What is a CRM?
- A CRM is a Customer Relationship Management software tool.
- It serves as a central repository for all customer data. This data includes transactional data, communications, demographic info, and much more.
- It is also used to manage your workflow for lead capture/nurture and deal pipeline.
- A CRM is a needed tool for your business because it provides you the customer insights needed to speed up your deal flow, and provide excellent customer engagement.
The Core Modules
Modules are the building blocks of your CRM. They enable you to manage and maintain your data in a way that fits your organization. Though custom Modules are common, a few core Modules usually stay consistent from organization to organization.
These core Modules are:
- A lead is essentially a business card. Like any business card you collected, you probably got that card because a person was interested in what you had to offer or vice versa. The leads module is where you would store all of the data you captured off of this “business card”.
- Leads can come from a number of different sources some of which will automatically populate into your CRM such as from a form on a landing page once configured properly.
- Core fields you generally want to capture:
- Lead Status – Where are they in regards to the nurtiring pipeline?
- Lead Owner – Who is responsible for handling this lead?
- General Information – What is the leads email, phone #, name, etc.
- Tasks are another critical part of managing your leads. These ensure that something is activily being done with the lead and tracked.
- Once a lead indicates they want to move forward they split into 3 new Modules – Account, Contact, and Deal.
- The Account Module is the top of the heirarchy. Both Contact and Deal are under the Account.
- In the Account Module you would track fields such as industry, # of employees, and annual revenue.
- The related lists also gives a snapshot in the Account Module of the various Deals, Contacts, Emails, Activities, and more.
- In most cases this is going to look extremely similar to the Lead.
- The Contact modules will store individuals data for contact.
- Fields captured are generally – First Name, Last Name, Email, Phone, Title, and Address.
- This is where a lot of the workflow of the CRM takes place.
- The Deals Module essentially represents your Sales Pipeline and the various stages of your sales funnel or process.
- This is the backend where you are going to customize most things in the CRM.
- The different Panels within this module are as follows:
- This is where your personal and company details reside. It also included a calendar booking feature and tool called Motivator which allows you to set up sales games for your team.
- Users & Controls
- This is where you manage all of your users and set up various permissions and roles within your organization.
- Channels is where your email and telephony setup and settings reside.
- Here is where you would setup your Modules and Fields, Wizards, Pipelines, Templates, Canvas View (allows you to customize your page), Translations, and Copy Customization.
- If this happens then do that. In this panel all of the various automations you would create inside your CRM reside here.
- Process Management
- Blueprints are a big one from this section. An example use case of a Blueprint would be to force your salespeople to go through a certain process. IE they can’t do this step or input this data until the prior step is completed first.
- Data Administration
- Here is where you manage your imports/exports, backups, data usage, audits, and more.
- Developer Space
- This is where you would build custom applications or scripts. To connect to outside applications would also be built out through here in some cases.
Want to sort your data inside the CRM and just see items based on certain criteria? This is done by creating custom views, which is a feature that resides in every Module.
To create a Custom View you can do so by these few steps:
First, click the drop-down in the upper left of the module you are in.
Next, select New Custom View.
Lastly, configure the various criteria you want then hit save. In the example below the criteria is set for Referral.
These are highly customizable and very common to have many custom views created for the various Modules across your CRM.
To get started with email setup first, open email settings located in the settings module.
Here you will notice there are two series of tabs within each tab, as seen below.
To connect your email inbox with the CRM simply click on the Email tab under Email Configuration and choose your provider.
Once you choose your provider, it will walk you through step by step just like any other email solution out there to connect your inbox.
Another powerful feature worth configuring as well for emails is templates. Not only do they save time, but they can be thought out and well presented keeping a uniform style and message throughout your organization.
To create an email template go back to the settings module and select templates.
Next click + New Template
One thing to keep in mind is that each email template is module-specific. You can easily clone the same email template and choose a different module for each.
Once you choose your module, you will then be presented with the following options:
Notice how we have the Insert HTML/Plain Text selected? If you are creating a new email template the Blank option will have some preset formatting to it. We found that the HTML/Plain Text will give you a clean slate and no weird formatting attached with it.
If you want to add Dynamic tags to your email message use the # command that will pull various options from the Module the email template is for.
Once your template is complete you can now use it easily inside the CRM. Simply locate the lead or contact you wish to send the email to and select Send Email.
Next in the upper right go ahead and insert your template.
This will auto-populate your email with your template and you can make any last-minute edits before sending it to the desired person.
You can also use your template to send bulk emails by simply selecting the different contacts you wish to send it to as seen below.
There are A LOT of integrations for Zoho CRM, but of the Zoho Product Suite let us take a look at a few core products that integrate with the CRM.
- Allows you to do all your invoicing and sales orders inside the CRM and writes over to Zoho Books.
- This has gotten a complete revamp in the past year, and has drastically improved with Segments and Syncs.
- The reports module in the CRM is great but with analytics you can really get granular on the reporting you want to build out inside the CRM.
- See any open projects related to the company directly in the CRM.
- Plugs directly into email templates and can write to the CRM.
- An excellent way to capture new leads or other data directly into the CRM.
- From site analytics to SalesBots generating leads directly to the CRM are just a few great features of this integration.
- Be sure to check out the Marketplace because there are a TON of integrations for Desk with Zoho CRM.
New Features From 2021
- Color-coding Picklist Options
- Support for Multiple Telephony Options Integrated Concurrently
- Official Release of Canvas Tool for Record Design
- Multiple Sandboxing for Development
- Support for Triggering Workflows on Data Import
Ready To Get Started?
Be sure to check out our dozens of other resources on Zoho CRM because this overview is just the tip of the iceberg. Of course, if you find yourself needing professional Zoho help, Zenatta is here for you. Drop us a line and we would be happy to see how we can implement and improve your business processes with Zoho CRM.