Let’s face it: spreadsheets are like that pair of shoes you’ve had for 10 years, reliable but not cutting it anymore.

Sure, they might have gotten you through a few rough patches, but in today’s fast-paced manufacturing world, relying on outdated tools like spreadsheets is a disaster waiting to happen.

Enter CRM (Customer Relationship Management) systems for manufacturing, the ultimate solution for centralising data, automating processes, and turning all that chaos into actionable insights. 

Let’s get started with how CRM can streamline your sales and marketing efforts while you sit back and watch your business grow.

Why manufacturing companies need CRM systems

Manufacturing isn’t exactly a walk in the park. Long sales cycles, difficult customers, and an endless parade of decision-makers mean that managing customer relationships can feel like navigating a maze blindfolded.

But what if you had a system designed to take some of that load off? 

That’s where CRM comes in. It’s like having a personal assistant for your entire sales team, improving productivity and helping you close deals faster.

With a CRM system, you’re not just managing customers, you’re engaging with them in ways that make them feel heard, valued, and eager to buy.

By centralising all customer data, a CRM system allows you to track interactions, understand customer needs, and execute timely follow-ups.

Think of it as your command centre, helping you keep things on track, even when the sales cycle feels more like a marathon than a sprint.

How CRM for manufacturing improves customer engagement

Ever feel like your customers are slipping through the cracks? CRM systems are here to save the day, enhancing customer engagement through automation and data-driven insights. 

Here’s how a CRM system can help you can level up your game:

• Automated communication: Set it and forget it with automated email sequences to keep in touch with customers without spamming them to death.
• Customer segmentation: Want to send targeted campaigns? Segment your customers by their behaviour or purchase history, ensuring your messages hit the right audience at the right time.
• Lead scoring: Not all leads are created equal. Prioritise them based on their interactions, so you know who to focus on.
• Lead nurturing: Use intent-based content to gently guide your prospects through the sales funnel; no heavy lifting required.

By leveraging these features, you’ll deliver a personalised experience that leaves customers thinking, “Wow, they really understand what I want.” And who doesn’t love that?

Centralising your data with CRM software

One of the biggest perks of CRM for manufacturing? Centralised data.

Having all your customer info in one place is like cleaning out your messy garage and finally being able to find that tool you need (without tripping over last year’s Christmas decorations).

With centralised data, you can identify customer trends, create targeted marketing campaigns and access real-time insights. Sales and marketing teams get the full picture, empowering them to make decisions that are both quick and smart. 

The Value of Centralised Data:

• Customer trend identification: Spot purchasing patterns and better predict demand.
• Targeted campaigns: Tailor your marketing efforts for specific segments and watch your engagement soar.

Real-time insights: Give your teams the info they need, right when they need it, so they can act fast and make the right calls.

Integrating CRM with ERP for manufacturing efficiency

Want to take things to the next level? Integrating your CRM with an ERP (Enterprise Resource Planning) system is the best combo around. Your ERP handles production and inventory, while your CRM focuses on customer interactions. Put them together, and you get a seamless communication flow between your office team and your customer-facing teams.

Imagine this: A sales rep is chatting with a customer who asks about product availability. With a bespoke CRM-ERP integration, they can check stock, get order statuses, and find all the information they need all without leaving the CRM. 

Now that’s efficiency.

Key Features of CRM for Manufacturing

So, what should you be looking for in a CRM? 

Here’s the lowdown:

• Lead management: Keep tabs on every lead, from their first visit to your website to the moment they sign on the dotted line.
• Sales automation: Save time with automated tasks like follow-ups and lead notifications.
• Customer service tools: Ensure happy customers with post-sale support that actually works.
• Chatbots: Because sometimes customers want answers fast and chatbots are always awake.
• Knowledge bases: Let customers find answers on their own, freeing up your support team for the tough stuff.

Solutions like HubSpot or Salesforce Manufacturing Cloud have you covered with these essential features, ensuring your sales machine runs smoother than ever.

Case Study: CRM Integration for Crest Pumps

Let’s talk about real results. 

When Crest Pumps needed a CRM that could handle their data management needs, their existing system just wasn’t cutting it. 

So, Red-Fern stepped in to work some magic.

We conducted a full data audit and uncovered discrepancies that had crept into their CRM over time. By working closely with Crest Pumps’ C-Suite team, we consolidated their data into a new optimised hierarchy and ensured a smooth migration to HubSpot, integrated with Unleashed. 

The result? 

A CRM that not only aligned perfectly with their business goals but also allowed them to operate more efficiently and scale their efforts.

Want to read the full story?

View the full case study here.

Common mistakes to avoid when implementing CRM in manufacturing

Alright, so you’re ready to roll out a a CRM system, but before you dive in, avoid these common mistakes:

• Poor data entry practices: Rubbish in, rubbish out. Train your team to enter data consistently.
• Failure to integrate: Your CRM needs to play nicely with your ERP and marketing tools for maximum effectiveness.
• Reliance on spreadsheets: Spreadsheets are so last decade. Your CRM can do the heavy lifting, so let it.

The future of CRM in manufacturing

Here’s where things get really cool. With AI and predictive analytics baked into your CRM, you can forecast sales, manage resources, and build stronger customer relationships. 

It’s like having the power to predict the future.

By analysing historical data and AI-generated future projections, manufacturing companies can make informed decisions and crush their sales targets, no matter what curveballs the market throws their way.

With pipeline automation, your CRM can even nudge leads through the funnel for you. 

All you have to do is sit back and watch the qualified deals roll in.