Nowadays the vast majority of companies have some kind of standard ERP (Enterprise Resource Planning) system, often in combination with some CMS, CRM or other system. Data analysis is increasingly important to ensure business success and acquiring tools for it has become an unavoidable necessity for both large companies and many SMEs.

However, it is a common problem that the management tools available to companies are underused and that important information is wasted in data collection, which could be useful for the business process.

How can we tackle this problem and make the most of the management tools we already have?

Digital modernisation of systems

A great ally for making the most of all of a company's management systems is technological advances. AI and Machine Learning technologies enable rigorous information collection and more effective information management.

For example, traditionally the CRM has been based on collecting subjective information, based on the perception of the salesperson who made the visit to the customer.

The application of new technologies makes it possible to carry out automated information collection, that is, broader and more objective, in the different areas of the company.

At the same time, it means significant time savings in the sales process, as it allows salespeople to focus more on the relationship with the customer, and less on manual information collection.

Omnichannel

It is common for the root of the problem to be that the company is using several different platforms.

The lack of communication between the different systems (ERP, CRM, CMS, etc.) means that a lot of information that could be useful is wasted. At the same time, the need to use several platforms or softwares results in a dispersed and high cost for the company.

Digital solutions always have greater potential if they can connect to each other. Therefore, something that can be the definitive solution to make better use of your business management tools is the unification of the communication channel. To this end, there are Sales Enablement platforms that allow all functions to be integrated into a unified channel.

It is important that you look for a Sales Enablement platform with connectors to the main ERP and CRM systems. In this way, you can improve business and sales management and the service offered to the customer without having to give up the tools you already have.

The omnichannel allows you to get the most out of the tools that work for you, but that you are surely underusing.

The advantages of carrying out this integration are:

• The flow of information between departments allows them to operate better and to help each other in the decision-making process.
• The constant collection of detailed metrics helps the management team to have a clear view of the company's situation and its needs.
• There is more feedback on customer activity, so sales opportunities can be better identified.
• The collection of information about the customer and the use of AI makes it possible to offer a personalised customer experience, boosting loyalty and the conversion of potential customers into actual ones.