Having a CRM platform is practically mandatory for businesses these days (especially medium to large ones). Now that ABX is so important in keeping your brand alive, Customer Relationship Management is key. However, there is plenty of misinformation spreading about CRMs that could lead business owners to make poor decisions or even brand-damaging mistakes. This can lead to a high number of CRM project failures which Scott Edinger estimated to be the outcome for around 90% of attempted projects.

Myth Number 1: CRMs Do Not Require Strategic Approaches

Those who are new to CRMs may believe that setting up your tools in your CRM is all it takes to start seeing results. No need to strategize, just hit launch and forget about it until you see results. This is not the case.

CRM platforms do not negate the need for an effective strategy. However, they do open you up to going much further than you could before. (Valium)

Where Does This Myth Come From?

CRM platforms feature automation options that can streamline certain procedures like lead nurturing, emails, and measuring your analytics. While this certainly helps save time and energy, you will still need to be involved in aspects of the process to make sure your CRM is working effectively.

How to Avoid Failure

You will need to create a CRM strategy that incorporates your platform effectively. Start by performing an audit of your business using the new tools and tech available to you. Where are your leads sitting? Are you seeing engagement? Are there MQLs that need to be upgraded to SQLs?

From there, outline your goals and set your KPIs. Educate yourself on your CRM to ensure you know how to properly use the tools to get the results you need. Use the CRM to create a campaign based on the goals you set and launch.

Be sure to check in on your campaign often to see how you are performing. If your KPIs are not on schedule to be met, consider changes that need to be made. For example, is your CTA effective in your automated newsletter? Be sure to use effective CTAs like “Get A Free Quote” or “Let’s Talk” for the best results.

MythNumber 2: Just Buy the CRM and It Will Do the Job

If only it were that simple! CRMs require knowledge, time, and effort to function properly and give you the desired results. Learning how best to use your CRM for your business is an ongoing process. Tech is always updating, and the digital landscape is constantly changing. If you rest on your laurels, you may be left in the dust by your competitors. These tools are more than just “filing cabinets” for data.

Where Does This Myth Come From?

Like the previous myth. This one seems to stem from the automation of CRMs along with a generalized misunderstanding of how they work. CRMs are more involved than many would think but the streamlined implementation and automation that comes from this can lead business owners to feel like it was easy as clicking purchase.

How to Avoid Failure

Study. Study. Study. The absolute best way to learn how to use your CRM effectively is to train yourself. Look for tutorials, training courses, and other tools to help you better understand your CRM. Outline your goals and look for the tools and knowledge you need to use your CRM and achieve those goals. It can be easy to be overwhelmed once you start seeing leads but don’t know how to proceed. Be sure to check out our blog on what to do after you’ve successfully attracted leads.

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MythNumber 3: CRMs Are Simple to Adopt

Simple isn’t quite the word we would use. While it’s true that many CRMs have worked to ensure their tools are intuitive, user-friendly, and can easily integrate with your current working style, there is always going to be some adjustment.

Where Does This Myth Come From?

CRM platforms often advertise themselves as easy solutions for CRM and, while this is true, it may lead to some confusion. In short, CRM platforms make Customer Relationship Management easier, but implementing them into your business properly is not a one-and-done thing.

How to Avoid Failure

Do your research and set reasonable expectations. Do not plan to launch a campaign the day you purchase your CRM if you still need to implement it and learn how it works. Speak with other business owners and read online reviews or articles to find info about the implementation of these CRMs. This is another great opportunity to mention that Measure Marketing offers in-depth HubSpot training and implementation. Be sure to speak with one of our experts.