management systems are
evolving to provide the
today's buyers demand.
Companies of all sizes are increasingly challenged to meet customer expectations. Recent Salesforce research found that 76 percent of
customers want companies to understand
their needs. And 70 percent of customers
demand personalized interactions that
reflect their history with the company.
Small and midsize businesses (SMBs),
especially, may find this a challenge.
Fortunately, integrated customer
relationship management (CRM) solutions
allow companies to customize experiences
and automate tasks—and they’re more
accessible than ever. With a good CRM
solution, users can automate manual
tasks like data entry, serve up insights, and
connect with other business tools that are
already in use.
“For smaller businesses, adopting
technologies like CRM can help them
keep up with the challenges of changing
customer expectations,” says Enrique
Ortegon, senior vice president, SMB
Sales North America at Salesforce, the
world’s most widely used CRM platform.
Salesforce gives all departments within an
organization access to a central database
of prospect and customer details, helping
them forge deeper connections.
FOR MASS AUDIENCES
Salesforce customer and partner,
Terminus—one of this year’s Inc. 5000
honorees—relies on data from Salesforce
4,730 percent between 2015 and 2018 by
to deliver highly relevant and personalized
messages. Terminus’s software solution
lets marketing teams identify and reach
their ideal customers across digital
channels and ensure sales is engaging
key decision-makers with consistent and
tailored messages, explains Eric Spett, CEO
and co-founder of Terminus. This approach
has helped the company grow its revenue
helping customers scale these customized
experiences efficiently and maximizing
focus on the best set of accounts.
By using data and account intelligence
to identify the best prospects, companies
can expect far better lead conversion
results than the typical less than 1
percent. Instead of pushing uninterested
prospects through a sales process with
high failure rates, companies can present
relevant solutions to customers who are
more likely to see success, retain at higher
rates, and grow their relationship over
time. A CRM helps you know who your
qualified prospects and customers are,
what their interest levels are and where
they are in the buying process, so you can
In addition to improving results, good
CRM systems save time. Ortegon estimates
that SMBs spend 25 percent of their work
hours on manual work, such as managing
customer data, which could easily be
automated. One-fourth of their workday
could be recaptured through advanced
CRM technology like Salesforce.
Named “Atlanta’s Fastest-Growing Software
Company” by the Atlanta Business Chronicle
in its 2018 Pacesetter Awards, five-year-
old Terminus’s ability to efficiently convert
leads into paying customers created its
steep growth trajectory.
Terminus targets the right clients
using Salesforce data, engaging with
them across multiple platforms, including
50+ ad networks and social media sites.
Because the company activates the sales
process with the perfect message in
digital advertising, and measures progress
toward the sale, many Terminus clients
see double- and triple-digit results quickly.
“Our ability to innovate is dependent
on Salesforce’s technology and ecosystem,”
Spett says. “We could not do what we do