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CRM system for sales: necessity or wishful thinking?


The sales department plays a crucial role, regardless of the size or activity of the company. It is not only an important link but also a strategic area for achieving the financial success of the enterprise. However, in today's era of increased competition and high consumer expectations, retaining control over customers and providing them with the best service is becoming increasingly challenging.

To address these challenges, businesses need new tools. One such tool is a CRM system, which can accelerate business processes, help track information about customers, and find ways to provide them with special service. At least that's what they say! But is it really so? Let's delve into this topic in this article!

Interesting statistics

According to the leading research company statista, the total average annual growth of the global market of CRM systems is 10.68%.

  • Sales Growth:
    • The implementation of CRM systems in companies typically leads to a 29% increase in sales.
    • Companies utilizing CRM show an average conversion rate increase of 300%.
  • Customer Acquisition:
    • 65% of companies note improved customer engagement after adopting CRM.
    • Personalized offers through CRM can double the chances of a successful deal.
  • Sales Team Efficiency:
    • The use of CRM reduces the time spent on sales processing by 40%.
    • 80% of sales managers believe CRM makes their work easier and enhances efficiency.
  • Customer Loyalty Enhancement:
    • 74% of companies observe improved customer interaction and increased loyalty after implementing CRM.
    • CRM-driven customer service optimization can reduce customer churn by 27%.
  • Analytics and Forecasting:
    • 63% of companies acknowledge that using analytics in CRM allows for better sales forecasting and strategic planning.
    • Companies with higher analytical maturity, on average, increase their profits by 15%.

These facts underscore the significance of CRM systems in optimizing sales department operations and improving overall business performance.

The Role of CRM in the Sales Process

Customer Relationship Management (CRM) system plays a crucial role and is capable of optimizing regular processes. Here are several key tasks of CRM in sales:

Collecting and Analyzing Customer Data

  • The primary role of CRM in sales is to collect and analyze customer data. Every interaction with a customer, whether it's a phone call, email, or website order, is recorded in the CRM. This allows creating a comprehensive customer profile, analyzing their previous purchases, inquiries, and interactions with your company.

Creating a 360-Degree Customer Overview

  • One of the key aspects of effective sales is the ability to identify customer needs and desires. CRM provides the capability to create a 360-degree overview of customers, helping you better understand their priorities and personal preferences. Based on this data, you can create personalized offers, recommendations, and services, significantly increasing the likelihood of a successful deal.
    The solution also helps avoid duplicated efforts when multiple team members interact with the same customer. Information about each interaction is accessible to all employees, ensuring centralized and cohesive communication.

Improving Communication Across Departments

  • CRM serves as a bridge between different departments within the company, including marketing, sales, and customer service. Information about customer interactions is transferred from one department to another, promoting more effective communication and ensuring a higher level of service.
    For example, marketing can use CRM data to create targeted campaigns, and sales can identify hot leads and tailor a personalized approach to them. Additionally, information about selected products or customer issues can be transferred to the customer service department for further resolution.

Benefits of Using CRM for Sales

Utilizing a Customer Relationship Management (CRM) system in the sales process can bring about numerous advantages that impact the performance and efficiency of a company. Here are just a few key benefits of using CRM to optimize sales:

Increased Sales Team Productivity

  • One of the most significant advantages of CRM is the ability to enhance the productivity of your sales team. The automated system helps reduce routine and repetitive tasks, such as logging interactions or creating reports. This allows your team members to focus on more critical aspects, such as negotiating with clients and working on important deals.

Effective Sales Forecasting and Analysis

  • With CRM, you gain access to detailed sales analytics and reports. This helps you analyze trends, identify the most profitable products or services, and forecast sales volumes for the future. This information enables the development of strategies to attract new customers and increase the value of each deal.

Personalized Reports and Analytics

  • Using CRM, you can generate personalized reports and analyses for each team member or sales manager. This helps track their performance and identify areas where productivity can be improved. Such an individualized approach motivates the team to achieve better results.

It's also important to understand that CRM not only benefits your sales team but also contributes to the entire organization. For instance, Tech News World surveyed over 500 companies and found that CRM technology can be beneficial to almost any business and across various sectors. In fact, it's challenging to think of any other business-related technology as universally versatile as CRM, with so many direct advantages.

Implementing CRM for Sales: Steps and Recommendations

Implementing a Customer Relationship Management (CRM) system to optimize sales processes can be a key step for your company. To successfully implement CRM and achieve the best results, follow these steps and recommendations:

Step 1: Choose the Right CRM System

Before starting implementation, it's crucial to choose a solution that aligns with your business needs. Carefully assess the capabilities, functionality, and scalability of various CRM systems in the market. Select one that best suits the specifics of your operations and has a user-friendly interface for your team.

Step 2: Configuration and Integration with Existing Tools

After choosing a CRM, it's essential to configure it according to your company's business processes. This may include integration with existing tools such as email, calendars, websites, etc. Proper integration helps ensure smooth data exchange and reduces duplicated efforts.

Step 3: Training Staff and Implementing Best Practices

Provide training for your team on using the new CRM system. Organize workshops and seminars to ensure they understand how to effectively utilize the CRM's functionality to achieve optimal results. Implement best practices for working with CRM to ensure its efficient use.

Step 4: Evaluation and Continuous Improvement of Implementation

After implementation, it's crucial to assess the results and identify areas for improvement. Collaborate with your team to determine what is working well and what requires adjustments. Gather feedback from CRM users and make necessary changes for maximum benefit.


  • Plan Implementation in Advance: Carefully plan the implementation schedule and allocate necessary resources for a successful CRM rollout.
  • Involve the Entire Team: CRM implementation should be a collective effort. Ensure active participation and support from all team members.
  • Avoid Rushing: CRM implementation is a process that takes time and patience. Stick to the plan, but don't forget about flexibility.
  • Continuous Improvement: Even after implementation, keep exploring the capabilities of CRM and enhance your skills for achieving the best outcomes.

Types of CRM Systems for sales teams

There is a multitude of software products for automating customer interactions. They can be broadly categorized into two groups: ready-made solutions and personalized ones.

Ready-made programs serve as operational tools for sales and customer database management. They feature a standardized interface, a defined set of functions, and address typical business tasks. Some of these modules are utilized continuously by enterprises, while others remain unused.

Personalized solutions are unique. These CRM systems are developed from scratch to meet the specific needs of a particular business, incorporating only the modules essential to the client company.

Despite existing differences, most programs for customer relationship management share a set of essential functions. Among them are:

  • Customer account management module;
  • Sales management module;
  • Current task management;
  • Business process automation;
  • Analytics and reporting.

Moreover, most systems allow integration with the company's website, email, IP telephony, and commonly used programs such as BAS or mobile applications.

This might be just what you need: our TOP 7 Sales Software


Interesting Fact: Salesforce's CEO, Marc Benioff, founded the company in a rented apartment in San Francisco in 1999. Since then, it has grown to become one of the largest and most influential cloud computing companies globally.

Salesforce is a comprehensive cloud-based CRM platform that offers a wide range of tools for sales, marketing, and customer service. It provides a centralized hub for managing customer data, automating sales processes, and analyzing performance through customizable dashboards. Salesforce's scalability and extensive app marketplace make it suitable for businesses of all sizes.

HubSpot Sales Hub:

Interesting Fact: HubSpot was founded by Brian Halligan and Dharmesh Shah at MIT in 2006. The term "inbound marketing," now widely used in the industry, was popularized by HubSpot as they advocated for a customer-centric approach to marketing.

HubSpot Sales Hub is an all-in-one sales platform that integrates seamlessly with HubSpot's CRM. It offers features like email tracking, document sharing, and a robust set of analytics tools. The platform also provides automation capabilities, allowing sales teams to streamline their processes and focus on building meaningful customer relationships.

Zoho CRM:

Interesting Fact: Zoho Corporation, the parent company of Zoho CRM, is known for its unique approach to business. Remarkably, Zoho has chosen to remain privately owned and bootstrapped, refusing venture capital and maintaining profitability since its inception in 1996.

Zoho CRM is a user-friendly CRM solution that caters to businesses of various sizes. It offers automation, lead management, and sales forecasting tools. Zoho CRM stands out for its customization options, allowing users to tailor the system to fit their specific needs. Integration with other Zoho applications enhances its functionality.

Microsoft Dynamics 365 Sales:

Interesting Fact: Microsoft Dynamics has a long history, with the first version released in 2003. Over the years, it has evolved from an on-premise solution to a cloud-based suite, reflecting Microsoft's commitment to innovation in business applications.

Microsoft Dynamics 365 Sales is part of the broader Dynamics 365 suite and is designed to streamline sales processes. It integrates seamlessly with Microsoft Office applications, offering features such as pipeline management, relationship analytics, and AI-driven insights. The platform's unified interface provides a holistic view of customer interactions.


Interesting Fact: Pipedrive was co-founded by seasoned sales professionals in 2010 who were frustrated with existing CRM options. The platform's design is rooted in simplicity and focuses on helping sales teams visualize and manage their pipelines effectively.

Pipedrive is a user-friendly CRM tool that focuses on visual sales pipeline management. It helps sales teams track deals, set priorities, and automate repetitive tasks. Pipedrive's clean interface and emphasis on sales pipeline make it a popular choice for small to medium-sized businesses looking for an intuitive solution.


Interesting Fact: Freshsales is part of the Freshworks suite, which was created by Girish Mathrubootham and Shan Krishnasamy in response to a poor customer service experience. Freshworks has since grown into a leading provider of customer engagement software.

Freshsales is a CRM solution by Freshworks that combines contact management, email tracking, and lead scoring. It offers AI-based lead scoring, allowing sales teams to prioritize leads effectively. Freshsales also includes features for event tracking, enabling teams to monitor customer interactions across various touchpoints.

Zendesk Sell (formerly Base):

Interesting Fact: Zendesk Sell was originally known as Base CRM before being acquired by Zendesk in 2018. The acquisition aimed to combine Zendesk's customer service expertise with Base's sales CRM capabilities, creating a more comprehensive customer engagement platform.

Zendesk Sell is a modern sales CRM software that focuses on improving productivity and fostering collaboration within sales teams. It offers features such as contact and lead management, deal tracking, and sales automation. Zendesk Sell also provides insightful analytics to help teams make data-driven decisions. With a user-friendly interface and mobile accessibility, it's a suitable choice for businesses aiming to enhance their sales processes.

The main idea

In the dynamic landscape of 2024, the role of CRM systems in shaping a successful sales department is more crucial than ever. As we explored various CRM solutions, it became evident that businesses are embracing technology to streamline their customer interactions, optimize processes, and drive revenue growth.

The diversity in CRM offerings, from industry giants like Salesforce to user-friendly options like Pipedrive, highlights the adaptability of these systems to businesses of all sizes and complexities. Whether opting for ready-made solutions or personalized CRM systems tailored to unique needs, organizations are empowered with tools to enhance customer relationships and boost sales performance.

The advantages of utilizing CRM for sales are substantial, ranging from increased productivity and effective sales forecasting to personalized reporting and analytics. Each CRM software brings its own strengths, supported by intriguing backgrounds and development philosophies, such as HubSpot's emphasis on inbound marketing or Zoho's commitment to customization.

Looking forward, the integration of CRM systems with emerging technologies and the ongoing trend of providing seamless user experiences underscore their continued relevance. The ability to adapt to evolving customer expectations, automate routine tasks, and foster collaboration between different departments positions CRM as a cornerstone for building a future-ready sales department.

In conclusion, the landscape of CRM systems for sales in 2024 is marked by innovation, diversity, and a shared commitment to elevating business processes. Investing in a robust CRM strategy not only ensures operational efficiency but also lays the foundation for sustained growth in a competitive business environment. As businesses navigate the complexities of the modern sales landscape, CRM systems stand as indispensable allies in the pursuit of customer-centric, data-driven success.