Phil Risher ran a $3 million home-service business where marketing and the CRM never talked to each other, so nobody knew what marketing actually worked. When they connected the two systems into a feedback loop, data finally drove decisions instead of guesses.
$3 million
Three
This is why your CRM is sabotaging your marketing. I was Director of Business development at a $3 million home service business and I worked with three different digital marketing companies. Problem is, is that they didn't use my CRM data. My CRM was sabotaging my marketing because I wasn't using the data to make decisions. I was doing marketing over here, DRM stuff over here without any communication back and forth. The problem is that my marketing didn't know what was actually working in my CRM. My CRM didn't actually know what was coming from my marketing and I was just doing things off of a gut feeling and I didn't even know what was actually working. Once we bridged the gap between marketing DRM and had this flywheel back and forth, let' more marketing that's working and less that's not. Now we have a system that's going to continue to grow. The lesson here is that if you are doing marketing and you're not using your CRM data to make decisions from a marketing perspective, you're missing the whole point of actually scaling your business with data. Good data, good decisions. That's why you need to put them together to help you grow.
