The integration between ERP and CRM implies improving communication between both applications. But above all, it means that critical data from one system can be automatically extracted from the other. Both CRMs and ERPs help SMEs to manage and optimize their operations and business strategies. Datisa talks about it, showing the 7 key advantages of the integration of CRM and ERP. “Sometimes we find sales teams that are comfortable using a CRM that they already know. Forcing them to use a financial and operational based ERP to manage customer data may not be the best option. For this reason, the integration of two autonomous systems is key”, explains Pablo Couso, commercial director of Datisa.
CRM and ERP integration
Here are the 7 key benefits of CRM and ERP integration:
Clarity in the flow of operations. By sharing data on the progress of ongoing deals, sales teams can keep finance teams in the loop on revenue forecasts. As deals close, finance will be able to post revenue in real time. And, if the sales representatives have information about the purchase history of a specific customer, they will also be able to better plan their actions.
Inventory update. If each environment handles different information about inventory status, customer experience, or sales, they could suffer. For example, if a marketing action is designed to promote an item that is out of stock or out of stock, the opportunity cost can be devastating for an SME. If all the areas involved in the process have access to the same information either from the ERP or from the CRM, these errors will be avoided. And, in any case, finding alternatives on the go will be easier.
ERP – CRM integration: more benefits for SMEs
Accuracy in prices. Making the pricing information hosted in the ERP flow directly into the CRM will avoid mishaps. In this sense, it is important to have updated prices. Especially the products/services that are promoted. Otherwise, problems could arise later when a customer sees a different price at checkout.
Better planning. If ERP and CRM share information, it is easier to plan all the operations related to any commercial campaign. From the investment in the purchase of products, the negotiation with suppliers and financial entities, to the payment and collection processes, passing, of course, through the design of seasonal campaigns, by geographical areas, by product/service lines, etc. Identifying the origin of the data, extracting the knowledge they contain and crossing one piece of information with another is one of the reasons it allows better planning of actions and resources. And, consequently, optimize operational efficiency. And, improve the profitability of the business. It is, without a doubt, one of the most powerful reasons to promote the integration between ERP and CRM.
More collaboration. Sharing data between CRM and ERP systems drives collaboration between different teams. For example, if the commercial team and the financial area can see the same data, instead of only having the information related to their own department, they will be able to make joint decisions. And look for smarter solutions to increase income, reduce expenses, better target resources, etc.
Data consistency. Finally, the integration between CRM and ERP helps companies improve the consistency of their data. If numbers have to be manually copied from one tool to another it is easy for errors to occur. However, if the data flows automatically from one solution to another, the margin of error is practically 0. And, this increases the confidence in the data that is consulted.