Maximize Firm Intelligence by Syncing Email with a Private Equity CRM

There is a gold mine of contact information, details about deals, fundraising strategies, and meeting logs in your inbox alone. It doesn’t do you any favors to have this data scattered among thousands of emails—information can easily slip through the cracks or take up valuable time as you sift through threads looking for a needle in a haystack. Firms need to share data between their email and private equity CRM to optimize their efficiency and intelligence. 

Private Equity firms have many moving parts, and using the right technology will help keep valuable data accessible and secure. The ideal method to accurately track and integrate the information found in emails to the CRM is to sync the two systems directly. 

Having an email connector increases productivity and provides smoother, faster access to your relationships and data. Altvia’s solution allows you to integrate your Gmail, Outlook, or Office 365 inbox straight to your CRM. The email connector opens up the opportunity to create and edit data directly in your email—no need to exit your email to create a new deal or update contact records.

Check out the video below to see how easy it is to integrate data found in your emails to your Private Equity CRM. 

Effortlessly Sync Email Data with Your Private Equity CRM 

While in your inbox, you’ll have the option to log an email. Not only will it update records under the contact, but it will also update the company record. Users can also reference anything else that is meaningful to the conversation—a deal, entity, investment, interactions, etc.

While still in the inbox, users can search for important information stored in the CRM by using the dynamic search bar. From there, you can view any relevant details meaningful to future communications. Users can see details like investor information, commitment summaries, and anything related to task management and other elements that would support future communication.

Still on the fence if a data sync between email and your CRM is a good idea? Below we outline the top three benefits of linking these powerful tools. 

Track Communications in One Place

Have no fear. An email and private equity CRM sync won’t make things more complicated—quite the opposite. Having an email connector increases productivity and provides smoother, faster access to your relationships and data.

Think of all the time that you’ll save from going back and forth between applications and doing data entry. With the email connector, you have the opportunity to create and edit data directly—no need to exit your email to create a new deal or update contact records. 

Users can quickly file any email participants not yet added to the CRM as contacts. When you stop trying to alternate between your inbox and CRM for data entry, you’ll notice a significant boost in productivity. 

Better Alignment Across the Organization

When you integrate an email application like Outlook or Gmail with a robust private equity CRM, you’ll gain access to email and CRM data from both platforms. For example, a scheduled meeting will be visible in your email, calendar, and CRM. The email and CRM sync also allows all team members to arm themselves with up-to-date information from the most recent interactions with contacts. With Altvia’s single-click email filing, rest assured that important conversations associate automatically with all participants.

This alignment reduces the likelihood of creating scheduling conflicts or entering a situation while missing vital data. Plus it saves a ton of time and reduces headaches. 

Enhanced Investor Experience

By integrating tools like email and your CRM, private equity firms are increasing the power of those tools and creating a better investor experience.

By integrating your email with the CRM, users gain insight into how contacts interact with their communications. 

  • Open Rate: How many people are opening the email that you are sending?
  • Click Rate: What is the rate that people are engaging and clicking on links in emails?

These types of metrics offer a valuable window into what kind of communication triggers investor engagement. What topics and language get them to open their email and click? This information can also signal when investor interest is growing or waning so you can better personalize your interaction, cater to investor needs, and reach out in a timely manner.

On top of gaining insights from investor correspondence, users can view the most recent interactions with contacts they email to send the right message at the right time. Look up any record stored in the CRM from your inbox and be confident that you address the most recent need before hitting send.

At Altvia, our whole goal is to create solutions that help private equity firms streamline their businesses. Our email to the CRM connector tool is just one of the powerful features included in our platform. With this integration, you can easily view, edit, and create data directly from your inbox without tediously alternating between systems and without third-party contracting.

Contact us and schedule a demo for more information on how Altvia can enhance your firm’s operations and communication.

private equity CRM

A traditional crm was built for general ‘customer’ scenarios

Software platforms have made the world a better place by making work a better place. Indeed the world is better off when people enjoy their jobs even marginally more, and workplace applications on big CRM platforms like Salesforce.com have done that and much more.

But the potential that platforms like these offer presents diminishing returns: once the platform provider has engineered too many industry specific components into its platform, its usefulness for other industries begins to be threatened, and with that so do the usefulness of the component tools built into the platform.

So it is with the CRM category that Salesforce.com has defined: it is generic enough to work for many industries, and yet still offers the potential for others to round off the edges and nail more vertically-oriented and extremely tailored software solutions.

Private capital markets are actually a great demonstration of this dynamic. Where generic CRM platforms simplify — appropriately so — to assume there’s a business, a customer, a sale, and service of that customer, there are a few industry-specific pieces that are missing.

Take for example, that investors become customers by investing through legal entities the GP raises. It’s a subtle but important nuance that just doesn’t make sense at a platform-as-a-service level (because it’s overly complicated for a simple one-time sale that many industries require), but which can easily be added without 10 years or software engineering. Once provided, the rest of the platform’s components become tremendously powerful again and you’re set to take over the world.

As a traditional CRM in our pillars methodology, these nuances must be present to properly account for investors in these legal entities, potential target companies and which are owned by these entities, the context of all interactions with these parties (as well as the appropriate overlap, ie co-investments), and how you’re arriving at finding these opportunities on both sides of the equation, such that you’re able to piece together what’s effective and what’s not. Not just because we say so, but because these are the very relationships and data that are key to the motivation behind a CRM in any industry.

It’s critical, too, that the valuable publicly-available information that helps to enrich CRM systems and save users painful steps of entering it themselves is fully-integrated at the platform level.

Again, look no further than the 3,000+ pre-built integrations that Salesforce.com — the creator of the CRM platform concept — has at a platform level to do so, and which only exists by way of holding just short of overly-specifying certain industry workflows that would present challenges to properly integrate.

Stakeholder reporting and communication (investor relations) draws on a range of datasets

The traditional “customer service” model of CRM systems once again makes overly-simplified assumptions about the customer relationship when applied to private capital markets.

In fifteen years I personally have yet to hear the terms “warranty” or “service call” in this market because it’s just not the same. But make no mistake, as uncomfortable as it may be to say aloud, customer service is more important now than ever and it’s constantly happening; the industry is, after all, considered to be a financial “service”.

As it turns out, that service is primarily information-based — it’s driven by data and takes the form of reports and analysis that drive decisions, and then end up again in investor-facing reports and analysis.

The foundational elements of a private capital markets CRM must be built such that they accommodate this data (like we discussed above), but so too that it can accommodate additional supporting data that investors (customers!) need in the context of service.

Oftentimes this supporting data — financial metrics and time-based values, for example — is believed not to meet the traditional definition of CRM and the natural thought is “well, better do this in Excel!”.

While I happen to believe Excel is still the greatest software application ever built, its introduction to this value chain we’ve discussed herein actually creates the problem many firms suffer from: key data needed to provide customer service (again: effectively the entirety of a firm’s reports and analysis) is now in disparate systems and detached.

Both of those dynamics are important and distinct: not only is this supplemental data disparate, but when brought together there is no logical association that can be made between the two data sets.

Allow me, then, to make the point very simply: not only can this financial and time-based value data (you may be thinking about is as “portfolio monitoring” or “accounting”) be a part of a CRM, it is arguably the most important part of a CRM because it’s at the core of what providing service to the customer entails — information that comes out of data!

Firms need a digital method to engage stakeholders (ie investor portals)

Investor portals are not new; in fact, for many of us — including myself — they conjure up horrifying nightmares in which we’re aimlessly guessing at folders to find the newest document we need.

So in lies the opportunity: not only have the portals we’ve come to hate not simplified the process of acquiring information, they’ve failed to create an entirely new experience that is “customer service” driven.

To be fair, this is not a B2C market where you’d be long out of business for not having focused on customer service and thus the customer’s technology-driven experience. But don’t expect to be around too much longer if you aren’t thinking about this shift.

Today’s institutional investors increasingly expect this same consumer-like experience, and a massive opportunity is being missed by not providing it. It’s not about providing them the experience they desire; it’s more about the ability to measure engagement that is had in return.

Put simply: what’s keeping the market from providing this experience is the availability of the information that’s required to create the service that provides the experience.

If you’ve hung in this long, you know that by focusing on your CRM, you have the data that’s required to manage the customer relationship and the technology-driven experience through which that information is shared to create a differentiated and opportunistic customer experience.

private equity CRM