How Jon Ferrara of Nimble Transforms the CRM & Influences Social Sales
The Evolution of the CRM, Social Selling and Technology
Building relationships with key contacts is more important than ever and it’s getting harder to do in our over-connected, social world. In the past, business conversations were limited to face-to-face, phone, fax and email. Today, our contacts and the way we communicate with them has exploded into hundreds of social platforms and Apps, and yet the traditional CRMs forces our teams to use them to track prospects but don’t do enough to help them engage modern digital customers.
If you have ever worked inside a big box legacy CRM, you know how cumbersome, time consuming and unfriendly they can be, which leads to limited use and loss of vital intelligence. We end up working for our CRMs instead of them working for us. Sixty percent of sales time is spent Googling people and companies and logging what we know and what we did, which ultimately hinders follow-up and conversion of prospects to clients. With the continuous increase of social media’s role in business development and the importance of an effective Customer Relationship Management (CRM), Jon Ferrara has taken the Nimble
app to the next level, re-imagining what a CRM is and who it is for.
"I truly believe that business is social. Life is social. People buy from people they like, and they like people who know them,” states Jon Ferrara, the CEO and founder of Nimble CRM and a truly remarkable social business strategist. “It’s your job to understand who a person is, what their company is about and how you might serve them. It’d be great if our CRMs helped us do this and more.”
Ferrara explains the flaw in the current usage of CRM, joking, “CRM doesn’t stand for Customer Relationship Management. It stands for Customer Reporting Management. The reason they call it Salesforce is because they have to force salespeople to use it.”
He clarifies the major problem of CRM: "they are created to basically give management what they need so they get off your back, so you can go out and actually build relationships that drive revenue. Today's real relationship manager is your inbox, Outlook, Google and Apple contacts, as well as the social media platforms where your customers are having conversations."
He further states that his vision for a “nimble” CRM is “a simply smarter relationship platform that works for you by building the CRM for you from the contacts, conversations and activities that everyone in the company is having with the people they engage to grow their business. This is called Context
. It then maps the contact and company social identities and brings down the profile details needed to understand who someone is and what their business is about. That’s called Insights
. Finally you can bring the Context
with you everywhere you work to take relevant action that drives results in social accounts like Linkedin and Twitter, in your inbox, and even in your existing business apps including legacy CRMs.”
The Nimble app, which is a quick download to Chrome
and most otherbrowsers
, allows the power of your simply smarter social CRM to be open in a side panel and available whenever you are on a contact’s email, LinkedIn profile, Facebook page, Twitter profile, etc. The combination of the power of a CRM with all of your contacts’ social platforms makes taking notes, engaging with your contacts and setting up follow-up activities seamless – easy enough for a sales rep to actually do it.
In addition, Nimble is designed to be a relationship manager for everyone in the company. “It’s not just sales people that touche the customer, and it’s not just customers and prospects that will help you."
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