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There’s no one employee responsible for the customer lifecycle. Since it’s a team effort, it can be difficult for someone to know what their job entails.

CRM software can help businesses overcome this problem. We’ll explain its role in this blog.

What is each employee’s role?

First you generate a lead, then you advance it, then you convert it, and then you restart the entire cycle. Hopefully, you’ll be able to retain most of your customers.

It’s hard for employees to know what their exact responsibilities are. The line between sales and marketing can get fuzzy and when that happens, your company starts dropping the ball.

CRM defines responsibilities

Implementing a CRM system aligns employees by getting them to refer to the same data. Whenever someone interacts with a customer, they enter the relevant information into the system.

This Business 2 Community article explains how this can help define responsibilities. According to the article, when the whole business uses the same system, it becomes clear which department is responsible for what:

“A well-implemented CRM system helps employees across departments understand their responsibilities to customers throughout the customer lifecycle and when those responsibilities aren’t met, it’s easy to identify what went wrong, where, who fell short and how to make sure it doesn’t happen again.”

This helps align your sales and marketing teams. In the end, the customer journey is much smoother.

Make employees accountable

Another consideration here is that you can find holes in your customer journey. With a CRM system, you can find out where leads are getting stuck in the buying cycle. You might discover, for example, that subscribers aren’t clicking the CTA in your marketing emails.

Now you can address the problem directly by talking to the marketing team. By writing better emails, you’ll get rid of the blockage in your buying process.