Jakov Urbanke (HSM Informatika): Why CRMs Are Important for Sales and Marketing Teams

Although vaccination aims to curb the coronavirus pandemic, we have been living under a milder or stricter ‘lockdown’ for over a year. Confined to their homes, people have turned inward and finally found time to reflect on their work and careers. Many have realized during this turmoil of thoughts that their current job does not fulfill them. When no one else had, the pandemic showed its teeth and proved how fragile human life is. Motivated by the realization that they can and deserve better, many people decided to resign and try to find a better work environment for themselves. This is why there is a growing trend of resignations globally across various industries, including important sectors such as marketing and sales.

– The demand for people who understand customers is high, greater than the current supply. For exceptionally qualified individuals working in sales or marketing, interest is not lacking because there are many industries that are still doing very well, while on the other hand, industries affected by the crisis now recognize that it is extremely important to invest in sales and marketing, especially through digital channels. Currently, there are actually no other ways to find customers – explained Jakov Urbanke, Director of Business Solutions at HSM Informatika, at the 6th Lider Conference Marketing and Sales by Numbers.

But what happens when a good marketing or sales expert leaves the company? Urbanke used this example of resignation to explain why it is important for marketing and sales teams to use so-called CRMs, or digital tools for managing customer relationships. How can the data that marketers collect about customers help in further business operations?

– When people leave the company, the information they recorded about customers leaves the company with them. However, if that information is recorded in a CRM system, for example in Salesforce, which is a global leader in this area, that information, such as conclusions from sales conversations and recorded wishes and interests of customers, remains stored in the company’s CRM system – said Urbanke, adding that the company can then continue to use that information, regardless of whether the employee stays with the company or not.

As Urbanke explained with an example, when that information exists in the system, marketing and sales teams can use it for more quality and personalized messages to customers. If a customer is interested in a new car, for example, an SUV, they will come to the car dealership and tell the salesperson, who will record that information in the system. When they send that customer a newsletter, they will send them information about SUVs that are relevant to them, which will improve their relationship with that customer, and thus business can also improve.

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