Entirely North West


Tackling your CRM with top-flight coaching

CRM enables your team to get the right message to the right person at the right time to achieve your business objectives....making it similar to a game of rugby!

Keith Irwen

KEITH IRWEN | Leviosa Director and Act CRM Specialist

Tackling your CRM with top-flight coaching

For the next two months it is going to be a festival of rugby.

It all kicks off with the HSBC World Rugby Sevens Series in London on May 20 and 21, followed by the the Aviva Premiership final on May 27 at Twickenham.

And the the British and Irish Lions will be touring New Zealand during June.

Everyone on those rugby pitches will have a specific role to play to get the ball to the right player to get it over the tryline successfully.

And effective CRM enables your team to get the right message to the right person at the right time to achieve your business objectives – that's right... JUST like a game of rugby!

Sure, from the outside it just looks like a bunch of burly men throwing themselves around on the floor or rock hard women delivering bone-crunching tackles to all and sundry.

In reality, the craziness is as choreographed by the coach as the mess of mass data is by a good customer relationship management system.


A good scrum is all about working together. The whole pack needs to be pushing in the same direction to gain territory.

Using a customer and contact manager that can be shared across the business means sales, marketing, accounting, and stock control are all integrated. Your team can now sing Swing Low Sweet Chariot from the same hymn sheet whether in the office or on the road.

"If a marketing lead has not yet converted, the powerful CRM tools can identify whether is worth continuing to pursue it or strategically kick it into touch."
Keith Irwen

Companies with fully aligned sales and marketing departments experience a 20 per cent jump in annual revenue growth. (Aberdeen Group)

And to be fair, your ears are much less like to resemble cauliflowers after a good day at work than the Lions.


Knowing when to pass and when to run is one of the most crucial decisions a player makes. With all the knowledge of their team mates' skills and how the opposition is likely to react, a player decides what direction the game will take.

Similarly customer data collected and collated in a CRM system is used to formulate effective strategies.

If a marketing lead has not yet converted, the powerful CRM tools can identify whether is worth continuing to pursue it or strategically kick it into touch.

Try and conversion

Once the ball is over the line and you have a sale, it is time to kick for the conversion.

The R in CRM is for relationship and converting a customer to a repeat buyer requires attention. Email marketing backed by sound data from CRM – or if you will permit me, a 'lineout' to your customers – reminds your customer that together you are a winning team.

Get top flight play-by-play coaching in the ACT! customer relationship management system from Leviosa. Contact us on 01204 306834 or here.

DISCLAIMER: The statements, opinions, views and advice expressed in this article are those of the author/organisation and not of ENTIRELY. This article should represent information correct at the time of publication however whilst every care has been taken to present up-to-date and accurate information, we cannot guarantee that inaccuracies will not occur. ENTIRELY will not be held responsible for any claim, loss, damage or inconvenience caused as a result of any information within this article or any information accessed through this site. The content of any organisations websites which you link to from ENTIRELY are entirely out of the control of ENTIRELY, and you proceed at your own risk. These links are provided purely for your convenience and do not imply any endorsement of or association with any products, services, content, information or materials offered by or accessible to you at the organisations site.

Get The Entirely Weekly Brief In Your Inbox


Keith Irwen

Leviosa Director and Act CRM Specialist

Keith uses thirty years' experience in the industry to work closely with customers to identify, grow and maintain their customer base. As a specialist and trainer in ACT CRM software solutions, Keith helps businesses to become more productive, efficient and profitable.

Red Cow Media

SEO Manchester

Red Cow Media are an award winning digital marketing agency based in the heart of Manchester. We specialise in SEO, PPC, Social Media, Retargeting and many other aspects of digital.

Kevin Feddy Media

Kevin Feddy Media provides high-quality public relations, copywriting and media training to businesses and organisations ranging from start-ups to long-established large corporates. The agency is based in Manchester and was founded in 2013 by the hugely-experienced and respected journalist Kevin Feddy, who spent more than 25 years working on daily newspapers.

Red Russian PR

Red Russian PR is a media relations company incorporating innovative and dynamic marketing strategies for an eclectic mix of highly creative individuals and companies. Our objective is to elevate company profiles to specific consumer demographics to create exposure and awareness through relevant media channels.

Roland Dransfield PR

Prolific North's Best Small PR Company of the Year 2013, Roland Dransfield PR is a dynamic, dedicated and creative PR company based in Manchester.


Got some News to share? Click here.