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.