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How CRM helps sales and marketing sing from the same hymn sheet

Successful CRM will give you an all round, or 360 degree view, of your customers.  For this to be achieved, all customer or client facing users (within an area) need to be working from the same source of information, so that the one source of information is seen as the source of truth.   After all, CRM is essentially processes that help the people, who are helping your customers, know what they need to know, when they need to know it, to get on better with your clients throughout the association between you.

If this is to be achieved, a number of things have to happen:

  • All client-facing users, within an area, use the same system
  • Users understand how to get to the information they need quickly and easily
  • Users have an overall picture of the flow of information through the system
  • Users must grasp their role in maintaining information - it is an (extended) team effort not just for them
  • Users at all levels must trust that their colleagues maintain their information, so CRM is seen as a 'source of truth'.

For an organisation who has not achieved this - and the achievers are the rarity - this probably sounds utopian.  However, it is possible.

The key to successful CRM is to set this as your endpoint and to work towards it, step by step.  As Steven Covey said "begin with the end in mind" or if you prefer, a famous chinese proverb said "a journey of a thousand miles starts with a single step".

CRM is very often seen as a purely sales tool.  Without doubt, CRM does help sales.  However, a true CRM will support sales, service and marketing, and will enable each part of your organisation to leverage the intelligence of the other two, when it is appropriate.  To understand some of your options for marketing if you are using Microsoft Dynamics CRM, or Microsoft Dynamics 365 please click on the image to the right.  marketing

Summon the CRM Success Catalyst on:

Phone: +61(2) 8212 3480

Email: opsisinfo(at)

Postal address: GPO Box 2479, Sydney, NSW 2001

Office Address: Suite 1a,
993 Pacific Highway,
Pymble, NSW 2073

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Opsis is an expert Microsoft Dynamics 365 consulting company. Our focus is your Microsoft Dynamics 365 success - not licence sales or billable hours. As Principal Consultant, Gill oversees all business operations and strategic planning and execution, yet she still believes in offering personal attention to each and every client, so as to understand their needs and offer tailored solutions.  We are based in Sydney, with clients in Sydney, Canberra, Melbourne, Brisbane and across Australia.  We offer Microsoft Dynamics 365 strategy, Microsoft Dynamics 365 scoping, Microsoft Dynamics 365 implementation, Microsoft Dynamics 365 technical support, Microsoft Dynamics 365 advice and guidance, Microsoft Dynamics 365 training and mentoring.