What is a CRM and what is it used for?
Posted: Wed Jan 08, 2025 4:38 am
A CRM organizes your company's efforts to sell more by managing the relationships it maintains with its customers. Learn how it does it and how to apply it to your business.
The Internet has diversified the points of contact between a company and its customers like never before, making the task of monitoring and controlling interactions with each one increasingly difficult. CRM software helps make this easier, automating processes and organizing information in a way that is more functional to business objectives.
What is a CRM and what are its benefits?
CRM (Customer Relationship Management) software is a platform for managing customer relationships . In other words, software that allows you to organize, monitor and increase your contact base, facilitating the costa rica phone number business relationships that a company maintains with each one.
There are five major benefits that a good CRM should offer.
Comprehensively organize relevant data for all your contacts .
Report on actions taken by the sales team, such as emails sent, calls made, appointments with prospects, etc.
Allow your team to make accurate sales estimates and forecasts , for better management of the pipeline and the different actions on the conversion funnel.
Segment your contacts and customers in a versatile and intelligent way, so that it is easier to find those prospects who are closest to making a purchase .
Scale sales processes, recording what worked best and how, so you can apply it to future clients.
Some of the most popular CRMs are: HubSpot CRM , Salesforce, Microsoft Dynamics, and Oracle CRM. For small and medium-sized businesses, there are also solutions such as Zoho CRM, Pipedrive, AgileCRM, and Insightly.
CRM has evolved a lot in recent years, especially in line with technological changes that have changed - and continue to change - the way of doing business.
Today, every sales scenario requires companies to have a thorough understanding of customer characteristics, needs and questions ; consumers demand, more than ever, personalization, and that is something that - paradoxically - can only be achieved with automation.
Marketing and sales automation, which is enabled by implementing a CRM, is all about giving more space to the human factor , making tedious or repetitive tasks easier, and presenting everything in such a way that salespeople can quickly obtain the most relevant context and information about each contact to move towards their goal.
Marketing and sales in one place
Another great advantage of CRM is that it enables a common space for the marketing and sales departments. That is, a single platform where both manage the same information, minimizing communication errors or misunderstandings that end up in a lost sales opportunity. In this sense, a CRM increases productivity .
Information overload or communication failures become more and more frequent when a company is growing. Our partner HubSpot explains it in these terms:
Without a central, streamlined CRM system, your marketing and sales team spends hours combing through emails and trying to reach out to coworkers to get the latest information on their leads. This can potentially result in missed or duplicate appointments or failure to follow up on tasks vital to nurturing leads throughout the sales funnel. What’s more, each salesperson may have a different sales process. In such a scenario, communications with leads will be inconsistent, or at worst, prospects may have to repeat the same information every time they contact a representative from your company. Leads may be interested in your brand on a social media channel, but because marketing isn’t clear on where the lead originated, your salespeople may provide them with information that is out of step with each lead’s needs or demands.
CRM organization helps to establish order, facilitating service level agreements that ultimately result in better lead tracking. In the medium term, this can only mean more sales for a company .
The Internet has diversified the points of contact between a company and its customers like never before, making the task of monitoring and controlling interactions with each one increasingly difficult. CRM software helps make this easier, automating processes and organizing information in a way that is more functional to business objectives.
What is a CRM and what are its benefits?
CRM (Customer Relationship Management) software is a platform for managing customer relationships . In other words, software that allows you to organize, monitor and increase your contact base, facilitating the costa rica phone number business relationships that a company maintains with each one.
There are five major benefits that a good CRM should offer.
Comprehensively organize relevant data for all your contacts .
Report on actions taken by the sales team, such as emails sent, calls made, appointments with prospects, etc.
Allow your team to make accurate sales estimates and forecasts , for better management of the pipeline and the different actions on the conversion funnel.
Segment your contacts and customers in a versatile and intelligent way, so that it is easier to find those prospects who are closest to making a purchase .
Scale sales processes, recording what worked best and how, so you can apply it to future clients.
Some of the most popular CRMs are: HubSpot CRM , Salesforce, Microsoft Dynamics, and Oracle CRM. For small and medium-sized businesses, there are also solutions such as Zoho CRM, Pipedrive, AgileCRM, and Insightly.
CRM has evolved a lot in recent years, especially in line with technological changes that have changed - and continue to change - the way of doing business.
Today, every sales scenario requires companies to have a thorough understanding of customer characteristics, needs and questions ; consumers demand, more than ever, personalization, and that is something that - paradoxically - can only be achieved with automation.
Marketing and sales automation, which is enabled by implementing a CRM, is all about giving more space to the human factor , making tedious or repetitive tasks easier, and presenting everything in such a way that salespeople can quickly obtain the most relevant context and information about each contact to move towards their goal.
Marketing and sales in one place
Another great advantage of CRM is that it enables a common space for the marketing and sales departments. That is, a single platform where both manage the same information, minimizing communication errors or misunderstandings that end up in a lost sales opportunity. In this sense, a CRM increases productivity .
Information overload or communication failures become more and more frequent when a company is growing. Our partner HubSpot explains it in these terms:
Without a central, streamlined CRM system, your marketing and sales team spends hours combing through emails and trying to reach out to coworkers to get the latest information on their leads. This can potentially result in missed or duplicate appointments or failure to follow up on tasks vital to nurturing leads throughout the sales funnel. What’s more, each salesperson may have a different sales process. In such a scenario, communications with leads will be inconsistent, or at worst, prospects may have to repeat the same information every time they contact a representative from your company. Leads may be interested in your brand on a social media channel, but because marketing isn’t clear on where the lead originated, your salespeople may provide them with information that is out of step with each lead’s needs or demands.
CRM organization helps to establish order, facilitating service level agreements that ultimately result in better lead tracking. In the medium term, this can only mean more sales for a company .