The Power of CRM: 12 Action Verbs that Illuminate its Potential

Simply put, Customer Relationship Management (CRM) is a digital projection of your entire sales operation. But to truly make the most of it, you need to understand its capabilities and how it can transform the way you do business. Here are the 12 defining verbs that elucidate the various capabilities of CRM:

1. Capture and Project

CRM is all about capturing crucial sales operations and projecting them into a digital platform. This gives you a comprehensive view of your sales landscape. But remember, the map is not the territory; it’s crucial to figure out which key sales actions to capture and integrate into the CRM.

2. Automate

Automation is the key to sales efficiency, a capability that a robust CRM like Salesforce can provide without breaking a sweat. From simple automation logic like discount approvals to more complex processes like order management, Salesforce’s no-code tools can automate virtually everything.

3. Guide

CRM doesn’t just tell you “what” to do, but also “how” to do it. Features like in-app guidance and screen-flows allow sales organisations to integrate their sales playbook into the CRM. This is the guidance feature of CRM, potentially its most neglected asset.

4. Measure

The beauty of CRM is that you can measure what you capture. Its unparalleled analytical capabilities stem from its easy-to-maintain database structure. And with AI’s help, even text-based CRM content and large data volumes can be analysed meaningfully.

5. Enforce

CRM enforces sales processes by setting up digital paths for salespeople to follow. Without a sales process, there’s no sales management. While not using CRM, you risk free-floating, which can lead to disastrous consequences.

6. Validate

Data is the lifeblood of a CRM system, and validation of the CRM data is what keeps this blood pure. CRM excels at maintaining data health and completeness, ensuring the entire system’s well-being.

7. Assess

Assessing sales-related presumptions based on data is invaluable. Salespeople often rely on intuition and perception, but solid data can set the course in the right direction.

8. Forecast

Forecasting accurately can be a complex task with numerous factors in play. But CRM can serve as a superior forecasting tool, helping you get insightful projections for the near future.

9. Qualify

Sales resources are always finite. Qualifying leads, prospects, or opportunities guides salespeople in focusing on the most probable case.

10. Collaborate

CRM also offers collaboration tools like account and opportunity teams, Salesforce Chatter, and Slack integration. These tools secure the communication loop at the right time and place.

11. Create

With generative AI, CRM can help craft persuasive emails and top-notch sales presentations. You can sharpen your value propositions or tune your voice according to your customer segment.

12. Amplify

If used correctly, CRM will amplify the return of your total sales effort in such a way that your competition will be left wondering what you’re doing differently. This is the ultimate step in your CRM journey, which we call “CRM-based superiority”.

In conclusion, CRM is a powerful tool that can transform your sales operations. By understanding these 12 verbs and how they apply to CRM, you can unlock its full potential and achieve unprecedented results. Remember, the map is not the territory, but with CRM, you can navigate the territory like a pro.

Salesforce Sales Cloud Consultant with 12 years of sales enablement experience. Executed sales turnaround projects to build sustainable revenue streams. A proven sales enabler, sales efficiency, and effectiveness practitioner in complex sales process environments. High-performing sales team builder, customer-centric sales culture transformer and hands-on catalyst move quickly from vision and strategy to implementation.

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