| You may not be aware of it, but if you have a CRM | | | | existing customers and prospect lists. What you are |
| module in your ERP software system, then you have | | | | hoping for in more quality in the generation of sales |
| a potentially robust marketing tool at your fingertips. | | | | leads. For example, with existing customers you might |
| And, in a soft economy, any marketing help can help | | | | be able to better assess what their purchase history is |
| get business to your shop. More than just a means of | | | | and what has driven their purchase decisions in the |
| keeping contact information in an easily accessible | | | | past. For a list of prospects that has been input into |
| computer database, your CRM is also a place of | | | | your CRM, you can use the software to sift out |
| customer purchase decision and behavior wealth. | | | | unqualified prospects as bad fits before they make |
| Rather than a sedate depository of information, your | | | | their way to your sales team and waste valuable time |
| CRM is a dynamic fount for your potential growth. | | | | there. |
| To be sure, there are many marketing automation | | | | CRM systems can also help determine where your |
| modules emerging into the software scene that are | | | | advertising dollars might be better spent. Remember, in |
| designed to exist independent of your ERP system | | | | addition to simple demographic and contact information, |
| and to interface with traditional CRM modules. Short of | | | | CRM data often includes detailed, qualitative data such |
| adding an additional hierarchy in the flow of data from | | | | as survey results, service notes, decision-maker |
| CRM to the marketing module, most instances of | | | | preferences of media, and other notions that provide a |
| these set-ups are perfectly adequate to get the | | | | richer knowledge of what makes the customer tick |
| marketing job done. | | | | and where they can be found. This information, in turn, |
| However, stronger ERP systems will incorporate CRM | | | | can inform advertising message formation and media |
| modules that are specifically designed to bring together | | | | placement selections. |
| all sorts of customer information for marketing | | | | Ultimately, CRM systems provide the basis for creating |
| purposes. In order to market your business using CRM | | | | strong relationships with existing customers and |
| modules, remember that marketing per se transcends | | | | prospective ones. More than any other factor, |
| advertising. Think of marketing as involving any point of | | | | relationships-rather than rewards-are the foundation of |
| contact direct or in-direct contact with customers and | | | | long term customer loyalties. In an ever-changing |
| or prospects. Thus, marketing includes not only | | | | marketplace for manufacturers today, the stable |
| advertising and public relations, but service, sales, | | | | growth potential that is the result of sophisticated CRM |
| administration, and even research and development. | | | | use simply cannot be underestimated or ignored. For |
| What a CRM system can do for you is make more | | | | manufacturers operating in an increasingly competitive |
| manageable the wealth of data that is available on | | | | marketplace, CRM offers a distinct advantage. |