CRM Integration: What It Can Do vs. What It Often Does

CRM Integration

It’s been proven that there is serious value to be gained by adopting CRM tools for your sales department. They can make building and managing your sales pipeline much easier, and they can make a significant improvement in prospect engagement.

However, between phone conversations, email, social media, landing pages, and other channels through which salespeople can communicate with customers, it’s very common for communication to become disjointed throughout a relationship with a prospect.

This is why applications that are built natively are so valuable. With a native application, you can streamline all customer engagement and communicate more effectively with all the right insight at hand—and this is just one benefit.

While many CRM applications offer some impressive features, most of them are integrated applications, and what many buyers don’t know is that integrated applications are loosely attached to its paired CRM, resulting in a multitude of issues pertaining to poor compatibility.

Regardless of how advanced a CRM application may seem, poor compatibility essentially negates its benefits. If a software solution lacks compatibility with existing software, adding it to your sales stack is like trying to put together a jigsaw puzzle with a bunch of soggy, ill-fitting pieces.

These pieces may or may not get the job done, but regardless, you ideally want to complete your puzzle with no gaps or overlaps. After all, isn’t the point of a jigsaw puzzle to end up with a perfect picture?

With essentially every competitor in the sales acceleration landscape painting their own image of the most advanced, most cutting-edge software, it can be hard for shoppers to keep in mind that no matter how shiny and new a software application is, it’s bound to be just another source of frustration for customers if it doesn’t play nicely with their CRM and its existing applications.

Common concerns with systems integration

“Floating Data”

There are multiple factors to consider when finding new applications to integrate with your CRM. Perhaps the most common concern regards data. The transferring of data between multiple silos can take between 15 to 30 minutes on average; not only does this add up to a significant amount of wasted time, it also comes with the threat of data loss and serious security issues. Furthermore, this inhibits your ability to scale. Data transfers take more and more time as you take on more prospects, and this only worsens the consequential risks. Your business may not have millions of prospects in its CRM yet, but is that the goal? Is your business trying to gain as many customers as possible? If so, this is a legitimate concern.

Lack of Insight

When you have a fractured network of applications, not only are you left with messy, disjointed system configurations and labor-intensive system switching for agents—you’re also left with a lack of insight into customer engagement. To accurately gauge the effectiveness of collateral as well as agent responsiveness, you need to be able to track all data throughout the entire lifespan of a prospect relationship. This is virtually impossible when you’re unable to get a comprehensive view of all customer touchpoints.

CRM integration: What it can do.

As an entirely native application that works directly within both Salesforce.com and Microsoft Dynamics CRM, DialSource has a significant competitive advantage in that its platform provides the most seamless sales acceleration solution on the market. With its data never leaving the SFDC cloud, DialSource comes with no concerns regarding “floating data” and it’s corresponding risks.

In addition to unmatched data security, DialSource also provides marketing and post-call automation. This not only saves a tremendous amount of time with extended use, but it also provides sales reps with the ability to track all prospect activity throughout micro-marketing and calling campaigns. In addition to that, DialSource also provides live dashboards that stream data in real-time, giving managers and reps timely, actionable insight that can be used to make decisions as soon as possible. With this insight at hand, reps can engage certain prospects in the right conversation at the right time with intelligence, speed, and accuracy.

Timing is everything

Reaching prospects when their interest is ripe has major benefits. As a matter of fact, being the first competitor to contact a customer during the initial purchasing phase consistently doubles win rates on average. Furthermore, cutting down the first response time from 30 minutes to 5 minutes increases the likelihood of connecting with customers by 100x. (Source: SFDC Dreamforce ’15)

In order to do this consistently, you must have a chain of tools that are perfectly aligned throughout the entire sales process. That’s why DialSource is so valuable to its users—it allows sales departments to set up any number of automated sales processes in order to shrink the time between pitch and close.

For instance, with DialSource, you can go as far as to have your marketing automation tool (whichever you may be using) check if a prospect has opened an email, then have that engagement trigger a custom update in Salesforce or Dynamics, and instantaneously queue that prospect to be called next by one of your sales reps. All of this happens in real-time, making it easier than ever to “strike when the iron is hot”.

Choose wisely…

If you’re in the market for a CRM application that streamlines or enhances the sales process in any way, you have the right idea. CRM applications can work wonders for sales pipeline management, and they can allow you to engage with prospects much more efficiently and effectively.

However, it’s absolutely critical to consider how all the pieces of your sales stack puzzle fit together. If they’re awkwardly matched, you won’t be happy with the big picture.

On the other hand, if you have a sales acceleration solution like DialSource, you can have each piece of the sales communication puzzle fit perfectly with one another to produce a seamless result—completely flattened and with no gaps whatsoever.