Lead Management vs. CRM

Oct 17, 2011Marketing and Lead Gen

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For all of you out there wondering what the difference is between the two types of software that are generally SaaS models, let me explain in further detail those key differences.  We have all grown to know the CRM powerhouses like SalesForce, Sugar, SAP, and Netsuites.  I recently returned from a business trip where we heard from a fortune 500 company that uses our lead management system.

The differences were explained to me like this:
SalesForce is so big and has so many options that it’s obviously enterprise and really more for the outside salesperson.  They don’t make it easy to distribute leads or customize the software around your sales process.

SalesExec – Our lead management system is much better suited for setting up lead distribution rules and keeping things simple.
Ahhh, Simple, I love that word.
“That’s been one of my mantras — focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end, because once you get there, you can move mountains.”
Steve Jobs

So Steve, what you are saying is that it’s more difficult to make things simple than it is to make things complex – like, let’s say, an enterprise CRM system.  While we all appreciate the complexities of these vast and endless enterprise systems, it’s our job as technologists to try and make things easier for our clients.
I know it’s easier said than done, but allow me to share a few key areas where we have made things simple, through the use of our lead management system.
1.    Setting up lead sources –If you want to set up a new lead source, it’s nearly impossible without incurring costs of programming and or technical support with the big CRM companies.  With our lead management system it takes about 2 clicks of a button to produce posting documentation that any lead source needs to send leads into your lead management system.
2.    Lead Distribution rules – Setting up rules like round robin, percentage, performance and more, are key attributes of a lead management system.  This should be easy and allow the client the ability to quickly see the distribution logic and how it will affect leads being distributed.
3.    Setting up Sales Workflow – Sales workflow is probably the most complex thing a sales manager can do.  You need to think of the lifecycle of lead and how a lead captured via a telephone or landing page will ultimately end up as a closed deal.  There needs to be best practices that move a lead towards this process and it needs to be easily understood by your entire sales force.
4.   Call center simplified screens – Call center agents need to focus on one thing and one thing only: staying on the phone talking to potential customers.  The last thing they need is to try and learn a complex CRM system.  We give call center agents a simple one page view of each lead and the ability to set a status, an appointment, and notes.  Keep it simple and allow them to keep pulling leads, as they are ready.  We have shown this method to be by far the best way to increase associate productivity as well as reduce contact time.

Gabriel Buck

Gabriel Buck

Combining years of startup entrepreneurial spirit, with hard work and a healthy dose of passion, Gabe has created a winning culture at ClickPoint Software. He is passionate about lead management, customer service, easy-to-use software design, and creating tools that help marketers create more valuable leads. You can find him in the trenches looking to improve any sales or marketing process in need of improvement.