Why You’re Only Using 10% of Your CRM, and How to Fix it

Why You’re Only Using 10% of Your CRM, and How to Fix it

Roger is the Founder at Enfusen. He was #40 on Entrepreneur Magazines Most Influential Digital Marketers in 2016. His past companies have made INC Magazines Fastest Growing Companies in 2011, 2012, & 2013.

One thing all organizations can get behind is not wasting money on resources that aren’t furthering their business. However, most organizations are wasting their CRM and are only using 10% of its valuable insights! I sat down with our Client Success Manager, Kayla Starta, to discuss how organizations can get the most bang for their buck and use their CRM to its fullest potential.



0:16 Identifying your buyer persona 0:59 Creating a list segmentation 1:49 Driving your sales pipeline


Roger: Hi I’m Roger, founder of Enfusen, and on this video today, we’re going to be asking the question, “Why the hell are you only using 10% of your CRM?,” and what you can do about it. With me to help with the video today is Kayla. Kayla, do you want to introduce yourself? Kayla: Hi, I’m Kayla, I’m a Client Success Manager at Enfusen.

Identifying your Buyer Persona

Roger: Kayla, one of the first things that you do when you’re working with a new partner is you help them with their persona data. What does that mean? Kayla: The first thing we do is help the partner identify who their buyer persona is, this is their ideal buyer. You identify different elements that make up the person that you want to target. Roger: When you think about that from a data perspective, what are some of the primary fields of data that you’re looking for to build those personas? Kayla: The top five that we focus on are:

  1. Job title
  2. Revenue range
  3. Employee size
  4. Industry
  5. Geo-location

Roger: Once you have that information, okay, so you’ve got a client who’s got a CRM. You’ve taken their data, you’ve cleansed and appended it, you put all this buyer persona data in there. What are you going to do next?

Creating a List Segmentation

Kayla: Moving forward, we create list segmentation inside of your CRM. This is where most partners go wrong, is we go in there and it’s just, your data’s all in one place and it means nothing when it’s not segmented by the data points that we’ve identified and created for your buyer persona. Roger: Now, how many typical segmentations or personas do you set up for a client? What are some of the primary definition of terms with that. Kayla: Usually we always suggest starting with one – who’s your main ideal buyer, and we really want to start with no more than two or three starting off. That’s not to say that we can’t create more going forward, but typically we’ll say that all your ideal buyers all have the same revenue range, but you may target a few different job titles, if that makes sense. Roger: When you talk about revenue range, you mean the marketing message for a company that does $1 to $5 million might be different that a company that does $100 to $250 million. Kayla: Exactly.

End Goal: Driving your Sales Pipeline

Roger: Okay. How does all of this come together from a data perspective in order to do them any good? What is that? Kayla: Really, the end goal is to drive your sales pipeline. In order to do that, you really need to utilize data to the best of our ability. The fact that we have that data and is using it, that’s what moves us forward, is really targeting the right people with the right message at the right time. – Tweet That Roger: Most partners start out using like 10% of their CRM. Once you get in and apply data, the segmentation, and data-driven marketing, what percentage do you think that most organizations get to in the first year, really fully using their technology? Kayla: I would say 90%. Roger: 90%. Does that lead to increased revenue for them? Kayla: Absolutely. Roger: One of the primary things about data-driven marketing is taking advantage of modern technology and the available data. In this video we talked a little bit about how you can use that data to set up personas, segmentation, and use that to build sales pipeline. If you’ve got any questions or any comments, feel free to leave them in the thread below and we will be happy to talk with you. Thanks.

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