CRM: What Is It And Why Use It?


Have you heard of this acronym before? In Digital Marketing, where we seek commercial results, CRM is fundamental to achieve its strategy. But first, let’s start with the basics.

CRM is an acronym in English that stands for Customer (customer) Relationship (management), i.e. a customer relationship management system or a prospective customer ( LEAD ).

And no doubt you should have come across the question, why use CRM?

CRM is part of a business strategy so that you have control of values ​​and deadlines when relating at times like the sale or maintenance of your customer portfolio.

Using this platform, you can design goals and seek to identify improvements in revenue and profitability. Also, it is a great way to reduce costs and increase customer loyalty.

The Reason For Crm Is Simple

Imagine a department of a company that needs to relate to a defined target audience and has no control over basic information, as we will see below in two situations.

Use Of Crm On Sales

  1. How did this lead or customer come to your company?
  2. What was his first shopping trip about his product/service?
  3. How much time did he spend to make the first business with your company?
  4. How much did he pay for the first negotiation?
  5. How Many Leads Did You Take To Make A Sale And What Is The Cost Of Acquiring (CAC )?
  6. What are the biggest objections in the sales process?
  7. What are the strengths in the sales process?
  8. What is the expected value entry, and what is your average ticket?
  9. How is your sales process compared to the same period last year?
  10. Who are the best sellers and who are the worst sellers, and why?

All the information you’ll be able to collect using CRM will undoubtedly streamline your sales process and give a clearer picture of the game your company plays about the challenges of selling more and better.

But this is not only important for the sales areas.

Digital marketing and the team that supports customers and leads need this information as well.

With this information, more and more, you will perfect the tactics to be taken and choose the best decisions generating a work of improvement in the quality of communication and customer responsiveness.

Customer Loyalty Is With Crm

  • Understand how the customer consumes your service/product, you can offer upsell services
  • Faithful customers are those who are served by the first name and who have a history with your business visible to all
  • Understand that a step is a stage of evolution of the relationship with the client
  • Helps the business increase retention rate
  • It makes the customer see value for more time on the negotiations with him
  • Deliver content that enhances your customer’s maturity in how to consume your solution
  • Create successful cases to be used by the commercial area
  • Helps the marketing team explore experiences as a creative argument

There must be clear rules on how to manage customer information so that there is no overuse of communication, whether settling as an advertising opportunity or something.

These rules define whether a request will lead the customer to a support or an upsell service and what features will be used to resolve a customer’s problem and how the status updates are being shared to ensure that the issue is resolved.

Once the workflow and rules are defined, the CRM system can automate the entire flow.

In addition, your company keeps track of all contacts’ history so that the service staff can view the information to better understand how to help the customer, which can be used to improve customer satisfaction.


CRM helps your sales, marketing, or post-sales team manage sales or loyalty techniques in real time, where you need to see data that we can absorb through this incredible platform.

B2B buyers no longer need their sales force; they need a solution analysis team to make the sales.

They already know what they want since they search the internet, through blogs, forums, social media, and many more.

What they really wanted is to be treated as individuals and consequently to become a loyal customer.

They want to feel that your business is essential to you and that you care by showing that it is possible to help you.

In B2B sales, the CRM system can make a huge difference in whether or not to get new customers or keep an existing one.

Customers who feel valued are satisfied customers, and satisfied customers mean repeat business – not to mention the best results.