Table of Contents. What is CRM and why do you need it anyway? One of the best ways to grow your business: invest in technology...

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2 Table of Contents What is CRM and why do you need it anyway?... 3 One of the best ways to grow your business: invest in technology... 4 CRM can transform your sales process... 5 Lead management: generate, manage leads with ease... 6 Customer communication: easily track and manage customer interactions... 7 Opportunity management: know where your opportunities stand... 8 Sales quotes: quickly close new business... 9 Delivering products and services: manage projects efficiently...10 Reporting: learn from your CRM...11 Customer payments: track payments at a glance...12 Customer payments: accounting for small business...13 CRM and integrations: the sales solution for SMBs

3 What is CRM and why do you need it anyway? Customer relationship management (CRM) software has been around for at least two decades. It was originally born in the age of desktop software and allowed companies to track all customer interactions in a single place. Historically, CRM applications have been 70 % complex, expensive and just out of the reach of small businesses. However, small businesses have the same needs as larger organizations, just on a smaller scale. Without CRM, small businesses risk missing opportunities at every stage of the sales process. There are five tasks universal to every small business: tracking prospects, managing customers, delivering products and services, sending invoices and getting paid. CRM tracks and improves each of these functions. of buying experiences are based on customers perception of their treatment. (McKinsey) Don t be that sales guy A report from HubSpot found unsuccessful sales teams are two times more likely to use Excel, Outlook or physical documents to store lead and customer data instead of a CRM solution that simplifies and integrates this information into one powerful tool. 3

4 One of the best ways to grow your business: invest in technology For a small business, every sale is a step closer to growth. Previously, small businesses were at a decided disadvantage, as larger enterprises had access to technology that supported sales. The cloud changed all of that. 45 % 56 % of small businesses considered technology a top investment priority for (American Express) of small businesses said improving customer experience and retention was a goal; 45% named new customer acquisition. (Wasp Barcode Technologies) Software-as-a-service (SaaS)-based CRM solutions make it easy for small businesses to access high-powered sales tools that easily move prospects through the sales process and support lasting customer relationships. CRM generates $ 8.71 IN REVENUE FOR EVERY $1 SPENT. (Nucleus Research) 4

5 CRM can transform your sales process Technology should help you achieve your goals, but CRM can t help do that unless it gets used. Identifying a CRM that integrates with other businesscritical apps ensures it will be used throughout the sales process, making for a seamless pipeline. The typical sales process involves these 7 activities: Lead management Customer communication Opportunity management Sales quotes Service or product delivery Reporting $ $$ Customer payment 5

6 Lead management: generate, manage leads with ease Small businesses get leads from Web forms, newsletters, business cards, social media, and more. These interactions, known as inbound marketing, are powerful. When prospects register for a webinar or fill out a form on a website, they provide information that helps sales teams understand their needs. With a CRM, sales, marketing and business owners can capture prospect information in a single, centralized place. 87 % of small businesses named lead generation a goal for (Content Marketing Institute) The average small business uses 12 different types of inbound marketing. CRM solutions integrated with Gmail, Outlook, Office 365 and other apps that foster communication allow for instant access to customer entries within the CRM platform. When CRMs are integrated with external business applications, your users can continue to use their favorite applications without taking a productivity hit. 6

7 Customer communication: easily track and manage customer interactions Nurturing sales is a process. It s not just about the first interaction. Follow-up s and other correspondence are chances to advance the sales process and gather more information your team can use to improve that process. Your CRM is your touch point for each interaction. With Insightly, you can build sales templates to quickly generate textbased mass s for customers or prospects. CRM integration with apps helps increase productivity and preserves the history of conversation with the customer. CRMs integrated with applications let sales teams focus on customers and bridge communication gaps. With Insightly s mass capabilities, you can see stats like s sent, s delivered and open and click rates. Insightly and Outlook 2013/ Office 365 let you save s into Insightly with just one click, so all new information can be easily stored, efficiently indexed and entirely searchable. The Insightly Sidebar lets you access and update CRM data (i.e., s, leads, tasks, projects and opportunities) directly from your Gmail, saving time and ensuring that users are up to date on customer relationships. 7

8 Opportunity management: know where your opportunities stand With prospect information coming from several sources, it can be difficult to manage pipelines. Sales teams need to accurately define the value of prospects, manage pipeline and funnel stages, determine the probability of winning business and accurately forecast sales close dates. It s essential to create an automated workflow or set of tasks to ensure all steps in the sales process are followed with consistency. This allows you to improve productivity and organization in your company. Research shows firms using sales processes to guide sales activity report than businesses with no defined process. (Sales Management Association, 2013) 8

9 Sales quotes: quickly close new business Once a lead decides your company is the right fit, he or she wants the final step of the sales process to be as lean as possible. E-signatures enable small businesses to expedite the final step of the sales process. Instead of waiting on physical forms, new customers can quickly sign documents virtually to get the process started. These days CRMs either include a quote proposal feature or are integrated with popular e-signature applications like DocuSign, Adobe esign services, Quote Roller, Proposable and Plus 23 to name a few. Using electronic signatures can shorten the sales cycle by as much as 400 % (Adobe) 9

10 Delivering products and services: manage projects efficiently Tracking and managing product and service delivery to completion defines a successful relationship. CRMs don t just help you close deals. They help you keep customers happy and monitor the progress of customer projects. Integrating CRM and project management means you can create pipelines, tasks and workflows and set reminders to keep your team on track. Follow projects to stay up to date with their progress Monitor all project activity See every detail of a project, including its owner, name and status Track every step of a project with dedicated pipelines Easily update pipeline status to keep other users informed Link to websites, contacts and organizations associated with a project 10

11 Reporting: learn from your CRM Part of running a business is tracking information to understand what s working and what isn t. The data stored in a CRM gives valuable insight into the sales process for both sales teams and business owners. According to small business expert Gene Marks, there are an infinite number of ways to review sales data, but at the end of the day, these key reports provide a clear macro or micro view of the health of your business: The Sales Pipeline Report: What is the status of our sales opportunities? Aged Quotes: What is the status of open quotes? The Detailed Call Report: What has our sales team been up to this week? The Batting Average: What percentage of quotes have we closed? The Lost Sales Report: What sales did we lose and why? The Open Issues Report: What service issues are open? 11

12 Customer payments: track payments at a glance Big companies have entire account teams to track payments and cash flow. Small businesses don t have this luxury. QuickBooks Online is an easy-to-use tool that keeps employees aware of payment status and total income generated from each customer. Integrating a CRM solution with online accounting applications such as QuickBooks Online and Xero helps businesses keep accurate financial records and process customer payments quickly. 14 % of entrepreneurs said their biggest challenge was late or missing customer payments. (Kaufman Group) 12

13 Customer payments continued: accounting for small business Xero provides beautiful online accounting software for small businesses, making it easier to draft invoices when a customer makes a purchase. Xero integration with Insightly is incredibly valuable for helping support and sales staff understand the true $ activity with a client. The Lifetime and 12 month value snapshots really bring clarity to the activity levels of different clients. Great job. Sam Garden, Director, D.I.B Audio Visual See more reviews here. 13

14 CRM and integrations: the sales solution for SMBs Your CRM isn t just about closing sales. It s designed to manage customer relationships from the first interaction to the 20 th billing cycle and beyond. Through key integrations with leading SaaS business applications, Insightly helps small businesses and sales teams improve efficiency and manage every step of the sales process to keep your team moving in the right direction. Insightly for your small business sales Insightly was designed specifically to give small businesses a powerful tool to help maintain or grow their businesses. Insightly supports small business sales and marketing efforts as well as partner, vendor and customer relationships. Our solution is as simple as it is robust. Then we integrate with key productivity business applications to augment specific aspects of your business process. This way your business has the best of all worlds, yet has a single point of entry for key business information. Every day, over 1 million users in more than 200 countries use Insightly to run their businesses. 14