As a medtech marketer, your sales team’s efficiency relies on you and the marketing materials you provide. You must also ensure compliant communication efforts, and it’s up to you to streamline marketing and sales interactions. In the ever-evolving medtech space, growth means choosing a technology solution that’s affordable, boosts productivity, and helps both marketing and sales teams keep up with customers.
One option is a customer relationship management (CRM) system. Over the years, Salesforce has become synonymous with CRM—and for good reason. Salesforce stores invaluable customer insight and automates many tedious tasks. In doing so, a CRM such as Salesforce can improve sales productivity by 30 percent and customer retention by as much as 27 percent.
Despite its name, however, Salesforce isn’t solely for sales teams; it’s for those who support sales as well. CRM helps personalize customer communication and serves as a central dashboard for all departments of your team: from sales and marketing to customer service and support. The best solutions enable medtech organizations to build and scale—no matter how busy business gets.
For many teams, getting the most out of Salesforce requires some additional work. While the platform itself is a robust industry standard, medtech marketers must optimize their CRM with other technology. Let’s review some of the benefits, challenges, and solutions of Salesforce.
Why CRM Helps Your Business
For starters, Salesforce enables marketing managers to organize campaigns and assets in one centralized location. This makes it simple to simultaneously run multiple campaigns and segment audiences to maximize relevance and effectiveness. Your marketing team will have visibility into the success of campaigns—and how each campaign is driving revenue for your organization.
In addition to enhanced communication and customer service efforts, CRM provides increased operational efficiency for multiple teams. For modern marketing teams, integrating with sales and other departments is paramount for success. Salesforce automatically stores all communication so that teams can view emails, calendars, and phone-call details in one location.
In doing so, sales, marketing, and customer service teams can share valuable information about clients to encourage their journey throughout the sales pipeline, resulting in closed sales, increased knowledge of new products, and superior service. Salesforce enables every department to provide the right information to the right individual—which improves an organization’s bottom line.
Utilizing Apps on the Exchange
Despite the stand-alone power of Salesforce, over the years, third-party application and software builders have augmented the CRM with extensions designed to perform certain tasks. Self-described as “the world’s largest business app marketplace,” the Salesforce AppExchange offers more than 3,000 apps and components that extend the power of Salesforce. These extensions run the gamut from email marketing tools such as MailChimp and iContact to reporting technology such as Salesforce Adoption Dashboards, which provide teams with user adoption metrics.
While the AppExchange can certainly save marketing teams money, time, and resources, it’s also important to understand that utilizing an app found on the AppExchange still requires integration into your organization’s system and processes. Plus, with so many options, it can be tough to discern which technology will help your organization meet its goals.
The Challenges of Adopting Salesforce
As the AppExchange illustrates, getting the most from your CRM is more than a one-and-done process. Despite their inherent capabilities, CRM solutions still require upkeep and modification. While Salesforce eliminates many manual processes—such as spreadsheets and email—technology must be flexible, cloud-based, and mobile. What’s more, configuring or customizing Salesforce is expensive and often not a core competency of most internal IT teams.
Instead, the best solutions strengthen your organization’s marketing and sales efforts by unlocking the value of companies’ CRM. The tools enable teams to build key account sales plans by synchronizing data to ensure visibility. They coordinate data around standard account, contact, and opportunity objects and leverage reporting capabilities to monitor activity across all accounts.
Making the Most of Your CRM
When implemented properly, CRM encourages seamless customer engagement by integrating sales and marketing operations. However, it’s up to marketing managers to make the most of their Salesforce experience by integrating the right tools. Modern medtech marketing teams need a software solution that fills in the gaps and unlocks the value behind Salesforce.
Prolifiq helps sales teams find and send the content they need and supports strategic account planning. The cloud-based platform makes the most of your CRM by enhancing accountability and visibility. By coordinating sales and marketing efforts, the platform provides teams the ability to coordinate around a key account strategy. Prolifiq enables teams to manage client relationships—which ultimately drives revenue and growth.
Make the most out of your CRM today with Prolifiq. For more Salesforce tips and techniques, subscribe to our blog.