Many organizations today are moving from legacy systems or multiple CRM instances to a single CRM. The SaaS Cloud environment provides easy access for all users. It is desirable to consolidate CRMs for simplification and utility.
In the past, separate systems evolved for a number of good reasons such as the location of IT and networks or the different CRM needs of divisions and companies. Many systems were specialized to address the application needs of different user communities.
CRM solutions are more mature and feature-rich and can address a broad spectrum of an organization’s needs. It makes more sense to consolidate customer data and systems that support customer data access so that companies can move to a single, reliable source for all their customer information. Your marketing and sales teams will have access to accurate data to work with customers and prospects.
Why choose a single CRM
In our discussions with customers we have repeatedly heard companies express a desire to move to a single CRM. Many are moving to Oracle Sales Cloud, SalesForce.com, or Microsoft Dynamics CRM.
During these discussions 6 reasons are cited to support the movement to a single CRM:
1. Preference for a cloud-based CRM solution versus an on-premise system
2. Saving costs by supporting a single CRM
3. Moving to a less expensive CRM solution
4. Consolidating multiple CRMs and homegrown systems into a single environment with a single CRM
5. Moving to a more user-friendly and feature-rich CRM
6. Experience and knowledge of a standard, feature-rich CRM versus a CRM that is not mainstream
Moving to a new system or consolidating into a single CRM takes time and can be costly, but the benefits can be very attractive. During this process, companies will likely have to run multiple CRMs to ensure access to their very important and valuable data. Careful planning is needed to be successful in moving to a new CRM.
Many organizations are implementing Enterprise CRM solutions. At ActivePrime, over 50% of our customers have an annual revenue of $2B or greater.
Data quality considerations
Some considerations when consolidating CRM systems include:
1. Maintaining and implementing secure customer data
2. Developing a well-thought-out migration process
3. Data cleanup prior to moving to a new CRM
4. Archiving to save online storage costs
5. Keeping data from the old system easily accessible
Implementing a new CRM coupled with advanced search and data access can give marketing and sales teams significant advantage. A customer intelligence system can drive better results, productivity, and overall growth for your sales and marketing.
Good luck and good selling!