One of the most important reasons that clients choose to work with Spectrum is our superior tracking, lead sourcing, and CRM integration capabilities. While the LISA platform does not strictly require a CRM integration to function, we strongly recommend it for any client that uses a CRM.
Integrating with your CRM allows us to automatically attribute leads, reduce misattribution and manual entry, and improve efficiency. Learn more below.
Without CRM access, our ability to provide you detailed reporting is limited, and you get less out of your Spectrum package.
We’re more than your website developers and paid media managers; the team is here to act as a consultant in all areas of digital marketing. We perform SEO/SEM tasks to get you leads, but without CRM access the relationship stops there. CRM access allows us to take our conversations deeper—sales and ROI are the main topic for clients with CRMs.
We have no interest in changing lead sourcing or making any edits. If you’re able to give us reporting or "view only" access, we’re fine with that.
Spectrum's lead sourcing capabilities are very precise. We can source your leads as granularly as you like (generic offers vs. BOGO offers for all paid and organic channels, for example) and then flow that information into your CRM.
Access to your CRM allows us to:
- Create new sources in the CRM to track your new campaigns
- Test that leads are flowing into the CRM correctly
Your team could do both of these on our behalf, but it will require more administrative input from your end.
Having CRM access helps us better determine marketing percentages by source to provide you with the best recommendations on where to shift ad budgets to get the best ROI.
If your CRM allows it, we also often run custom reports (outside of the typical sales reports) to determine other key indicators of success. For example, we often run misattribution reports if lead sourcing is unclear (for sources like “internet” or “google” or “called in”). That way we can know for sure whether those leads originated from Spectrum or outside sources.
In order to understand the quality of the leads we generate, we need to see what is happening to the leads all the way through the sales funnel. For our clients with a CRM, we follow our leads throughout the sales cycle to determine sets, demos, and sales.
Knowing this information helps us to optimize your campaigns based on objections you’re hearing from customers. For example, are your services, geos, and pricing accurately represented on the site and in ads? Are we targeting the best geos?
If we can’t see what’s happening to our leads down the funnel, it negatively impacts our ability to make the best optimizations to your account.
Reduced Admin Work for You
We don’t want to be reliant on reports from your team in order to understand what’s happening with leads. We check in on the leads more than once a month, so the coordination can get difficult and creates more work for your team.
We would likely need more than just a monthly report, so the access allows us to independently gain insight without needing to coordinate with someone on your team. Checking your CRM consistently allows us to make optimizations to your strategy in real time.