Customer Relationship Management (CRM) systems are often the most hated tools in a company’s arsenal.
SalesForce, Zoho, Hubspot, Keap, Pipedrive, Constant contact and Mailchimp.
Yet, for sales and marketing managers in the aviation industry, they are also indispensable.
So, why the animosity?
1. Inadequate, Overblown, or Missing Processes
The root cause of CRM frustration often lies in the processes and workflows—or the lack thereof—that have been built into the system. Many companies either overload their CRM with unnecessary steps, making it a burden to use, or just “take the defaults” that come with the software (usually designed for B2C or retail sales situations that are very different from aviation) and neglect to develop meaningful workflows, leaving sales and marketing folks adrift in a sea of irrelevant, disorganized data. When a CRM lacks streamlined, relevant processes, it becomes more of a hindrance than a help.
2. Unpleasant Tasks and Misaligned Assignments
Another common issue is that CRMs often include tasks that are either unpleasant …