Daniel Rodriguez Electronic Engineer with a Master’s Degree in Business Administration and 25 years of professional experience Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. We recently cleared up some doubts by explaining what is CRM and why is it important to achieve loyalty? In this article I would like to continue explaining about CRM and the different actors that make up the business scene, since by understanding it we will know the aspects that must be handled through the technological platforms used for CRM.

Let’s start by identifying these actors Russian Federation Email List analyzing the interaction between them. First of all, those of us who work in the business world know that the first actor on the stage is the client company. Our products and services are supplied to the companies to which we sell. Normally in CRM systems we refer to client companies as “Accounts”. Now, the client is not the company as such, that is, it is not its infrastructure or its legal entity, the client is actually made up of the people who work in said company. We sell to companies through the people who contact us or contacted us, that is why the second actors on the business scene are called “Contacts”. These Contacts in turn can also be classified. In the event that we have leads about those who might be interested in our products and services, but have not yet contacted them, they are called Prospects. When we contact them and confirm that they could really use our products and services then we can refer to them as Potential Clients. And when they have already bought or hired us at least once we can call them Active Clients (if they maintain the continuous relationship) or Inactive Clients (if they have stopped buying from us for some time).Contacts generate the needs and desires that will constitute the products and / or services they want to hire or buy, this defines a new actor on the scene called “Opportunities”. We as suppliers must look for the “Opportunities” through the “Contacts” of the companies or “Accounts”.

The next actor on the scene is the one who attends the commercial tasks, taking advantage of the Opportunities of the Contacts. We refer to the “Sellers”. It is through our sales force that we can obtain purchase orders or contracts from our Accounts. The Sales Force or “Sellers” must be managed or administered by a leader who can direct, control and guide said human team. This represents the next player on the business scene, and is nothing more than the “Sales Manager.” The role of sales management is critical to business success. It is the Sales Manager who commits to the management of the company the total income that will sustain the operation of the business. For this, you must have the methodology and technology that allows you to make the best possible prediction (Forecast) of the sales goals to be achieved, and this requires that the team of Sellers continuously report the sales made as well as the present and future opportunities. , along with the weighting of what they will represent in terms of income.

In order for the Sellers to achieve the goals established in conjunction with the Sales Manager, the appropriate coordination of the next actor in the business scenario is required, which we call “Activities”. The best way to achieve sales goals is to coordinate the agenda to manage to interact with Contacts. This represents a set of Activities in which not only Sellers but all those who support customer service management must participate. Among the Activities are Customer Visits, Meetings, Telephone Calls, Sending Emails, etc. To the extent that the planning and reporting of the Activities is carried out through adequate technological tools, a better and greater management of the productivity of the Sales team can be carried out.On the other hand, one of the great advantages of managing the appropriate reports of sales actions as well as documenting all the information on customer relationships (Prospects, Accounts, Contacts and Opportunities), making use of a technological tool for the CRM is the fact that we can segment customers based on multiple parameters (eg type of industry, geographic location, type of products they use, billing, etc.).This is essential to add the next actor in this scenario, which we call “Campaigns”. Campaigns represent the issuance of promotional messages to customers in order to sell our products and services (typical or after-sales). These Campaigns must be efficient in terms of costs and return on investment, and that is precisely why they must be managed in a segmented manner, that is, they must issue personalized promotional messages according to the target market.

Leave a Reply

Your email address will not be published. Required fields are marked *