they currently work. With that said, if companies don’t have a strong process in place prior to a vertical CRM implementation, it will be difficult to establish benchmarks to measure sales growth and ROI.

Here are three tips to improving your business processes with a vertical CRM.

1. Establish key differentiators

It’s important for the CRM vendor to know about the company’s unique selling points (USPs) that are going to be preserved within the system. That means you need to know what makes your company different from a competitor before you begin to shop for a CRM. Once you have identified this, look for a platform that provides you with best practices and enables you to incorporate the USPs of the company. The CRM should support and enhance what makes the company unique.

When the CRM is endorsed by leadership and sold to the sales team based on the benefits, then you increase the chance that it will become a successful tool and part of the company culture.

2. Dissect current processes and identify what you want to improve

Once you are in the implementation stage, it’s important to build a shared vision of success with the CRM vendor to establish realistic expectations. This phase allows companies to review all aspects of their business processes. You may find processes that are no longer needed, or some processes that can be improved with assistance from your new CRM. Often times during the CRM implementation, there is an “Aha Moment” when new information is at your disposal. This visibility presents information in a way that you may never have seen before, often leading to improvements in the way you and your sales team sell your services.

3. Get leadership buy-in

According to Gartner research, the number one reason a CRM fails at a company is the lack of executive buy-in. When a company purchases a CRM and immediately makes the software optional for the team, this could be a road map to a failed implementation. When the CRM is endorsed by leadership and sold to the sales team based on the benefits, then you increase the chance that it will become a successful tool and part of the company culture. This buy-in at all levels of the company improves business processes because there’s participation and feedback at all levels on how to improve.

Every department within a post-acute care company has specific software that they use to perform their jobs effectively. However, sales teams have historically been left to fend for themselves, which has made it difficult to standardize and optimize the sales process. But with a CRM in place, you are able to manage a sales department like you would any other department by establishing goals and accurately measuring performance, ultimately leading to more referrals, faster growth and an enthusiastic, well-informed sales organization.

Topics: Sales, Sales Efficiency, business process

John Blake

Written by John Blake

John Blake, Director of Client Success with PlayMaker, has dedicated his work efforts to the Customer Relationship Management industry for more than 20 years. His blended knowledge of CRM best practices along with post-acute care sales and marketing ensures that every client becomes a reference.