How To Achieve Frictionless Communication with Your CRM

Communication is the heartbeat of any sales pipeline. In order to move clients from stage to stage, messaging must be relevant, cohesive and timely.

When reps fail to communicate effectively, ideas fall into the ether, plans become failed opportunities, and sales are lost. Sales managers and C-level executives know the importance of clear and easy communication, so they invest in better email systems, power dialers and chat platforms to keep the engine humming.

Communication technology is critical for gathering data as well. When there’s a communication breakdown between your CRM and your email platform, data gets lost in translation and your sales reps don’t have the information they need to close deals.

The easy fix? Give your sales reps more communication tools to use. However, with this approach, your staff could be using 3 or 4 tools to accomplish simple tasks. Your sales reps will be the first to tell you: this is incredibly inefficient. Studies show that 59% of sales reps believe they’re hamstrung by too many tools.

Instead of fracturing the process with disconnected tools, your CRM should be the center point that connects everything together. When all of your valuable data is accessible to your staff, your business has something powerful: context. With complete context, your sales reps aren’t wasting time searching for information, but rather spending more time with customer care and moving sales to close.

Some legacy CRM platforms rely on clunky, outdated processes that require your team to do superfluous data entry or manually sync communications. You’ve probably even heard horror stories of sales reps needing to BCC an email address with each client communication in order to enter data into the CRM. That’s not how forward-thinking companies should approach such an important facet of the business.

As we’ve written about previously, far too many CRMs on the market today aren’t built for the benefit of the end user and are not easily customizable. They cater to a broad audience and ignore the day-to-day needs of your sales team. When it comes to communication, you need to go with what works best for these vital knowledge workers.

The less time your sales representatives are bogged down moving between communication systems and trying to organize their outreach, the more time they have to move customers through the sales pipeline. That is why Base has changed the way CRMs are designed and opened up to customizations and user-generated integrations.

After Brand Collective went with Base’s All-In-One Sales Platform and began using its email integration, quality sales activities rose 30 percent. Not only does the ability to send and receive emails directly in Base enhance rep productivity, but it also keeps all communication organized and in context, providing prospects and customers with seamless interactions and experiences.

“Base’s email integration has given clear and instant account visibility for our stakeholders,” says Nikos Psaltopoulos, Brand Collective’s Head of Sales and Innovation. This influx of activity and performance data enables Brand Collective to identify the types of activities generating the most value across different sales territories.

You can read the full Brand Collective success story here.

Through the Base Snap Marketplace, you can integrate your workplace’s chat platform (Slack), its email program (Gmail, Outlook, and more) as well as calendar information, for a seamless flow of data.

Base’s all-in-one sales solution captures all communication in the context of each account. Instead of digging through call logs, emails and the CRM to piece together a timeline, Base makes that data readily available in a single place.

Base can also tell you things your email server can’t, such as when an email was opened, or throw up a red flag if there was a negative sentiment in a reply. We’ve taken the guesswork out of email. By integrating the power of your email server into Base, sales reps have the best of both worlds.

Communication is absolutely vital when it comes to closing sales and pleasing customers. Through Base, and the available integrations in the Snap Marketplace, your communication can be natural, contextual and frictionless.

To check out all of Base’s Snap Marketplace communication integrations, go here. And for more advice on how to improve your sales communication strategy, I recommend taking a look at this blog post.

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