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Modern CRM software is a must-have for any business. It helps you manage every aspect of your customer relationships, from managing leads to follow-up calls and email marketing campaigns. But there’s one thing that many businesses forget: modern CRM should bring sales and marketing closer together! This means that your sales team needs access not only to information about current customers, but also about potential customers who haven’t yet purchased anything from your company. And vice versa—marketing teams need relevant information from sales to create personalized offers tailored just for them. So, if you want a happy marriage between these two departments, read on!

Provide your sales team with relevant leads

Sales teams need to be given relevant leads so that they can work smarter, not harder. Lead scoring is a process used to prioritize leads based on their level of interest in your product or service. Lead nurturing is the practice of keeping a prospect engaged with your brand and its offerings. When lead nurturing is done well, it helps you build trust with potential customers while also increasing your chances of closing the sale. Finally, lead management is simply the act of turning qualified prospects into customers by providing them with all the information they need for them to make an informed decision about whether to purchase from you.

Follow up on every lead

One of the most important lessons we’ve learned is to follow up on every lead. What do I mean by this? I mean that you shouldn’t leave leads hanging after they fill out a form or click your call-to-action. You should follow-up with them immediately, even if it’s just to say, “thank you for reaching out,” because it shows that you care about their experience.

It’s not enough to send a generic email as soon as someone fills out a form or clicks on your call-to-action. In fact, sometimes sending an automated email can actually result in less sales because people feel like they’ve been spammed, and they are now less likely to respond positively if you reach out later.

If possible, try calling or texting each lead right after they have submitted their information so that you can get their contact information right away and start building rapport with them immediately!

Focus on improving the customer experience

Customer experience is the key to success in your business. It’s more than just customer service, it’s the overall impression a customer has of your company.

A customer experience isn’t limited to the first contact with your company: it can be as simple as walking into a store and having staff greet you or picking up the phone when you call. We live in an increasingly online-focused world, but that doesn’t mean good experiences should be confined to phones and computers alone.

The right CRM will help you improve all aspects of your customer service process by connecting salespeople with support teams, providing clear data on what’s working (and what isn’t) in terms of marketing campaigns, and enabling instant collaboration between teams so everyone can work together towards shared goals.

Personalize your marketing

Personalization is one of the most important aspects of modern CRM. It’s all about connecting your marketing and sales efforts, so that you can do what’s best for each customer as a distinct individual. The easiest way to do this? Keep track of your customers’ data in one place.

Once you’ve got your leads and prospects in one place—and their information stored appropriately—it’s time to start driving personalization through every touchpoint. To that end, the best way to create personalized campaigns is by using relevant data from different sources (like past purchases or demographics) about each person who interacts with your business.

By creating a happy marriage between sales and marketing, you will improve both departments.

By creating a happy marriage between sales and marketing, you will improve both departments.

Sales teams need to be able to see where their opportunities are coming from and how they can best engage with those prospects. Marketing teams need up-to-the-minute data on the status of their campaigns as well as insights into which marketing channels are working best for them—and why.

With all that valuable information readily available at their fingertips, your sales team will have more time to focus on closing deals while your marketing department will be able to test different marketing tactics, measure their effectiveness and make adjustments accordingly.


With the help of modern sales and marketing software, it’s easier than ever to keep your teams in sync and on top of their game. By integrating CRM with your email marketing platform, you can create personalized campaigns that reach out to every customer at the right time.

If you want to learn more about CRMs and how Projekt Rising can help get you started, then click here.

What’s next:

Machine to Machine – Connecting your data and services