strategy The CRM (Customer Relationship Management) strategy consists of planning together with the use of software. The strategy's proposal is to transform the consumer into the focus of the business in order to increase sales and profit, while reducing costs by automating processes during the customer's journey. Therefore, the strategy optimizes the work of the marketing and sales teams and ensures customer satisfaction.
To enhance your customer-centric vision, include a personalization plan based on CRM data. Evidence shows that companies that excel at personalization generate up to 40% more revenue than their average peers. Start by mapping segments by value, journeys, and key moments, and use A/B testing to validate messages and offers before scaling.
However, a common mistake made by some business managers is to implement CRM software without having a strategic plan for it. In this way, the expected results are not achieved. Therefore, learn about 5 tips on how to plan your CRM strategy to win more and more customers and achieve all your goals.
In this post you will see:
- Do a Business Needs Analysis
- Define the objectives of the CRM strategy
- Draw up the strategy
- Use marketing automation with CRM
- Add inbound marketing to your CRM strategy
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Do a Business Needs Analysis
The first step is to understand what the business needs are and how the CRM strategy can help solve problems or enhance strengths.
Regarding the current management of the relationship with the client, map out which are the points that can be improved, study the characteristics of the market and the positioning of competitors, understand the weaknesses and strengths of the organization in the relationship with prospects and consumers, etc. After all, an analytical view is essential to optimize the marketing strategy.
Thus, after understanding and mapping all these issues, it becomes clear what are the company's needs that can be met with the CRM strategy. In this way, it is possible to identify the context of the implementation of the strategy and the software.
During the diagnosis, also assess data governance and LGPD compliance. Establish a clear Cookie Policy and banners that allow users to reject unnecessary cookies by default, with category management and easy access to data subject rights. This reduces risk, increases transparency, and maintains the quality of the data that feeds the CRM throughout the entire process.
This is exactly why 4revops holds several meetings with companies right at the beginning of the CRM strategic planning process. Such meetings serve to survey the needs of the business, as well as to understand the prerequisites for configuring the software. Therefore, the professionals at 4revops create the ideal scenario for a successful CRM implementation.
Define the objectives of the CRM strategy
After understanding the needs of the company, it is time to define goals and objectives to be achieved through the CRM strategy. The marketing and sales teams are very important at this stage, after all, some common goals of CRM implementation are:
- improving lead qualification;
- increase customer loyalty;
- increase the number of potential customer conversions;
- generate more profitability;
- lower the cost of acquiring customers;
- improve the productivity of the marketing team;
- optimize marketing strategy.
These are just a few examples, but there may still be many other goals to be achieved with a CRM strategy. At this moment, it is essential to define clear goals and key performance indicators to evaluate the efficiency of planning and execution in the future.
In addition to objectives, define KPIs and a baseline to measure progress. Use a marketing ROI metrics framework that connects CRM actions to revenue, retention, CAC, LTV, and sales velocity. Establish SMART goals by funnel stage and a monthly review ritual to adjust the plan based on evidence, not perceptions.
Read too:
- How does CRM connects with the sales funnel steps?
- What is a diagnostic evaluation in marketing strategy?
- What is the importance of CRM for companies? 6 benefits!
- Marketing Automation and CRM: why is it important to put them together?
Draw up the strategy
So, after a thorough study of the company and the definition of objectives, it's time to draw up the strategy. For this, it is important to clarify which teams and employees are responsible for certain functions, as well as establish the levels of access of each employee to the CRM tool.
At this planning stage, 4revops elaborates a flow design that meets all the company's needs, using all the resources available within the software. In this way, the process is automated to improve the conversion performance, as well as to achieve the other defined goals.
When designing workflows, prioritize integrations that unite lead capture, nurturing, and qualification. Recent research shows that the value of automation comes less from isolated technology and more from customer-centric orchestration and data integration across departments. This article on marketing automation and CRM helps you structure value drivers and avoid automations that only increase volume without impacting conversions.
Establish alignment rituals between marketing and sales: joint definition of ICPs and SLAs, clear MQL/SQL criteria, and a biweekly committee to review pipeline and messaging. Literature shows that a lack of alignment reduces agility in responding to customer changes and compromises CRM effectiveness.
Use marketing automation with CRM
During CRM planning, also think about marketing automation as part of the strategy. After all, automation significantly optimizes the process of capturing leads, creating campaigns, selling actions with the existing base, automating the sales funnel and even customer retention work. Therefore, the ideal is to combine marketing automation with CRM to enhance the performance of the marketing team and thus improve customer satisfaction.
This stage of the journey is carried out by 4revops as follows: landing pages to capture leads, in addition to pop-ups and chatbots to collect information from potential customers. In this way, digital marketing connected to the CRM is designed to direct the generated leads. Once this is done, the automation works to carry out a segmented nurturing of leads.
Within the sales funnel, a qualification process begins, as each stage of the funnel has a specific configuration, directing the lead to purchase. Then there is the post-sales automation work so that the customer is loyal.
Therefore, adding marketing automation in CRM strategy planning is very important to achieve the desired results and boost the performance of marketing and sales teams.
Consider a pilot of generative AI in marketing coupled with CRM to accelerate segmentation, email variation creation, and message testing in short cycles. Market reports indicate that AI is a priority for marketing teams, but it requires governance: human review, prompt logging, and clear privacy policies to preserve customer trust.
Add inbound marketing to your CRM strategy
Just as marketing automation makes a positive contribution to customer relationship management, CRM can contribute to inbound marketing. After all, with access to the information provided by the CRM, such as lead behavior and buying habits, it is possible to leverage the base segmentation strategy to carry out inbound actions.
Therefore, knowing the lead's interest in search, navigation or clicks helps to understand what type of content this potential customer is looking for. With this information, automation can act more intelligently, sending relevant content to nurture the lead and gain their trust for a future sale. However, this is not a function common to traditional CRM. So this feature is a big advantage for 4revops customers.
Anyway, with these 5 tips it is possible to plan an efficient CRM strategy that really brings the desired results. Therefore, it is clear that the planning stage is essential for the successful implementation of the tool.
Summary: A CRM (Customer Relationship Management) strategy combines planning and software to put the customer at the center, increase sales, reduce costs, and automate processes. An effective plan begins with needs assessment, data analysis, LGPD compliance, and goal setting with KPIs linked to ROI, CAC, and LTV. Execution integrates marketing and sales, with automated workflows for lead capture, nurturing, qualification, and retention. Features like landing pages, chatbots, and generative AI increase personalization and conversions. Integrated with inbound marketing, CRM enhances segmentation and delivery of relevant content, strengthening relationships and generating sustainable growth.
Want to know more about CRM implementation? Get in touch and schedule a meeting with 4revops.
How to Plan a CRM Strategy to Increase Sales and Customer Loyalty
What is a CRM strategy?
A CRM (Customer Relationship Management) strategy combines planning and software to place the customer at the center of the business, increase sales, reduce costs, and automate processes. It optimizes marketing and sales teams’ work, improving customer satisfaction.
Why is personalization important in CRM?
Personalization, based on CRM data, can generate up to 40% more revenue than the market average. Mapping segments, journeys, and key moments, and testing messages before scaling, increases relevance and return.
What mistakes should be avoided when implementing CRM?
A common mistake is adopting the software without a strategic plan, which prevents results from being achieved. Aligning goals, processes, and teams before implementation is essential.
How to analyze company needs for CRM?
Map strengths and weaknesses in customer relationships, analyze competitors, identify opportunities and risks, and assess data governance and compliance with privacy regulations to ensure data quality and security.
How to set goals in a CRM strategy?
Define clear, measurable goals such as increasing customer loyalty, improving lead qualification, reducing acquisition costs, and boosting productivity. Establish KPIs linked to metrics like ROI, CAC, LTV, and sales velocity.
How to develop the CRM strategy?
Assign roles and responsibilities, establish workflows and access levels, integrate data and processes between marketing and sales, and align lead qualification criteria to improve conversion.
Why is marketing automation important in CRM?
Automation enhances lead capture, nurturing, and retention through tools like landing pages, pop-ups, chatbots, and smart segmentation, increasing efficiency and conversions.
How to integrate inbound marketing with CRM?
CRM provides data on lead behavior and interests, enabling segmentation and delivery of relevant content that strengthens relationships and boosts conversion rates.
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