As in all other activities of a company, marketing is no exception to policies reduction of budgets, or at least of optimising the use of resources. This requires achieving adequate levels of productivity, making use of available resources in the best possible way. The company’s management will be very attentive to the measurable results of different marketing activities and surely will opt for those that have the greatest potential for generating a highly favourable cost/benefit ratio. For this marketing function must make use of tools that allow you to plan, execute and measure clearly the activities and results of their demand generation initiatives. We have taken as a basis an article published some days ago at the portal of Selling Power related to six business processes developed in the area of marketing that can be highly effective through the use of CRM-type systems. Let’s see what are these recommendations.

Customer retention programs. As we have mentioned in previous articles, a the best sources of revenue for the companies is its current customer base. To the extent that is much better known to customers, greater is the probability that you can develop programs in order to maintain these satisfied customers. For this it is necessary to identify the behavior of individuals or specific segments and detect patterns that allow demand generation strategies developed in these segments. CRM systems can get to determine the level of profitability by segment of customers and thus provide information to marketing staff so identify segments are the most important and that initiatives must implement to achieve Captivate these customer groups. Making correct use of numerous channels of interactions that allows an appropriate CRM system, it is possible to react to the behaviour presented by these groups of high interest to the company. Thus marketing initiatives can be implemented quickly. The integration of CRM tools with what is known as social networks, may be another interesting element to better understand how to decide and evaluate in a moment of purchase by the consumer or client.