FAQ CRM & Marketing Automation
Got questions about CRM & Marketing Automation?
Key answers before launching your project: audit, support, platforms, timelines, technical aspects… and the fundamentals (CRM, automation, challenges).
What is a CRM?
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A CRM (Customer Relationship Management) is a tool that centralises all your customer and prospect interactions and data. It provides a 360° view enabling your sales, marketing and support teams to collaborate effectively and better serve your customers — from first contact through to retention.
What is Marketing Automation?
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Marketing Automation means automating repetitive marketing actions (emails, SMS, scoring, segmentation) to deliver the right message, to the right person, at the right time — without manual intervention. The result: personalised engagement, significant time savings and increased marketing efficiency.
Which platform to choose: HubSpot or Actito?
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It depends on your context. HubSpot is ideal for growing SMEs looking for an all-in-one platform (sales + marketing + support). Actito excels at omnichannel B2C activation for brands with large contact volumes (100K to 10M). At Universem, we help you choose — or combine — the right solution.
Is CRM & Marketing Automation important for my business?
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If your prospects interact with your brand at different touchpoints (website, emails, social media, events), then yes: a CRM and Marketing Automation allow you to structure these interactions, automate follow-ups and personalise the relationship. In practice, this strengthens your sales efficiency, reduces time wasted on manual tasks and drives a higher conversion rate.
Is a CRM audit enough to improve my results?
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An audit is the best starting point to understand where you stand, identify the gaps and prioritise actions. At Universem, the audit goes beyond a simple assessment: it includes an actionable roadmap with prioritised recommendations. For lasting gains, the audit serves as the foundation — then improvement comes through implementation and iterations.
What’s the difference between an audit and ongoing support?
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The audit answers “where are we and what should we do” (analysis + priorities). Ongoing support implements the roadmap and manages continuous improvement in cycles (configuration, testing, adjustments, KPI tracking, team training), with metrics defined together.
How long before we see results?
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Timelines depend on your starting point and the work involved. “Quick wins” (initial setup, process fixes, first automations) can have an impact within a few weeks. Lasting gains come through iterative cycles: we test, measure (open rates, conversion, pipeline, ROI), then adjust.
Is it useful if I already have a CRM in place?
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Yes — it’s not about the tool, but about data structuring, automation quality and alignment with your business goals. We identify gaps, possible optimisations and restructure what exists to maximise performance.
Do you also handle operational campaign management?
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Yes, through our Full-Service approach. We manage your campaigns end-to-end (creation, targeting, delivery, reporting) and ensure a smooth transition to team autonomy when you’re ready. You can take back control at any time.
How does integration with our existing tools work?
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We integrate your existing data sources (ERP, website, e-commerce, third-party tools) to create a unified view of your customers. Synchronisation is bi-directional and we ensure GDPR compliance throughout the process.
What should I prepare before a first meeting?
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Ideally: your business objectives (leads, sales, retention), your priority markets/products, your constraints (technical, legal), and if possible an overview of your current tools. If you don’t have everything, no worries: the call also serves to frame things and choose the right format (audit, package, bespoke) with an initial analysis.
Are your services offered as packages or bespoke?
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Both. With a package, you get a clear framework (audit + configuration + training + optimisation). With bespoke, we tailor the analysis and support to complex needs (multi-market, large data volumes, granular analysis by service/product, full-service approach).
