There’s no doubt that customer relationship management (CRM) platforms, like Salesforce.com, are fantastic and comprehensive customer relationship management databases. Because of the versatility and power of these platforms, we’re seeing many companies trying to use their CRM for double duty as a customer reference management platform too. The problem with that strategy is CRM platforms were not built with customer reference management in mind, meaning there are some gaps in functionality when trying to use it for customer reference management activities.

As an AppExchange partner with Salesforce.com, we understand how powerful it is as the leading CRM, but also why it’s not appropriate on its own for customer reference management. We have written an article, Why Your CRM Isn’t a Fit for Customer Reference Management”, where Salesforce.com is used to show a few examples of the weaknesses of using it as a customer reference management platform. Some of the challenges discussed include:

  • Organizing and tracking customer reference data
  • Centralized asset library
  • Sending customer reference assets to prospects
  • Streamlining reference request workflows
  • Customer reference burnout
  • Customer reference nominations

Fortunately, there is a way to have your customer reference management app and CRM too! The ability to manage reference request and fulfillment workflows entirely within Salesforce.com is a benefit of having a third party AppExchange platform, like RO|ReferenceView, integrated with Salesforce.com.

To learn about other shortfalls of using your CRM for customer reference management activities, and to learn how RO|ReferenceView integrates with Salesforce.com, download our article, “Why Your CRM Isn’t a Fit for Customer Reference Management.”

Nichole Auston
Nichole Auston is the Director of Marketing at RO Innovation. With a background in digital marketing and nearly a decade of experience managing marketing programs for a variety of SaaS companies, she’s passionate about sharing insights, best practices and stories about sales enablement and customer reference management, and the people and technology that power it.
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