Zoho CRM 2020 Feature Edition - Post Three

Continued from Zoho CRM 2020 Feature Release - Post Two

Evaluate how your business processes are performing

Most organizations use different processes to accomplish important activities, such as prospecting, following up on potential opportunities, customer onboarding, promoting live events and webinars, processing orders, and generating bills. It is crucial to monitor and evaluate the efficiency of each process on a regular basis to ensure their effectiveness and to make improvements along the way. Our new set of features can help you evaluate your business processes and identify the areas that need improvement.

Analyzing performance of web forms through analytics, and drawing comparative results with A/B tests (Web form analytics and A/B testing): Often, visitors browsing your website can turn out to be some of the most promising prospects. That's why it's important to ensure that your web forms can sustain their interest and continue to drive new business. To ensure your webforms are performing well, you need to periodically monitor their performance by checking:

The number of visits to your web forms
The total number of form submissions and more...

The results can easily indicate if corrective measures are needed. You can improve on the existing forms by adding/removing fields, introducing color, changing the design, and so on.

Using an advanced automation tool to build and automate customer journeys and business processes (CommandCenter): Lengthy and complex processes need to be regularly overseen to ensure their effectiveness. Processes such as loan disbursement and supply chain management involve many inbound and outbound teams to work collaboratively from the beginning until completion. This heightens the possibilities of delays, missing deadlines, transaction lapses or stagnation at different stages. To get a better hold of the process, it is essential to reduce manual intervention as much as possible, visualize the performance of each stage, and take necessary measures to rectify issues.

Using built-in models to calculate and credit ROI to marketing campaigns (Marketing attribution): From prospecting, to nurturing, to winning a deal, a prospect will often be contacted several times across different touchpoints. Each touchpoint is important in propelling the customer to the next stage in the sales cycle, and as a business it is essential for you to know which campaign is actually responsible in driving the customer to the end of the cycle so you can focus resources on the most effective ones. Marketing attribution provides four easy-to-use models that can help you attribute ROI to your best performing campaigns. For instance, the first-touch and last-touch models allow you to give maximum credit to the first and the last campaigns in the series. On the other hand, the U and W shaped models provide flexibility to adjust the percentage of the total ROI between two and three campaigns respectively. The linear model distributes the total revenue into equal parts among all the campaigns. The time decay model is designed to ascribe the highest ROI to the most recent campaign that led to the deal closure. By correlating a successful deal closure with your respective campaigns, you can identify which ones gave the greatest return on your investment and further build on those campaigns for future events.

Observing, tracking, and analyzing deal progress across multiple sales processes (Multiple sales pipeline): A sales pipeline is a visual representation of your sales process. You can see right away where prospects are in the buying cycle, the time spent at each stage of a deal, the likelihood of winning or losing a deal, and more. Not every deal progresses the same way, however. Since every process is different, putting all deals through a single pipeline will not give a clear understanding of their individual progress. Therefore, it is essential to create dedicated sales pipelines for deals of different kinds. You can create multiple pipelines within a layout and ascribe different sales stages in each. This will help you and your sales agents get clarity on each process and take actions accordingly.

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