How ERP and CRM integration can Save Time For Your Workforce

How Data Integration can Save Time of Your Workforce

At the start of 2020, we saw a sped-up adoption of digital technologies by companies by almost 6 to 10 years at a global scale, as found in a survey by McKinsey & Company. This new Era has also seen a shift in today’s B2B buyer behavior, which acts more like a Consumer (Forrester Research, Inc). With access to information at scale, buyers now demand a heightened customer experience.

To provide this customer-centricity to the modern B2B buyer, your sales team needs to be integrated with all the units of your business. The more your business works as a single unit, the more it will drive sales and growth, and the best part, in half the time.

Additionally, according to McKinsey, 75% of B2B buyers post-pandemic, prefer digital selling over in-person purchases. And with businesses having a more remote sales force, the influx of data in an organization has increased many-fold. This has led to the integration of ERP and CRM data, systems, and processes, a must-have for your business.

Here are some more ways how integrating your ERP and CRM data with SYNC can help your team to save huge amounts of time:

1. Stronger Relationships with Buyers

54% of sellers say sales tools help them build stronger relationships with buyers (source: The LinkedIn State of Sales Report, 2021). But, a siloed sales department even with all the tools, cannot satisfy a customer’s requests and needs in real time.

Assume your business buyer whom your sales team recently sold one of your products, calls a sales rep, post-purchase because he needs more of the same product or he needs to buy another product. Upon enquiring, your sales rep could promptly respond with accuracy without disturbing the work of your product department, leading to another purchase from the same buyer. This leads to a seamless customer experience for the buyer.

Externally, this also means higher customer retention and less lead acquisition costs for your business while internally this saves the time of not only the sales representatives but also of the inventory department.

2. Retain Your Best Talents
46% of salespeople who reached their sales targets last year aren’t satisfied in their current role (source: Pipedrive State of Sales Report 2020-2021). Due to a lack of integration between your ERP-CRM data, your sales team feels disjointed from the organization and many tend to feel that their job is meaningless.  

Let’s say if your sales representative could have insight into how his work (the deals he closed) impacts the customer/buyer and the organization as a whole, he would feel more satisfied and empowered. This would remind him of how his everyday tasks have purpose and impact.

In a recent study by Gartner, in the post-pandemic world employees seek more purpose at work than before. Thus, letting your employees see the profound impact of their work is the best reward for them (ex-Intuit CEO, Brad Smith). A satisfied workforce also means lower attrition rates, which further implies saving huge amounts of time for the Human Resource Department and reduced training costs.

3. Hybrid Sales Models are the Future
28% of B2B organizations now have hybrid sales roles (McKinsey B2B Pulse Survey 2021). In another survey conducted by McKinsey, hybrid sales drive more revenue by enabling broader and deeper customer interactions across as many as 10 channels. But this poses a challenge of having unified data across all of them.

To give more context, imagine one of your potential clients chats with a sales representative in your business and asks him about the availability of a certain product. Next, one of your in-field sales employees gives him a visit and he asks the same question. Now, what happens when either both give different answers or one of them could not immediately answer. And you might be thinking, why would this happen. Because they do not have access to this information and need to contact the procurement department to learn. Now, due to delayed or wrong responses, the chances of conversion are highly reduced.

Thus, integrating, for instance, a Pipedrive CRM and  ERP, becomes a crucial step as more and more businesses venture into the hybrid sales model of the workforce. Additionally, when your teams have accurate information in real time, it means they can steer buyers from attraction to advocacy.

4. Deep Knowledge About Your customers and Their Journeys

It takes a top-performing sales rep five touches, and an average sales rep eight touches, to generate a meeting or other conversion (source: Top Performance in Sales Prospecting, RAIN Group). This means knowing your customer and the journey they undergo to reach that decision-making point is a crucial step. A survey by Adobe states that turning data into insights (58%) are some of the biggest challenges that companies face.
Picture a scenario in your business where your sales team drafts the customer journey only based on the sales data that they receive from the CRM. But to analyze this data, they might need a business analyst and wait for long periods to make decisions. Now, this data also lacks the post-purchase data which would help your sales workforce to assess buyer behavior in real time.

SYNCing your CRM data with ERP data, helps your sales team save huge amounts of time as they can generate reports all by themselves in real time. Since the sales team can also view post-purchase data, for instance, order histories, customer support calls, and feedback, and alike, they can proactively analyze the needs and map out the customer journey to touch them at various points throughout it.

Concluding the Thoughts on Integrating Your ERP and CRM Systems

If the SYNC’d data helped your sales team and the remaining workforce save even an hour each day, imagine how much it would compound in a year. Yes, a huge number! An hour saved also means more time for other activities and everyday tasks. Let your sales team spend more time selling with Commercient SYNC. Let’s chat about how you and your team can spare more time.