- On November 3, 2017
- In Lead Generation, Marketing Automation
- By Jessica Brick
CRM is the heart and soul of your sales and marketing. Having all your leads information and activities at your fingertips, under one roof, is essential for a quality sales funnel. For us at CommuniGator, our CRM is our bible. Without it, I dread to think where we would be. So, I’m going to share with you the top 5 reports you should be using your CRM for from a sales and marketing perspective.
1 Hot Leads
It’s essential that you identify and qualify your leads based on their behaviour, whether it be on your website or in your marketing campaigns. This is the bridge between your sales and marketing teams. Agreeing on what defines a lead makes the transition from marketing to sales seamless.
Identifying your hot leads is a must. Calling them within a few hours of them being on your website is an even bigger must. This should be your sales team’s priority list. Create alerts within your CRM so sales follow up with the right leads at the right time, eliminates ‘leaky bucket’ syndrome.
2 Competitor Renewals
Just because a prospect decided to go with another provider doesn’t mean you should give up on them. You need to keep in touch with them.
Keep your brand at the back of their mind. Even if it is every now and then. Introduce them to your new products, send them your newest or most relevant content, do whatever it is you to.
Make sure you hit them at the right time, before they are due to sign so that you have a chance of getting back in there!
3 Non-engaged contacts
There may be a lot of them, but these should be your main target and your priority. Contacts who have engaged with your content in the last quarter should get something different to those who haven’t. It’s the non-engaged contacts you need to win over at the end of the day. Also, this is your sweet-spot and will tell you how well your content is performing. So, by analysing your non-engaged contacts you can identify what is working and what isn’t.
4 Marketing Qualified Leads (MQL)
Similar to hot leads, MQL are essential for aligning sales and marketing. Both parties should agree on what defines your MQL, and away you go.
Gone are the days of the sales and marketing war over not enough leads. Your MQLs are your leads that have raised their hands, jumped in the air and shouted, ‘pick me, pick me’.
Email bounces are like the dirty dishes you leave piling up next to the sink after dinner. Ignore them for a day, a week and before you know it you have a mountain of dirty dishes, or in this case, bounces. Keeping on top of these on a weekly basis is paramount. After all, you’re spending hours planning, writing, building your email campaigns.
What if half of your audience bounces? Having a clean list is essential to sending successful campaigns and maintaining engagement. There’s a good reason that the email is simply no longer active, or it has a typo in it. Cue your sales team to reach out to them and keep your database, and your kitchen sink, sparkling clean.
Utilising these reports in your CRM is going to save you time and stress. Automating your sales and marketing reporting within your CRM is a no-brainer. After all its what it’s designed for right?