The Importance of CRM and Data to a Successful Sales Team

Growing your business to new heights can be challenging, regardless of what industry you are in.

Successful businesses and sales teams achieve success for a variety of reasons, and it’s often difficult to pinpoint exactly why one business or sales team is more successful than another. However, there are generally two factors employed by most thriving businesses and successful sales teams – the right CRM software and proper data management.

Furthermore, companies that have integrated their data with CRM software are growing – and experiencing more success than those that haven’t.


There’s no point in having superior CRM software if it isn’t used to its full advantage.

Because to get ahead in today’s competitive marketplace, you need to have the right people and the right tools, working hand in hand.

When companies utilize the data used by sales team on a daily basis (including the steps taken to turn prospective customers into done deals) and input that data into their CRM software, they create a powerful business model that gives any business an edge over the competition.

After all, there’s no point in having superior CRM software if it isn’t used to its full advantage: managing all of your company’s data, and streamlining the sales process for your team.

Proper data management combined with intelligent CRM software will not only improve your company’s marketing and customer relations, it will keep your sales team working efficiently, inevitably boosting sales.

READ MORE: 10 Best Free CRM Tools for Businesses

Why You Need CRM Software to Manage Data and Boost Sales

Not using CRM software to manage your customer and sales data or track your sales process? Still using spreadsheets or pen and paper to track sales and customer history?

Don’t worry! If your data management seems to be stuck in the Stone Age, there’s no better time than the present for an upgrade.

With the incredible CRM software available today, like Microsoft Dynamics or Salesforce, your business can seamlessly integrate and organize not only all of your customer data, but your sales team’s entire sales process – from managing leads to closing deals. CRM software both streamlines the sales process and provides comprehensive customer relation management and data analytics that are accessible to your entire sales team.

That means if one salesperson picks up where another left off, they have access to the full customer interaction history, allowing the customer to feel important and valued. Vital information and data are continuously updated across all networks with CRM software, which allows each and every person on the sales team to stay up to date, current and focused on what matters most – the customer.

Inputting your company’s data into CRM software can also free up time wasted on analyzing customer data to generate leads, setting up sales appointments and sending follow-up emails. All of these somewhat tedious tasks can be time-killers that take opportunities for generating actual revenue away from your sales team.

READ MORE: How to Keep your CRM Data Clean

CRM software, when used properly, acts as the heart of your sales team by facilitating and streamlining data and sales. By tracking and managing all sales interactions between your sales team and prospective or existing customers, your team can stop poring over data. Instead, CRM software puts everything you need to close deals and keep customers happy at your fingertips.

And in the world of sales, happy, loyal customers are truly the driving force behind any successful sales team and business. Utilizing CRM software to manage and organize all of your customer and sales data will help your sales team develop and maintain profitable relationships with customers.

By organizing customer data into helpful categories such as Customers, Lost Customers, Influencers, Potential Partners, etc., CRM software ensures that your sales team never fails to meet the needs of each and every person that contributes to the success of your business.

Beyond improving customer relations and the efficiency of your sales team, CRM software also offers powerful analytics tools that can guide strategic sales and budget decisions. By looking at wins-losses, process gaps and rep performance, CRM software provides useful insight to help your sales team identify issues and find solutions within the sales process.

What does all of this ultimately mean? Happier customers, a happier sales team and MORE SALES.

Time to Get Organized

An astounding 40 percent of companies nationwide have no official data management system in place.  With all of the customer data out there today, it’s shocking that so many big businesses still rely on spreadsheets to manage leads and opportunities before turning to CRM software.

BIG mistake!

Most CRM software available today eliminates the need for continuous data entry by streamlining and organizing all of your customer data, and keeping it aligned with your sales process to create the most efficient and productive sales team possible.

By now you’re hopefully saying to yourself, “I’m in – how do I get started?”

It’s pretty simple, actually!

  • Step 1: Sign Up

    If your business doesn’t already have CRM software, it’s time to sign up. With all the options available these days, you might feel overwhelmed, but with a little research, you can quickly determine which CRM software might work best for you and your sales team.

    Some popular choices include: Pipedrive, Salesforce CRM and HubSpot CRM.

  • Step 2: Input Your Data into Your CRM Software

    Initially, you will need to be careful about how you input your data so that it matches your sales process and tracks customers exactly how you want it to. If you input a customer as “Company” when in actuality the field in the software is “Account,” the end result will not match your sales process.

    Luckily, almost all CRM software comes with explicit, step-by-step directions that will ensure your data is entered in the most appropriate way to help drive sales and keep your team organized.

    Just be mindful to follow all tutorials, and take the time to carefully set up your CRM so that it matches your sales process and customer information precisely. This process will look slightly different depending on the CRM software you use, but the best CRM software out there will offer features to manage all of your customer data throughout the sales process, including:

    • Leads
    • Campaigns
    • Products
    • Pricebooks
    • Opportunities
    • Quotes

    In all fairness, while CRM software is incredibly useful, it’s not a perfect system. Inputting data into CRM software can seem time-consuming, and you may initially have some pushback from your sales team with them feeling that their time is more profitably spent by making actual sales, not inputting data.

    However, remind your team that quality data is vital for the long-term success of any sales team. CRM software truly puts your customer and sales data to work for you, and drives sales in a way that simply isn’t possible with spreadsheets or pen and paper data management – let alone no data management system at all.

  • Step 3: Watch Your Business Grow

    Once your customer and sales data is organized and being used efficiently within your new CRM software, you can expect to see a flourishing sales team that finally has time to focus on your customers – which is the number-one method for improving sales and profits.

In today’s competitive marketplace, CRM software for customer and sale data organization is no longer optional. Rather, it’s become a necessity for taking your business to the next level of success.

CRM Products

To learn more about specific CRM products and to read verified user reviews, visit the G2 Crowd CRM category page.

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