AUTOMATION VACATION
Part 2 : The Ultimate , Handy-Dandy , ' Finally Moving To A Marketing System Software ' Checklist
How did you fare on the quiz in the last edition of MSP Success that let you know if you are ready for a true marketing system ? Did your score lead you to use the first part of this Buyers ’ Guide Checklist to start shopping for one ?
We ’ re continuing our guide in this edition of MSP Success by looking at the CRM side of the software . Remember that a true marketing system is both a CRM and a marketing automation tool , so I ’ ll dive into the data side of the CRM this month to show you what you need to look for in the database management side of your marketing system .
• Basic Contact Info : o Name ( duh !) o Company o Address o Phone o Email Address o Person Type o Industry o ALL Services They Have With You o Contact Owner
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• Marketing History : What campaigns have you sent them ? What was their response ( responded , booked appointment , not interested , etc .)? What is their engagement ? What phone calls have been made to them ? ( Save recordings of those calls in your CRM too !) |
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• Relationship Data : Have they given you referrals ? Are they a referral from someone else ? What associations / group memberships are they in ? What events or trade shows have they attended that you have been at ? |
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• ALL Notes : If it ’ s not in your CRM , it didn ’ t happen ! |
The most valuable assets in your business are your list and your customers . A CRM system will be the part of your marketing system software that pulls them together and organizes all the info about your contacts into one database and one platform , enabling you to manipulate that data for smarter marketing . No more spreadsheets , no more sticky notes , no more “ only in your salesperson ’ s head ” data , and no more chaos . ( Side Note : Your PSA tool is NOT a true CRM ! Don ’ t even try to substitute its subpar list management capabilities to be your CRM .)
It ’ s important for a marketing system to have a CRM with the ability to store all the important contact data , sales , and marketing info inside it .
What To Actually Store In Your CRM
Make sure that , at a minimum , you keep the following data in your CRM and can quickly segment lists based on any of these criteria .
• ALL Tasks
• ALL Appointments : o Existing Client QBRs o New Prospect Meetings o Sales Phone Calls o And More
• Email History : What emails were sent , and were they opened or clicked ? Ideally , you should be able to connect your Outlook with your CRM to automatically save key emails .
• Opportunity / Sales History : Specific opportunity details and the outcome ( won / lost / why lost ).
Now that you have an idea of what to store in your CRM , make sure the CRM part of your marketing system has all of the items in the checklist on the following page .