CRM stands for Customer Relationship Management. A sales CRM is software that helps companies understand their customers, have maximum productivity and sell more and better. No wonder the Portuguese translation is: Customer Relationship Management. Understanding its benefits, types and application is essential to any company’s sales success.Selling is the basis, the core of support for any and all companies. We can have a great product, high quality production, but if sales don’t happen, the company closes its doors.

But just selling is not enough. It is necessary to have processes, systems and strategies to manage the relationship with customers in order to satisfy and retain customers, helping to reduce costs and increase the quality and profits of the business.

In this sense, adequate control in this process is not only important, it is fundamental. It is in this scenario that CRM fits.

Understand what is CRM will give you a lot more control over your company’s customer relationship and sales process.

Therefore, we have prepared a complete guide for you. In this article you will find everything about CRM:

  1. What is CRM? Concept and definition;
  2. What are the benefits of CRM for companies?
  3. What is sales CRM?
  4. How does a sales CRM work?
  5. CRM and the sales funnel steps;
  6. Does my company need a CRM?
  7. What types of CRM?
  8. What is CRM marketing?
  9. CRM frequently asked questions;
  10. How can CRM CWT help my company?

Good reading!

Or… if you prefer, see in practice how the CWT, CRM 100% Englandian and thinking about the challenges of the national entrepreneur.

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What is CRM? Concept and definition

What is CRM customer relationship management? What CRM means, the meaning.

After all, what is CRM – Customer Relationship Management or Customer Relationship Management?

CRM stands for Customer Relationship Management, or else, customer relationship management. Except for rare cases or niche markets, sales never happen on the first contact, without a relationship.

It is common to find software known as CRM, but its concept goes much further.

This is a set involving strategies, practices, policies and everything else that involves management, analysis and contact with the customer, in order to retain and satisfy the customer.

It also focuses on attracting new customers. And it does this by forecasting and anticipating trends and needs among potential future customers, presenting the best channels to reach them.

We will see this in Marketing CRM later.

Before that, watch a video that better explains what CRM means:

After all:

  • CRM is software – A system that allows companies to manage their relationship with customers;
  • CRM is a process – it organizes all the steps for you to relate, delight and sell to your client;
  • CRM is a strategy – with the software you know exactly what and how to do to win more customers in less time;
  • CRM is a department – best friend of the sales team, he is the one who will eliminate robotic tasks and turn the salesperson into a consultant;
  • CRM is organizational culture – makes the company a much better place. It improves processes, improves results and brings financial and personal gains for everyone.

Benefits of CRM for companies: what is CRM and what is it for?

The great benefit of sales CRM, as customer relationship management software, is the creation of a large database. Inside it there is pertinent information about the people who came into contact with the business, interested in the product or service offered.

What would a business be without its customers? Of course, customers are essential for the survival of a company. But how to guarantee the success of this business?

The market has evolved and has realized that the customer must be the center of attention. All efforts of a company to sell something, must have the ultimate goal of satisfying its customer.

Through sales CRM, it is possible to generate more customer loyalty and satisfaction, simplifying contact with them, bringing more value to a brand.

But to do a job that meets the customer’s needs and leads them to buy again, it is an expensive and extremely complex process.

After all, all sectors must comply with the objective of customer satisfaction and relationship.

A failure during this whole process can put a whole plan to waste.

That is why several tools were designed to make this work more assertive and efficient.

Sales CRM has proven to be one of the main tools and the successful results it delivers prove this.

Do you want to know more about how it can help your business become a reference among your customers?

So we separate 6 among so many benefits that this system brings to organizations.

What is CRM? CRM what is it? Learn EVERYTHING ABOUT CRM in this article. CRM Customer Relationship Management

What is CRM? CRM what is it? Learn EVERYTHING ABOUT CRM. CRM Customer Relationship Management

1 – All the teams in your company produce more

Sales CRM facilitates access to information, generating speed and focus on the teams involved – sales, marketing and the customer relationship service itself.

Productivity is related to time. A productive team starts to create the same that it created previously, but in less time.

This means that a more productive business, sells more in less time than the competition.

2 – Your salespeople selling much more

Do you know how much time your salespeople needed to identify opportunities amid an ocean of leads and prospects?

It no longer exists. What about the tasks of gathering all the data and information necessary for a contact to try to generate a sale? They finished.

The system allows the salesperson to easily navigate between each lead category.

He will be able to observe your purchase history, your type of relationship with your business and personal data.

More than that, you’ll know where it’s in the sales funnel.

Thus, it is possible to reach the lead in a much more punctual and direct way, but still in a subtle way.

This allows the development of a relationship that, even if it does not result in a sale, will create a link between lead and seller.

3 – All customer data in the same location

CRM system integrations

This benefit is connected with the previous one. The ease that a CRM system provides for managing each customer individually makes sales much more dynamic.

Speed ​​of service and consequently accelerated solution of the problem are other positive factors. After all, it is a platform that presents a customer’s entire purchase history.

It allows behavioral analysis and indication of related products to work in an automated way.

This makes the relationship with the customer faster and more human. Especially because, the system automatically allows the customer to have access to everything he needs in a much more agile way.

4 – You better understand your company and your product

For Strategic CRM to bring results to your business, it is essential that the company is up to date with the processes, organization and focus.

Thus, the software can be a powerful ally in the development of a truly effective customer relationship management plan.

With sales software, it is practically mandatory for the company to know your product, its market and what type of customer it will deal with. You must be fully sure of your goal and where you want to go.

5 – Customers better understand your company and your product

When the “homework” is done and the company has focus and goals set, it is much easier to sell an idea and have the customer as a partner in achieving these goals.

Your consumer will have more security when dealing with a brand that understands what and for whom it is selling, and starts to identify and generate value for that brand.

This, as we have already said, generates disclosure, recognition and respect for your brand, from customers and possible future customers. With this, you will be guaranteeing the success of your company.

6 – Sales CRM humanizes your business

Talking to someone we already know makes everything easier. Even problem solving is easier, when we do that with which we are already familiar. And that is what sales CRM creates between your customer and your company.

It is possible to have a direct and individual contact with each customer, with all the necessary information to solve any type of doubt, need or problem related to your product.

Being sure that he is heard, brings much more security to the customer, who starts to trust his business. This guarantees a new sale in the future, in addition to spontaneous disclosure from that customer to other people.

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What is sales CRM?

Sales CRM is a system that helps companies sell more, better and in less time.

And it does it intelligently, automating simple, yet repetitive and robotic tasks.

Exactly this way:

This allows your team to focus on what really matters: selling and ensuring your customer’s success.

It is, therefore, software aimed at the commercial process. In other words, the relationship process that he has already gone through in marketing and is now in contact with his company’s sales team.

The purpose of sales CRM is to control the flow of leads in the so-called sales funnel.

The most common features in sales CRM processes are:

  • sales funnel in kanban format (trello style);
  • registration of people, companies and opportunities (at this stage the lead became an opportunity);
  • lead event timeline;
  • public agenda for the seller to schedule a demo with the lead;
  • VoIP calls;
  • Integration with chatbots, online chat and Whatsapp;
  • online video conference (Hangouts, Skype, Whereby);
  • proposal generator;
  • electronic signature of documents;
  • sales reports and sales team productivity dashboards;
  • integration with ERP systems;


How does a sales CRM work?

How does a CRM system work?

How does a CRM system work?

How does a CRM system work? Learn all about sales CRM and how it worksTo facilitate the application of CRM principles, software, apps or platforms are used – which, incidentally, receive the same name.

The use of CRM platforms helps to manage the relationship with the customer, in addition to allowing the automation of several processes in the sectors of marketing, sales and customer relationship, itself.

Let’s understand better explaining some features, combined?

CRM Features

There are numerous features that identify a sales CRM and that assist the professionals involved in delivering results in sales and attracting customers:

Automation of tasks and processes

It is possible to turn tasks that would take a lot of time from the sales team into automatic activities. They respond to the customer’s own actions and where they are in the sales funnel;

Sales funnel

You can create complete and customized sales funnels for different customer segments.

A sales funnel, according to Digital Results, for example, is a set of different triggers and steps.

It supports the shopping journey of the personas of a business, product or service. The sales cycle, related to the funnel, can be monitored and improved with the platform.

With it, the customer is monitored from the moment he provides his data, until the post-purchase;

Integrates teams through collaboration

CRMs platforms were developed to improve communication between marketing and sales sectors. And this is done by integrating processes and expanding results.

With it it is possible to control and organize sales opportunities, understand the customer purchase profile. In addition, you create specific or integrated reports;

Integration with multiple channels, such as social networks

CRM systems allow integration with numerous digital marketing platforms, both for attracting customers and relationships.

Combined with other CRM functionalities, it is possible to determine specific automations and triggers in these different channels;

CRM Online – Cloud Computing

Most CRM systems operate entirely in the cloud. This ensures more security of customer data, as well as stability for those who operate the CRM.

With access to information in the cloud, it is possible to access data and information in real time on any device connected to the Internet. This brings more agility in the relationship with the customer.

CRM and the sales funnel steps

Having a sales funnel with well-structured steps facilitates the work of any commercial team.

Respect each step, act in an assertive way is to direct the sale well and that is what a good CRM helps you to do.

CRM Sales Funnel Steps

CRM Sales Funnel Steps

To better understand, we’ve listed the sales funnel steps. Remembering that each company has its own business model and the steps below may or may not make complete sense for your business, right?

After each action, move the stage lead and, if all goes well, at the end of the journey, you will win a customer.


Here is the beginning of everything within your sales funnel. The prospect showed interest in you. The goal is to finalize the sale, right?

So, show him that you are an expert on the subject and offer him, for example, an eBook talking about what you sell.

You are therefore beginning to nurture the lead.


Ok. Did you send the eBook and lead downloaded the material? Great.

This is the qualification stage, which serves to understand if, in fact, there is interest in comparing your product or service.

This is not the time to sell yet, but collecting relevant information to understand the pains that the potential customer has is important for, later on, having an assertive sales pitch.


Commercial team ready? Time to take action! Using the information the system provides, it’s time for that assertive sales pitch – but still listening to what the customer has to say.

This makes it easier to know which product or service best fits and how the solution solves the problem the lead has.


It is at this stage of the funnel that the customer is evaluating the proposal that you made and possibly comparing it with that of the competition.

It is important not to lose touch or let this opportunity “cool down”.

Be present helping you to make the decision and reminding you, for example, that the discount offered has an expiration date.

If a counter proposal comes, be prepared for it. Know how to answer the questions in this step and have some triggers prepared to work around any objections.


The last step of your sales funnel. Deadlines, forms of payment and proposal must all be clear and exposed to the client.

If accepted, the opportunity will have been won. Otherwise, if the customer chooses to compete, this opportunity has been lost

Why only have one funnel?

CRM and the sales funnel steps

Good sales software allows you to create multiple funnels within the platform. Why only have the sales funnel if you can create:

  • marketing funnel;
  • pre-sales funnel;
  • sales funnel;
  • contract funnel;
  • success funnel.

For companies that have e-commerce, you can create a cart abandonment funnel, for example, by scheduling automatic actions of what to do when a customer gives up on a purchase.

Anyway, there are many possibilities and your sales system cannot limit you to a single funnel.

Does my company need a CRM?

What is CRM and what is it for?

That answer is only up to you to say. But, your company needs a sales system if:

  • You don’t see your sales opportunities or your team’s;
  • You don’t have your customers’ information centralized;
  • You cannot follow your results day after day, week after week …;
  • It does not have the main tools integrated;
  • Has difficulty in generating leads and making the customer interested in buying;
  • Spends a lot to win customers;
  • Has difficulty retaining customers after selling;
  • Spends a lot of time copying and pasting emails, proposals and messages;
  • You cannot measure the performance of the sales team;
  • You don’t know why you can’t sell anymore.

Want to know if you need a sales CRM in your company? We help you:

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CRM for small businesses

Does my company need a sales CRM?

Anyone who thinks that the technology of a sales software is only for big businesses is wrong.

A CRM for small businesses is the strategic ally to organize processes, increase productivity and identify sales opportunities.

It is also the most efficient way to better understand your results, with centralized and complete data and information to increase your sales.

With process organization, maximum team productivity and focus on the right opportunities, your company will grow in a sustainable and intelligent way.

What are the types of CRM and their applications?

What types of CRM?

What types of CRM?

We can say that it is divided into 4 main functions and applications, basically.

This, in fact, proves its versatility of use, in any niche, segment and business size.

These specific functions make the software even more necessary when creating marketing and sales strategies.

CRM categories allow operators to be free to act when creating customer-focused planning.

There are different sets of functionalities in all this sales software, with different and specific types of applications.

Each type of CRM can be used separately.

But to obtain better results and a greater degree of success, it is indicated that all these types of CRM work in an integrated way.

Know the main and best known types of CRM and their applications:

Types of CRM PipeRun

Shall we better understand – and in detail – each one?

Operational CRM

What is Operational CRM?

It is through Operational CRM that forms of contact with the customer will be created. Here, sales channels will be analyzed and created, which will allow the capture of the necessary data for Analytical CRM.

Responsible not only for the creation, the Operational CRM deals with the maintenance of these channels, always keeping them active and relevant to the client.

In order to be created and maintained, these channels demand tasks where the application of information technology is necessary.

Most CRMs are already totally friendly and intuitive for those who operate them. But “behind the curtain” there are complex efforts and applications, responsible for the quality of the platforms.

After all, a sales system that doesn’t meet your customer’s needs is a ready joke in bad taste.

It is within the Operational CRM that all commercial, sales and marketing will act. Sales orders and opportunities, automation of actions and processes, etc. are managed here.

Operational CRM also allows you to collect customer feedback, process it and forward it to Analytical CRM.

In short: Operational CRM is responsible for everything that involves the capture of information and data needed for Analytical CRM.

Analytical CRM

What is Analytical CRM?

Know more about who buys your product or service, identify your needs and know your habits.

These are the main concerns of a company with a total focus on the customer, right?

All customer data, captured in the various available channels, are passed through the Analytical CRM to be analyzed.

The analytical function of the platform is perhaps one of its main applications. The name of this type of CRM already makes this characteristic clear.

After all, Analytical CRM is responsible for analyzing customer data and information, and identifying scenarios and opportunities.

The main purpose of Analytical CRM is to analyze and use all customer and sales data.

The aim is to identify new opportunities and create sales strategies.

With that, the work becomes much more punctual in what really matters.

With the Analytical CRM it is possible to identify different characteristics of customers, creating segments of them.

This allows the creation of more assertive campaigns that reach the right audience.

The result of this is an increase in the success rate and conversion into sales.

Collaborative CRM

What is Collaborative CRM?

It is clear that the idea of ​​relationship with the customer in order to satisfy their need, is the basic concept of CRM, regardless of its type of application.

But when we deal with the results and data obtained by the Operational CRM and analyzed by the Analytical CRM, we have the Collaborative CRM.

It is from the Collaborative CRM that all knowledge obtained from interactions and previous customer data will be put into practice.

Here, the focus is on satisfying you, understanding your will and need, with the ultimate goal of generating value through a satisfied customer.

All channels and points of contact between the customer and the company are part of the Collaborative CRM.

It is through it that the customer can ask questions, generating knowledge about the solution that the service or product offers.

The word collaboration here refers to the idea of ​​integration. All types of CRM working together, accordingly.

The goal?

Seek good service and relationship with the customer – main interest in relationship management.

Strategic CRM

What is Strategic CRM?

The work of managing the relationship with the customer starts with Strategic CRM.

It is through it that objectives, focuses and goals will be outlined for the type of CRM and the teams involved.

Strategic CRM is used to implement each of the systems – Analytical, Operational and Collaborative – in an assertive and viable way.

Strategy involves research, study and intelligence. It is from there that the future of the company will be drawn.

Within the Strategic CRM, the bases will be laid for contact with the customer, knowledge about their needs, or even anticipating or creating that need.

Finally, the solution that the customer needs is delivered.

Strategic CRM is concerned with studying and understanding the market, competitors and the company itself, through a SWOT analysis, for example.

A Strategic CRM collaborates in the search for the strengths and weaknesses of a company. But does not stop there.

It also maps the market opportunities and threats of the environment in which it operates.

And this occurs regardless of the size or moment that this business is.

In this way, starting work with a focus on the customer means work with a base and structure; corresponds to a company that knows itself, knows its difficulties and has knowledge of its product.

A company with these characteristics is more likely to create empathy and get to know its customer, than a company that is confused with itself, without focus and without identity.

What is CRM marketing?

Integration of Marketing and Sales Funnels - Concept of CRM Marketing and CRM Sales

The system of Marketing CRM it is focused on the processes of attraction and nutrition of potential customers and supports the content marketing (or inbound marketing) process.

They are also called a marketing automation platform – it’s up to you.

In any case, it is important that it is integrated with the sales CRM so that the so-called “baton pass” (when the lead leaves the marketing sector and goes to the commercial) is done in an agile way.

This is vital so that leads don’t cool down and the sales team – or SDR – can catch the prospect still interested in doing business.

They are generally called marketing automation software and have features such as:

  • accompaniment of keywords;
  • SEO assessment of website pages;
  • lead capture widgets such as popups and CTA forms;
  • design of email automation flows;
  • email marketing campaigns;
  • publication of posts on social networks;
  • monitoring mentions on social networks;
  • lead registration with event timeline;
  • leadscoring scoring and automation;
  • integration with sales CRM;
  • reports and dashboards;

See a list of marketing automation platform software below:

CRM Frequently Asked Questions

What is CRM - Frequently Asked Questions about CRM in Brazil

Know the most frequently asked questions about CRM – Customer Relationship Management

  1. What is the difference between CRM and ERP?

    ERP – Enterprise Resources Planning is a robust software concept that serves most areas and departments of a company, including production, accounting and finance.

    The CRM we are dealing with in this article is geared towards customer relationship management.

    The two software can be integrated to generate a synergy of information and improve business performance.

  2. What is eCRM?

    ECRM is a concept coined in the 1990s, with the aim of showing that some systems were being produced to work online.

    It came after the concept of e-mail, electronic mail.

  3. CRM Sales force what is it?

    THE Salesforce is a silicon valley technology company focused on sales force automation software. The founder and his team were the creators of the SaaS – Software as a Service concept. Salesforce is currently the world leader in enterprise sales software.

  4. What is dynamics crm?

    Dynamics is the brand of sales software from Microsoft.

How can CRM CWT help my company?

What is CRM?

CWT is a Englandian CRM, developed in England and totally thought about the challenges and needs of the national entrepreneur.

Build really solid relationships with your customers. Generate value for him with each contact.

Step by step of the funnel make all actions and contacts delight and give even more confidence to your potential customer.

Speed ​​up the closing of more sales with proposal templates, contracts and electronic signature.

It is with CWT that companies can:

  • See, control and accelerate all sales;
  • Know the best customer acquisition channels and optimize strategies;
  • Count on resources to reduce the sales cycle and accelerate closing;
  • Listen to customer calls and improve sales pitch;
  • Have predictability of gain based on closing history at each stage of the funnel;
  • Retain and delight customers in an agile and intelligent way.

Get to know CWT right now and understand how small, medium and large companies grow and develop with national technology.

If you prefer, talk to a consultant first and clear all your doubts.

Good sales!

A hug from CWT, your CRM. #RunCWT