4 Tips To Streamline Your CRM Software & Get Sales On Board

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Implement any type of CRM software at your company and you’ll see the marketing folks cheer, and the sales people groaning.

CRM, or Customer Relationship Management, is a segment of marketing technology software that helps you manage your interactions with current and potential customers. The software racks up a bunch of data, both input by your team and whatever you integrate into your website, which makes it easier to identify opportunities.

While some people may rejoice at the thought of having a CRM (bye-bye email client management), others may see it more as a hindrance - especially sales.

Making the decision to implement a CRM system can be hard work depending on what your company has traditionally done and the size of your team. I’ve been picking on the sales folks about not liking CRM systems, but they also have legitimate concerns.

For one, it’s a lot of administrative work for a busy sales person who is running to meetings, working on proposals, and attending events. The last thing a busy employee wants to do is sit down after an overwhelming event and have to tediously input lead data for hundreds of people that they met at this one event.

However, it shouldn’t deter you. Why? The positives far outweigh the negatives. It’s simply impossible to believe that your company will be able to keep up with an ever growing list of leads, prospects, and clients with very detailed information (not to mention internal conversations).

Here are some of our tips to streamline your CRM software!


Don’t Over Customize

We’ve implemented plenty of CRM softwares for sales and marketing teams and every single time we run into one hiccup - custom personalization.

Now, don’t get me wrong. It’s imperative that you customize your CRM fields to suit your business and products. However, too much customization can backfire on you in different ways. Too many fields and you’ll have groaning employees, alright! Any time you make a custom field, you should also check to be sure there are matching fields in other software that you share information with, like your marketing automation software or email provider.

API Calls to Other Software

This can be a bit technical, however, when you integrate CRM information into other softwares it typically requires an API call, or an Application Programming Interface. It’s basically a software intermediary that allows two applications to speak with one another. It’s your Salesforce/HubSpot/etc. that is pushing the information over. This not only streamlines data, it also makes it seamless for marketing and sales to both manage leads and nurture them in other softwares.

Beware of how many API calls your CRM comes standard with. You’ll have no choice but to purchase more API calls if you reach your limit. This causes delays in email data, lead data not syncing to both softwares.

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Designate a CRM Master

Every company should have a point person who is going to be the “CRM Master.” This is the person who will take ownership of the software, actively learn and correspond with the software company should any issues arise, and be knowledgeable enough to fix certain functions without the help of the software company.

No CRM Master? Be prepared to pay. Not just the CRM software company, but you could also hire an outside agency to fix those issues for you. It’s part of the reason why Marketing companies, like LNCG, offer CRM management because it’s a job in itself.

Scale According To Your Growth

CRM softwares will have different plans based on need and company size. In the last couple years, the plans and services you get have gotten more detailed due to the rise in CRM usage.

With so many CRM options out there now, it’s easy to get overwhelmed, oversold and mess up your budget due to unforeseen costs. This is also a good time to note that simply implementing a CRM system doesn’t mean it’s going to get off the ground right away. It takes time for your employees to learn the software, get into the habit of inputting data, integrating all of your applications, and more.


Every company should have a CRM software and/or making plans to get one. The old school days of keeping tabs on your leads and clients in Excel are over, and probably for the better. Businesses of all kinds needed a solution like this for years, and we so happen to live in a digital age where our options are boundless.

Whether you have already have a CRM software or are thinking about it, try out some of these tips and let us know how it went!