What do CRM admins & marketers have in common?
You might think that CRM admins and marketers are totally different breeds and not exactly on the same page when it comes to priorities. However, these two very different roles seem to have some interesting commonalities due to the convergence of certain technologies. In fact, CRM admins and marketers have way more in common these days than they ever have before.
Here are four reasons why these once-separate worlds are colliding:
1 – Both must be on top of the latest technology. According to 2015 lists there are nearly 2000 technology products centered around marketing needs. The more technology available, the more data finds its way into data silos, which impacts the ability to serve customers.
2 – Both need to know that data is not for data’s sake anymore. The customers expect us to “know” enough about them to improve their customer experience. Mass personalization is losing out to individualization which means the customer journey starts with the first interaction and continues throughout their journey and the more data you can collect along the way, the better you can drive the experience. Data centralization in CRM is the key to making sure the customer experience is the best it can be from start to finish.
3 – Both need to understand the short and long-term revenue impact that data and technology can play in customer-facing initiatives. As The Internet of Things becomes a reality and more and more data is collected across Internet products and solutions the data itself becomes a key aspect in driving revenue. Marketers and CRM admins need to be able to act of the data through automation and throughout the customer journey. The CRM system should be the central point for the data used to make strategic decisions on marketing programs, sales efficiency and product development. When it comes down to it, marketers and CRM admins should understand the revenue impact on systems they use and maintain, or the next technology investment won’t be an easy sell.
4 – Both need to understand how their systems (CRM and Marketing Automation) work hand-in-hand and reduce duplication in not only process but in data, reporting, and customer interactions. Admins who either sit in sales operations or IT often are looking out for the sales team. Marketing has a different set of goals that align with filling the funnel, but a company that understands how technology cooperates will have a more complete picture of the strengthens and weaknesses in the business.
Marketing platforms are becoming more and more integrated with CRM. It is time for CRM Admins and Marketing teams to work closer together to integrate more and more of the business processes around analysis across systems and through the entire customer journey. If this is a challenge you’re ready to tackle, learn about our intelligent data loader, Syncfrog, and see how you can make your data leap from app to app. Go for it and get a Syncfrog account now.