On CRM: LinkedIn Takes Another Big Step Towards CRM Integration

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CRM LinkedIn-So will LinkedIn finally integrate with your Customer Relationship Management system? Well…kind of and maybe. And only if you have either Salesforce or Microsoft Dynamics (LinkedIn is owned by Microsoft. My company is a Microsoft partner).

LinkedIn already has a sort of very light CRM tool called Sales Navigator. The tool provides basic lead management capabilities that uses contact data from a user’s connections and helps target potential contact and account prospects based on certain demographic criteria. Although it helps with basic research, it lacks many of the essential features that you’ll find in a typical CRM such as opportunity tracking, forecasting and marketing as well as integrations with external email and calendars.

Recently, the company announced new enhancements to its Sales Navigator tool which promises to “boost pipeline quality and increase sales and marketing efficiencies.” The updated tool’s CRM Sync capability will now be able to create new contacts (and check for duplicates) in a CRM system using LinkedIn data as well as flag contacts in a CRM system that haven’t been updated within 24 hours after changes were made to them in LinkedIn. It will also alert CRM users when a potential “champion” moves to a new company.

The aim is to increase productivity. “Sellers have countless tabs open, copying and pasting information,” product lead Lindsey Edwards told Adweek. “You want the sellers to be out selling. 40% of sellers’ time is spent on administrative tasks.”

LinkedIn continues to expand the capabilities of Sales Navigator regularly with updates so that its users can better view and track content with their communities and receive real time alerts for potential people in a targeted organization that, based on their activities, may be a potential influencer. New search features and reporting tools have recently been added and more enhancements are planned.

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