Using CRM Software to Store Leads and Client Data

Many tools help organize, share, and manage the day-to-day operations of businesses, especially marketing and sales efforts. Wouldn’t your work day go much smoother with properly integrated CRM software in place? Perhaps one that offers the ability to store your leads, customer data, and much more? I am assuming, yes.

Well, the first question is, what is CRM software? Then, we will talk about some challenges other business leaders face with their current CRM. Additionally, we will provide you with analytical insights into which systems are most widely used to store leads and customer data.

What is CRM Software?

Vangie Beal defines Customer Relationship Management (CRM) software as “a category of software [that] covers a broad set of applications and software designed to help businesses manage customer data, and customer interaction, access business information, automate sales, marketing, and customer support and also manage employee, vendor, and partner relationships.” 

A CRM makes it easier to keep track of business goals and efficiently manage leads and customer data.

Challenges Faced with CRMs

According to HubSpot’s 2016 State of Inbound Report, the greatest challenges for CRM users was manual data entry, lack of integration with other tools, and sales teams’ habit of not using the software. The table below displays the results provided in this report:

The State of Inbound Report also measures these same points among C-level executives, managers, and individual contributors. C-level executives are displeased with the integration issues they encounter when using their CRM with other tools. Managers, on the other hand, say their sales teams do not use CRM software. Lastly, individual contributors ranked their highest challenge as manual data entry.

The State of Inbound Report also stated the majority of CRM users or salespeople felt that the top three areas that are most useful with a CRM system are:

• Ease of use
• Accuracy of contacts’ data
• Accuracy of the company’s data

Most Popular Tools Among Organizations for Storing Leads and Customer Data

The market research provided in the State of Inbound Report compares the 2015 to 2016 results of the usage of selected devices. These tools include customer relationship management software, Microsoft Excel, custom databases, Google Docs, physical files or folders, and marketing automation software.

As of this year, customer relationship management software is the most widely used by organizations to store leads and customer data. Last year, Google Docs was utilized more frequently than a CRM. Results have completely changed between the two years, and statistics now show:

Today, there are more customizable options for business leaders, and they can design a CRM that works best for their business model and sales team. The next most widely used tools by organizations in 2016 are Microsoft Excel, custom databases, and Google Docs, respectively.

To learn more ways you could be improving your sales and marketing strategy,  enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.