Why define the marketing process for a CRM platform?

A Customer Relationship Management or CRM is an essential tool for companies that want to maintain and enhance their relationships with customers. To make the most of a CRM, Imagineer recommends analyzing customer-facing processes before any automation, as automation can accelerate the spread of errors if the process has not been properly defined.

In this article, we will explore the reasons why the marketing process should be defined before using Marketing Automation in a CRM and the benefits it brings.

Table of contents

• CRM
• Process Automation
• Marketing Automation

Customer Relationship Management

A CRM (customer relationship management) is a system designed to help businesses manage and improve relationships with their customers. Its main goal is to efficiently collect, store, and manage information related to customers and their interactions so that the company can provide more personalized and effective service, driving business growth.

One of the main functionalities of this system is the automation of marketing, sales, and service processes through workflows; with a CRM, tasks related to customer management, tracking sales opportunities, sending marketing emails, and scheduling reminders can be automated.

A CRM is a necessary platform for companies looking to enhance customer relationships, increase retention, boost sales, and provide more personalized service. By centralizing customer information and automating key processes, companies can optimize their operations and make more informed decisions.

Process automation

Since process automation has been mentioned, it is necessary to first define what a process is and why it is important for automation.

A process is a logical sequence of interrelated steps carried out with a specific objective. A process typically includes elements such as activities, inputs, outputs, suppliers, customers, responsible parties, and other resources that explain how the transformation of inputs into results is carried out.

To visualize and understand sequences and resources, processes are often documented in the form of flowcharts, SIPOC diagrams, procedure manuals, or other formats to ensure that all stakeholders understand how the process should be carried out.

<<SIPOC: How to Improve Processes in a Few Steps?>>

Automating processes as they are currently done (in their As-Is version) can mean automating inefficiencies. By conducting analysis first, bottlenecks, rework, or unnecessary steps that can be eliminated, reduced, or improved are identified.

Additionally, if current processes are not documented, and tasks are carried out based on the person executing them, there will be no established step-by-step procedure to implement in the system, nor clarity on all elements and resources involved, which can lead to costly changes and delays as automation progresses.

Marketing automation

The marketing department is crucial in a company, as they are the ones who plan, implement, and oversee strategies and activities related to the marketing of products and services.

Among their main tasks are market research, competitive analysis, customer segmentation, development of marketing strategies, execution of advertising campaigns and promotions, brand management, development of relevant and high-quality content, social media management, lead generation that progresses through the sales funnel, and analysis and measurement of strategy performance.

This department plays a crucial role in the success of a business by developing effective strategies that reach customers, generate demand, and build lasting relationships. Therefore, it is important to consider the automation of repetitive tasks that restrict the effective time of the team, so they can apply their expertise to value-added tasks.

Marketing automation in a CRM refers to the use of technological tools to automate and optimize marketing activities and interactions at all stages of the customer lifecycle. The main goal of marketing automation in a CRM is to improve the efficiency of marketing strategies, personalize communications with customers, and ultimately increase customer retention and sales conversions.

The key capabilities of Marketing Automation include:

• Segmentation of the database for sending targeted messages to specific groups.
• Scheduled automatic delivery of campaigns, including emails, text messages, or social media posts.
• CAutomatic lead scoring and nurturing, delivering relevant and educational content to move leads through the sales funnel.
• Scoring leads based on their interaction with content and engagement, facilitating the identification of qualified sales leads (SQL).
• Message personalization to adapt to the specific needs and interests of each customer or segment.
• Tracking online behavior and interactions with the website and other channels, providing data for personalization and decision-making.
  Measurement of campaign performance and marketing strategy effectiveness.
• Measurement of campaign performance and marketing strategy effectiveness.

Marketing automation in a CRM not only saves time and resources but also enhances the consistency and accuracy of customer communications. It allows companies to send the right messages at the right time, which can increase customer satisfaction and improve retention. Overall, it is a valuable tool for companies looking to enhance their marketing efforts and provide a more personalized experience to their customers.

<<Buyer Personas: The Key to a Customer-Centric CRM>>

At Imagineer, we help you define, analyze, and improve your company's processes, preparing them for automation.