Sales Enablement

5 reasons your 'small company' needs a CRM

Lucille Moreton | July 23 2018

We pride ourselves as being “the biggest little agency”, and if we had the mentality that CRMs are reserved for companies with huge sales teams and myriad departments, then we wouldn’t have achieved the following results in 12 months:

  • 200% increase in visits
  • 760 contact form submissions
  • 900% increase in contacts
  • 691% increase in email open rates
  • 20% conversion rate

Investing in software can be a big decision for any company, no matter their size or revenue, and sometimes we convince ourselves that we can make do with what we have. This is true, but any business hoping to grow would do well to invest in Customer Relationship Management (CRM) software. It can help you track your leads, close more sales, and increase your revenue.

5 reasons to use a CRM for sales enablement 

1. Automate your nurturing and save time

Nurturing a lead from a barely qualified contact to customer takes time, patience, and a whole lot of work. Modern CRMs allow you to set up marketing automation in the form of automated emails, social messages, responders, and sales sequences. Time and expertise is finite, especially in a smaller company, and a CRM can free up time for your sales team to work on prospecting and closing deals.

2. Get a better overview of your sales pipeline

Having a CRM gives you, your sales team, and your marketing team insight into how many leads are coming into the business, how many are converting into sales, and how many more leads are needed to maintain a healthy sales pipeline. This means that your resources can be better allocated to where they need to be in keeping the sales pipeline functioning properly.

3. Plan for your company's growth

A CRM can provide clarity into a number of business concerns:

  • How many leads there are in the sales pipeline, or do you need to ramp up your marketing?
  • How much time is being spent on closing each lead?
  • How much nurturing is necessary to convert a lead into a customer?
  • How many prospects can a salesperson realistically work on at a time?
  • How many resources are needed to ensure delivery of services?

Once you have this information, you can plan for the future and hire the resources you will need to make your business grow, or reallocate resources to where they need to be.

4. Keep your leads organised

Once your CRM and marketing automation is up and running, you’ll find that a lot of leads will enter your pipeline, and will filter through your sales funnel. Because every lead will fit a different buyer persona, and will be at different stages of the nurturing process, keeping them organised is crucial. Having an organised database of leads lets you know where the bottlenecks are, who needs attention, and who is still being nurtured through automation and does not yet need your attention.

5. Keep track of your leads

The greatest advantage of a CRM is the data that it stores. Modern CRMs can track what website pages your leads are visiting, what content they’re interested in, what emails they’ve opened, the links they’ve clicked on, who they’ve spoken to, what they’ve asked… the list goes on. By the time they get in touch, you have a thorough understanding of how to approach them, and how you can best tailor a solution to their problems. They won’t feel frustrated that you don’t understand them, and you won’t spend hours trying to interrogate how you can best help them.

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