6 CRM Modules (sorted by Categories) That Work With Any CRM
A CRM at its core is a customer relationship management software, an application that helps you manage and track relationships with your leads, customers, and partners. A sales management CRM would focus on helping you manage sales leads and move them from point A to point B in your funnel. A customer/lead management process uses complex systems, and the complexity increases as you grow. In a data-driven framework, there are different aspects to management that the CRM can’t fulfill at its core, and this is where CRM modules come in.
What are CRM modules? Why do you need them?
The customer relationship management process starts from marketing and goes through sales and pre-sales support before conversion. And, once the customer buys, the focus shifts to customer success and retention. In this whole system, there are several moving parts. There is your website, conversion funnels, website modules (forms, meeting schedulers), emailing process, support process, and multiple departments taking part in all the action. CRMs cannot do it all. They try to. But, if you depend on it, you either pay more, get inferior 1st party modules, or get stuck in their walled garden. A CRM company will always try to do it all. They would provide their own forms, own emailing tools, own meeting schedulers, and everything you can wish for. But, will they be as good as top products that are dedicated to functionality? Will the live chat software provided by your CRM be as functional as something like Intercom?
This is why we have CRM modules. CRM modules are applications that work that connect with your CRM and enhance the value you generate from them. They might work independently or be something that solely works with the CRM. Most companies now use multiple applications, with small companies (up to 50 employees) using around 20-50 SaaS products and large companies (250+ employees) using over 100 applications. It would be beneficial for your sales and marketing operations to have a diversified pool of software that can work on their individual strengths.
Top 6 CRM Modules That Integrate With Most CRMs
In this list, we will talk about modules that can universally integrate into multiple CRM platforms. This would mean that you would have a wide pool to choose from and are not limited by plugins that work for specific CRMs. We will also diversify this list with modules that perform different functionalities.
This is NOT a ranked list.
1. Salespanel (Sales and Marketing Alignment and Attribution)
We would start this list with our product, Salespanel. From the get-go, Salespanel’s goal has been to be a pluggable software and it plugs into your existing sales and marketing ecosystem. It is a lead identification, tracking, and qualification software that automatically captures your leads from different acquisition channels without any setup (forms, live chat, Calendly, email clients, etc.) and tracks their activities in real-time. The activity tracking goes in-depth and tracks your leads both before and after sign-up for proper attribution. You will know who your leads are, where they came from, and how they engaged with your website and emails. A lead’s profile, firmographic, and behavioral data can be used to qualify leads using segmentation and lead scoring.
So, how does it work as a CRM module? Salespanel connects with CRMs like Hubspot, Salesforce, and Pipedrive and will automatically sync leads and their data to your CRM right from the acquisition. A lead’s behavior and qualification score are also synced in real-time to help your team stay updated about all lead information without leaving the CRM. This helps them know buyer motivation and prioritize leads with high intent to close more deals.
2. Clearbit Enrichment (Data Enrichment)
Clearbit Enrichment is a lead enrichment product from Clearbit that can add crucial lead data to your records on CRM. Clearbit will transform an email address to full-fledged contact with details like name, job title, company, company size, revenue, etc. This helps you shorten your forms as you get the data from them injected into your CRM.
This data also helps your sales team segment leads based on demographics and lead characteristics like job role, revenue, industry, or company size. Leads can effectively be segmented and distributed to reps who specialize in each of your segments.
Clearbit provides highly accurate data and plays well with CRMs like Salesforce. But, it can be a bit pricey for smaller companies.
3. Zendesk (Support Tracking)
In the current landscape of digital buying, customers for many businesses engage with support both before and after buying. For SaaS businesses, for example, people might need support while they are using product trials. So, what would happen if a lead’s problems are not solved, and he has a support ticket open, and your sales rep goes for the sale unaware of this situation?
This is where a CRM module for the support desk comes into play. All helpdesk products that support CRM integrations will work in similar ways, and I am choosing Zendesk for our example. Zendesk integrates with CRMs like Salesforce to sync support tickets to deals or contacts on your CRM. So, a sales rep will always be aware of open support tickets or previous support tickets for any deal, and this is something that will be useful for them.
4. Aircall (CRM telephony)
This CRM module is useful for companies where sales/account reps talk to their leads/clients through telephone. A VoIP calling module will help your reps call prospects directly from the CRM and also have recordings and log entries for each contact. This helps reps know when they called the leads and also check out recordings to refresh their memories if needed.
Aircall is a cloud-calling software that integrates with your CRM and Support software for seamless conversations with prospects and clients. Aircall supports leading CRMs like Salesforce and Hubspot and also integrates with Intercom to get leads on the call when they talk to reps on your website.
Apart from Aircall, there are many other telephony tools that can help you with this, and many CRMs also provide their own telephony plugin. No harm checking those out first. The reason for picking Aircall in this article is its pluggable format that works with your helpdesk tool, your live chat tool, and your CRM. As we mentioned earlier, we love “pluggability” at Salespanel.
5. PandaDoc (Document Management and eSigning)
When working on deals, documents relevant to each deal will need to be managed by your reps. Proposals, contracts, sales collaterals, and other relevant documents would be shared between your reps and your prospects. Having a CRM module for document management will help your reps track and store relevant documents within the CRM.
PandaDoc is one such tool that will help in this process. Apart from storing documents, it also helps you and your clients electronically sign contracts. This makes things hassle free for both your reps and your clients making deals go through faster without issues. PandaDoc works with all popular CRMs including Pipedrive, Hubspot, and Salesforce. Apart from PandaDoc, tools like DocuSign and Proposify can also be considered for the same functionalities.
6. Salespanel Browser Extension/Yesware/Hubspot (Sales Email Tracking)
Another need for your reps is the ability to track email interactions with your prospects. They would also benefit from leads from cold emails getting automatically added to your CRM. Let’s have a look at sales email tracking for CRMs.
This is the only entry on this list where we have mentioned multiple tools. And, there is a reason for that. There are three distinct functionalities you might want depending on your use case:
- Gmail/Outlook tracking (Salespanel, Hubspot, Yesware)
- In-CRM Email Tracking (1st party modules- Hubspot, Pipedrive)
- Outbound email and newsletter tracking from 3rd party tools like Mailchimp, Mailshake, etc. (Salespanel)
If you use Salespanel, installing the browser extension would help you track email opens, and link clicks from Gmail/Outlook and get the data synced to your CRM. You can also check out tools like Yesware. If your reps want to send emails from within the CRM itself, you would have to use the emailing tool provided by your CRM. That will have its own set of pros and cons. And, if you send outbound campaigns and want deals to be created when leads show interest and click a link, just connect Salespanel with any email marketing software of your choice.
For this module, you have to pick your tool in accordance with what you want inside your CRM. If your reps are comfortable with sending emails using Gmail and G-Suite, it will be better to stick to a lightweight tracking program.
A workman is only as good as his tools. In the same way, a CRM is as good as its modules. In this article, we have discussed the 6 most commonly used modules that can help in increasing the productivity of your team. These modules, believe it or not, will directly impact your bottom line and help you close more deals. If you have a suggestion for this article, please let us know.
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