Get the Full CRM Picture by Integrating it with ERP

CRM-ERP-IntegrationHow does your company manage the influx of information that filters into your organization on a daily basis? Most rely on systems such as ERP and CRM to make sense of the data and streamline operations to further achieve their business goals. Traditionally, these systems have remained separate, with ERP functioning primarily as a behind-the-scenes operator of the entire accounting process and CRM taking the role of a full-bodied sales solution capable of tracking customer behavior and transactions. While they may seem at the surface to be two very unique and separate systems, customer relationship management (CRM) and enterprise resource planning (ERP) work best when paired together rather than apart.

In fact, in a recent Forrester Research report, Ray Wang, an analyst for the firm, states that “you can’t have one without the other and be successful in the marketplace.” Stakeholders use both systems in a powerful way to gauge the health of a company and determine its goals for the future. ERP provides the much-needed internal information that stakeholders need, and CRM provides the entry point for stakeholders to engage with the business. When integrated properly, they can provide everyone involved with a full picture of health and aid in crucial business decisions.

Three benefits of an integrated system
Integrating ERP and CRM can essentially unite the front of a business with its internal workings. When sales professionals and internal planners have access to one another’s data and can collaborate to deliver a higher quality of service to their customers, the entire company benefits. Here are some ways that the unification of these two separate systems can impact your business:

  1. With an integrated ERP and CRM system, you can better position your company for change. When you’re planning for the future, you need all of the information you can get. Linking ERP and CRM allows your company to prevent discrepancies from occurring, as well as facilitates more informed conversations with your customers. Rather than reacting to product shortages and having to explain to the customer why their order will not arrive on time, your company can be proactive about the situation by preventing it from occurring in the first place.
  2. When joined together, your ERP software and CRM solution can improve your resource management. Monitoring your supplies is crucial; however, it can only be done right when you use your CRM solution to account for items in transit, sales, promotional schedules, and other crucial information that determines how sales and resource levels will fluctuate. With an integrated solution, your back office doesn’t have to rely on reports or calendars from the front office, they can access everything they need within the system itself.
  3. Integrated CRM and ERP increases your time to market share and improves your customer service. When your customer demands and production capabilities are united, it means that you can process orders and produce goods in less time than usual. An integrated solution will cut out a lot of the noise and disconnect that occurs between the front and back office, allowing you to take advantage of new sales opportunities and continue to meet your customer demands each and every time.

If you’d like to further discuss the benefits your company could achieve through an integrated CRM and ERP solution, give us a call today. If you are not currently utilizing CRM, then check out our Sage CRM product page. Sage CRM can be paired with Sage 100 ERP and Sage 500 ERP to provide you with a full front-to-back office solution. Contact us today to find out how you can achieve this integration.

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