A CRM system supports the management of customer data and makes sales more efficient. Imagine that all customer information, sales opportunities and interactions are centrally available in one place - this is exactly what effective customer relationship management enables.
Customer relationship management (CRM) is generally understood as a strategic approach that is used to fully plan, control and execute all interactive processes with customers. The focus is on two main goals: customer acquisition and customer loyalty. However, a CRM system in sales goes far beyond that - it supports sales management, provides actionable insights and facilitates communication within the team. As a result, customer data is managed more efficiently and sales are increased.
In this article, you'll learn how a CRM system works in sales, what benefits it offers and how to find the right solution for your company. We'll also show you how modern CRM tools can optimize your sales processes so that your customers feel valued and don't have to explain their concerns to every contact person anew.
Why CRM systems are essential for sales
The question is no longer whether your team needs a CRM system - but which one. In times of growing customer requirements and increasing market dynamics, sales teams without a CRM solution face significant disadvantages. According to studies with CRM, companies increase their sales productivity by up to 29%.
CRM in everyday sales: challenges without a system
Without a structured CRM system, sales teams lose valuable time and valuable opportunities. The typical hurdles are clear:
- Spend salespeople 25-30% their time with administration instead of sales talks
- Contact information is scattered in Excel lists, emails, or even just in the heads of individual employees
- If a colleague is ill, important customer information is not accessible
- The lead-to-customer conversion rate remains well below the options
“Without CRM, it is challenging for companies to keep sales processes clear and controllable, especially when the volume of data and complexity of customer interactions increases.” As a result, the risk of duplicate entries and manual errors increases significantly.
CRM management system as a strategic tool
A CRM system is much more than a digital address book. Rather, it acts as a strategic tool for actively managing the entire customer life cycle - from initial contact to closing sales to long-term customer loyalty.
Successful companies integrate CRM as an active control element in their sales strategy. As a result, processes, data and communication are aligned and continuously optimized along the entire customer journey. This explains why 79% Sales managers regard CRM as crucial for business success.
Modern systems such as Bliro also offer well-founded sales forecasts based on reliable CRM data and thus support strategic decisions with real-time information.
CRM marketing and sales: using synergies
The close integration of marketing and sales is not a luxury, but a decisive success factor. A CRM system creates the technological basis for this collaboration by serving as a central data hub.
“Following the cross-departmental integration, companies with marketing and sales departments, which are closely linked, experienced an increase in their annual revenue growth of up to 20%“. By contrast, companies without this orientation suffered a decline of 4%.
This is particularly effective in lead management: 46% of marketing departments with systematic lead generation processes work with sales teams working at 75% Follow up on marketing-generated leads. In addition, the conversion rate from leads to customers is increasing on average by 17%.
A CRM system therefore not only gives you tools - it also creates the basis for a customer-oriented corporate culture that contributes measurably to business success.
How CRM systems improve sales processes
With effective CRM systems, you can optimize your sales processes sustainably. Sales teams increase productivity and improve customer relationships through the strategic use of these digital helpers.
Manage sales data centrally
A CRM database allows you to store and organize all customer information in one place. As a result, you understand your customers and their needs much better. Salespeople have access to relevant information such as contact details, call notes, and past transactions at any time. Particularly valuable: Different departments - from marketing to customer service - work with the same up-to-date data, which results in consistent customer interactions.
Sales tools for better closing rates
Modern CRM systems offer specific features that demonstrably improve completion rates. By analyzing sales data, sales representatives can allocate their time more efficiently and focus on the most promising customers. With lead scoring, you can quickly identify which leads have the greatest potential.
Sales automation with CRM software
Sales automation relieves your team of time-consuming administrative tasks:
- Automatic lead assignment to the right people
- Appointment reminders and follow-ups without manual effort
- Automated workflows for data entry and updates
As a result, your salespeople can focus on what's important: closing deals and building customer relationships. In fact, salespeople spend without a CRM system up to 30% of their time spent on administration instead of with sales calls.
Bliro relieves sales teams precisely at this point through intelligent automation: The tool transcribes customer conversations in real time, automatically creates structured call notes and synchronizes all relevant information directly with the CRM system - without manual input. Follow-ups, tasks, and contact updates are automatically generated and assigned so no lead is lost. Through seamless integration with tools such as Salesforce or HubSpot, Bliro ensures that salespeople can fully concentrate on the sales process - instead of time-consuming documentation.
CRM in Sales: From lead qualification to completion
The entire sales process is structured and optimized by a CRM system. Starting with lead qualification, it helps you focus specifically on high-quality leads and close more deals in less time. Since salespeople only actually spend 28% of their weekly working time selling, this increase in efficiency is crucial.
A well-integrated CRM accompanies the entire sales process: from lead generation to qualification to closing. As soon as leads are classified as Sales Qualified Leads, they are transferred directly to the CRM system, which supports prompt processing by sales staff. In addition, CRM systems enable accurate sales forecasts based on historical data and current trends, giving your company a significant competitive advantage.
The most important CRM features for sales teams
In modern sales teams, the right functions in the CRM system determine success or failure. Find out which core functions significantly increase sales efficiency.
Contact management and customer history
The central recording of contact information and interaction processes is at the heart of every CRM system. Modern systems provide a 360-degree view of customers, with all relevant data stored in one place. As a result, contact management is developing from a simple address book to a strategic tool for sustainable customer relationships.
CRM systems systematically record interactions, preferences and service problems, which creates a holistic customer picture. Particularly valuable: The complete customer history is available to all team members, which allows marketing, sales and customer service to appear consistently.
Task and appointment management
Efficient appointment management is crucial for sales teams. CRM systems support this with integrated calendars, task management and resource planning. By linking appointments with customer data, upcoming tasks and colleagues involved, you keep track of all sales activities.
In addition, appointment management in CRM enables coordination across locations. With authorization systems, team members see their colleagues' calendars and can assign appointments directly from the software. This transparency prevents double bookings and optimizes resource usage.
Email integration and follow-up automation
The email integration synchronizes communication with the CRM system and automatically connects emails to relevant contacts and sales opportunities. This creates a central hub for all customer interactions, which increases efficiency and promotes better relationships.
In addition, the automated follow-up function ensures that no important follow-up steps are forgotten. Opening rates and click behavior are tracked in real time, so sales reps know exactly when prospects are ready for the next contact.
Sales analyses and sales forecasts
Data-based sales analyses and forecasting are essential for predictable growth. With a CRM system, you get real-time insights into your sales pipeline - including conversion rates and individual performance.
Instead of collecting data manually, create custom dashboards with closing rates, average deal sizes, and sales cycles. Particularly helpful: some CRM systems use historical data to provide realistic sales forecasts and identify fluctuations at an early stage.
CRM systems with AI support
Artificial intelligence is revolutionizing customer relationship management. AI-powered CRM systems offer predictive analytics that analyze historical data and customer behavior to prioritize sales opportunities. Companies that use AI in CRM are proven to close 10% more deals.
AI can algorithmically analyze customer data and recommend tailor-made products or services. Automation tools such as chatbots handle routine customer inquiries 24/7, while AI-powered lead scoring helps sales teams prioritize sales opportunities more effectively.
CRM tool selection: How to find the right solution
When choosing a CRM system, the right solution will determine the success of your sales strategy. The right software not only increases efficiency, but also ensures better customer relationships and higher closing rates.
What makes a good CRM system
The usability of a CRM system is crucial for team acceptance. According to surveys, 86% of interested parties, say this factor is the most important criterion when choosing a new solution. In addition, an effective CRM system should have the following features:
- Adaptability to individual business processes
- Seamless integration with existing tools such as email marketing or accounting software
- Centralized customer database for all relevant information
- Scalability to grow with your business
Also, make sure you have comprehensive training materials and reliable support to help your team with questions.
CRM system examples compared: Pipedrive and Zoho
Pipedrive offers an all-in-one CRM solution with unlimited pipelines and AI assistants. Zoho On the other hand, it is particularly suitable for larger companies that need a more comprehensive solution.
Pipedrive scores particularly well with its intuitive user interface and excellent reporting. However, email marketing features must be purchased separately. Zoho offers easy business creation and cost-effective entry plans, with limited app integration in the free plan.
CRM integration into existing sales processes
Integrating a CRM system into existing processes ensures that all departments can access a common, up-to-date database. This eliminates media breaks and duplication of work. Compatibility with:
- Email systems and marketing tools
- ERP solutions and telephone systems
- Website lead capture forms
Successful CRM integration has been proven to improve data precision and save valuable time. Companies with integrated systems see an increase in annual revenue growth of up to 20%.
Tips for introduction and team training
A systematic approach is recommended for a successful CRM implementation. First, put together a project team of employees from various departments who will accompany the implementation from the start. As a result, the needs of all areas are taken into account.
When training, you should consider three variants:
- Persona training tailored to different user roles
- Trainings according to the level of experience
- Motivating trainings with management support
Practical exercises with realistic scenarios from everyday working life are particularly effective. Make sure the training is comprehensive but not tiring and that refresheners are offered regularly.
Conclusion
Effective CRM systems are now an integral part of sales teams. In fact, they form the backbone of modern sales organizations and enable a significant increase in sales productivity through centralized data management, process optimization and automated workflows. By using a CRM system, your team saves valuable time, which your employees can use instead for active customer contact.
The benefits are obvious: Better lead qualification, higher completion rates and well-founded sales forecasts demonstrably increase sales. At the same time, your customers benefit from consistent support, as all employees can access the same database. In particular, the AI-supported functions of modern systems such as Bliro offer a decisive competitive advantage.
When choosing a suitable CRM system, you should pay particular attention to usability, adaptability and integration options.
Ultimately, it's not just about a technical tool, but about establishing a customer-oriented corporate culture. A CRM system helps you achieve measurable success and build sustainable customer relationships. The introduction of such a system may initially require effort - but this pays off in many ways through increased efficiency, better team coordination and higher customer satisfaction. The key to success lies in consistent use and regular training so that the full potential of the CRM system can be exploited.
