How To Utilize A CRM To Grow Your Company

The abbreviated “CRM” stands for “Customer Relationship Management,” and represents a system that gathers and organizes all applicable data so that companies can better serve their customers. Knowledge is power, and the more detailed that knowledge is, the more streamlined a company can become as it seeks to up its competitive advantages.

CRM systems are designed with customer service in mind by optimizing the buying experience, whether it’s a product or a service. Companies can leverage accumulated data to make predictions when it comes to customer behavior, what they’re searching for, and the journeys that take whilst interacting with your company.


By utilizing a CRM in your day-to-day operations, your company can identify any areas where customer service is falling short, or could be improved on. The objective is to make their buying experience as easy as possible, while at the same time boosting their confidence in your company. Happy customers are ones that don’t have to go through any hassle to get what they want, and the better the experience you give them, the more delighted they’ll be.


CRMs are meant to facilitate the ease of transactions, regardless of industry or scale. On the company side, you can take advantage of the benefits CRM systems have to offer to realign your marketing and advertising objectives, streamline your sales goals, and provide better service. 

The objective here is consistency, and CRMs can help bring multiple departments under one roof, and have them communicating via a common language. For instance, if a product sells well through traditional sales channels, yet is faltering online, it could be a hiccup in the messaging. By identifying data in real time via a CRM, companies are better armed to pinpoint where the problem lies, and how to move beyond it.

Another benefit of CRM systems is how they automatically update and sync all relevant data across multiple channels. This is especially advantageous for things like contact info, sales flow and business per customer. By updating these records under one CRM system, staff get instantaneous and accurate access to pertinent information, without the risk of outdated copies causing problems. It also means your company can react faster when dealing with repeat clients who already have a full history of interacting with specific staff.


The automation of routine daily tasks is a major component of CRM systems, and companies are wise to leverage this functionality to the fullest extent. Daily meetings, email communication threads, lead-to-rep assignments and campaign analytics are all examples of tasks that are necessary, but often time-consuming and tedious.

Anything that speeds up this facet of day-to-day operations will free up time for more lucrative and constructive duties. Even something as simple as an online Chatbot conversation can be fully logged and stored within a CRM, allowing the right personnel to review the material so they are better equipped to reach out to a potential customer.


Having the right workflow is key to maximizing business potential, and many companies spend years trying to perfect the right formula. CRM systems take a huge chunk of guesswork out of the equation, and are best suited for the purposes of tightening up workflow for greater efficiency. 

Designing a workflow within a CRM system will automatically net you a huge advantage when it comes to doing business in an ever-shifting technological climate. Contacts, quotes, support tickets, sales campaigns and target marketing can all be constructed within a CRM, and tied into a larger workflow mainframe. With access to all relevant data at the fingertips of your staff, the CRM system mandates that they all work under one workflow at all times. 


More and more people are shopping online, and the trend is on the upswing. That means your company needs to be in a prime position to take advantage, or be left at the starting gate. In order to prevent competitors from eating your company’s lunch, you can leverage a CRM system to get out in front of the pack.

Imagine being able to automate many of the customer service tasks that required manual intervention before. Call tracking can log phone calls from customers, and deliver them into the hands of the correct staff members on the first try. Email tracking can assist customers by reminding them that they have objects in their shopping cart, or notifying them of upcoming sales and marketing initiatives driven by their specific shopping and browsing habits.

Social media is another huge entity that can act as the spokesperson for your company’s brand image and corporate culture. Go a step further with video ads created for popular channels like Instagram and YouTube, and tie them into the rest of your workflow. The possibilities are endless, but they’re all designed for the purpose of making the company/client relationship as lean and enjoyable as possible.


If you haven’t thought about implementing a CRM system for your company’s operations, now is the time. Contact Operatio Marketing today so we can explain further why a CRM will help transform your company’s financial success, simply by leveraging all the technological benefits of the platform.

Tips For Franchise Lead Generation

Lead generation is one of the biggest challenges franchises face, but it doesn’t have to be. In fact, finding new sales leads is one of the more enjoyable aspects of franchising, as it represents an opportunity to grow your franchise alongside enthusiastic people who want to change their lives for the better. As these franchisees build their own portfolio, so too can you build yours. There’s a lot of competition in the Canadian franchise market right now, which means it pays to take heed of a few tips on how to better your franchise lead generation. How, exactly?  Read on.


Millennials bear the unfortunate brunt of a lot of social jokes nowadays, but the truth is they’re the driving force behind the workplace, and that number is growing. Millennials are now in an age bracket where they’re poised to spend some money, especially if they’ve made it big within their day jobs. This younger demographic has also been culturally influenced to pursue a greater work/life balance, which means marketing to this group can yield more growth for your franchise. 

Millennials are typically pretty savvy when it comes to business as well, and with an experienced franchisor on their side to smooth out any rough edges and inexperience, the recipe is primed for success. Don’t focus all your attention on millennials, as other demographics (especially in the 40-50 year old range) have just as much, if not more business savviness and startup capital than millennials. That being said, millennials shouldn’t be ignored.


It goes without saying that we are living in the digital age, but sometimes franchises forget the power of this medium, and neglect harnessing it effectively. Make sure your franchise is staying absolutely up to date on website design trends and vectors of message transmission. Having a mobile-friendly website is key to hooking the attention of potential franchisees, and keeping them engaged while you make your digital pitch. Similarly, reducing the complexity of application forms can go a long way to getting those leads into your inbox, which you can always cultivate later. It’s important to get people signing up for more info, rather than checking all the right boxes on the very first shot.

Finally, don’t neglect the power of video. This is an oft-overlooked transmission medium that has high impact among viewers who have grown up in the YouTube era. Video engages people in a way that static imagery and text simply does not. Utilizing it as an attention-grabber can vastly reduce the effort needed to hook and reel in possible interest towards your proposal.


Another mistake many franchises make is utilizing the same marketing expert they have hired to attract patrons, and turning them loose on franchise development and lead generation. While it is possible that a savvy marketing executive might understand how to generate both kinds of leads, oftentimes it’s better to invest in a franchise expert. 

Marketing gurus tend to focus on key demographics, and what works for visiting patrons and customers may not work for potential franchisees, since they are attracted by an entirely different set of criteria. It involves more than just providing a great experience. It requires speaking to their pocketbook and their long-term aspirations and goals, as well.


Like most marketing and advertising ventures, you have to pay in to get back. This statement is rather generic however, and requires a bit of dissection. Many think that social media, portal lead generation, drip campaigns and paid searches involve simply tossing large amounts of money at each one, and hoping for the best. The experts will tell you when and how to apply your money to these kinds of digital marketing ventures to generate the best ROI. 

For instance, social media feeds are great ways to engage potential franchisees, especially if you’re paying for promoted posts to increase visibility. Portal leads are often viewed as less important, but they still deserve a bit of attention in order to push traffic to your website. Paid searches tend to cost more, but they also yield high results by increasing web traffic, and therefore your chances of engaging them on the franchising front. Finally, Email drip campaigns are widely regarded as one of the most effective lead generation methods for franchises, since they interact directly with potential investors. 


Last but not least, do not automatically assume that potential franchise applications will translate into sales. Often, prospects will test the waters to see what franchising is all about, while seasoned franchisees might be curious about diversifying their portfolio with another brand. It might go without saying, but the final step will involve pitching the potential franchisee directly, so make sure your game is on. 

A great digital marketing company knows the importance of lead generation when it comes to building your franchise. Fortunately, Operatio Marketing has tons of experience in the field, and we’re ready and able to help you find the right leads to expand your franchise’s reach. Call us today so we can have a one on one conversation and get to know your franchise, and its ambition for growth!