The Difference Between Sales Automation Software and CRM

When we speak to manufacturing businesses about sales automation software, there’s often a lot of confusion around the difference between Customer Relationship Management (CRM) software and sales automation software.

It’s easy to see why – they’re similar in many ways. Both platforms collect customer contact details and they can both be used to reach out to leads and turn them into paying customers. Both CRM and sales automation software are important tools in manufacturing sales and marketing but the key to success lies in understanding how they differ – and how they can work together.

Overlap – but with key differences

It comes down to system perspective. CRM is focused most heavily on lead/pipeline management (moving the lead from opportunity to close).

Sales and Marketing Automation systems focus most heavily on gathering lots of leads through programs and campaigns, determining which are best to send to sales (scoring and nurturing the lead until it turns into an opportunity) and automating relevant communications with those that aren’t yet ready.

Sales automation software can:

  • Automatically trigger content-relevant emails whenever a lead interacts with your website
  • Track and analyse lead activity
  • Score prospects to tell you how likely they are to buy from you
  • Alert sales when a prospect is ready to call, arming them with past behaviour insights so they can anticipate the level and area of interest
  • Free up your sales staff to focus on selling to the right prospects at the right time.

Good sales automation software integrates with most CRM so you can get the best of both worlds. Your sales automation platform will be out there getting new leads and nurturing them, while also updating your CRM.

How do you know if you’re automation-ready?

Understandably, many businesses are unsure of what’s involved or what impact the technology could have on their operation. To help you decide and minimise your risk, we provide a free initial consultation to help assess your automation readiness and build your business case. Please click here and we will call you to arrange your free assessment.

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