Are You Using Your CRM System to Its Fullest Capabilities?

CRM capabilities

A customer relationship management (CRM) system offers many benefits beyond holding customer information. Are you using all the CRM capabilities?

With CRM, you are able to simultaneously follow industry trends and leverage your software for your customers, satellite offices, and service desks. And you can use all available data to create a 360-degree view of the customers.

The source of the data points doesn’t matter. Even third-party vendors can play a large role. The important thing is all customer data should be piped into your CRM system.

Here are some of the biggest CRM capabilities:


  • Satellite Offices

Some large companies have satellite offices all over the world. If someone working in Phoenix needs to reach out to a colleague in Mumbai, CRM can make this a simple and informed process.

  • Resellers

Sometimes, businesses work with companies that resell their products. Resellers would benefit from having access to a CRM-driven portal that allows you to more effectively register leads and collaborate with salespeople.

  • Partners and Vendors

In addition to resellers, you may frequently work with people from various other companies—from the person who restocks your coffee to the CEO of your partner business. So, it’s important to keep your records in a place that’s easy to find.

  • Service Desks

Do customers need a login to submit tickets? Do they want to see their past orders, or track the status of a current order? In an educational setting, many of your users are students, so a CRM system could be used to manage courses or check grades.

Industry Trends

You can use CRM to dig deep into your market by applying the data you collect toward gaining a better understanding of industry trends, seasonal shifts, and emerging technologies.

  • Use Customized Software

Do you want to check in with suppliers in one facet of your market, or tap into vendor resources? Either way, CRM gives you information at the click of a button.

Your business isn’t cookie-cutter, and your software doesn’t need to be either.

  • Listen to Customers

Pay attention to everything your clients tell you about their business. Plug this intelligence into your CRM, then look at similarities and differences across the board.

Business Intelligence and KPIs

The benefits of CRM are most obvious in a sales context. For instance, executives and managers who are used to working with the precision detail of ERP data will often find standard sales-performance reporting to be maddeningly vague.

So without a system in place to collect and analyze their sales data, managers accept the guesswork from a sales meeting at face value.

  • Drive Sales Meetings

With CRM, you can utilize a general pipeline report that shows opportunities, according to stage and user. Additionally, you can view these opportunities by length of time in each stage, from latest to earliest. You can also create a historical-velocity report that’s cyclically adjusted to the time of year, and shows opportunities and movement across the entire sales team.

  • Make Educated Goals

A standard part of every sales meeting should be measuring current team performance against the sales forecast. Most enterprise-grade CRM systems even include forecasting modules.

  • Use Reports

With CRM, you can more accurately project whether or not a team will hit their quota. Also, you can even monitor individual quotas.

Companies have varying needs. While you don’t just want to add a bunch of bells and whistles without thinking through the ramifications, you can create a center of gravity and knowledge center for business functions.

Want to learn more about CRM capabilities? Do you need to partner with a CRM implementation firm? Intelestream is here to help. Get started today!

Filed Under:CRMTags:,