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May 28, 2015

Best Practices for CRM Management


Does it feel like pulling teeth to get your employees to update your CRM? Are you using an outdated technology?

Getting the most out of your CRM might feel like an uphill battle. You try to encourage your team to keep records up-to-date, but nothing seems to work. CRM management feels more like a chore than a business support system. So what can you do to get more out of your CRM? Here are five best practices for managing this important, yet often neglected, system.

Find a platform you’ll actually use.

It makes sense that if you choose a CRM no one likes, no one will use it.

Find the right CRM for your needs. Talk to your employees about what they want out of a platform before deciding on which one you’ll implement in your company. Determine core features that your team needs to work effectively. This will become your shopping list while you narrow the pool of CRM candidates.

The more input you can get on the front end, the easier it will be to manage once it’s set up.

Explore innovative features.

With so much input from your team, you might shy away from new CRM features that are being offered. This is a mistake.

CRM platforms are constantly updated. The most innovative apps bring unique ideas to the table. For example, gamification in a CRM can drive bigger results internally and externally. Using this type of management generates a fun, almost playful atmosphere for your team and customers to engage with each other. Ignoring these types of features is a missed opportunity.

Think outside the CRM box.

Think about your team’s needs beyond the CRM. Do you send mass emails on a regular basis? Does your team frequently analyze analytics? Incorporating these essential features into your CRM makes it easier to manage and maintain. Your team has the tools they already use on a daily basis right at their fingertips, making it faster to access vital information.

Train your employees.

Once you’ve chosen a CRM, train your employees on how to best use it. Don’t assume your team already knows or will take the time to learn.

Training your sales team not only teaches them the basics of CRM management, but it also establishes the habit of updating and maintaining the system regularly. This habit is essential for consistent, complete CRM management.

Go beyond the sales.

The CRM you choose should have a feature that gives you regular reports and analytics. These analytics help more than just your sales team. They’re essential to your marketing department’s success.

When choosing a CRM, include marketing and management teams in the system. Give these people access to the analytics so that they can also keep a steady pulse on what’s happening in the sales pipeline. With these teams having easier access to more data, they are better equipped to make stronger business decisions.


CRMs are quickly evolving. Now, new features mean better engagement, management, and successes. By bringing in new features and new departments to your CRM, you make your customer relationship management more effective.