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Pounding Out Communications with the CRM Hammer


When it comes to issues with firm communications, the CRM hammer hits these challenges, well… right on the head. CRM is an excellent tool for helping a firm plan and execute marketing campaigns and distribute all types of communications.

First, CRM allows all of the professionals’ contacts to flow into the system directly from Outlook, which means there are very few changes to their business processes and they don’t have to use – or be trained on – new software. Then, CRM systems provide tools to allow contacts to be more quickly and easily standardized and deduplicated. This ensures that contact information is consistent and complete and prevents multiple communications from being sent to the same recipients.

Finally, contacts can be easily categorized and added to lists. This allows the firm to segment contacts to make sure, for instance, that the firm’s alerts are sent to all Clients and prospects, while at the same time preventing them from being sent to competitors. Contacts can also be sorted by industry or practice to make sure that they get the communications that are relevant to their needs and interests.

Additionally, after each e-mail or other communication has been sent, an activity can be automatically associated with each contact so that the professionals and other users can simply open a contact record to see who received what, and when. And if you think CRM is great for managing communications, wait ‘til you hear how it can improve event management…

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