What modern CRM looks like

Chip House, Chief Marketing Officer at Insightly, delves into the evolution of CRMs. Legacy CRM solutions like Salesforce, while ubiquitous, are notorious for their high costs and complex setups. Modern CRMs, however, offer a refreshing alternative. User-friendly and easy to implement, solutions like Insightly empower businesses with the ability to customize and scale their CRM as their needs evolve. Today, Chip discusses what modern CRM looks like.

About the speaker

Chip House

Insightly

Chip is Chief Marketing Officer at Insightly

Part 1 What modern CRM looks like
Part 2The ROI of today’s CRM

Show Notes

02:35

The evolution of the CRM landscape

Legacy CRMs carry a high total cost of ownership and are complex to implement, requiring external expertise. However, modern CRMs like Insightly are user-friendly, simple to customize, scale with you as you grow, and have a single data model, and a single view of the customer.
06:02

Key features of a modern CRM platform

A modern CRM should prioritize ease of use and adoption, along with robust customization options to tailor it to unique business needs. Mobile accessibility, seamless integrations, and the ability to engage multiple departments are crucial features for scalability and efficiency.
09:17

Orchestration layer in modern CRM

Orchestration, including automation and workflow management, is an integral part of modern CRM systems. Integrations with external tools like marketing automation apps and sales engagement platforms enhance the CRM's capabilities, providing a seamless workflow for sales teams.
10:39

Analytics in modern CRM

Traditional CRMs often lack good analytics, requiring integration with external solutions. However, modern CRMs like Insightly offer advanced, built-in dashboarding technology dashboards and reporting for data analysis, eliminating the need for external solutions.
11:30

Tracking the buyer's journey in CRM

While tracking the buyer's journey is complex in terms of attribution, modern CRMs should capture engagement with marketing materials, and website interactions. This approach allows for a holistic view of the buyer's journey, aiding pipeline review and strategic decision-making.
12:28

Attribution challenges in the B2B buyer's journey

In the era of dark social, a significant portion of the B2B buyer's journey occurs outside a companys view. First-touch and last-touch attribution methods can be flawed in terms of capturing nuanced sources such as leads from AI recommendations
14:50

The evolution of platform plays in CRM and Insightly's position

Legacy enterprise-centric offerings are often hindered by high installation, maintenance, and integration costs. However, Insightly's focus is on the mid-market, with a robust and easy-to-implement CRM system for small and growing companies.

Quotes

"CRM is a crazy market, and there's data that says there are more than 1700 CRM providers out there." - Chip House
"One of the elements that we consider as part of a modern CRM is the ability to have a single data model and a single view of the customer." - Chip House
"The ability to customize a CRM to your unique business is important so that it scales with you as your organization grows." - Chip House
"Being able to see marketing being sent and the website being engaged with is an important part of the journey. A lot of that should be in your CRM." - Chip House
"From our research, organizations say that they want a system that's easy to use and onboard that their organization actually adopts. CRM installation failures range from 18% to 70%." - Chip House