These are my personal feelings only. You may disagree strongly. That’s ok. You work your CRM however you wish! That being said … I’m not a fan of …
Integrations With Other Apps
While I am generally not in favor of asking your CRM to do too much, and when you start connecting a variety of disparate apps … that’s too much, my main issue with integrations lies with client expectations.
Integration is a highly subjective term. Just what exactly does that mean? How does it integrate? Does data flow both ways between your CRM and the app? What data, specifically? Does the app reside in your CRM? My best advice? Do your homework before pulling the trigger!
Contact Syncing
I used to be a huge proponent of contact syncing. What’s not to love! That was until I found a s__t ton of crap contacts being imported from my Google account and into my CRM. It took me forever to clean that mess up! Same with X (Twitter). Team contact syncing and/or mobile device syncing will compound this issue. What about contact merges? Sure. Sometimes.
I want my CRM to be populated by folks who I have, or might have, some sort of a business-related relationship with. While contact syncing can work, it’s a lot of work to make sure it is done correctly and I just don’t have the time, or the inclination, to manage that process. Besides, Nimble makes it easy to add contacts from my inbox.
Asking Salespeople to do Marketing
Most CRMs nowadays have features that I would associate with marketing. Salespeople, typically, are not wired for marketing. I hate marketing. Asking me to perform marketing functions is a recipe for disaster! Nuff’ said.
Automated Messages
There is an extremely fine line between automated messaging that looks exactly like what it is, and personalized automated messaging. I haven’t quite figured that out yet. Why? Because it’s marketing and I hate marketing.
Since 99% of the prospecting emails that I get are obviously automated, and they are all flat out terrible and ineffective, I have to conclude that these were either sent by salespeople or by marketers … who haven’t yet figured it out either.
And, don’t even get me started on AI. For most people, their natural inclination with automation and AI is that “I can do more in less time!” More rarely equates with better. Your focus must be on developing relationships and these are best done person-to-person. These take more time, but so do most desirable things.
Running Before Learning to Walk
The heart or any CRM is the contact record. Devote your energies here first … and last. Once you have mastered this, and managing these records has become reflex, feel free to explore other aspects of your system. These records will deliver your highest returns. They represent your current and potential customers. #Revenues
The beauty of small CRM systems is that you should be able to manage them yourselves. They are priced to reflect this. Big-boy systems come with a price tag to match and you will probably have a full-time administrator(s). Not in your budget? Keep it simple. Concentrate on the basics. Don’t miss the forest for the trees.
Are you thinking about leveraging AI for more effective LinkedIn prospecting or perhaps using advanced marketing in your business? With so many people talking about these things, it’s tough to figure out who to talk to.
My area of expertise is Nimble CRM (specifically sales), however, I would be happy to connect you to an AI or marketing professional who I know and trust. Please reach out to me at craig@adaptive-business.com for an introduction!
Craig M. Jamieson
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