ERP and CRM integration allows departments and systems to talk with each other to increase profitability and sales. A Customer Relationship Management (CRM) system provides transparency, better qualified leads and manages valuable customer interactions. It also stores valuable information from your marketing department. Marketing develops new customer relationships through content, digital marketing and management, sourcing and nurturing leads etc. This helps with brand awareness and increasing your market share.
On the other side, your ERP system manages the back-end processes from accounts, operation and human resources departments. These include order placement, tracking, billing, shipping, accounting and supply chain details. So why integrate these systems and departments together?
Benefits to your bottom line of an ERP and CRM integration
1. Reduction in data entry and improved efficiency.
One centralised location for your data ensures any updating of information from accounts, operations, sales or marketing is only entered once. This saves you time and money as these mundane tasks are often labour-intensive. Combining your CRM and ERP automates and manages processes through workflows, which enhances your efficiency by simplifying them.
2. Stronger Visibility, Forecasting and Accuracy.
Your sales reps need to be able to access on-the-go, real-time data. Errors are reduced when they can enter a quote or order in the one system. The ERP system allows the sales rep to look into current inventory and costings for these quotes. The CRM stores promotional and marketing activities which can be accessed whilst on the road to obtain true, accurate quotes. Customer interactions and sales documentation can be produced quickly increasing visibility and efficiency. By integrating both, staff gain access to the whole picture to assist with sales and forecasting.
3. Complete 360-degree view on your customers.
A complete view of your customers provides better insights for building lasting relationships and determining where there is potential for future growth. Fast and consistent up-to-date data enables better analytics and reporting. This helps to effectively market and track changes in your customers preferences, profitability, and loyalty.
4. Cross-Departmental Collaboration.
Departments have different functions within the business and can sometimes discourage collaboration and sharing of information. This ends up making data accessibility a challenge and duplication a problem. When departments talk to each staff are able to access real-time data, view all relevant key facts, so they can work towards achieving the company’s goals.
How They All Work Together
Both ERP and CRM systems improve efficiencies in business processes which in turn strengthens your business. A CRM system coupled with marketing drives sales; an ERP system manages customer information once the order has been placed to reduce overall costs.
With one source of truth, management has an overview in real-time of the business, what is happening in every department. This is extremely important for growing companies and companies who want to scale. A single source of all data and transactions contains contact details, shipments, credit history for quotes, orders and any other customer service interactions. This ensures anyone from sales, marketing, accounts or operations can access a complete history of the customer when required. Business workflows will be enhanced which ultimately improves revenue generation, reduces costs, and provides management with more insightful and useful reports.
