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 With digitization and software platforms being leveraged by organizations
all across the world, several business buyers are still in the dark about the functionalities Salesforce automation and CRM offer. Moreover, it is highly important to understand the differences between the two enterprise software and how they complement each other as well. 

The concepts can sometimes be very confusing for some. Many organisations also use the two interchangeably, whole others have their own definitions of the specific feature sets that sometimes come under the umbrella of sales force automation or customer relationship management architectures. 


Different Meanings

If you’re looking for differences between the two, one of the most basic differences is that while sales force automation views all the sales processes and tracks the efforts of sales representatives internally, CRM works entirely in the opposite manner. However, it’s all about customers. 

A very common and useful tool found in CRM is customer profiles. Almost all the CRM vendors and experts of software talk about “putting names to faces” and bringing business intelligence to individual customers. In the modern day and age, a lot of CRM systems have been adapted in the videophone systems. This has helped call centre workers and sales teams to get customer profiles in front of them while they converse with the customer. 

In addition to this, CRM also has customer histories. CRMs have a repository of customer behavior and all information related to purchases that are saved in individual accounts. This repository helps people understand what factors motivate customers, and what kind of relationship do they have with the business. 

Conversely, Sales Force Automation follows a different philosophy. It’s aimed at the sales process as it automates and enhances everything that is done manually. Sales Force Automation improves all practical and logistical problems that are responsible for generating leads, making sales, and converting leads. 


Features Offered By Both 

Now that we’ve established the different philosophies, let’s now shed light on the different sets of features offered by Sales Force Automation and Customer Relation Management platforms. 

As explained above, CRM is more focused on customers. Most of their features also include different types of customer profiling tools and communications tracking features. Some of their features are aimed towards customer retention, whereas others consolidate data for general business intelligence. Generally, most businesses make use of CRM as their main communication tool. It helps them learn about who they’re speaking to at every touchpoint. 


Unique Types Of Functionalities 

When we talk of Sales Force Automation, the platform has a very detailed set of features that helps navigate sales processes. The majority of SFAs begin with lead generation, lead management, evaluation, and lead handling resources. These platforms offer call centre functionality, workflow handling resources as well as pricing tools. They also at times supervise the sales channels and assist them in making sales operations more transparent, while installing the automation functions that eradicate all sorts of manual complexities and labor-intensive sales maintenance. 

CRM does not offer the above-mentioned assistive technologies. Most of the features of SFAs are focused on the internal operations of the organisation. This includes tracking quotas, assisting with competitive sales contests, and ensuring that the businesses are utilising all of their resources to boost their profits with the help of capable sales force management. 


Consolidating These Systems

If you’re looking to practically integrate Sales Force Automation and Customer Relationship Management Platforms, you need to understand that vendor choices can sometimes be difficult. 

For instance, while Salesforce is a very reputable CRM platform, Sales Force Automation software is also a product of the same company, and the website mentions both, separately. The same is relevant for Microsoft Dynamics CRM, which is also a very huge CRM platform. 

The best rule is to have a detailed discussion with vendors, learn about their functionality of every Sales Force Automation and Customer Relationship Management packages. You need to thoroughly evaluate the semantics to have a better idea of which functionalities are a part of CRM, and what does SFA offer. Once you’ve done this, you can then figure out which types of tools are best for your business needs and then choose accordingly. 


If you’re looking to enhance and streamline your business processes, you must incorporate these platforms in your system to get better results. That being said, it’s also important that you get in touch with a reputable CRM company to get the right consultation and service for your business.

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