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Today’s post in the Journey to CRM Success is about mass communication, which is the execution and tracking of campaigns or events and the distribution of mass emails (see all the posts in this series so far: Spenser Segal on CRM Success). 

Much of what you have done on this Journey to CRM Success may have felt like an uphill climb.  Getting from No CRM Land all the way to the point where you are using advanced functionality—like sales process and pipeline management—included considerable work to get users on board and leveraging the CRM system as intended. 

If you’ve made it this far, adding in mass communications will feel much easier because most of the hard work to make your CRM successful was completed in your previous adoption steps. If things are on track, you have achieved consistent use of the system and are working according to a shared set of defined processes. As a result, the current customer and prospect data you need for mass communications is now right at your fingertips. 

The greatest benefit of a CRM with regard to mass communications is that the system is makes client and prospect segmentation easy. Effective segmentation means that you can easily send targeted messages to carefully selected groups of people without it taking hours or days to sort through who is getting a specific message. With CRM as the data source for mass communications you also open up the ability to automatically customize and personalize messages down to the individual client or prospect level.

CRM makes it easy to view and execute pre-defined communication triggers. Once you’ve determined key points at which to communicate with clients and prospects, the system can help you execute.  Most CRM systems include the ability to provide instant notifications or regular reports of contacts who have reached communication trigger points. Further, it can deliver contacts who are ready for contact directly into a marketing automation program that executes the appropriate communication without any human interaction at all. 

The main point here is that the system can help you identify who needs a touch without manual review of your CRM. 

While I’ve stated this post is about mass communications, the truth is that the communication a CRM system enables actually feels much more personalized than what you’ve probably been able to achieve in the past. The more manual your process of segmenting contacts and messaging, the less likely you will be to personalize. CRM helps you get out of the one-message-fits-all trap. You will always have many contacts you need to communicate with and no two will be exactly alike, the more personal you can make each communication, the more effective they will be. 

When you get here, you are at the peak of the Journey to CRM Success. Mass Communications based in CRM data opens up a world of possibilities that will enable you to broaden and deepen the use and value derived from the system. The more your team sees the practice effectively communicating with clients and prospects, the more they will put in to using the system to its full potential. 

— See all the posts in this series so far: Spenser Segal on CRM Success.