CRM for Dummies

  • 4h 44m
  • Lars Helgeson
  • John Wiley & Sons (US)
  • 2017

Save time, save money, and grow your business with more effective CRM

CRM For Dummies is the small business leader's guide to managing customer interactions. Customer relationship management is a critical part of any business, and it encompasses everything from business strategy and HR to sales, marketing, events, and more. Solutions exist for businesses of any size, but how do you know which one is right for you? What features do you need? Do you have the people and processes in place to get the most out of whichever one you choose? This book is designed to help business leaders better understand effective CRM and identify the right solution for their business—but it's about much more than software; effective CRM requires appropriate team structures, intradepartmental collaboration, and process efficiency. Packed with tactics and strategies that will save your company thousands of dollars and man-hours, these chapters answer the most pressing questions that will make the biggest impact on your sales.

Building relationships with current and future customers is the critical point of business. This book helps you bring sales, marketing, and operations together to work toward that common goal, and shows you the tools and techniques that make your efforts more effective.

  • Define your market segments, buyer personas, and voice
  • Build an effective internal structure, and choose the right CRM solution
  • Optimize leads and conduct effective email marketing
  • Streamline processes, automate where possible, and employ analytics

Your customers are the lifeblood of your company; you need to reach them, engage them, and retain them—without wasting precious time or money. CRM For Dummies gets you up to speed on the latest, most effective CRM tools and techniques to help your business succeed.

About the Author

Lars Helgeson is a pioneer in sales and marketing technology. His CRM platform for small to mid-size businesses, GreenRope, was built from scratch and has grown to include over 3,000 clients in more than 40 countries since its inception in 2011. He is a frequent speaker for small membership organizations and conferences.

In this Book

  • Introduction
  • Embarking on Your Journey to Complete CRM
  • Gearing up Internally for CRM
  • Choosing the Best Software
  • Organizing Your CRM Through Segments and Personas
  • Creating Story Arcs and Buyer Journeys with CRM
  • Defining Process and Your Data Model
  • Setting up Your CRM Elements
  • Capturing Leads to Build Your CRM Database
  • Capturing Leads with other Methods
  • Communicating Effectively with Email
  • Joining the Marketing Automation Revolution
  • Managing Your Knowledge Base in Your CRM
  • Managing Projects with Your CRM
  • Managing Events with Your CRM
  • Measuring Business Performance with CRM
  • Gathering Feedback and Supporting Customers
  • Using Analytics the Right Way
  • Ten Top-Notch Software Review Websites
  • Ten Common CRM Mistakes


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