For most people the first thing that comes to mind when they hear of the term CRM is sales and marketing.
It isn’t entirely wrong though, because a client relationship management solution is indeed part of the sales and marketing department of an organization. So when it comes to salesforce automation it automatically remind people of a CRM.
However there is a big difference between the two, although they are both used to automate a certain functions and boost efficiency. Confusing one with the other has caused companies disappointment and also resulted in waste of money.
So what exactly are the differences between CRM and SFA? How to know which one is right for your business?
First, let’s take a look at what CRM and SFM are.
What is CRM?
CRM platforms are for growing client relationships.
This usually means an implementation or account manager who works with the client directly. CRM platforms come with tools for tracking client engagement, organizing account data, and monitoring customer progress.
Customer/client relationship management involves business practices, strategies and technologies for managing and analyzing customer data and interactions throughout the lifecycle of the customer (i.e: as long as the customer remains with the company).
The goal of these processes is to improve business relationships with customers/clients, help in customer retention and drive sales growth.
Although CRMs are useful, they lack various features organizations need. That is the reason why traditional CRMs have transformed into salesforce automation systems.
What is SFA?
Until recently, SFA used to be a part of CRM systems, but they are now available as separate platforms.
While CRMs are concerned with the entire customer lifecycle, nurturing client relationships, SFA systems are meant to increase sales productivity, optimizing processes and pipeline management, improving prospect communication and meeting other sales-specific needs that ultimately amount to increased revenue generation.
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