Benefits of CMS and CRM: How does one complements and amplifies the other


A CMS (Content Management System) is a framework that helps in structuring and organizing the content on a website by providing tools that are adaptable to even non-technical users, and is commonly used for articles, blogs, product descriptions or news-posts. A CRM (Customer Relationship Management) system, on the other hand, is more adept at managing the interactions that occur between a business and its customers through the produced content, and provides practical insight that can be used to improve their sales and marketing operations.

Simply put, a CMS allows you to create targeted content without worrying about the nitty-gritty back end details, while a CRM system allows you to monitor the impact that the content is having on your customers. They may exist and work well enough independently, but creating an ecosystem that incorporates and closely integrates the two has it’s benefits, especially when it comes to setting up the right business image.

Effective Data Management and Analysis:

Once you’ve set up your content and engaged with your prospective customers, you might use a CMS to collect all their given data, such as name, age, e-mail address, location, etc., and create a database for storing them. What happens next? How do you create meaning to this mountain of data? This is where a CRM system becomes useful; it helps in recognizing hidden patterns and profiling customers to define target segments that can be used to create marketing campaigns, and maximize the potential for business.

This essentially means that a business no longer needs to wait for a customer to purchase from them to obtain meaningful data, and can work on managing their leads and converting them into future customers.

Real-Time Monitoring of Leads:

Whenever a customer makes their first contact with the business, a CMS captures their data and stores it in a database. More often than not, businesses have multiple contact points, and leads obtained from all these sources needs to be centralized into one repository. Once that’s done, the CRM works its gears to scan the repository and deliver the relevant information to the top executives in real-time, so that they can make quick decisions for turning leads into prospective customers.

Expediting the Sales Process:

From the perspective of a sales cycle, a CMS-CRM system also allows sales executives to easily note clients’ data and follow through with them regularly, instead of manually entering it and later looking through piles of documents for a piece of information.

Before going to the client for a sales meeting, the executive can easily access their data from a central database and analyze how likely they are to purchase a product, or what may successfully push them over from a prospect to a customer, and create plans to achieve that result.

Without the robust data management capabilities of CMS, a CRM system cannot effectively manage an incoming wave of customer data. A CMS sans a well-established CRM system essentially makes the business blind, in such that they cannot analyze the effect that their content is having on the customers, irrelevant of how relevant it is to them, and improve on it when required.

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