The best way to Create the Excellent CRM Workflow


Each enterprise desires to grasp buyer relationship administration. It helps you perceive their conduct, supplies them with a greater expertise, and (hopefully) will increase gross sales. 

Sadly, it’s not a easy course of.

Buyer wants change on a regular basis, know-how advances, and new rivals hit the scene. With the suitable CRM platform, you may carry on high of all this info and handle your total workflow in a single location. 

This text has seven sensible suggestions that can assist you create the proper CRM workflow to extend gross sales, nurture leads, and develop your enterprise. 

Desk of Contents

What’s a CRM workflow? 

A CRM workflow is a sequence of steps that should occur to finish a process, mission, or enterprise course of. Every step within the course of brings you nearer to your required final result. 

an example of a workflow outlining the steps of the sales funnel
An instance Gross sales Funnel workflow

You need to use CRM workflows to handle a wide range of enterprise processes, comparable to: 

  • Electronic mail advertising
  • Buyer help (together with customer support emails)
  • Gross sales prospecting 
  • Invoicing 
  • Lead administration
  • The shopping for course of 
  • Managing the gross sales funnel
  • Managing buyer complaints

With a workflow in place, these processes are simpler to handle. You possibly can visualize the complete course of in a single location and hold monitor of efficiency in real-time.

Why must you use a CRM to handle your workflow? 

A CRM platform tracks and manages buyer relationships throughout completely different departments. From advertising and gross sales to customer support and product design, you may streamline processes throughout your enterprise. 

With a CRM, workers get entry to a real-time workflow. They’ll arrange day-to-day duties, monitor progress, and monitor leads to one system. A gross sales supervisor also can use the platform to assessment gross sales and make knowledgeable choices about how the gross sales group can attain their objectives. 

Let’s check out among the advantages in additional element. 

Automate duties 

Utilizing a CRM, you may automate elements of your gross sales, advertising, and enterprise processes. 

Automation (generally referred to as a workflow rule) is an exercise triggered by buyer motion. For instance, when a buyer buys one thing out of your web site, the automation will immediately ship them a affirmation electronic mail. 

Or let’s say a buyer makes use of their electronic mail deal with to enroll in your publication. By becoming a member of your electronic mail record, it triggers an motion in your CRM to routinely sends a sequence of welcome emails to the shopper, adopted by a sequence of follow-up emails. 

example of an ActiveCampaign automation for a series of welcome emails
Instance of an ActiveCampaign automation for a sequence of welcome emails

As an alternative of doing the guide process of sending every electronic mail your self, you need to use an automated electronic mail workflow to hurry up the method. It saves you time and means that you can focus your consideration on different duties. It’s also possible to use sensible triggers to edit {custom} fields or the standing of leads in your record.

It additionally means that you can allocate assets higher. Analysis exhibits that by 2024, operational prices will decrease by 30% due partly to automation know-how and redesigned operational processes. 


As a result of with automation, you spend much less money and time on repetitive and mundane duties. Consequently, you may allocate these assets elsewhere. 

Monitor the shopper journey 

A CRM platform means that you can hold a detailed eye on the shopper journey from preliminary contact to conversion. You possibly can see each new lead, gross sales agent name, buy, help question, and buyer criticism in real-time.

This perception offers you a greater understanding of how your clients transfer by means of the gross sales funnel. You possibly can monitor each step of the workflow to see what’s going nicely and what might be improved. Consequently, you tailor the shopper journey to the wants and expectations of your potential clients. 

For instance, let’s say most clients abandon their cart earlier than making a purchase order. With this info, you may assessment the shopping for course of and make it simpler for patrons to purchase from you, lowering cart abandonment charges. Your clients get a greater expertise, and also you’re extra prone to get a sale. It’s a win-win. 

Entry to buyer knowledge 

Over 50% of companies say they lack the info they should higher perceive their clients. 

graph outlining the main challenges businesses face when it comes to understanding customers
The primary challenges companies face in the case of understanding clients

Utilizing a CRM platform can resolve this drawback. 

With the suitable CRM, you’ll have entry to numerous reporting and analytics about gross sales, efficiency, and buyer conduct. This info means that you can higher perceive your clients and the market generally. 

Seven suggestions for making a profitable CRM workflow 

There’s no one-size-fits-all in the case of making a profitable CRM workflow. Each enterprise is completely different, and so each workflow is exclusive. 

Nevertheless, you may comply with some greatest practices to extend your possibilities of making a profitable CRM workflow. We’ve outlined seven suggestions to provide you a stable basis.

1. Select the suitable CRM 

In case you don’t have the suitable CRM platform for your enterprise, effectivity and productiveness can take a success. To discover a workflow administration answer that’s proper for your enterprise, ask your self the next questions: 

  • What options do I would like? Are there any explicit options you would possibly must create the proper workflow? Do it is advisable to combine exterior platforms? Or run a background workflow alongside your real-time workflows? Take into consideration this earlier than you begin looking for a CRM. This can show you how to slender down the suitable workflow administration instruments and make your search extra environment friendly. 
  • How straightforward is it to make use of? In case your CRM is troublesome to make use of, it might hinder productiveness. And if it requires hours of coaching to get began, it’ll take you some time to get issues off the bottom. 
  • Is it versatile? Can the platform be personalized and tweaked? This can show you how to create the proper workflow.
  • Is a “vertical-specific” CRM a sensible choice? Some firms provide custom-made CRMs for particular industries, however they don’t all the time dwell as much as expectations by way of usability and options.

When you’ve discovered some platforms that match the invoice, join a free trial to see which interface works greatest for your enterprise. 

2. Allow collaboration

Collaboration is essential in any enterprise, so it’s no shock that using collaboration instruments has elevated by 44% during the last couple of years.

Graph outlining how the use of digital workplace technology changed between 2019-2021
How using digital office know-how modified between 2019-2021

When creating your CRM workflows, take collaboration into consideration. You’ll must work with colleagues and stakeholders in some unspecified time in the future, so that you want to have the ability to work with them successfully. 

To ensure you can collaborate together with your group, select a CRM platform that does the next: 

  • Streamlines inner collaboration. Use a CRM platform with all of the options it is advisable to facilitate cross-functional collaboration internally. For instance, utilizing a platform that permits customers so as to add feedback, tag different customers, and share updates.
  • Lets you share info externally. With the ability to share info externally will show you how to collaborate with stakeholders outdoors the corporate. This is likely to be downloading data, sharing reviews, or giving company entry to the platform. 
  • Works for distributed groups. In case you’re a part of a distant advertising group, you’ll want a CRM platform that’s straightforward for everybody to entry — regardless of the place they’re. For many companies, this implies utilizing SaaS (on-line) software program. 

3. Use workflow automation (or ‘workflow guidelines’)

Whether or not you will have a single workflow or a number of complicated workflows, automation will make it extra environment friendly. It means that you can streamline your processes, cut back time spent on redundant duties, and supply consistency in workflows throughout the enterprise. 

Workflow automation can apply to numerous enterprise workflows. From electronic mail advertising to guide technology, automation can enhance processes throughout your total enterprise. Check out these automation workflow examples for inspiration. 

Right here’s an instance of an automation for Fb’s Customized Audiences

example of an ActiveCampaign automation for Facebook custom audiences
Instance of an ActiveCampaign automation for Fb {custom} audiences

To successfully use automation in your workflows, begin by figuring out the place you want automation within the first place. Assessment your processes and search for areas of enchancment.

Do you will have plenty of bottlenecks? Are you spending plenty of time on one explicit space of the workflow? Discovering these ache factors will show you how to discover the place to make use of workflow automation instruments. 

4. Combine with third-party instruments (if it is advisable to) 

There’s a purpose IT groups spend over a 3rd of their time on integration tasks. Integrating your CRM with third-party purposes could make your workflow extra environment friendly. 

Check out the Tampa Faculty of Actual Property for example. By integrating electronic mail advertising with their CRM, they noticed a 5x month-to-month gross sales enhance and a 50% annual enhance in income. 

However regardless of the advantages of integration, solely 29% of purposes are built-in. 

graph showing the number of integrated applications that businesses use
The variety of built-in purposes that companies use

To provide your CRM workflow the very best probability of success, use a platform that permits pain-free integration with as a lot of your current instruments as doable. Even for those who don’t want integration proper now, you would possibly sooner or later.

5. Plan for progress 

If issues go nicely and your enterprise grows, your workflow must sustain — that’s why it is advisable to create scalable processes and operations. Guide workflows that work for a small enterprise will now not reduce it as you develop.

You’ll be higher geared up to deal with the elevated quantity with scalable processes. Your processes will stay environment friendly whereas nonetheless delivering the outcomes you anticipate. 

Right here’s some recommendation for creating scalable processes inside your workflow: 

  • Totally perceive your present processes. To efficiently scale your processes, you first must know the ins and outs of how they function. Spend a while reviewing and mapping the steps of your workflow so you will have a agency grasp on the right way to get from begin to end. 
  • Determine success gaps. The place can the method be improved? Might it’s faster or less expensive? Figuring out these gaps as quickly as doable helps you create a scalable course of in the long term. 
  • Automate processes as a lot as doable. Utilizing automation will take among the weight off your gross sales group when issues get busier. 

6. Take a look at your workflow 

Testing your workflow will show you how to establish any hurdles or challenges. It offers you an opportunity to place issues proper earlier than you go dwell.

Listed here are some methods you may take a look at your workflow: 

  • Develop take a look at instances. Begin by making a use case to place your workflow to the take a look at. The use case will depend upon what your workflow is for. From inner tasks to buyer expertise, you’ll choose a use case related to your workflow. 
  • Get customers to check the workflow. Ask a number of individuals to check the workflow as in the event that they have been utilizing it in real-time. The extra individuals that may take a look at it, the higher it is going to be. 
  • Examine the outcomes. When everybody has examined the workflow, assessment their suggestions. That is the place you’ll establish what works nicely and what wants enchancment. 
  • Make any enhancements. Implement adjustments to the workflow earlier than rolling it out. 

In case you use ActiveCampaign as your gross sales CRM, you may take a look at your automation and electronic mail campaigns earlier than they go dwell. 

activecampaign's 'send test' email button surrounded by a large red box
ActiveCampaign’s ship take a look at electronic mail characteristic

You can also make any amends with this characteristic earlier than launching your automations or sending buyer emails.

7. Frequently monitor progress 

Enterprise landscapes change continuously. To verify your workflows sustain with any adjustments within the market, it is advisable to monitor their efficiency and monitor progress. 

Right here’s how one can monitor the efficiency of your workflow: 

  • Set objectives and milestones. Objectives and milestones are nice markers of success. They’ll present you ways your workflow is performing to see in case your CRM workflow is doing its job as effectively as doable.
  • Determine bottlenecks. Figuring out bottlenecks will show you how to streamline your workflow and hold duties transferring alongside easily. To search out bottlenecks, check out your workflow in real-time and see if any hold-ups crop up commonly. If there are, you may take motion to place them proper. 
  • Test-in together with your group. Your group shall be utilizing your CRM software program every day. Test-in with them to see the way it’s working for them and if they’ve any queries or options for enchancment. 

Use ActiveCampaign to streamline your workflow 

A CRM workflow is the way you construction your enterprise processes to go from prospect to gross sales certified result in buy. However creating the proper CRM workflow is completely different for everybody. 


As a result of each enterprise is completely different. 

On this article, we’ve outlined seven sensible methods you may create a stable CRM workflow. However finally, it’s as much as you to determine what your enterprise wants. Solely then are you able to create a profitable CRM workflow.

When you’ve found out what your enterprise wants, check out ActiveCampaign’s CRM and advertising automation. Our workflow instruments can assist you streamline your total workflow and supply your clients with a greater expertise.
Join a demo or free trial to see what you assume.


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