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▷ CRM in Sales and Marketing: Its role and benefits

Until a few years ago, companies could do very well even if they stayed away from the use of the Internet and new technologies to expand. Those companies that pioneered the digital age have already outperformed their competitors. What is the current situation? Today, everything has changed thanks to technology. The transition from physical to digital is completely necessary to connect with customers, based on the statistical data presented below. So why use a CRM in sales and marketing?

Statistics digital technology in Spain

Even if you manage an offline SME, but you cannot offer a personalized experience to your clients and you do not use the internet to maintain contact, you are signing the death warrant for your business.

The fact is, because of the fierce competition, capturing and keeping customers the old-fashioned way is no longer effective. And this is where technology comes into play, in other words, tools CRM in sales.

What is the role of CRM in sales?

Better lead management

According to an Aberdeen Group study, the 63% of the companies with the highest sales revenue growth in 2010 used lead management technology such as CRM. This software provides a deeper insight into the profiles of potential customers. It also facilitates valuable analysis to identify the quality leads that must be considered in the first place.

Cross-sell and wholesale more effective

The CRM in sales collects a large amount of customer data: purchase history, behavior patterns, preferences to identify their needs ... From this dynamic, personalized offers are created that may be relevant to customers. Not only does sales and revenue increase, but also customer satisfaction with the service.

Less routine tasks

A CRM is effective in managing common processes that can make a small difference to profitability, but are time consuming on a daily basis. Instead, salespeople can focus on closing deals and reaching customers. At the same time, CRM is not prone to "human error."

Monitoring and analysis

The CRM in sales is able to keep track of the data of the potential customers. With this you can examine your return on investment. Show what are the most important sources of income to focus on. Other analytics features include creating sales forecasts, monitoring the sales funnel and identifying customer delivery points, effective budget management, and more.

Build customer relationships

Today, the objective of any company has shifted from attracting to customer loyalty. Promoting trust with customers has become one of his main tasks. A CRM offers various possibilities to create a loyal customer base. It collects customer contact details and provides information about each interaction with them. This provides a better understanding of customer needs and ensures personalized service.

What is the role of CRM in marketing?

Multichannel marketing

At this time, CRMs have multichannel marketing functionality that makes it possible to carry out simultaneous marketing campaigns through different sales channels and points of contact, such as postal mail, email, mobile device, social networks, web, etc.

Social branding

It can be overwhelming for any company (especially those that have recently started their activity) to promote their brand on various social media platforms. Through the use of CRM in sales and marketing, monitoring and managing the company's presence on social media is much more efficient and takes less time. It makes it possible to track mentions of any brand / product and react instantly to them, examine the solution of social media campaigns, etc. At the same time, the CRM response makes it possible to track the online activity of customers. An added value to identify what they need.

Normal segmentation and optimized segmentation

The CRM is capable of collecting and storing a large amount of information. Marketers can segment customers much more precisely. There are numerous criteria, from geographic location to financial details, prior interactions, etc. As a consequence, the messages and content that are delivered to them are much better targeted and, consequently, they receive a better response.

Data-driven marketing

A CRM enables marketers to get data-driven information: the results of numerous marketing campaigns measured in numbers and reflected in various graphs and diagrams. This information is a necessary condition for the efficient allocation of the campaign budget and the adjustment of resources. It can mean tracking conversions resulting from certain marketing activities and campaigns, and is undoubtedly useful in establishing which campaigns provide the best return on investment and should be carried out and which should be suppressed.

Examples of CRM systems for sales

A good CRM for sales centralizes and controls all business operations. If you choose the right one for your company, you will integrate a tool that will optimize your productivity.

Here are some of the best systems to manage sales in your business:

1. Venzo, a CRM for sales that strengthens commercial teams

Venzo CRM focuses on the present. Your goal is to increase sales today. He works to identify each customer at all times, with a focus on closing transactions. Venzo operates in a simple and agile way. The user focuses his attention on the customer and sales, and does not need to think about the CRM, since it guides him.

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The software manages emails, telephones and visits, stimulating and protecting business relationships, always with the focus on customers and their demands. It integrates technological intelligence and automation that contribute to your satisfaction. It keeps in memory all the records of customer data and operations made.

And if it is about control, the manager or businessman visualizes the state of the situation of his business at any time.

Web: I expire

2. Clientify, the CRM in sales vitaminized with marketing actions

Clientify screen

The client generation procedure is the center of operations of Clientify. Accompany the transformation of the lead into a customer. Suggest interventions at the right time, avoiding the leakage of operations.

This software integrates a social search tool of all the public information of each contact on the internet. His 360-degree vision professionalizes service and increases customer satisfaction. It integrates functionalities for the implementation of email marketing strategies and landig pages.

A powerful dashboard centralizes control of the status of commercial actions and sellers. And, at the same time, it enables connections to more than a thousand applications.

The price? The Premium Plan costs € 39 per month. Includes up to 10,000 contacts.

Web: Clientify

3. Repcamp, updated with the latest technological advances

Order management and sales lead tracking are smart Repcamp features. The salesperson has on the screen with just one click everything he needs to serve a customer. It reduces the risks of errors in order management and keeps the entire team updated with the product catalog, prices and stocks.

Automation saves time on administrative tasks and makes it possible to dedicate it to what really matters: marketing.

It focuses on the mobility of the commercial. Flexible, agile and adapted to business needs, Repcamp is a great CRM option for sales.

How much does it cost to work with Repcamp? It comes in 4 versions. One is free, available for 1 user. The remaining three cost € 16 € 36 and € 56. They vary in allowed users and functionalities.

Web: Repcamp

4. Salesnet, a CRM for sales that ensures effectiveness in business operations

Salesnet is a flexible and customizable business solution. Focus your operations on sales and marketing. Its workflow engine anticipates the actions to be carried out and generates sales possibilities. It encourages salespeople to plan their next intervention, depending on the customer's situation in the commercial procedure.

Salesnet integrates with various external applications and platforms, increasing your chances of success.  It incorporates valuable tools not only for sellers, but also other specific ones for administrators. Its control panel makes it possible to view the status of the negotiations at all times. At the same time, it generates essential reports for improvement.

5. Citrix Podio, with optimized lead and transaction control

Citrix Podium screen

Citrix Podio emphasizes collaboration and sharing to drive forward. The idea is to keep the database permanently updated with the records of all users. The Sales force you always have up-to-date information on leads and customers. With built-in web forms, Podio captures contact information and assigns it to teams.

Citrix Sales CRM is easily configured and customized. It does not overload the computer with data that it does not require, since you can enable only those that are useful for its function. It allows adding files and integrates with applications such as Google Drive and ShareFile. Therefore, it makes it possible to share records and closed agreements with the team.

Sheet: Citrix Podium

6. Forcemanager. Take your company to the next level with this CRM for sales

Forcemanager is an excellent sales assistant that has a direct impact on the results. The intelligence applied to the commercial department detects latent possibilities and potential clients. It facilitates the increase of sales and the conversion of potential clients into portfolio clients.

Suitable for mobility, ideal for teams located in various locations. Record the information anytime, anywhere. It enables immediate access to the most important data before, during and after each visit to customers. Plan sales campaigns and commercial follow-up. Manage the flow and detect improvement points.

Forcemanager collaborates in the decision-making of the company, based on monitoring and reports of the team's results.

Product sheet: Forcemanager

7. Ines CRM. Accelerate the growth of your company.

Ines CRM has an organized historical record of email exchanges, appointments and operations with each client. It indicates the relevant business possibilities, makes it possible to manage budgets and projects. All control of customer engagement is centralized in this CRM for sales.

It favors the productivity of commercials, since gathers all the data that comes from the different areas of the company.  Therefore, no information about the customer escapes the eyes of the seller. More knowledge leads to better service and, as a result, customer satisfaction.

Web: Ines CRM


We focus on the role of CRM in sales and marketing, and we list the benefits in both areas. However, one of the advantages of a customer relationship management system is to bring all workers together, enabling and driving cooperation and data sharing, rather than creating data silos within individual departments. or compete with each other. This software is no longer limited to large corporations. Now it is widely used by all types of companies, thanks to the variety of solutions adapted to different needs. SMEs are also adopting CRM systems, as they streamline their processes, optimize the need for additional labor, and help build lasting relationships with their customers.

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