🏡 Buying a new house (w 2k/mo mortgage) is a big trigger for your business growth

I recently bought a new house, a very good one.
And it has been a massive trigger for my lead gen game.

I decided to take ownership of my wife’s clinic growth (again) - and we suddently made 10 leads & 8k€ in 3 working days.

Want to have a look?

I recently struggled in sleeping because of the 2k€ / mo mortgage.

This often happens to me. Especially in the spring. I've been living with anxiety for a few years now. Always thinking about how to “get back into a balanced situation.” Although then I am the first one who despises balance, because I am bored.

That's why I've put my hand back on my site, SEO, Linkedin, a SaaS for texting.

The famous dark side of productivity.

I know this is my problem and I have to live with it.

However, I think it is helpful to share this experience to say that even when you see something (or someone) that looks good or successful from the outside, you must always remember that you are only seeing a part of the story.

Being human in automation

"What's the one automation every business should have?"

A person recently asked me this on an interview, and I hesitated.

Generally, there's no universal automation solution, but let's run an experiment and try to identify what that could be.

When I design systems for clients, I always divide business operations into four distinct buckets:

• Getting attention (marketing)

• Converting interest (sales)

• Delivering value (service)

• Running the machine (operations)

Every business is different in delivering value.

Every business has different processes when it comes to running the machine.

Every business needs to generate attention but there are different ways to generate attention.

But in the end, every single business needs to convert attention into money.

That's why I'd focus on sales systems (and efficiency)

More specifically in follow up and re-engagement systems.

In my system:

1. Get leads from Facebook

2. Send an email to the clinic manager

3. Update a Osheet (you don’t even need a CRM)

4. Send a WhatsApp (to the lead)

5. SAVE the contact > to contact the person immediately

I have built a tons of automations, but that’s the business touch I put in them that bring a massive value.

In my copy, I’m very empathetic, and customers feel 1to1 comms, even in a triggered communication.

That’s my best automation? No

That’s the best way of using automation? Yes

🎤 Why companies waste money on CRM - and how to fix it

Recently I had a discussion with a local company.
They have Salesforce CRM, Marketing Cloud, Sales, Service…. Scheduler etc.

They have 700k contacts in their DB.
They pay SMS 6cent each.

They pay a big extra for storage.
And they want to increase their already huge DB with Data.

And while they’re paying +10k€ / mo of licenses:

• just 3 people are accessing the CRM

• nobody in branches use sales or service cloud to actually sell

• they don’t have 1 single report.
  

HOW TO FIX THIS

I have seen this situation in many, many cases

CRM Is a Database, but companies don’t actually “action” data.

How to fix this:

• review your data model

  • what data do you need and why

  • what can be directly linked to MC

  • are you ok with consents and GDPR?

  • can you save / filter data by their attribute?

• build first journeys

  • if you have SFMC, use it properly

  • measure impact of your actions via reports

  • build multi-channel journeys

  • run A/B tests

• involve and enable people

  • design a strategy and conversion plan

  • write procedures and train your people

  • manage deals and opportunities properly

  • measure in out of the box reports

These are simple actions, but they take a lot of time.

I recently agreed with my wife to design a process that leverages a waiting list.

Want to be part of CRM Community?

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✍️ What’s next:
newsletter split + new topics on LinkedIn

Starting next month, I’ll split this newsletter into:

• 🇮🇹 One in Italian (Linkedin, AI, CRM & Sales)

• 🇬🇧 One in English (tech use cases, CRM tips, experiments)

Also, I’ll start handle LinkedIn growth itself on my profile.
Things like personal branding, lead generation, and profile positioning.

If you’re building something—your brand, your pipeline, your business—you’ll want to follow along.

See you soon,
Giorgio