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It’s official: we are living in a world where data is the most expensive resource*. The idea that data is the new oil may just be the secret mantra of the tech giants who are growing bigger.


Their approach and perception of data is not unique but the collection, analysis, and use is unique. A few years back, Apple established a research group called ‘Apple Customer Pulse’ where they reached out to a select few Apple product owners. They surveyed this group to solicit their opinions on current Apple products, and frustrations, and then Apple made modifications based on the feedback. 


This is Apple’s weapon to stay ahead of everyone - reaching out, listening, and understanding their customers, and then appending their products or services accordingly.


To help you stay ahead of the competition, we are going to talk about one of the ways to understand your customers, how to use that data to make business decisions, and how to craft marketing and sales strategies. 


Even with all the data analysis tools available, the survey hasn’t lost its charm because it is a better option to reach out to a customer directly rather than studying them secretly. Not only do you receive clear answers to your questions, but surveys also make your audience feel heard and valued. Collecting data is one thing, but understanding massive chunks of data to come up with answers to questions is another. Understanding the data you collect is where accurate survey reporting comes in. You can use a survey tool with reporting available in the marketplace or you can utilize the survey module in SugarCRM. The benefit of using a survey module integrated with your CRM is that it provides a 360-degree view of any situation.


Survey reports and data can help you:


  • Know your customers
  • Research the market before launching a product or service
  • Reinforce branding through content
  • Measure customer satisfaction


With all these things combined, you can supercharge your business by focusing on your customers and target market bringing success and a clear product roadmap.


  • Know Your Customers


There’s never a bad time to invest in building buyers’ personas for your company. It’s always better to have your personas ready before launching your product or business. While it is possible that you know, without a buyer’s persona you may miss small details, like their daily habits, lifestyle choices, beliefs, challenges or decision-making process, all of which can make a difference in how your brand is perceived.


Market research surveys provide demographic data to increase your customers’ knowledge, which in turn you can use for product development, content creation, tweaking the customer journey of your website, and more.


  • Market Research Before a Launch


It’s a sure way to fail if you launch anything without having an insight into what your customers want. It’s always better to test the waters before the final launch. You can do this by investing in a focus group and ask them to review your product or conducting a survey about your industry and competitors. The data collected will give you insight into how customers perceive your industry and what are the gaps left by your competitors. This information is highly useful not only to market better but also to increase your product effectiveness making it more compatible with the market.


  • Reinforce Branding Through Content


A survey report with all the data including preferences, perceptions, and traits of the target audience can be a goldmine for marketers—which is why survey reporting is so critical to any business. of your targeted audience. Through this data, you can understand what hurdles you will face in the market and consumer’s perception of your industry. This data can help you create content that is more targeted by refining language and understanding the priorities of your target audience. Additionally, through this data, you can further utilize it to create landing pages for lead conversion, FAQ pages for your product, and targeted email campaigns.


  • Measure Customer Satisfaction


While this is not a new point, it’s still one of the most important. We already know this and is one of the reasons why surveys are popular but it is one of the easiest ways to utilize a survey in your business. Sending a survey after a customer just purchase or after their interaction with your support team can provide helpful insight into multiple areas. Using surveys in this stage provides you insight into technical faults, problems during the checkout process, or experience with your support team. An added benefit of the surveys is that positive customer reviews can be used as social proof reducing potential new customers’ anxiety which is very natural before starting out with a new brand.

Knowing your customers can be your secret weapon to success. And a simple three-question survey can also help you gather all the right data. You can get started with Sugar CRM survey module simply by searching ‘survey module’ on SugarOutfitters. And before investing in the module, make sure it has features like survey reporting, survey automation, net promoter score, skip logic, and data piping features.


* Article published by The Economist in May 2017.

** Apple Customer Pulse referenced in appleinsider

We’re excited to announce SugarWest 2020!  We were originally about to announce our CRM Learning Roadshow across Western Canada in Winnipeg, Calgary and Vancouver.  However, with the precautionary measures in place across Canada we’ve decided to postpone the in-person events and launch our online webinar that we’ll be using as a spring board into the in-person events later in the year.


You can sign up for the SugarWest Online Webinar here.


The format for our in-person events will be a bit unique in how we deliver these events.  We're not just doing a presentation about the latest and greatest (and upcoming) products to Sugar.  We will be giving the attendees an interactive and hands on experience with Sugar themselves.  Using a classroom style event space we will be engaging with both clients and even prospective clients.  Attendees will get hands on experience walking through unique stories from a marketing, sales and service perspective.  They will get to try everything from Sugar Hint, to SugarBPM, to Renewals Console and Service Console.  They are going to see the game changing solutions in real time.


Our online version will be a 90-minute in-depth review of case studies on how Sugar is being used as well as an over of the SugarCRM Roadmap presented by Chris O’Connell of SugarCRM.


These past two weeks I've been sharing the Top 10 Reasons to attend SugarWest and here they are:


#1 - You want to know what SugarCRM has coming in 2020

The newest, the shiniest and the most exciting features of 2020 are what get us excited about Sugar every year. This year is no different and there are a lot of cool new products coming including a brand new integration tool from Sugar that will make integrating systems easier than ever before. There are also a ton of new enhancements coming in 2020 for the entire Sugar suite of products including Sell, Serve, Market, Connect, Hint, Discover and other new add-on’s.


#2 - You want a no touch CRM – no more data entry

Wouldn’t it be nice if you never had to enter data into your CRM again? One of SugarCRM’s four pillars is no touch CRM. It’s also our #2 reason: You want a no touch CRM. Yes, you’re not likely ever getting away from entering some things into your CRM but imagine that you had to put more information than you received when putting into a Google search. Sugar is on a mission to create a CRM solution that provides you with more value than what you have to enter into it yourself.


#3 - You want to have instant access to prospect info

The focus on sales today must be on the client themselves. There’s no more “spray and pray” that can be done. We need to be more focused on our efforts and we need to let the tools, like our CRM, drive more efficiencies for us. At SugarWest we’ll be test driving Sugar Hint and running through scenarios to show you how Sugar Hint can accelerate how you close deals faster.


#4 - You want to see what new innovations are coming

At #4, it’s all about innovation. In the past few years there’s been a shift from just being about “CRM” or customer relationship management but more so towards the full customer experience. Innovations that providers are coming up with are making it so much easier for not only sales reps to input information but also for customers to get the right experience at the right time.


#5 - You want hands on training

The #1 thing we hear from our clients is that they want more training. In the fall of 2019, we did a survey of clients across Western Canada and this was one of the most important requests that we’ve had from the survey. Hands on training with break out sessions is what asked for and it is what we are delivering.


#6 - You want to learn more about SugarCRM

Curious about Sugar?  What about the NEW Sugar?  At #6, there is a strong desire for our clients and prospects to find out what Sugar is about and what it can do for their organizations.  We will be working through the roadmap and learning more and more about what type of incredible impact Sugar can have on your organization.


#7 - You want to automate processes in your business

Automation is the wholly grail of CRM existence. If you want to automate processes in your business, then you need to attend SugarWest this year so you can see how automation is changing the way businesses execute incredible customer experiences every day.


#8 - You want to get the right marketing messages to the right people

At SugarWest we are going to be talking about several solutions that are shaping the way the customer experience is evolving. As a consumer, you’ve probably noticed that there is a lot of noise when it comes to marketing messages coming your way on a daily basis. Marketing automation is the key to getting the right marketing messages to the right people because it uses data that you, the consumer or user, are collecting and sharing with providers.


#9 - You want to know what it CX / Customer Experience means

CX. Customer Experience. These are the latest buzzwords around the block when it comes to technology. What does it really mean though? I think it’s simple. It’s creating a compelling reason for your customers to do and to keep doing business with you. The whole end to end experience is what we’re after and it’s an important aspect that many organizations haven’t successfully integrated into their organizations yet.

#10 - You want to learn about the latest cloud innovations

2019 was an exciting year for SugarCRM as they added a whole suite of new products including Sugar Connect, Sugar Market, Sugar Sell, Sugar Serve and Sugar Discover. All of these products address some of the greatest needs of organizations including business intelligence, marketing automation, sales automation, customer help desk and enhanced email productivity suites.


You can see the full blog posts on our website here.


We’re looking forward to seeing you attend ourOnline Webinar as well as our in-person events to be scheduled later this year.

“We have finally done it! We attended meetings, toiled over designs, and delivered a new process that is going to streamline our operations while simultaneously improving our customer experience. We just need the team to adopt it, so we would like you all to... read this memo! Even better, the memo outlines the painstaking nuances to remember every day for the rest of your employment, or until we change the process again with a new memo, which we will. Our TPS reports will never be better!” - Bill Lumbergh, non-adopter of CRM


Peter Gibbons did not fail when he forgot to include the cover sheet on his TPS report. The eight (Eight? Eight, Bob.) bosses did not fail when they reminded Peter that he forgot his cover sheet. The failure was that Initech did not automate cover sheets to be included in their TPS reports once it became a new process. If they had, they would have never needed to hire eight bosses to deal with memo overhead, they never would have needed the Bobs to consult on their operations, Milton would not have been identified as a glitch in the system, and their offices would not have been razed to the ground.


Why Do I Need an Automation Strategy?

I am not here to insinuate that a failure to automate processes will result in a business’s collapse. I am here to say it is an easy pathway to building a workforce of inefficient, apathetic, quickly-angered-by-fax-machines employees. A successful automation strategy answers the questions "Is this good for the customer?" and "Is this good for the employee?" with the benefit to the company being a natural byproduct. By answering those questions, you create a strategy that liberates your teams from the mundane, repetitive, error-prone tasks. It frees your management team from the oversight and multiple corrective discussions they have to conduct to keep things running. Most importantly, that freedom allows everyone to focus on critical, rewarding responsibilities that increase job satisfaction and career growth.


What Should I Automate?

Seize your automation opportunities (not your employees’ red staplers) to build an improved customer experience. Here are the phrases for which you should listen to identify potential automation improvements:

  • “Log into…” - Any process requiring your team members or customers to log into multiple systems is ripe for automation. Integrations pay immense dividends when they facilitate the exchange of information and eliminate the frustration of navigating different UIs.
  • “You forgot…” - Human error is unavoidable, but you can mitigate its chances of occurrence. Once someone utters “You forgot…”, analyze why that item needs to be remembered in the first place. Can you automate a process to eliminate that need to remember and the encumbered overhead when someone forgets?
  • “Here is our process…/We have documentation...” - Avoid complacency with policies that work well for the people who have been in the company for five or more years. Revisit your processes as if you were new to the team or company. Are they intuitive or do they require knowing the right place to click or terms to search?
  • “Call Nina…” - Team members with institutional knowledge are great! Requiring direct communications with those team members to achieve critical tasks is not. No matter how good Nina is at her job in Corporate Accounts Payable, knowing when to interact with her directly requires training. Nina will greatly benefit from having a systematized method to handle requests, and if you automate well, you will not need to worry about your entire team adapting to a new workflow each time she takes extended time away from the office.


When Is the Right Time to Automate?

Now that you understand why and what to automate, determining when and when not to automate becomes critical. First and foremost, realize you cannot automate everything without sacrificing authentic experiences for your coworkers and customers. Preserve authenticity by focusing on automating the events people expect to happen, not the events requiring critical thought and emotional context. Once you identify the right events, prioritize them based on the following criteria:

  • Customer Impact - Are your customers suffering (e.g., long response times, disconnected selling process, etc.) because of the manual process?
  • Criticality - What happens if this process is done wrong? Is it a gaffe with minor impact to coworkers or customers, or does it put revenue at risk?
  • Frequency - How often is the workflow enacted? Is it once a quarter by one user or multiple times a day by an entire team?
  • Complexity - Could you track this effort via a spreadsheet with minimal overhead, or do you have extensively detailed steps to follow? How much time does the effort typically take to complete, and how much time, active and passive, would be saved with automation?
  • Stability - Does the process change frequently, or does it require minimal maintenance over time?
  • Scalability - Does the current operation align with your company’s forecasted business? Will it adapt if you exceed your goals?


How Should I Implement My Automation Strategy?

Select a system that natively supports as many of the functions critical to your automation needs and concentrates around your company’s day-to-day operations. CRM intrinsically meets these requirements. More specifically, SugarCRM offers an unparalleled suite of features and ability to configure the application. Combining SugarBPM, Customer Journey, Sugar Logic, and web logic hooks provides you the essential tools to eliminate operational redundancies.

  • SugarBPM - Approval flows, SLA management, and opportunity aging are just the tip of the iceberg of applications where SugarBPM elevates your operational capacity. SugarBPM provides a diverse toolset to map and manage your existing and future processes that most other CRMs cannot achieve without extensive customization.
  • Customer Journey - Customer Journey enables you to map the crucial stages from prospect to recurring customer giving your teams visibility where everyone is in that cycle. At each stage, you can automate key elements of that engagement to ensure a consistent, predictable experience. The results of that efficiency are improved satisfaction and opportunity win rates.
  • Sugar Logic - Whether you need to perform mathematical calculations, populate fields with specific data points, or conditionally evaluate real-time conditions to give users access to additional fields, Sugar Logic achieves all these use cases with a robust library of formulas.
  • Web Logic Hooks - Administrators configure triggering events per module to send data to external services for additional processing. This feature provides a code-free mechanism to communicate with other business-critical systems.

In the event you have a process that cannot be fully adapted with the above features, developers can leverage Sugar’s framework to implement powerful logic hooks, informative dashlets, and seamless integrations tailored to your exact specifications.



We laid out the why, what, when, and how to execute your automation strategy, so you can take the next steps towards energizing your team more than Hawaiian Shirt Friday ever could! You will reap the benefits of increased revenue, productivity, creativity, and job satisfaction all while eliminating the Miltons!


Contact us for additional expertise in propelling your automation strategy.

Email plays a major role in business communication. As inboxes are flooded with emails, it’s important to stay organized, maintain records and streamline communication with customers. 


Wouldn’t it be great to embed your CRM software within G Suite and Office 365 and conduct all your customer-related activities through a single platform? 


Now you can. SugarCRM has introduced Sugar Connect to provide critical information about all your customers while you are communicating with them. Sugar Connect lets you work more efficiently, bring key customer activities into Gmail and Office 365 and make customers for life.  


Let's get started to learn more about Sugar Connect and how it will benefit your business. 

What is Sugar Connect?

Sugar Connect seamlessly synchronizes G Suite and Microsoft Office 365 with Sugar Enterprise, Sugar Pro, Sugar Sell, and Sugar Serve. This enhances the functionality of Sugar and allows users to incorporate emails, calendars, tasks, and contacts into a unified view and easily access all the data from a single platform. 

Features and Benefits of Sugar Connect

Make the Most of Your Inbox with Sugar

Be it any business function, email plays a crucial role in managing tasks and streamlining communication with employees across the company, the customers and other stakeholders.


Sugar Connect lets you do exactly that so you can have all the relevant information about customers in your inbox with just a click. No need to switch apps or leave your inbox to get to know a customer, as Sugar Connect provides a complete context of your interactions with them. 

Remove Clutter by Easily Archiving Emails

For a business to be efficient and drive high profits, it’s important for the employees to stay organized and remove clutter. 


As Sugar Connect allows you to connect G Suite and Office 365 to Sugar, this makes it quite easy to archive emails by automatically syncing your inbox with the contacts or accounts in Sugar. This ensures that you have the communication history of different clients readily at hand. 

Sync Events Across Different Calendars and Platforms

Cut down the hassle of maintaining separate calendars in Google, Outlook, and Sugar. With Sugar Connect, you can easily synchronize events across calendars and simplify the scheduling process to save time. Rather than switching between different software, you can schedule meetings and configure fields with your Sugar database. 

Get Contextual Information About Customers 

Streamline the customer management process and expand your customer database with bi-directional synchronization between Sugar and Gmail or Outlook 365. As a result, you can communicate with your customers clearly and with more information. 

Eliminate Data Entry

Sugar Connect allows users to leverage "no-touch" sync which is automatic and easy. As a result, you won’t have to manually enter customer information or update records. This ensures that all records are updated automatically, enabling users to deliver personalized solutions and save time. 

Get a 360-Degree Customer View

To develop meaningful customer relationships, it’s important to gain a 360-degree view of your customers. Sugar Connect gives you a competitive edge by providing accurate customer records and complete visibility in different Sugar modules directly from Office 365 or G Suite. 

Personalized User Experience

Sugar Connect provides actionable insights based on your communication with people from G Suite or Office 365. Hence, you can enjoy a personalized user experience by getting all the information based on whom you are emailing, the content, and when you are sending or receiving an email. 

The Bottom Line

Sugar Connect is your best bet to boost CRM productivity. It allows users to keep accurate and complete customer records by seamlessly syncing your G Suite or Office 365 with Sugar. While you can leverage Sugar integration with Gmail and Office 365, Sugar Connect provides a seamless end-to-end solution to embed your CRM within these commonly used business applications. 

There’s more to growing a business than winning new customers and clients. To experience real growth, you need to optimize, streamline, and centralize your core business processes. Then you can get the full picture of your company’s operations.

For your salespeople and customer service reps to gain the insights they need, you may need to invest in a customer relationship management (CRM) solution. But what about all your processes that aren’t focused on sales? That’s where an enterprise resource planning (ERP) solution comes in.


ERP systems are designed to collect data from a wide variety of business processes, including HR, supply chains, manufacturing, procurement and billing. And they make that data more accessible and usable. In fact, a well-implemented ERP can empower its users to eliminate information silos, which will create comprehensive insights, analyses and reports. So it perfectly complements the sales-and-service focus of CRM.


If you’re thinking about adopting an ERP solution for your business, it’s important to understand some fundamental concepts before you invest your company’s time and money in it.


So here are 10 important tips about ERP implementation:


Optimize for higher productivity but lower risks.

A well-designed ERP platform allows for many of the most tedious and time-consuming daily activities (such as sending email updates, generating reports and identifying delays) to be fully automated. This benefit also creates an opportunity to reduce the guesswork and uncertainty of many business operations, which reduces the impact of human error.


Your top priority should involve improving insights and reports.

Since ERP solutions put a wealth of vital information at your fingertips, they make life easier for everyone who uses them. But to be truly effective, all of this data needs to flow to your company’s decision-makers. In other words, you need to invest in the development of useful dashboards, standard reports and in-depth analysis tools.


Focus on the ERP modules you actually need.

There is no one-size-fits-all approach to ERP implementation. Since most ERP software is modular, it gives thousands of possible configurations—right out of the box. Always remember that your ERP solution needs to align with your company’s specific use cases.


Frequently, you’ll need to ignore the bells and whistles. To create a more streamlined ERP experience, you may even need to remove unused functionality.


Understand the types of ERP, as well as their use cases.

Does your ERP require full control over a dedicated, on-site server? And do you have a geographically distributed team that includes people working in the field? If so, cloud-based ERP might make more sense.


Identify the correct size of ERP for your business.

A small, family-owned company has vastly different ERP needs than a midsize international business. So if your ERP implementation partner doesn’t understand those differences, it can create a huge range of problems down the line.


Planning and preparation matter.

According to some estimates, 50% of new ERP implementations fail. And in almost every case, the root cause is a poorly planned, rushed roll-out process. So take your time, and get it right.


Create a realistic timeline.

ERP vendors can be optimistic to a fault. This trait is especially common when it comes to estimating the timeline of a successful roll out. These vendors tell their clients what they think they want to hear, even if it means fudging the launch dates.

As a result, most ERP initiatives take 30% longer to complete than their original estimates. Overall, a good ERP implementation partner is completely transparent about the potential delays you may face along the way.


Set a realistic budget.

It’s extremely common for new ERP implementations to go way overbudget. This outcome is often the result of trying to cut corners on steps like user testing—only to realize late in the process (even after the launch) that an essential feature is missing.


A great ERP implementation partner will be candid with you about the costs involved in achieving your company’s goals. This transparency will allow you to create an accurate budget from the get-go.


Find the right implementation partner.

When deciding whether to adopt an ERP solution, many companies focus on the wrong things. For example, they obsess over:

  • The specific features of ERP software suites.
  • The length of time the implementation will take.
  • The amount of money they can shave off the final budget.


To keep your project on track, you need an implementation partner who’s willing to take the time to understand your company’s unique needs, challenges, and use cases.


Plan for post-implementation revisions.

Most new ERP systems require usability upgrades and improvements after implementation. These post-implementation upgrades should be an essential part of your ERP strategy. And your implementation partner should have a cost-effective plan that will continuously help you improve your results.



Your ERP solution is one of the most important investments your business will ever make. It’s a major expenditure of time, money, and other resources. So the last thing you want to see is your ERP implementation fail because of a completely avoidable problem.


Remember, the most important thing is to get it right, which could involve thinking bigger than just ERP. In many cases, it makes more sense to launch a combined ERP/CRM solution. When you combine your ERP and CRM installations, you’ll have complete visibility of every aspect of your company’s operations.


To learn more about the ways ERP and CRM technology can transform your company, contact FayeBSG

By Elizabeth Mankowski


So your company acquired a new business (or you’ve been acquired yourself!). What does that mean for your CRM?


Imagine this: you’re the Vice President of Sales at Acme Co. You rolled out a newly configured SugarCRM to your field sales team last year. Adoption was strong: opportunities and leads are logged, and everyone uses the CRM for their weekly check-ins. You have better visibility of your opportunity revenue forecasts than ever before.


This year, your firm acquired another organization that runs a related business. They did not have a CRM, so you want to bring them into your existing CRM. But their sales cycle is a little different because they often provide product samples, but you rarely do. Their products are a little different: your widgets vary only in color and size. Theirs vary by color, size, and materials. They prefer monthly reports, while your team works toward quarterly goals.


How will you decide how to use the CRM going forward as a combined team?

Enter: CRM Governance

CRM Governance is a fancy way to say, “Who, how, and when will we make changes to our CRM going forward?”

As Director of our CRM Practice at Highland, I have identified five key strategies for implementing a successful CRM Governance:


1. Share the vision

Make sure everyone in your organization understands what strategic initiatives the CRM is designed to support. This includes more than just your Sales and Marketing team members. IT, operations, finance — all these folks should be able to articulate your Sales Vision and how the CRM helps to achieve it. If you have a third-party implementation partner, share the vision with them as well.


2. Share the timeline

Most strategic plans are framed in a timeline of two to five years. Your customer experience platform will also evolve over this timeline. Articulate for yourself and all your supporting team what changes are expected when. Define dependencies and major business events.


A sample timeline for CRM Governance | Image provided by Elizabeth Mankowski

A sample timeline for CRM Governance | Image provided by Elizabeth Mankowski


3. Delegate and empower

Identify one or two CRM administrators within your organization who are responsible for executing the vision and timeline. Check-in with them periodically, but free yourself from the day-to-day management of CRM enhancements.

4. Gather the right expertise

Identify representatives from your current sales team and the newly acquired team to participate on a joint team or governance board. Pull in additional resources as needed. When deciding who should be involved, it can be helpful to create a system map showing how your CRM will connect to other essential technology systems within your organization:

CRM System Map | Created byTyler Etters


Are you ready to integrate your CRM with a marketing automation platform to scale your digital campaigns? Then call a meeting with your CRM administrators and the marketing automation experts. Promote transparency around expectations, scope, timeline, budget, and any other project variables.


When considering integration between your CRM and ERP systems, bring your IT leaders to the discussion. Articulate your vision, then let your experts craft a solution proposal. Scheduling regular meetings during the solution definition phase, as well as throughout the project, will provide checkpoints to validate that everyone is still on the same path, moving toward the same vision.


5. Set an ongoing cadence

Leveraging the most value from your CRM rarely happens by taking a one-and-done approach. Just as your product offerings continue to evolve through research and development, so too should your CRM platform. Regular channels and cadence for receiving feedback from the field reps on the front lines, who use the system the most, can provide insights you may miss. When your sales processes grow and change, your system should reflect those changes in a timely manner.

Scheduling regular meetings for each of the groups involved with CRM governance, implementation, and usage will help everyone keep the focus on the strategic vision and over-arching timeline.

Successful CRM Governance is like farming— you need to till the land to harvest a strong crop.


An analogy that may be helpful here:


A gardener once bought a plot of land covered with rocks, trees, and an old broken-down fence. She spent the first spring and summer clearing the land to make it tillable.


By late summer, she had sowed her first crop of winter wheat. As the first snow fell, she harvested this wheat and considered her real estate investment a success. The next season, she planted wheat again, although the crop yield was slightly less. Her neighbor advised her to rotate her crops, so the third season, she planted corn, and again reaped a bountiful harvest. In the fourth season, she again planted corn, but drought hit hard, and the harvest was meager. In the fifth season, all the prognosticators called for drought again, so she planted chickpeas.


Like this gardener who evolved her plantings with weather and soil conditions, so too must your CRM evolve to meet market conditions, new product offerings, company mergers, and staffing changes over time. Adaptation will allow you to continue to recognize value from your investment, whether that be a tract of land or a CRM system.


This blog was originally posted on The Highland Journal

Customer experience is rapidly becoming a top priority for businesses. More consumers are placing their loyalty with companies based on their experiences, rather than pricing and product.

In fact, reports say that 86 percent of buyers will pay more for a better customer experience.

Overall, you want to give your customers the best user experience (UX) possible. But to do that, you need to have the best customer relationship management (CRM) software. That’s why SugarCRM has upped its game by guaranteeing outstanding UX via Sugar Sell.


SugarCRM has always been known for the reliability, satisfaction, and tech support it provides. But how does Sugar Sell equip businesses with the most innovative yet affordable solutions on the market? Sugar Sell brings customer data into one place, then builds a complete system for sales automation, collaboration, and reporting on top of that underlying data.

Sugar Sell offers the ultimate ability to craft a story about your customers, your company, and the future of your business. And it’s the UX solution to use when you want to empower every employee by giving them the right information at the right time—which is before they even ask for it.

Here are some key features of Sugar Sell:

  • Management

You can oversee leads, opportunities, accounts, and contacts.

  • Transparency

You can give everyone in your organization a context for each customer interaction, as well as insight about what to do next.

  • Reporting and Dashboard

With out-of-the-box customized reporting, you can drive strategic business decisions and inform leadership about important qualities of the business. You can also monitor your key business metrics and utilize reports that will turn customer data into business insights.

  • Product Catalog and Quote Management

By placing your product catalog right in Sugar Sell, you can effortlessly search and browse for products. And while viewing your customer account record, you can create custom quotes on the fly. In addition, you can run reports on the opportunities and revenues associated with each product, which will help you anticipate demand and fully understand each product’s performance.

  • Sales Forecasting

With Sugar Sell’s quote management, you can streamline your sales cycle and increase deal velocity. And with sales forecasting, you can improve the visibility and predictability of your overall business.

  • Sugar BPM

With robust business process management, you can improve your sales efficiency and productivity by spending less time on manual effort, and more time engaging with customers. Then you can automate almost any business process, including lead routing, quote approvals, customer email notifications, and much more.

Essentially, Sugar Sell customers can drive revenue, increase efficiency, reduce sales costs, and deliver unmatched customer-buying experiences.

 Want to learn more or see a demo? We’re ready when you are!

There comes a time when managing your client’s databases via thousands of spreadsheets, hopping from one system to another to find leads or customer data, or navigating amongst sales opportunities by checking scribbles on Post-it notes is no longer an option.


In order to effectively handle business operations and to improve the efficiency of your business, you need a robust customer solution where you can capture customer data, track incoming leads, segment customers into meaningful groups and create a structured workflow. Customer Relationship Management (CRM) systems work best for small businesses to maintain strong relationships across the board. In a CRM, all employees can record customer interactions with the company, create personalized messages for a targeted audience group, implement lead nurturing and lead scoring techniques, automate work processes and much more.


Let’s take a look at factors to consider when picking a CRM software:

 1. Define your business needs

  • Do I need to increase lead generation? Look for a CRM that delivers strong and agile lead generation software.
  • Are deals getting stuck in my pipeline? You’ll want a CRM with strong sales reporting, so you can identify the bottleneck.
  • Do I need to better access my contact data? Purchase a CRM that provides easy access to a 360-degree contact view.
  • Do I need to increase efficiency across my teams? Look for a CRM that can automate as many manual processes as possible.
  • Do I want easier access to insight around my results? Your best bet is a CRM that provides customizable dashboards.
  • Is my sales team unable to convert leads? A CRM that provides lead scoring so that you can qualify leads and identify the most sales-ready prospects will help.

2. Price of CRM for small business.

Most CRM software providers offer a free trial and offer per-user pricing. Before making the final selection, it is advisable to take advantage of the free trial and consider the price your organization can afford on such a plan.

3. Ease of use/learning curve

Will your team be able to easily use the system? User-friendly CRM software is what your small business needs, so having to spend money on training might not be a great idea. Research reviews and find out if the CRM is easy to use and novice-friendly

4. Availability of customer support

You might have technical questions that only the software provider can answer-finding one that offers customer support without any delay is the key to success for any business. Your business needs complete and unhindered access to support that doesn’t allow geographical boundaries or time zones to come between you and support.

5. Marketing features

All-in-one CRMs include marketing automation software. The capabilities coming out of such software will let you do things such as:

  • Email marketing
  • Build landing pages and web forms
  • Score and qualify leads
  • Run multichannel marketing campaigns
  • Track the results of your efforts
  • And much more

An all-in-one CRM eliminates the need to spend more money on a stand-alone marketing automation solution, making it a great choice for small businesses.


It’s more than likely that you’re already using other software systems in various departments of your small business. Commercient SYNC, the #1 data integration platform can help you integrate your existing systems, such as your ERP and CRM solutions. A systems integration will ensure the right information is available to your organization.


Your sales team will have access to ERP data directly in CRM, such as customer information, sales history, invoicing, serial numbers, inventory, multi-ship to addresses, and much more. With a two-way sync, new accounts and orders are integrated from CRM to ERP. This gives you a 360-degree view of sales and marketing.


Revolutionize the way your organization does business and expedite all processes by getting an advanced CRM system. Happy New Year! 

CRM implementation can definitely skyrocket growth in your business. This isn’t us claiming it, but what numbers say! According to Capterra, 65% of businesses adopt a CRM platform within their first five years of business. This is also because the CRM platform has a stellar return on investment. According to Nucleus Research, the average ROI on CRM investment is $8.71 for every dollar spent. That’s a lot of money.

However, the question is why some companies aren’t able to fully realize the potential of CRM within their business. The reason: a lack of CRM software training. A lot of companies don't invest in proper CRM training and fall short of transforming their business.


Imagine this: you invest in a top-notch CRM platform that is customized to fit your business needs. It was a huge investment of time and money. Now, you are expecting to drive high profits and see a boost in business growth with the right CRM implementation strategy. However, to your surprise, your team doesn’t feel empowered and is not accustomed to using the CRM platform.


The solution? CRM software training to reap the full benefits of your CRM platform. 


Let’s get started and see how CRM training can help your business. For this article, we’re going to focus on SugarCRM training; one of the best CRM software platforms.

Benefits of SugarCRM Platform Training

Increased User Adoption Rate

If your team isn’t achieving the expected ROI from CRM investment, that’s probably because they don’t know how to use a CRM properly. This calls for training to increase the CRM user adoption rate.


Sugar training will motivate employees to start using the platform and get comfortable using it. Moreover, they will also be able to leverage to optimize business processes and increase user productivity. 


To speed up the process and to make things more interactive, you could add a touch of gamification. Many companies use gamification to push user adoption and improve engagement. This ensures that your team gets accustomed to the software quickly and has some fun along the way as well. 

Get In-Depth Knowledge of CRM Features

Equip your employees with sound knowledge of CRM features, so they know how to navigate the software. Even if your CRM is user-intuitive, you can train the employees to uncover advanced capabilities through CRM software training.


For example, maybe your sales team doesn’t know that CRM software is mobile friendly. Another scenario might be to train your marketing team to do effective campaign management by leveraging the built-in features of CRM. Your team also needs to know about the flexibility of SugarCRM to customize workflows and integrate it with other business software being used in the company. Hence, with proper Sugar training, they can fully unlock these hidden capabilities and boost productivity.

Drive Efficiency in Daily Tasks

What’s the use of a CRM platform when you don’t know how to incorporate it into your daily tasks at work? To ensure smooth operation and maximum business efficiency, your employees should know how SugarCRM will benefit them. 


For example, they can automate workflows and reduce cyclical tasks with Sugar. Another highly useful application of SugarCRM in the day-to-day operations would be to integrate it with other software and streamline the business processes through a unified platform.


Moreover, with all the data available in Sugar, it is important how we use it to make decisions. Your team should be aware of the advanced reporting functions in the CRM. They need to understand how to use the interactive reporting features and dashboards. This makes SugarCRM training imperative so that your team understands the true value of CRM as the best business software and knows how it will boost productivity.

Get Answers to All Your CRM Related Queries

When your team sits down to understand how the CRM platform works, it will soon turn into a discussion full of actionable insights. Sugar training will help you take input from your team and understand how they’re using the software for various business functions. This will help you come up with ways to optimize usage and see how you can further refine processes-it’s possible that your sales and marketing teams are working independently and maintaining separate records, which is a cumbersome task. With the right training, you can pick out these productivity issues and move forward.


The discussions will also give the employees a chance to suggest suitable CRM integrations with other business software being used already by your team. 

Plan Ahead and Identify Issues in Time

After CRM implementation, it is important to figure out the CRM issues hindering the proper usability of the platform. If you invest in SugarCRM training, it is easy to assess the understanding of your team and see what problems they are facing. Hence, bringing the team to one table will result in determining issues before they hinder work progress.   

Better ROI on CRM Investment

Companies that invest in CRM stay ahead of their competitors. However, it is important to use the CRM properly to have the highest ROI. After training, your users will be well-versed with the functionalities of the CRM. As your team will be comfortable, it will result in better reporting, informed decision making, and happy customers.

Increased Efficiency in Business

In this digital age, companies are leveraging the best business software for customer relationship management. It is important to have intelligent customer journeys and leverage data when strategizing. SugarCRM lets you deliver personalized experiences and level up your business by increasing efficiency. However, you first need to have a team that is trained to use Sugar to drive efficiency in your business processes. 

Your Best Bet: a SugarCRM Partner 

Sugar training should be well-thought-out and executed in a seamless way. It requires a clear idea of your business needs and how CRM can be used to streamline processes in your company. Be it the technicalities or application of CRM in your business, a Sugar Certified team will make adoption from your organization much easier. 


Moreover, you need highly-skilled Sugar Developers to cover all your Sugar Customization and integration needs so that your platform mirrors your business processes and not the other way around. With the help of a tailored Sugar training program, your team will find themselves comfortable using the platform and will be eager to leverage it fully to unlock the hidden potential in your business. 


So now that you have a clear idea of how Sugar training can make or break your CRM implementation, it’s time for you to make a decision. SugarCRM training plays a key role in equipping your team with the expertise to properly use the best business software that your company has invested in.

Some things are just better together. Customer relationship management (CRM) and customer support software make a great couple. They complement each other, make the other’s job easier and work together toward a common goal. A powerful CRM platform coupled with intuitive customer support software will take your customer service and your customer satisfaction to the next level.

A good CRM compiles all of your data in one place so that you can keep track of your existing and prospective customers while customer support software keeps track of customer issues, complaints and tickets. To make the most of this combination there are a few strategies you can implement to make things work more smoothly.

Here are a few CRM hacks that can make customer support software more efficient:

Data Sharing

The first thing you should do is to make sure that both platforms have access to the other's data. Set up a bi-directional link between the two so that each platform can pull data from the other. Better yet, integrate the two platforms so that everything is in one place and the entire company is working from one platform.

By combining them, customer support can use the customer profiles and data from your CRM to make their service better and sales can see each customer’s history of issues and service tickets to adjust their sales strategy accordingly.

Clean Data Entry

Make things easier for yourself by emphasizing clean data entry to all of your employees. This will ensure that your data is error-free and duplicate free. It then makes the cross-sharing of data between departments more accurate and efficient.

Make sure that every single team member is responsible for keeping their data clean instead of just handing it off to a lower level employee like an intern. This will help you to keep your data consistent and to reduce the probability of duplication.

For instance, if you have the same company entered in your database three different ways i.e. MasterSolve, MasterSolve Company and MasterSolve Inc, it will confuse. Imagine if your support team is then trying to help a MasterSolve customer and can’t figure out which company name is the correct one. No Bueno! Conversely, if you have the salesperson who has MasterSolve as a customer do all of their data entry, they will consistently enter the company’s name the same way, therefore reducing the possibility of duplicates.

Custom Fields

When making customer fields in your CRM keep your customer support team in mind. Make sure that they are properly labelled so that there is no confusion when helping customers. For example, a label named “Customer Size” may only have the field variables of “National” vs “International.” Then you may have a completely different label named “Employee Count” where you identify the number of employees at the company. You can see how this may become confusing, especially when dealing with customers who want a quick resolution.


Never stop training! Training is essential to keep your team on board with any of your software platforms. It is especially essential if there are always new features being added and new updates to your software. However, when it comes to your CRM make sure that there is always a customer support voice in the room. They will able to vocalize what the support team needs and how each new feature and update will affect the support team to make them more or less efficient. They can advocate for a new feature or raise a red flag when they think it will cause problems for their team.

So, bring your CRM and customer support together today to form a strong partnership. Your CRM can not only ensure that your sales and marketing teams are on track but it will benefit your customer support team as well.

Data is important, but how you leverage it makes all the difference. With businesses having big data, it is imperative to use it efficiently to derive actionable insights. Breaking through the noise and getting the right information at a glance is important for effective strategising.


Companies put in a lot of time and effort to manage data and maintain a well-organized database. However, if you can’t find the right information at the right time, it’s of no use. 


Surely, you wouldn’t want to waste time scrolling through large data files. Moreover, when using CRM to streamline communication with customers, going through a long list of records and applying filters to sort data and tracking leads can be cumbersome and time-consuming. 


The solution: Leverage RT SugarBoards to optimize CRM data with Kanban view for interactive data visualization. It will also let you manage multiple pipelines to drive efficiency in your business processes.   


Without any further ado, let’s dive in to see why RT SugarBoards is a must-have Sugar plugin to make the most of your data with Kanban view and boost productivity. 


Why You Must Leverage RT SugarBoards? 

The RT SugarBoards plugin is compatible with Sugar and helps users in the following ways:

  • Easy access to data with columns and cards
  • Quickly visualize data from your CRM and have all the important fields in the Kanban view
  • Simplified user adoption to keep your team on top of the leads
  • Flexibility to change the status of leads for seamless pipeline management
  • Track the performance of your team during different project stages by leveraging Kanban view to never miss a deadline and achieve business goals

Features and Benefits of RT SugarBoards

Now you know using RT SugarBoards is the best way to optimize CRM data and manage pipelines in Sugar. So, let’s explore the features and see what makes it one of the most popular plugins available. 

Easy to Use with Dynamic Columns and Cards

With RT SugarBoards, you don’t have to spend time going through data; all the required information is available at a glance. This highly demanded Sugar plugin has an intuitive user interface and arranges all your data in cards and columns.

Manage Multiple Pipelines with "Drag and Drop" Functionality

Using RT SugarBoards, data management becomes a breeze. It lets users easily organize data with "drag and drop" functionality so they can move different fields on the cards through different stages of the sales pipeline. Hence, from lead generation to closing a deal, you can keep track of all activities and hit the ground running.

Work Fast with Interactive Action Items

With all your data in the Kanban view, the efficiency of your team with Sugar will go to the next level. The RT SugarBoards plugin allows users to have all the information in a single view. The cards will have interactive action items such as user initials, photo and last modification time.

Moreover, the activity buttons on the cards in your Sugar let you create emails, manage tasks, log calls and schedule meetings from within the Kanban view. Small wonder that RT SugarBoards is the best Plugin for Sugar and will streamline your business processes.

Different Views with Flexible User Interface 

With RT SugarBoards, there is no limitation to the number of ways you can view your records in Sugar. Along with the default Kanban view, it allows users to leverage collapsible view and also go into the detailed view. This will make it easy for you to visualize data and keep track of work in progress.

Personalized User Experience with Card Labels

Remove clutter from Sugar and enjoy a personalized user experience with RT SugarBoards. You can color code the cards to keep your work more organized and minimize confusion. It also lets you mark or unmark favorites to better manage records and boost your productivity.

Easily Retrieve Information with Filtered Search Integration  

Before RT SugarBoards, you had to scroll through large amounts of data to find the relevant information. This is repetitive and takes time. However, RT SugarBoards has made it easier for users with its filtered search integration. Just use the search bar and you get all the required data within the Kanban view. 

How Can I Get RT SugarBoards?

To make the most of your data and have records organized in your Sugar, Rolustech has got you covered. Our Sugar Expert team will put in the time and effort to understand your business needs and suggest a solution that will solve all your data management problems. 


With RT SugarBoards, a glimpse is all you need to make sense of your data. Leverage RT SugarBoards to make your day to day tasks time-efficient and work more efficiently by bringing Kanban view to all your Sugar modules.

In an ideal world, all your company’s software solutions would be able to easily share information. If you needed an important detail about a customer’s purchasing history while working in your customer relationship management (CRM) platform, it would be simple to call it up from your enterprise resource planning (ERP). Within a few clicks, everything you need would be right there.

But in the real world, software integration tends to be a little messy. It can take a lot of work to get two unrelated business programs to talk to one another, much less reliably share their data.

Meanwhile, it’s never been more important for business software to make these essential connections. Overall, the more efficiently these systems work together, the better it is for your company’s bottom line.

In this article, we’re going to take a look at five software integration trends that have become increasingly important for all types of businesses.

Here they are:

1.       Cloud ERP with CRM

Cloud ERP solutions aim at combining the flexibility and cost-savings of self-hosted software with the reliability, security and access of the cloud. This solution can be powerful for the right business.

While a Cloud ERP is typically known as your “back-office,” the trend has shifted toward an integrated ERP platform with CRM. By integrating a CRM solution with a Cloud ERP, your company can gain a 360-degree view of your entire operation.

2.       Social Media and Digital Marketing Integrations

It’s no secret that today’s sales teams increasingly rely on social media and online marketing to effectively do their jobs. Unfortunately, most older CRM solutions weren’t built with social media and digital marketing in mind.

Today, sales professionals rely on external tools. This outcome isn’t ideal, as it tends to make the CRM itself less useful. Unsurprisingly, CRM integrations for both digital marketing platforms and social media are now on the rise.

3.       IoT Integrations

To many people, the Internet of Things (IoT) still seems like a science-fiction dream. But for some industries, it’s reality.

IoT technology has created a world where warehouse shelves can run inventories on their own, and every machine on a factory floor can give instant updates about their own efficiency. This information is useful for integrating ERP with CRM, and it allows managers to gain real-time insights while they improve demand forecasting and other long-term projections.

4.       AI Integration

From a customer-service perspective, so-called “conversational AI” has the potential to be a total game changer.

Most of the support calls your company receives probably don’t require the involvement of a real, live human being. Customers usually have routine problems that could easily be solved through an automated system, or even by looking up the solution on your website. But when something goes wrong, most people prefer to talk to another human being about it. This tendency involves having an expensive human being on the other end of the line, even for the most mundane support issues.

If only there was a way for your customers to talk to an automated system in a more organic way. That’s where conversational AI comes in: using natural language-processing to create virtual assistants that are almost as good at their jobs as real, live people. Customer service integrations are just the beginning for this advanced AI. This technology is just scratching the surface of its usefulness in business.

5.       Gamification

One of the most frustrating things about investing in CRM or other business technology solutions is realizing that your employees just aren’t interested in using it. They don’t see the long-term benefits, such as the boost to efficiency. They just see more work.

But what if there was a way to make this entire learning process more engaging? Or even kind of fun? That’s what gamification is all about. By using game-like mechanics (such as competitions, leaderboards, badges, and prizes), you truly turn your CRM into an employee-motivation engine.

Don’t get behind on software integration trends.To learn more about the ways your company can benefit from the right software integrations, contact FayeBSG for a free consultation.

One of the best things about shopping from a physical store is that you get your purchases right there. No need to wait for them to arrive, and no issues with being home to take the delivery.

But online stores typically offer more discounts, and you do have the luxury of browsing multiple stores without actually having to travel to multiple stores. Moreover, you can do this browsing on your own time as you see fit.

The rise of online commerce has given way to a new industry: the shipping and courier industry. New might be a misnomer, but it has definitely revolutionized it as well as made things cheaper and more accessible. The number of companies in this area has increased and so has the range of the services they provide. Because of that, shipping is not limited to big cities, and deliveries go to the last mile, no matter how remote.  

There is still space in this industry - if you need unique ideas to make the experience of delivering a parcel better, then you should listen up.  

Start with the Basics

The first thing you will need for an IT setup is a Customer Relationship Management system or CRM. While you may just be starting out, you should choose something that will be scalable, and SugarCRM is a perfect choice. A basic CRM is simply not enough since your employees will be out on the field delivering parcels. They cannot come into the office every day just to log in the parcels they delivered. This is why you also need a CRM mobile application as well.  

Your mobile app should have all the features you enjoy in SugarCRM, like adding leads, managing customers and opportunities, but also mobile-specific features like push notifications, offline sync, and email support. 

This leaves us with the unique selling point in the shipping industry: Live Tracking. Imagine if you could track your delivery executives in real time, to know exactly when the parcel will reach a customer.

Pretty amazing, right?

Exploring the Tracking Feature 

Customers want to know where their parcel is and how fast it is getting to them. The more information they have about this, the better they feel about shopping or using a parcel service. 

You can integrate a live tracking feature in the SugarCRM mobile app so that you can track your employees while they are on the field. You can assign each employee certain parcels, and track those by tracking the employees.

Employees can check in and check out of each delivery location right from the CRM mobile application, making it easy for you to keep tabs on the parcels. You can extend this by offering a precise ETA to your customers so they know exactly when their parcel will arrive. 

Benefits of Live Tracking

You can go both ways: be a company that solely provides shipping solutions to individuals or join forces with online stores to provide them with shipping solutions.  

If you go with online stores, your unique selling point will give you an edge over other shipping solutions that they can choose from.

Better Customer Service

Your live tracking feature can help online stores provide better customer service, thus retaining their customers and building a loyal customer base in the long run.  On the other hand, if you decide to operate as a streamlined shipping solutions company for individuals, then real-time tracking can come in handy as you can offer this to your customers. 

Better Parcel Tracking

If someone wants to send a parcel to a place that is remote, then you can track the parcel in-real time and update the tracking information for the sender to keep tabs on. As the tracking happens directly in the SugarCRM mobile app, your employees will have an easy time checking off the parcels they deliver every day. They don’t have to do anything extra; they only need to use one app in the field to check for parcel details, customer details and update the deliveries they complete.  

If they are making deliveries in an area that doesn't get decent internet service, live tracking functions offline as well, with automatic sync when it is back online. 

The other benefits of the SugarCRM mobile app are not simply limited to the fact that you have your CRM in the pockets of your employees. After all, technology is only as good as what you make of it.

A Final Word

Shipping companies are not limited to taking a parcel from one place and delivering it to another. They play a significant part in the supply chain of stores and they are the face that customers actually see for a store that they cannot physically go to. It would not sound far-fetched to say that they are the sole reason why online stores even exist.

With breakthrough technology revolutionizing the industry, it is more than necessary to bring something special to the market. A CRM mobile app with real-time tracking might just be it! 

When it comes to modern CRM technology, there's good and bad news. The good news is that CRM is now the largest software market. The bad news? CRM is now the largest software market. I know. Mind-blowing, right?


Let me break it down for you. Today, we have dozens of CRMs flooding the market, and while that means that users have more choices it also means that there is a lot of noise and confusion. Which CRM has the best price? Which one is more secure? How user-friendly are they? Which one will offer the best ROI?

With those questions in mind, we’ve created the CRM Impact Score survey that will help you discover how your CRM compares to other organizations. The CRM Impact Score calculator will help you see how effectively you are maximizing the use of your platform, and spark actionable ideas on how to improve.

Take the Survey

We base our findings on the 5 core components that we consider every CRM should have: user adoption, security, functionality, automation, and data quality. 

CRM 5 core components


Let’s dive into these components that affect how much value people are getting out of their CRM.

1. Stellar User Adoption

There are always ways to improve user adoption and to increase ROI. When it comes to your CRM, user adoption is one of the biggest challenges. The lack of adequate user adoption results in the failure of most CRM implementations (more than 50% failure according to Forrester). Visual representation of data is critical to get your employees to embrace your CRM and improve their efficiency. An improved visual interface combined with the quality data you migrate into your CRM will improve user adoption and productivity.

Here are a few tips to do so:

  • Access all reports in your CRM instead of spreading them out in separate software and spreadsheets
  • Limit the numbers of required fields
  • Designate a CRM champion to get team buy-in
  • Update all nomenclature to match internal lingo

2. Great Security 

As data privacy (GDPR) and cybersecurity measures are increasing, we found security has become an important factor for return on investment (ROI). Companies need to have appropriate security practices in order to be able to make sure that their CRM can be used correctly. Often, companies are sensitive about adopting CRM due to poor security practices. They’re nervous about storing sensitive data on a system that could expose them to risks. Here are some good starting points to improve security:

  • Set up access permissions based on roles
  • Implement password rules (length or character requirements, expiration dates)
  • Create a standard procedure for revoking access
  • Implement Single Sign On (SSO) or Two-Factor Authentification (2FA)

3. Valuable Functionality

What can your CRM system do? Can you add additional functionality? Can you automate a process, or add a feature that you need and would give you additional value? All of these are valuable questions that, once answered, will help define your CRM’s value to your organization. Improve functionality by:

  • Focusing on core functions of CRM rather than bells and whistles
  • Considering all departments that are using CRM and how functionality fits into their specific use cases
  • Optimizing over time instead of a plug-and-play approach

4. Business Automation

With the right automation, CRM can save businesses a significant amount of time and money. CRM has evolved from being just a big database to a crucial business automation tool. Make sure that your CRM works together perfectly with your marketing automation tool to achieve the automation of business processes that your organization needs so badly:

  • Look at CRM as an automation powerhouse instead of as a business Rolodex
  • Have an overview of the entire customer lifecycle and add automation for marketing, finance, customer, and support (rather than just sales)

5. Amazing Data Quality

A component that truly elevates a CRM from a big database to a customer intelligence platform is the ability to generate actionable insights. Quality data is paramount for any organization. If you don’t bring good data into your system then you won’t have reliable reports and analytics coming out of it. Be sure your CRM can apply artificial intelligence to recognize patterns in customer behavior and recommend actions for the best-predicted outcome.

Here is how you can improve data quality:

  • Look at integrations to boost ROI
  • Give CRM access to all customer-facing teams
  • Provide offline and mobile access to data to improve data accuracy
  • Create reports that check for outdated information

These five core components working together can create the perfect CRM system.

Concluding Thoughts

There are many other factors to take into consideration when measuring your CRM’s value and capabilities. But if these components are in place, your CRM should be working at full capacity.

Not sure if it does? Then don’t hesitate to take our CRM Impact Score survey here. Complete the test, and a member of our team will reach out to you to discuss your results and help you improve your CRM environment.

For any other CRM questions, please feel free to contact us.


This article was originally published on the W-Systems Blog.

Marketing bridges the gap between consumers and the organization. Most businesses focus highly on marketing and look for innovative ways to increase ROI through marketing automation platforms. Additionally, companies with marketing automation see an average of 60% higher lead-to-sale conversion rates. 

With several options available, it can be difficult to find a complete marketing automation solution. SugarCRM offers an all-in-one marketing automation platform - Sugar Market. As a result, many marketing managers are keen to leverage it to stay ahead of their competitors.

Let’s explore what is Sugar Market all about and how it can help your business!


What is Sugar Market?


Sugar Market is an all-in-one marketing automation platform that streamlines your marketing activities. SugarCRM acquired Salesfusion, whose offering was later rebranded as Sugar Market and has since continued to evolve. It can be used on its own and integrated with Sugar or other CRMs. 


Features of Sugar Market


All Marketing Platforms in One Place


Does your team juggle different marketing platforms to identify customer touchpoints and leverage each one of them? With social media, these are changing at a rapid pace. 

However, you can streamline all your interactions with the customers on social media via Sugar Market. Allowing you to schedule posts, manage accounts and track brand performance, Sugar Market will enable you to boost engagement and accelerate customer acquisition.  

Effective Campaign Management


Marketing campaign automation can be done very effectively through Sugar Market. It lets you manage three types of campaigns: single emails, nurture-based campaigns, and trigger campaigns.


Automated email campaigns save time and help in optimizing your sales funnel. In Sugar Market, you can easily and quickly create personalized email campaigns. In addition, Sugar Market lets you streamline your email marketing workflow by scheduling emails. You can also get relevant statistics regarding emails opened, unsubscribed or other specifics.

You can also choose from the built-in email templates or create your own for a responsive email campaign. Moreover, you can also run a nurture-based campaign to convert or optimize trigger campaigns based on a user’s action for great results.

Better Lead Capturing 


Understanding customer engagement is important for digital marketing automation. Impressively, you can transform your customer’s journey by tracking engagement through different stages of the sales funnel in Sugar Market. Moreover, you can also get actionable insights regarding your prospects' interaction with your website and streamline account engagement.


Optimized Lead Nurturing 


Automated lead nurturing is a necessary step for closing more deals and improving conversion rates. According to DemandGen, nurtured leads result in a 20% increase in sales opportunities. Do you want to break through the noise and stay top-of-mind with prospects? Empower your team with Sugar Market, so they can send automated tailored messages to prospective buyers for a more personalized customer experience

In Sugar Market, nurturing campaigns are easy with drag and drop features. Just choose the mailing list from your marketing automation platform or your CRM, and include or exclude people based on various touchpoints. The more you customize the list according to your business needs, the better the results.

Furthermore, you can also renew a campaign by adding a rule or logic related to some action. For example, after sending emails, you can add a rule for follow-up calls if the specified action was taken.

Lead Scoring for Higher Conversions 


It’s disappointing when you can't close a deal after spending a lot of time and energy on a certain lead. Welcome to Sugar Market's native lead scoring mechanism, which allows you to assign a certain score to users based on their web activity, email or campaign engagement, etc. This is important for marketers as they can get the score of a lead and target it accordingly with their marketing efforts.


Launch Google Ads Campaigns


With Sugar Market, you don’t need to worry about managing your Google Ads Campaigns separately. Leverage the platform to see an increase in traffic and drive more qualified leads.


Optimized for Search Engines 


Given that digital marketing is evolving at a rapid pace, it is imperative to have a website with an optimal load time. If you are using a marketing automation platform but your site does not work properly, your business results will be less than optimal. 


Sugar Market brings a complete solution to website and SEO auditing, so you can see how your site is performing and benchmark it as well.  Attract more visitors to your site with smarter marketing.

Easily Create Landing Pages and Lead Forms 

Landing pages help to keep the audience engaged so you can seize new opportunities. In Sugar Market, you can save a lot of time through landing page automation. For this, use the drag-and-drop builders or choose the lead form templates. You can also build custom web pages for quick lead capture.

Measure a Webinar’s Success 

Being an all-in-one marketing automation platform, Sugar Market lets you manage and track your webinars and online events. It can transform your interactions with customers for real-time conversations through webinars. 


Create Custom Surveys - Fast 


Another feature of Sugar Market is that it lets you create custom surveys within the platform. This provides actionable insights about your customers and adds inbound intelligence.

Reporting and Interactive Dashboards

With Sugar Market, you can understand your customers better by tracking critical metrics and determining what drives revenue. With interactive marketing analytics dashboards in Sugar Market, you can create visually appealing reports that are easy to share.


CRM Integration with Sugar Market 


Another great feature of Sugar Market is that it enables seamless CRM integration. You can integrate Sugar Market with Sugar or any other CRM platform, and get real-time synchronization. It will bring your sales and marketing teams together on a unified platform, so you can drive more profits and increase revenue.


How will Sugar Market Benefit my Business?

As Sugar Market is an end-to-end marketing automation platform, it has the potential to transform your business. 

Here’s how.


Increase Your Sales


Marketing automation workflow becomes easy with Sugar Market. It lets you reach out to prospects, attract more leads and optimize your sales funnel. With Sugar Market, you're likely to see a boost in your sales figures. 


Increased Marketing ROI

Sugar Market will give you a clear picture of how your marketing campaigns are performing so you can strategize in a better way. Moreover, 63% of companies leverage marketing automation to gain a competitive advantage over their counterparts. Shouldn't you?

Optimize Resource Allocation


As Sugar Market allows you to track and monitor your campaigns, you can optimize the allocation of resources, time and money. Moreover, you can also customize SugarCRM to better manage your workflows. Not only will this drive profits, but boost your team productivity. 


Improve Customer Experience


Engage with clients at all touchpoints and address their issues for a better customer experience. Via marketing automation, you can retain more customers in an efficient way.


Supercharge Growth with Performance Analysis


It’s important to track performance and look for opportunities to grow your business. You can leverage advanced analytics in Sugar Market to track the performance of your marketing team, and visualize results through the marketing analytics dashboard. This will give you a holistic performance analysis to pinpoint areas of improvement.


What Are You Waiting For?


With its pre-integrated marketing automation solutions, Sugar Market can benefit your business in multiple ways. Leverage it fully with CRM integration and visualize your business revolutionized. 

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