We all know about Goldilocks and the three bears, the nursery rhyme which apparently teaches children to aim for mediocrity and avoid extremes (I guess). But we can all relate to the fact that sometimes porridge is? too hot, sometimes it’s too cold, and sometimes it’s just right. The same is true for any solution, and especially when you’re shopping on a DIY marketer’s budget.
Shopping for a CRM solution is a great example. The majority of the well-known CRM’s that are on the market today were developed in a day and age when the only companies that could afford CRM were large enterprises. Of course, this means that the solution was designed to meet the needs of large enterprises. What are those needs? Sales force continuity, for one. Executives need a way to keep a disparate sales force of hundreds of feet on the street all working in one direction. Secondly is reporting. Those same executives are in dire need of stats and figures to know how their company is performing.
Notice what is not high on that priority list: the efficiency and ease of day-to-day sales activity. It’s no accident that many sales professionals despise CRM. The CRM’s that many sales people have experienced weren’t built to meet their needs. They were built to meet the needs of the not-so-sales-focused executive in the sky-rise who probably couldn’t name a single field sales rep without reviewing an HR file.
For the DIY marketer, this porridge is too hot.
So, what does the small business owner do if not buy “big business” CRM? He relies on inexpensive and free solutions to supply parts of the CRM solution. It starts with an email address book or even a cell phone. This becomes the unofficial customer and prospect list. On sporadic occasions, this list must be exported and uploaded to an email marketing service to send a newsletter or some other form of “e-blast.”? An array of sticky notes on a desk corner and a whiteboard covered with scribbles becomes the unofficial task list. When cash flow becomes a real issue, the most sophisticated solution of all is born: an excel spreadsheet comprises the pipeline forecast.
But, what many DIY marketers soon discover is that this porridge is too cold.
Small Business CRM cannot be just a re-packaged and re-priced version of the same big business CRM that dominated the market in the 90’s and early 2000’s. But, by the same token, small businesses cannot compete without a cohesive CRM solution, something grander than a hodge-podge of spreadsheets and sticky notes. Small Business CRM’s like AddressTwo are designed specifically for small businesses. They’re easy-to-use and actually enhance day-to-day sales activity. They recognize that in a small business envronment, the “executive” who demands reports and control is the same person who makes sales calls.
This CRM is Juuuust Right!