By Kristy Sturgill • January 3, 2019

6 CRM Mistakes That Are Killing Your Revenue


A business succeeds or fails on one major factor: customers. Namely, the ability to serve customers well and deliver delight.

Customer Relationship Management (CRM) most commonly refers to systems and software that companies use to track customer relationships and ensure they are nurturing customers through the buyer’s journey and hopefully creating an environment for repeat business.

Without software, a business will track customer relationships on excel, in various emails or in some type of internal file management system. This works fine for companies with only a few clients, but what happens when your company grows?

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Some organizations struggle as it gets harder and harder to manage all of their client interactions. It’s not uncommon in these situations for companies to fail to meet customer expectations because it is simply too cumbersome to track all of their information and conversations.

Instead, an organization might choose to take a holistic approach to their marketing efforts with a CRM like Hubspot that offers all of their important marketing tools in one area instead of managing dozens of different platforms.

Transitioning to a new CRM can be an intensive project, which is why it’s possible to make some revenue-killing mistakes. In this blog, we’ve outlined which mistakes you’ll want to avoid.

What does a CRM Track?

Most CRMs including Hubspot track important customer information like:

  1. Customer Contact Information
  2. Communication History
  3. Behavior and Segments
  4. Buyer Personas
  5. Leads
  6. Social Media Posts
  7. Blogs
  8. Website Traffic and Social Media Traffic
  9. Inbound Campaigns


Mistake #1: Not Considering the Customer While Choosing a CRM

The CRM should help you better serve your customer. Seems obvious right? We love marketing as much as the next team of creatives, so we know how enticing it is just to try something new.

These systems are typically pretty pricey, so it’s silly to try a new CRM just because it seems like an exciting new addition to your company’s current marketing strategy. Before you say yes to software, you have to determine if it’s going serve your customers.

Not every business is the same, and not every customer is the same either. Just because one CRM is good for one company, doesn’t mean it’ll be good for yours too.

So the question is: are you thinking ahead to what CRM will meet your customer's needs?

You can start off with a smaller system that meets your immediate needs, but if you aren't planning ahead, you can run into mistake #2.


Mistake #2: Not Using a System that can Scale

Your company’s current pain points are the most obvious, so it’s hard to step back and look at the big picture when you’re trying to solve a current problem. The CRMs you’re considering might be perfect for right now, but what about in a year or two years?

It would be frustrating to spend a significant amount of time implementing a new CRM and then having to do it all again in a few short years when the latest system is no longer effective.


Mistake #3: Utilizing a CRM that Doesn’t have the Right Integrations

Speaking of growth, a CRM needs to have integration capabilities that help your team with their regular tasks. It should improve your team's efficiency by posting to social media and publishing blogs and gated content. It should help you quickly track customer conversations, and segment leads based on their priority.


Mistake #4: Failing to Use all the Functions of a CRM

A quality CRM often comes at premium prices. A big mistake that kills your revenue is not using all of the functions of your CRM. When you use several different types of software to manage your marketing tasks, you’ll be wasting your revenue by having duplicate processes.

Why use a separate email software, social media software, and content management system when you could manage it all under the same CRM? 


Mistake #5: Working with a CRM without Defined Business Goals

A quality CRM will have dozens of valuable features and endless ways to customize your data. However, if you start a new CRM without first defining goals, you’ll find yourself wasting hours wandering from idea to another without achieving meaningful progress.

Instead of making this mistake that will impact your bottom line, it’s better to take time to define business goals and then determine how your CRM will help you reach the objective. Without this important step, you might find yourself distracted by one shiny new feature after another.


Mistake #6: Forgetting to Establish Benchmarks

When you start using a new CRM, it is a mistake to overlook current benchmarks. If you don’t know your starting point, then you won’t know whether or not the CRM is helping you reach your business goals.

Take your historical data into account. Find previous metrics to use. If you don’t have your own personal metrics, do some research and find out what some good goals will be. You are looking to historical data to forecast future outcomes. These forecasts are what you will use to benchmark your own goals and set new personal standards.

Missing out on these forecasts means going forward blind. Even if you are just starting out, you still have numerous resources to take your next steps with a high level of knowledge and set achievable goals and business boosting benchmarks.

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