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how to optimise my CRM?

How to optimise my CRM?



To improve the efficiency of your customer relations and maximize your company’s sales performance, optimizing your CRM is essential. After more than 4 years in the high-end linkedin account rental business, we’ve decided to launch a new product to further improve our customers’ ROI in their business development.

In this article, we’ll explore the basics of CRM, common reasons why your CRM might not be optimized, and how to use MirrorCRM to improve your company’s data and sales prospecting. We’ll provide concrete solutions to get the most out of your lead data management tool, your CRM, focusing on segmentation, automation, and integration with other tools. Follow our advice to transform your CRM into a powerful data management tool that supports your company’s business objectives and improves customer satisfaction.

What is a CRM strategy?

A CRM, or Customer Relationship Management, is a software program for managing all interactions, data and relationships with your customers and prospects. A CRM centralizes all customer information in one place, making it easier to track sales, manage contacts and improve customer services.

CRM is a strategic tool for companies, offering a comprehensive view of customer data. This visibility enables sales, marketing and customer service teams to work more efficiently and consistently. By integrating all customer data, CRM helps to personalize interactions, anticipate needs and build customer loyalty.

The main functions of a CRM include :

  1. Contact management: Centralize contact information, interaction history and customer segmentation.
  2. Sales automation: Opportunity tracking, sales pipeline management, and sales forecasting.
  3. Marketing automation: personalized marketing campaigns, performance tracking and lead management.
  4. Customer service: ticket management, request tracking and improved customer support.
  5. Analysis and reporting: Dashboards, customized reports and performance analyses.

The benefits of CRM are numerous. A CRM helps improve customer satisfaction, increase team productivity, reduce costs and optimize internal processes. By using a CRM, companies can not only improve their customer relations, but also gain in operational efficiency and profitability.

Companies that adopt CRM can track every customer interaction, identify sales opportunities, and deliver an exceptional customer experience. In short, a CRM is an indispensable tool for any company seeking to strengthen customer relations and maximize sales performance.

How do you choose your CRM strategy?

A poorly optimized CRM can lead to inefficiencies and missed opportunities. Here are some common reasons why your company’s CRM may be underperforming:

No real distinction between customers, leads and prospects

One of the biggest problems is the lack of clear segmentation between your customers, leads and prospects. Without a clear delimitation, it becomes difficult to personalize communications and marketing strategies. This confusion can also make it difficult to track sales opportunities and past interactions. You need to have a Pre-CRM for your Lead Generation campaigns, which will focus on generating leads from prospects, and a CRM that will concentrate on managing your leads into customers, where lead nurturing loops need to be planned.

No clear visual

A CRM without intuitive dashboards and clear visuals can become a nightmare to navigate. Your customers’ and future customers’ information must be easily accessible and understandable, to enable your teams to make rapid, informed decisions. A lack of visual clarity in information can slow down processes and reduce user efficiency.

You haven’t automated your CRM

Automation is the key to maximizing the efficiency of the CRM used within your company. Without automation, repetitive and time-consuming tasks such as email follow-up or updating customer data can consume a lot of time and effort. CRM automation reduces these manual tasks, freeing up time for higher value-added activities.

Multiple sales reps, but no lead optimization

When multiple sales reps use CRM without a clear marketing optimization strategy, lead and customer management can become chaotic. It’s crucial to establish standardized processes for lead follow-up, and to ensure that every sales rep follows these processes. Without this, important leads can go unnoticed or not be followed up properly, or even worse, be contacted twice by 2 different sales reps.

Lack of training and adoption

Another common problem is the lack of training for CRM users. If your teams aren’t properly trained and don’t have all the information they need to use CRM, they won’t use it to its full potential. What’s more, partial or reluctant adoption of CRM by employees can lead to inconsistent data and inefficient use of the tool.

Insufficient integration with other tools

For a CRM to be truly effective for a company, especially today with the growth of sales automation, it needs to integrate seamlessly with other tools you use, such as marketing software, customer service platforms, and ERP systems. Insufficient integration can lead to data silos and operational inefficiencies in CRM.

By identifying and correcting these problems, you can transform your CRM into a powerful, optimized tool that supports your business objectives and improves customer satisfaction.

Include MirrorCRM in your strategy

An optimized CRM with MirrorCRM allows you to clearly delineate your customers, leads and prospects, using a pre-CRM dedicated to a company’s outbound sales prospecting. MirrorCRM, which can be synchronized with all your prospecting tools, aggregates all your data and information to automatically create tasks for your sales reps. Our aim is to provide you with a Pre-CRM that can be perfectly adapted to all your outbound prospecting workflows: Linkedin / Emailing / Calls.

By centralizing information from different prospecting tools in a single CRM, you get a precise, real-time view of your sales pipeline and its activity.

With MirrorCRM, your sales reps save time thanks to an automatic to-do list that updates daily, enabling them to follow up all their prospects and customers from a single interface and benefit from automatic reporting. This system considerably improves sales velocity, ensuring a constant flow of sales actions while avoiding information loss in data management.

A CRM is essential for centralizing all your customer acquisition actions, but mixing inbound and outbound marketing campaigns can be counterproductive. Centralization is only beneficial if it enables concrete action to be taken later, otherwise it becomes a source of errors. For this reason, it’s essential to use MirrorCRM for your outbound prospecting campaigns. This facilitates follow-ups and improves sales velocity, while your main CRM remains dedicated to marketing and communication campaigns.

In conclusion, optimizing your CRM is crucial to improving the efficiency of your customer relationship management and maximizing your sales performance. By understanding the basics of CRM, identifying potential sticking points and integrating solutions like MirrorCRM, you can transform your management system into a powerful, high-performance tool. Clear segmentation of your customers, leads and prospects, automation of repetitive tasks, and seamless integration with your other prospecting tools are key elements for optimal use of your CRM. Adopt these practices to ensure exceptional customer relations, better lead management, infromation and increased profitability. Ultimately, a well-optimized CRM is an indispensable strategic asset for any company wishing to strengthen its customer relations and achieve its business objectives.

Picture of Tristan Bance
Tristan Bance

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