CRM Benefits
It’s easy to picture the customer journey as a well-traveled, east-to-west road trip, following a single highway from awareness to consideration to purchase. In reality, people take a lot of detours. If you want a complete picture of the customer journey, it’s essential to connect your marketing efforts with the tool at the center of it all: your company’s trusty CRM. While you may be familiar with a CRM, you probably aren’t using it to its full potential. Here, we’ll cover its role in marketing and how it powers great customer experiences. CRMs are traditionally considered a tool for sales teams to track leads, prospects, and customers. With them, reps can see every interaction a contact has had with a brand — everything from calls with a sales rep to website visits. But on the marketing side, marketers rarely use a CRM for anything other than creating email lists, if…