CRM Expert Shares Insights on How to Maximize Your CRM to Boost ROI and Drive More Sales
Austin, TX—The Driven by DCKAP podcast features SalesProcess360’s Brian Gardner, author of ROI from CRM, in an engaging conversation about the critical role Customer Relationship Management (CRM) plays in industrial and distribution markets. Host Karthik Chidambaram, CEO of DCKAP, delves into Gardner’s decades of experience, offering listeners valuable insights into how businesses can optimize their CRM systems to drive revenue and improve internal processes.
Key Highlights:
- The importance of CRM systems in enhancing both external and internal customer relationships
- How effective CRM implementation can lead to measurable sales growth and process improvements
- The role of CRM in integrating sales and service teams for a unified customer experience
CRM Beyond External Customers: A 360 Approach
Gardner emphasizes that CRM is not just for managing external customers but also plays a crucial role in improving internal collaboration. Internal teams, such as inside sales, product specialists, and marketing, should be considered “internal customers,” sharing information to drive better business decisions. He explains, “I look at CRM in a 360 approach of not only your external customers, but also your internal customers. At the end of the day, it’s really about sharing and leveraging information to make good business decisions.”
Getting the Most ROI from CRM
In the podcast, Gardner shares his personal success story of implementing a CRM system at his family business, which led to a “3x sales multiplier” without acquisitions. He underscores that CRM, when properly integrated into a business, can unlock significant growth. “We tripled our top-line revenue in six and a half years using a CRM system,” Gardner recalls. “That growth was all internal, which is why I firmly believe in the power of CRM for companies today.”
The Role of Sales Leaders in CRM Success
Gardner strongly advocates for having a “CEO of CRM” within sales leadership, driving the CRM initiative for long-term success. He emphasizes that sales, not IT, should lead this charge, ensuring the CRM aligns with business goals. “You need someone in the sales leadership role that’s driving the CRM initiative,” Gardner says, adding that it’s crucial to sustain this leadership after implementation to maximize CRM’s value over time.
Maximize CRM for Growth
In this podcast, the conversation between Karthik Chidambaram and Brian Gardner offers practical guidance on improving CRM systems to unlock significant business value. With actionable insights on sales process optimization and the importance of internal collaboration, this episode is a must-listen for industry leaders looking to enhance customer relationships and drive growth.
More Information
- For more details, visit the Driven Podcast portal or tune in on YouTube or Spotify.
- For information about ERP integration, check out the DCKAP Distributor Blog.
- Subscribe to the Driven by DCKAP Podcast.
About the Driven Podcast
The Driven by DCKAP Podcast is an audio and video show that explores leaders’ stories, digital journeys, and insights on trends in B2B and distribution. The podcast is hosted by Karthik Chidambaram, founder and CEO of DCKAP, who grew the company from a start up to a global team of more than 200 employees. DCKAP earns several trust badges by G2.com, the world’s largest tech software marketplace, including “High Performer Americas” and “Users Most Likely to Recommend.”
About DCKAP
DCKAP is a leader in digital solutions that help distributors systems’ talk to each other. Its technology solutions simplify software integrations, e-commerce, and product information management for B2B companies. DCKAP’s flagship product, DCKAP Integrator, helps distributors and manufacturers to automate data between ERP, e-commerce, and CRM systems. Founded in 2005, DCKAP is a global and distributed team headquartered in Austin, TX. Visit DCKAP at dckap.com or follow on LinkedIn.
About SalesProcess360
SalesProcess360 is a consulting firm dedicated to helping industrial sales organizations drive growth through the effective use of CRM systems. With over 25 years of sales management experience, Brian Gardner, founder of SalesProcess360 and author of ROI from CRM, works with companies to streamline sales processes, leverage data, and improve overall business performance. For more information, visit SalesProcess360.com.
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