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HubSpot Sales Partner Program Director Brian Signorelli CRM Buyer: What are some current trends you see happening in the CRM space? Brian Signorelli: One of the first things that stands out to me is that, ironically, despite all the money that is spent on CRM overall, sales reps aren't spending that much time there. Instead, reps are using all these tools that are connected in some way to CRM, like email or sales acceleration. As a former sales rep, I get that.

The second big trend that I see is that the sales tech ecosystem is really booming. The space has attracted billions of dollars in venture capital. The third is integration and migration, and the fourth is reporting. With so many different tools now, we're seeing a rise in reporting platforms.

Finally, while larger businesses have widely adopted CRM, the one group that's lagging behind is businesses with fewer than 10 employees, and they're going to be catching up. CRM Buyer: Is CRM important for those smaller businesses? Signorelli: Yes, absolutely. If you don't have a single source of truth to understand the different interactions you're having with customers and prospects, you're never going to get a unified view of what's going on.

That's going to lead to a poor buying process or customer service process. There's no excuse for a business not to be using some type of CRM. I think where the smallest businesses get lost with CRM is they view it as a glorified Rolodex. I didn't really see the value of a CRM until I saw what you can do when you connect outside systems, like marketing, to CRM. When you connect all the marketing data you have and plug that information into CRM, it transforms into something that provides actionable intelligence for creating a really cohesive and powerful buyer or customer experience. CRM Buyer: What is the key to building deep and lasting relationships with customers? Signorelli: One part is about the value that you're providing to the customers, and the second part is the trust.

When I say value, I mean the customer does not have just a relationship of convenience with you. You need to show over time that you offer the best solution relative to any other products out there. When I say trust, I mean you actually deliver on your promise and do the right thing when something doesn't go right. This involves being really transparent, and owning it when things go wrong. Speed is another part of that. We live in the age of convenience, an on-demand world, so when there are issues, the ability to respond to issues really quickly matters a lot. Another area is customer service.

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One interesting thing is that half of all businesses that use CRM plan to increase their spending on customer service. I think we're on the event horizon of that changing, and that's going to pick up. CRM Buyer: Why is it important to have deep insight into customers? How can raw data be transformed into insight? Signorelli: I love data.

Data can really drive decision-making across the business. If you don't understand your customers and the ways they're interacting with you, you really won't be able to make informed decisions about where to invest money and where to cut back. It will flow down into how I allocate a budget, who I hire, and which products I'll invest in.

If you don't have good data, it's difficult to make any of those decisions, and you're flying blind. If you're going to strip CRM down to its most basic functionality, it serves the function of adding contacts into a single repository. If you look at that as raw data, though, the question is, how do you turn that into insight? How do you turn logging calls into insight? It's one thing for me to understand how many calls my salespeople are making, but if I understand who they're calling, and what types of businesses, that's something that's meaningful to me in order to coach my team members. CRM Buyer: What does it mean to nurture leads, and why is it important?