An ERP & CRM management software is a key piece for the computerized management of companies. But it is not always understood the difference between an ERP program and a CRM program and, at the same time, their complementarity, which makes it highly recommended that they be integrated into the same platform.
This integration is not necessary, but when choosing a CRM program it must be considered that it can be integrated with any ERP platform.
An ERP program focuses on optimizing internal management processes to achieve cost reduction. These solutions provide different applications to automate various flows: Accounting and Finance; Sales and Distribution; Billing; Bank management; Payroll and HR; Production and Purchasing; Document management; After-sales; Projects; e-Commerce ...
All these systems work in an integrated way but are preferably offered in different modules so that companies can incorporate them according to their needs and capacities.
For its part, a CRM program aims, among others, to increase sales through effective customer management, which includes the commercial flows of the sales force, marketing and after-sales service.
And all this not only focused on existing operations but also on future sales opportunities and forecasts for potential clients that are not yet part of the ERP program.
Although they are two key tools, we often find companies that have invested in resources to be more efficient internally, paying special attention to key processes such as accounting and billing, but have forgotten about the customer.
However, beyond the financial and administrative management of the sales linked to it, companies need to know their customers to be able to retain them, find new customers and thus increase their business.
An ERP allows us to know which are the best clients of a company, and what and how much they have bought. With a CRM customer management software we will know why they buy our products, how they value our services and what expectations they have.
ERP management software is key to controlling the acquisition, production and storage processes, but it is only with a CRM program, based on real data and trends, that the company can make an adjusted forecast of sales so that all the pieces fit together.
The financial department can check the expenses incurred by the marketing department through the ERP program, but without assessing its usefulness. A CRM program is the channel to implement marketing actions supported by customer and prospect data with adequate indicators (KPIs) to subsequently measure their true impact.
The complementarity between both solutions allows the construction of a single platform that integrates them with which to manage all the company´s processes and obtain a 360º view of the business.