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  • Writer's pictureOmar Hashem

How to apply your CRM software on your departments

Updated: Sep 30, 2019

Customer relationship management software can be used by a number of departments, including sales, marketing, and customer service. Here’s how the tool is typically implemented in each department.


A sales CRM has become an essential tool for sales departments as customer activities, conversations, and tasks are spread out across sales teams. Use it to manage your sales pipeline, monitor deals, and track customer interactions and progress. Contact management, sales tracking, and reporting tools are all in one place with a sales CRM, so you don’t have to implement multiple point solutions.

Zendesk Sell sales CRM

A sales CRM is used by both sales reps and sales managers but in different ways. Sales reps use CRMs to communicate directly with customers, while managers use the tool to monitor and assess performance data for their team.

For example, sales reps can connect with customers by phone or email, manage tasks and appointments, and keep an eye on whether or not they’re going to meet their sales quota. Sales managers can use the CRM to keep tabs on team performance and activities, complete sales forecasting, and create/review reports to see what targets were met and what areas of the pipeline need improvement. Helprox

Marketing & customer service

If you’re with a marketing department, you need to know as much as you can about customer needs. And if you’re with customer service, you need a way to quickly and easily access and answer customer questions. This is where a CRM comes in.

Marketers use a CRM to learn about leads and customers, so they are able to more effectively target them with campaigns. For example, with a CRM, you can segment customers by geography or industry. The software also allows marketers to track the effectiveness of their campaigns and determine how much revenue their marketing efforts are bringing in.

Support reps can also use a CRM to manage all customer interactions on one platform — track tickets, make phone calls, and review customer satisfaction metrics. No matter where customer interactions are coming from (social media, live chat, phone, email, etc.), your CRM should be able to create tickets based off of each interaction, so you can solve customer problems faster and more efficiently. You can also make better solution recommendations after reviewing past interactions.

Whether for sales, marketing, or customer support, a CRM is a valuable tool for all activities that involve the customer.

Customer relationship management: Going above and beyond for customers

Customer relationship management is not a sprint — it’s a marathon. It takes time to develop strong

customer relationships and requires a focus on improving the customer experience. However, combined with the right strategies and software, you can both efficiently and effectively manage customer relationships.

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