CRM: Maxing Out the Value of a Critical Business Tool

Many businesses depend on customer relationship management (CRM) software to generate sales leads and track client responses. But do these systems maximize the advantages of CRM across a company, with user ease at the forefront? Hear Copper, Inc. CEO, Dennis Fois, describe why its CRM software is built around Google Workspace, and the benefits seen when a CRM complements user productivity. Learn why he advocates centralizing customer data away from email inboxes, and why the nature of your business model — transactional vs. relational — should direct what CRM you use.

Topics include:

3:02 - How does Copper differ from other CRMs?
5:27 - Why and how Copper integrates solely with Google Workspace
9:07 - Shifting from process software to productivity software
12:58 - Are industry-specific (vertical) CRMs necessary?
15:54 - ROI: business growth, existing customers, IP losses with employee turnover
26:50 - The value of top-down company commitment to a CRM
30:43 - Why CRMs need more focus on ease of use
33:01 - AI impact on CRMs, labor force, and decision-making