CRM in companies is the catalyst for the sales process of any business. It is through technology that you have actions, strategies, policies, integrations and all the resources to attract, delight, sell, retain and retain customers. Therefore, understanding what a CRM software does for your business is very important.

Even if you’ve never used a CRM before, you’ve probably heard that term before.

You know that many companies – including their competitors – are implementing the technology because they save time, gain in productivity and increase sales.

When you have a CRM in companies optimizing processes, you promote a transformation in the way you work.

You start to generate more value for your client, you can be consultative and assertive in every contact with him.

But that is not all that software brings to your business. He is actually responsible for making a positive impact in all areas of the company – and it is good that you have this clearly as soon as possible.

Today’s article goes through this specifically: the advantages of having a CRM in your business and what, in practice, it can do for you and all employees.

Let’s check it out?

Good reading!

First of all: what does CRM mean and what is having a CRM in companies?

The advantages of CRM in companies

CRM stands for Customer Relationship Management. Translating from English: customer relationship management.

Starting there, we have already started to better understand what this software is that helps people and teams to maximize efforts in all actions within the sales routine.

The relationship, let’s face it, is something any company needs to do.

Count on the fingers of one hand how many segments there are that do not need to be in continuous relationship with your potential customer to be able to make a sale.

As fast as these connections may be, they need to exist and they need to deliver value to those who are in contact with the brand.

A CRM in companies is not simply a registration file, with names, emails and phone numbers.

To better understand what a CRM system means, watch this video:

It is through technology that organizations enable their teams to build stronger and more efficient relationships.

That provides all the information to improve the customer experience from the first to the last contact.

In the past, only larger companies could afford a CRM – and it was, for the sake of green, complicated to learn and implement.

However, the reality has changed. Businesses of all sizes have access to technology and can go through the much needed and vital digital transformation in their processes.

In doing so, your company is moving to another level in sales management.

With a CRM in companies, you have actions, analyzes, strategies, management, policies and integrations to:

Why is it so important to have a CRM in companies now?

The advantages of CRM in companies

Did you know that, according to research by Nucleus Research in the USA, the average return (i.e. ROI) of investment in CRM is $ 8.71 for every dollar spent?

So, to answer the question on this topic, we need to open up going a little deeper, chronologically.

That’s because when your company started, back there, when you didn’t have many leads yet:

  • managing interactions with buyers via email made sense
  • organizing your client portfolio in a spreadsheet was sufficient;
  • managing your sales in Excel gave you the results you needed.

But now their business is booming. More than that: your competitors have changed. They are bigger now.

Good, right?

Yes. With a catch though: you need to prepare yourself to face them.

Your lead generation is doing great, thanks. You have increased your sales team. There are many, many business opportunities.

Only now:

The real problem here is that your sales data is too important to be spread around.

Not to be centralized in a cloud system where you access, with a few clicks and wherever you are, everything you need.

And this is where CRM comes into the picture.

3 points of improvement that a CRM brings to the sales process

The advantages of CRM in companies

Now that you understand the reality of your business – and realized that the competition is not going to stand still – shall we talk about the points of improvement that a CRM in companies brings?

We separated 3 points of improvement that a CRM software provides to the sales process of your business.

Note that here we will talk about results, yes, but also about the routine and the people involved in the operation.

Check out:

1 – Centralized information

The advantages of CRM in companies

The starting point for any company to achieve assertive sales management is to be organized.

And this is proven in the Software Advice survey. Of the companies surveyed, 74% of users said that their CRM system gave them better access to customer data.

That’s because a sales system centralizes data and your entire customer base so that everyone can access the information they need at any time.

But we’re not just talking about contact information like email, phone, address, website, social networks, CNPJ or CNAE.

Other data is of paramount importance and helps you to sell more and better at all times.

With the customer history all recorded, either in the opportunity you had with him or in your registration, you can access:

2 – Faster sales

The advantages of CRM in companies

Having to manually record data is one of the main factors responsible for the productivity of the organizations’ sales force.

With a CRM in companies, it is possible to create a standardized sales process that provides your teams with a basic roadmap of what is necessary to follow to close more deals and reduce negotiation time.

This way, you walk to …

Constant process improvement

Sales processes provide data necessary to identify the reasons for the loss of your business.

By analyzing reports and conversion rates, you are able to make any decision making more accurately.

Solving problems and ensuring that your team focuses on the best sales strategies and methodologies is something much easier to do.

After all, managers and teams have accurate information to understand where you are strong and where you fail in your process.

Sales predictability

Having predictable revenue from your business is extremely important and gives you the confidence to act within your strategies.

With a more accurate sense of your rates, a sales manager can confidently predict how many sales your team will make.

This is possible because of your historical average conversion at each stage of the funnel.

This helps to set realistic goals and objectives – which helps to keep professional motivation high.

Improve customer experience

When you have well-defined pipeline steps; when you have actions and strategies for each stage and do not skip steps, you are putting experience and customer focus first.

A sales funnel, which is organized in the kanban model, ensures that salespeople do not advance the sale until the buyer is ready to, in fact, move on.

After all, you can visualize each of the steps and understand their importance for the customer’s journey.

Learning from new salespeople

When you have standards within your process, it makes sales training a quick, simple and efficient task.

And it helps in hiring new people for your team. Their learning curve is shorter.

Especially if you rely on the sales playbook and record your process, step by step, there.

New sellers will feel this immediate impact and will have the information they need to get their hands dirty as quickly as possible.

By the way, do you know what a sales playbook does for your company? Listen and understand:

3 – Find the best opportunities

The advantages of CRM in companies

By having access to information about customer interest and behavior, their salespeople are able to identify the best business opportunities.

With the pains, challenges and objections of customers mapped – after all, within your target audience, many things are repeated – you start to improve your lead capture strategy.


Well, first of all, create a meeting routine between the sales team and the marketing team. It can be weekly or biweekly.

The first demand for the second. What does that mean?

The sales team, which is in contact with the customer all the time, who understands their needs, needs to provide marketing.

Talking about what is important to do in terms of content to attract more customers.

Have rich materials and articles that speak to the client’s pain, that are useful and directed to solve any problem that he has.

CRM data also helps to anticipate your prospects’ needs before they reach you and expose them.

This, when it happens, is undoubtedly a very important and definitive competitive differential.

Bring the solution before the customer talks about the problem? If you do, you are delivering absurd value to the prospect.

CRM in companies: how does software benefit all areas of your business?

The advantages of CRM in companies

Not only does the sales sector benefit from CRM in companies. As a matter of fact, other areas also have data that generate insights for improvement.

Obviously marketing is the first that comes to mind. But the support area and the leaders also have, in software, a great strategic ally.

A CRM is much more than a tool for organizing and centralizing processes.

It is a living organism that records the history of the main actions and strategies put into practice in your company.

To help you understand it a little better, check out the area by area.

CRM and marketing

Listen and understand the role of the marketing team when filling out and using the playbook and CRM:

A CRM in companies, complete and with integrations with other tools, allows to know which are the best customer acquisition channels.

This happens when you set up, in the lead entry funnel (it can be the pre-sales one), tags to know where your leads came from.

And in the reports, in the “earnings” stage, you can see where the customers that you most successfully negotiated from came from.

By having access to this information, the marketing team can better understand several things:

In addition, CRM data helps companies better understand their business persona – and recreate it if it makes sense.

Knowing the ideal customer profile (ICP) will help to be more precise in any and all actions promoted by the marketing area.

Another important factor is to have a CRM integrated with the main marketing automation platforms.

And, along with that, have automatic actions so that each lead generated enters the specific funnel with all the data filled in, creating at the same time an opportunity in the pipeline and a record in the customer portfolio.

CRM and the support area

Did you know that 47% of CRM users surveyed by Capterra pointed out that CRM in companies had a “significant impact” on customer satisfaction?

Knowing the history of interaction with each customer will allow your support team to always offer excellent customer service.

The so-called “Customer Experience” is very important and you need to understand it as soon as possible.

With detailed customer interactions, CRM allows support to see the person behind each ticket.

This helps to better understand your needs according to the type of business and gives the correct direction of each answer.

Within a process of continuous improvement that your sales machine needs to have, one sector feeds the other, right?

So, not only does the support area receive information from the CRM, but it also provides it.

What does that mean?

If many tickets are being repeated – always on the same subject – it is because there was a lack of communication (or education) a few steps back.

The sales team may not be educating the customer well about how the product or service sold works.

Or, marketing actions are not as effective as they are not educating potential buyers well or even attracting the wrong people.

But look how the wheel turns! CRM in companies is the focus. It provides the information first.

After everyone has analyzed and noticed patterns, it is necessary to activate the areas responsible for making the change decisions and, of course, to analyze their effect.

And so on until all process points are improved.

Is this possible through technology – or do you imagine achieving this by managing sales and customers in spreadsheets?

CRM and strategic leadership

Having access to opportunity data, closing predictability and mapping customer pain are extremely important actions.

They are valuable inputs to build a sales plan and set of strategies for the short, medium and long term.

Managers, regardless of which area they are in, can use CRM data to identify which markets and products are most profitable.

And, on top of that, draw up the strategic planning to get even more customers with this profile.

After all, a CRM in companies keeps business leaders always up to date on the company’s health.

Whether teams are – or not – on track to produce more, sell better and increase revenue.

To make your salespeople assess their performance more fairly, CRM is just as important.

In fact, do you know how to do this? Listen and understand:

But, coming back. Reports are important in this regard and need to be accessible to all leaders.

A good practice is to set up a sales dashboard and let everyone access it – place a TV at your office headquarters.

This way, everyone will have a clear, broad and real-time view of the sales metrics that really matter.

And they don’t have to wait for a meeting or something bad happens to be aware of the numbers and act.

Implementing CRM in companies: how to leave the spreadsheet and choose the right software?

The advantages of CRM in companies

For that, you need to answer 3 questions before leaving to choose a CRM for your business.

  1. Do you have a defined sales process?
  2. Do you know what problem you need to solve with CRM?
  3. Is your team engaged in the CRM project?

And now, answer for parts each.

O sales process it needs to be defined. CRM will not sell for you. It will organize and enhance the way you sell today.

That is, it will enable you to see, control and accelerate sales and people.

For this, too, it is necessary to understand what problem the software needs to solve in managing your sales.

Control opportunities? Increase productivity? Reduce closing time? Retain customers? Increase their satisfaction?

Keep this in mind clearly to know which of the CRM options will really help you.

And finally, make sure your team is engaged In this project. That the system will be used and serve as a catalyst for your business.

Tool training is very important. So, get everyone involved so they know how to get the most out of the platform as soon as possible.

And, if a stimulus is needed, how about a slightly higher% of the sales commission for those salespeople who, in fact, fill out all the information in the CRM?

Step by step in 10 steps to choose the right CRM for your company

The advantages of CRM in companies

So, how to choose the right CRM for your company. Take it step by step and make sure you get the answer you need at every step of this search.


  1. Clearly identifying the problems that your company has when prospecting, relating, selling and retaining customers;
  2. Going after information. Try to find out more about what CRM is and how it helps companies of all sizes and segments to have better results;
  3. Reading success stories of companies (regardless of the market) with problems similar to yours. Try to see how technology has helped them in practice;
  4. Looking for CRMs that really make sense in relation to the needs you have identified in your business;
  5. Testing the systems you chose and evaluating whether, during the trial period, the company was concerned with delivering educational content to you;
  6. Consuming the content that you received and that give a better understanding of how the platform will work in practice in your business;
  7. Clarifying any doubts you have about the system when the salesperson contacts you for a sales demonstration;
  8. Making sure that, in the evaluated CRM, it is possible to create several types of funnel, as well as if it has integrations with the main marketing platforms, telephony, chats, support, Google products, among others;
  9. Choosing a company with a proactive customer success area and concerned that you have the best possible experience with the software;
  10. Opting for a Englandian system that has both national support and collection – which helps to escape exchange rate fluctuation and contributes to cost reduction in the sector.

This way, you will be ready to implement a CRM and reap all the benefits that it will generate for your company.

So, how can we help you?

If you were in doubt about what a CRM in companies can generate benefits, talk to a consultant whenever you want.

Enjoy and read two articles that will help you sell more and better daily.

The first one brings some valuable sales techniques for all types of businesses.

The second talks about the importance of having sales process automation in your company.

Good sales!

A hug from CWT, your CRM. #RunCWT