CRM Strategy and Best Practices

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Below we list the best resources about how to plan for and maximize the value of investments in CRM, collected by a team of expert editors.

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A team with a strong CRM strategy will use software to store, manage, and analyze various types of customer data. The team will also have well-defined workflows around that data. 


There are several best practices for SaaS companies to ensure that they collect and use their customer data most effectively. This means they create the best possible experience for their customer, and use all of the information available to them to improve the product and grow the company.

Here are the 5 best practices for Customer Relationship Management:

  1. Define goals and set milestones. Collecting and mining customer information is pointless if a team is not using it to achieve meaningful ends for the company. These goals need to be communicated so that the entire team is united in its efforts. Then the goals need to be broken down into actionable steps so the team can track progress.
  2. Educate your customers. To have a meaningful relationship with your customers, you need to empower them to make informed buying decisions. Creating content in the form of a blog, videos, and/or a knowledge base helps customers learn more about your industry and your product and see its unique value.
  3. Create defined but flexible workflows. Team members should understand their specific CRM responsibilities. They should also know who to contact for other responsibilities and how to pass on information. It helps to cross-train team members in different areas of Customer Relationship Management so that if one person is sick or on vacation, the whole workflow doesn't fall apart.
  4. Choose your CRM software carefully. There are many options for CRM software, and most have slightly different functionalities. Think carefully about what you need immediately and what you'll need down the road. Too much functionality can be cumbersome and slow your work down, while too little functionality can cause you to lose important information.
  5. Train your team effectively in using your software. A CRM software is only as useful as your team's knowledge of the tool. Team members shouldn't just know how to input information, they should understand and master its capabilities and become creative in pulling out conclusions. Your team should provide dedicated training during team member onboarding and anytime a new software system is adopted.

Every company's CRM system will look different. But the best systems are organized, well-defined, and encourage team members to use customer information in creative and productive ways.

Perspectives on CRM Strategy and Best Practices

CRM Strategy

CRM Best Practices


Further Reading

  • Sales Prospecting and SDRResources about the Sales Development or Appointment Setting function within sales, discussing the importance of this part of the sales process, techniques and best practices.
  • Sales Pipeline ManagementResources about building and managing a sales pipeline - a concept which helps sales teams track the progress of prospects through stages of the sales process.
  • Sales MaterialsResources on sales materials, such as slide decks, demo scripts, email templates, and more.
  • Inbound SalesResources about managing the sales process for leads obtained via inbound marketing activities.
  • CRM PracticesResources about CRM best practices and strategies.
  • Types of CRMs and CRM ComparisonsResources offering product comparisons between CRM systems such as Salesforce or Microsoft Dynamics CRM.
  • Salesforce CRMResources about the Salesforce Sales Cloud and other Salesforce solutions for CRM and sales, including SalesforceIQ.
  • CRM Tools for StartupsResources about CRM solutions especially suitable for startup organizations.
  • Other CRM SolutionsResources about Customer Relationship Management products, which help sales teams manage and analyze interactions with customers and automate sales processes.
  • CRM Certification and TrainingResources about training courses and certifications for various CRM systems.

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