How CRM helps your marketing team

How CRM helps your marketing team

Do you have a business and your marketing team does not perform as efficiently as you expect? Do they always fall short in finding leads and following up on them to close more deals and make more profit for the company? If the answer is yes, this article is for you.

Marketing is an important pillar in each company, and if this department does not function well, the whole business will collapse. It is because of the work that this section does that the rest of the company is able to work. Any business needs clients and customers. The job of the marketing department is to find potential customers and target them with the right strategy to attract them to the company's services.

In this article, you will read a real example of how a CRM system helps your marketing team act more professionally in order to promote your service or products better and, as a result, makes more sales.

Meet the people

Let’s say there is a company called X CORPORATION and there are 3 employees who are in charge of purchasing new hardware to streamline their company’s products. For the sake of this article, we call them Karen, Lara, and Ben. Jack, on the other hand, is our guy. He works for a new but very competitive tech company as a sales representative.

Jack feels his company has the right equipment for his potential client, X CORPORATION. Before meeting with the purchasing team at X CORPORATION, Jack takes his time to do some homework. He collects some valuable information about X CORPORATION and has already made a list of their key contact personnel, the company’s history, financials, and products. Jack gets to know his prospective clients well. On top of that, Jack visited X CORPORATION’s website and social media. He has also made some calls to the company to obtain some extra information. But, the most valuable thing he did was to put all that information into his CRM cloud-based application. Why was it so valuable? Let’s get to it.


The Meeting and What Happens After

After a few calls, Karen and her team agree to meet with Jack to see what he has to offer X CORPORATION. Luckily, Jack came prepared. Thanks to his CRM system, he could use the information he collected on X CORPORATION to make a list of questions to ask during the meeting and identify the company’s needs. After a successful meeting, Jack updates the lead in the CRM system. X CORPORATION is now a qualified lead. This notifies the installation team in his company that a qualified lead is currently being pursued.

Jack now goes back to his company and meets with the rest of the marketing department. They try to identify some possible solutions for the X CORPORATION purchasing team. Now, both companies are interested and they know they can work things out. So, Karen and her team invite Jack back for a follow-up meeting. Meanwhile, Jack is documenting the summaries and highlights of their meeting and conversations in his CRM system. By doing so, Jacks’ installation team is automatically notified of any changes to the prospective sale through the CRM system.

Before making their final decision, Karen and her team have some specific questions about Jack’s company and its procedures. Jack refers their questions to his subject matter experts, who have already been selected using the information in the CRM system. Because the information in that system is as detailed as possible about X CORPORATION, Karen, and her team, the experts were able to prepare themselves well enough for the client. They also update X CORPORATION’s customer profile in the CRM system.


Closing the Deal

After some productive meetings, Karen’s company decides to purchase Jack’s services. He already has the contract ready. Once Jack updates the status of his client in the CRM system, it notifies all the interested and relevant parties including the installation team. By using their CRM system, all members of the team are well-prepared for this job.

The CRM system also helps them provide 24/7customer service and training.


Post-purchase contacts

As time goes by, different users form Karen’s company interact with various departments within Jack’s company to get information, troubleshoot, and create solutions. These interactions can be phone calls, website inquiries, or emails. In any case, these interactions will be handled immediately and updated in the CRM system. Karen’s entire company is thrilled with the amazing customer service they have received.

Jack also keeps in touch just to make sure that his client is happy with their services. Using the CRM system, Jack anticipates the future needs of his client with the artificial intelligence that the CRM has built in itself. He is able to predict and offer timely solutions. Also, he can put the right strategy to work in order to avoid future problems.

While Jack is doing his job, his marketing team is able to design new services that will benefit Karen and her company. A CRM system facilitates a win-win relationship between parties. The company that is selling is satisfied because they have made a good sale with potential post-purchase needs that will bring the business even more benefit. The buyer is also happy because they have put their money into something good and useful that is hopefully going to help their business for a long time.



A CRM system is necessary for your business, especially for the marketing department. It allows the marketing team to gather information on their client and target them with good and effective strategies. The CRM system helps the team update any data they get form their future customer so that the whole team can act faster and more efficiently for one sole purpose: making things happen.

With a CRM system, your clients will be more than happy to take services from you because you can show them that you care about them with the information you get from your CRM system. A CRM system enables your team to offer the best package possible for each client based on their needs.