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The
20242024
StateofCRMReport
Insightsfrommorethan800sales,
marketing,service,andITprofessionals
FROMOUR
CEO
AWORD
%
OFRESPONDENTS
reportthatCRMismoreimportantforachievingsalesandmarketinggoalsthanfiveyearsago.
60
Ifyou’relikemostorganizationsmakingalarge-scaleinvestmentinCRM,
thenyouunderstandit’simportanttostayfocusedonwhatmattersmost:winningandkeepingcustomers.That’swhatCRMisallabout.Ifcustomerrelationshipsarethelifebloodofyourbusiness,thenCRMoptimallyimplementedcanserveastheheartbeatthatkeepsyourentireorganizationhealthy.
CRMhasevolvedinthelastfiveyears,andasourcustomerstellus,ithas
reachedacriticaltippingpointastheyconsiderthehealthandwellnessoftheircustomer-facingoperations.CRMcanworkwondersforyourbusiness,keepingsales,marketing,andserviceteamsinsyncsotheycansuccessfullyprovide
thosegreatexperiences.Almost60%ofourrespondentsreportedthatCRMismoreimportantforachievingsalesandmarketinggoalscomparedtofiveyearsago.That’sapowerfulstatementonCRM’sevolution.
Our2024StateofCRMReportsurveyedmorethan800sales,marketing,
service,andITprofessionals.Surveyresponsesvarybythespecificneedsof
METHODOLOGY
TogetapulseonthestateofCRMinorganizations,SugarCRMsurveyed800+globalB2Bsales,marketing,service,andIT
leadersacrossvariousindustriesfromMay15toJuly1,2023.
OurgoalwastogaininsightsonnotonlyhowcompanieshavechangedtheirCRMuseoverthepastfiveyears–butalsoto
eachuser,aswellasindustry,businesssizeandotherfactors.Still,theycanall
agreethatCRMcanandshouldbeakeydriverofcollaboration,connection,andgrowththatmakesbusinesssuccessfulandmeetscustomerneeds.
Here,weprovidearangeofinsightsuncoveredfromourreportdata,aswellasanactionplanforcompaniestofollowastheyworktogetthegreatestreturnfromtheirCRMinvestment.
-了
learnwhatnewCRMprioritiesareemerginginthemonthsandyearsahead.OurrespondentsrepresentbothSMBs(54%)andlargeenterprises(46%),andthesurveyincludes16detailed
questionswithmultipleresponseoptions.
CraigCharlton,CEO
2
The2024StateofCRMReport
KEYINSIGHTSFROMOURCRMREPORT
REPORTHIGHLIGHTS
1
CRMIsYourHub
forBuildingBetter
CustomerRelationships
60%
CiteusingCRMasa
centralizedcommunication
hubfornurturingleadsor
customersastheirtoppriority(#1response)
Sixintensayutilizingacentralizedcustomerhubistheirtoppriority
Themoreyouknowaboutyourprospectsandcustomers,
theeasieritisforyoursales,marketing,andservice
teamstoworktogethertodeliveronyourpromise
ofgreatcustomerexperiencesandstrongcustomer
relationships.Whatmattersmostishowyouhoneyourfocusoncustomerneedstoensureinformed,robust
interactionsthatimprovethecustomerexperience.
4
SixintenofourrespondentstoldusthatusingCRMas
Citegettingacompleteviewofcustomerinteractionsas
thetoppriorityformaximizingCRMoverthenextfiveyears(#1response)
acentralizedcommunicationhubfornurturingleadsandcustomersistheirtopprioritytoday(andthreeintenciteitasamajorareaofstruggle).Movingforwardoverthe
nextfiveyears,45%(alsothetopresponse)saythetoppriorityformaximizingvaluefromCRMwillbegaining
acompleteviewofallcustomerinteractions.Working
3
Citecustomerserviceand
upsell/cross-sellopportunitiesasthepartofthebuyer
journeytheyfocusonmost(#1response)
fromasinglesourceoftruth–whereeverystakeholderhasaclearviewofallcustomer-facingactivity–your
teamscancraftthemostrelevantengagementtomovecustomersdowntheirjourneywithyourbrand.
3
The2024StateofCRMReport
KEYINSIGHTSFROMOURCRMREPORT
EXISTINGCUSTOMERBASEMATTERS
Oneinthreeofourrespondentsreportthatthemostimportantpartsofthecustomerjourney(overthelastfiveyears)arecustomerserviceandcreatingupsell/cross-sell
opportunities.Oncecustomershaveboughtintoyourproductecosystem,yourabilitytoprovideincisive,world-classservicecanhelpbuild“stickiness”anddriveadeeper
ongoingfootprintwithyourbrand.CRMisthatcentralhubthatconnectsyourprioritiestodaywiththoseoftomorrow.
1IN3
cite
46%
sayakeypriorityis
COLLECTINGCUSTOMER
FEEDBACK
toalignmarketingandsalesstrategy
MARKETING
AUTOMATIONANDEMAIL
MARKETING
asthetoptechnologyintegratedwithCRM
The2024StateofCRMReport
4
TOPTIPS
MakeYourCRMaCentralizedHubandSingleSourceofTruth
upsell),generatedata-driveninsightsforadeeperpictureofcustomerrelationships,andcreateaconsistentcadenceofpersonalized
1
UseyourcentralizedCRMinstallationtoevaluateeverykeytouchpointalongthecustomerjourney(frommarketingandsalestoserviceand
engagementactivities.
2
3
Builda360-degreeviewofcustomeractivitythateverystakeholder
inyourorganizationcanaccess,witheveryoneworkingfromthesameplaybook,andbesurethatdataiscontinuallyupdated(andvisualized)inreal-time.
Worktoensureefficientbusinessalignmentacrosssalesand
marketingteams,defininganddocumentingaseamlesshandoff
processandcreatingsharedKPIsthatcanmovetheneedleon
customerexperience,suchasretentionrates,customeracquisition
cost(CAC),customerlifetimevalue(CLV),monthlyrecurringrevenue(MRR),andNetPromoterScore(NPS).
Trustonlyafullyaccount-basedCRMdataarchitecturethatensures
4irl,cluuntisconnected,providingyouwitha
The2024StateofCRMReport
5
KEYINSIGHTSFROMOURCRMREPORT....
2
REPORTHIGHLIGHTS
UseYourCRM
TopareasCRMhashelpedto
optimizeforthecustomerjourney:
toHelpYouMasterSalesAutomation
7%
Mostrespondentswanttoimprovethequality,quantity,andvisibilityofleads
PipelineVisibility
QualityofLeads
QuantityofLeads
Anysalespersonwilltellyouhowimportantitistotheirjobtopullinhigh-qualityleads(andlotsofthem)andtoattainandmaintainahealthy,robustpipeline.Oursurveyresults
concur.Whenaskedaboutthemostimportantareasof
%
salesandmarketingthatCRMhashelpedoptimize,thetopthreeanswerswerepipelinevisibility(37%),qualityofleads(35%),andquantityofleads(31%).
Foraccountreps,nothingcouldbemorevitalthan
understandingwhotheirtopleadsareandwhatittakestomovethemdownthepipelinetoclose.Takingacentralized,data-drivenapproachtotrackingopportunitiescreatesa
%
moredynamicandproductivesalesprocess.Andforsalesmanagers,pipelinevisibilityisalsocriticalfortrackingteamperformance,forecasting,andreportingtomanagement.
Revenuegrowthwasalsocitedasthefourthmost
importantoptimizationcriteria,justanotherreminderofhowimportantCRMistothestrategicwell-beingofthesales,marketing,andserviceorganizations.
6
The2024StateofCRMReport
KEYINSIGHTSFROMOURCRMREPORT....
Moreover,forecastingandpipelineinsightswerecitedasthesecondmostimportant
CRM-relatedactivity(at43%,behindonlyacentralizedleadhub),andcapturingintentdataandleadscoringwasthirdat41%.CRMisincreasinglyusedasanintelligenttooltoaccuratelypredictfuturesalesactivityandgainkeyinsightsonprospectsandexistingcustomers.
Allofthesetactical“nutsandbolts”ofday-to-daysalesactivityareessentialforquotaattainmentandsalesteamresilience,andtheyarejustthesortofthingsinwhichtherightCRMplatformexcels.
Themostimportant
ACTIVITIES
fororganizations:
43%
ForecastingandPipelineVisibility
41%
IntentData/LeadScoring
The2024StateofCRMReport
7
TOPTIPS
MakeSalesEasier,
Faster,andSmarter
1
2
3
4
Trackopportunitiesseamlesslythrougheverystageofthesalescycle,providingcompletevisibilitytoremoveroadblocksandeliminateblindspots.
Useenhancedforecastingtoolstoexaminepipelineaging,movementinandoutofthepipeline,what’slikelytoclose,opportunitiesthatneedattention,andmonth-over-monthoryear-over-yearsalesmetrics.
Avoid“deathbyathousandwindows.”Relyonasingletabtoseeallyourcustomerinformationinoneplace(withouthavingtoopenupnewtabsorwindows)andtakeaction,workrightinsidereports,andconfiguredashboardsontheflyeasilyandquickly.
Don’tforgettheimportanceofagreatmobileinterfacethat’seasyto
configureandcanmakelifemucheasierforreps,especiallyinthefieldbeforeandaftercustomervisits.
8
The2024StateofCRMReport
KEYINSIGHTSFROMOURCRMREPORT
REPORTHIGHLIGHTS
3
AnalyticsandAIAreCriticalfor
MaximizingCRMValue
Integratedanalyticsand
41%
Saycapturingintentdataand/orleadscoringisahigherprioritytodaythanfiveyearsago
80%
WillturntoAItomaximizethevalueoftheirCRMplatform
overthenextfiveyears
AIarekeytoolsfortrackingcustomerintent
Q
Secondonlyto“marketingautomation”inoursurvey,thetoptechnologythatcompanieshaveintegrated
withtheirCRMoverthelastfiveyearsisanalytics
andmeasurementdashboards,at35%.AnalyticsarebecomingoneofthemostimportantcomplementaryfieldstoCRM,allowingsalesandmarketingteamstomakebetterpredictionsbasedonintentdata,targetthebestopportunities,andspendtheirtimemore
intelligentlyonoutreachandrelationship-building.
Andnowcompaniesnolongerneedtorelyonseparatebusinessintelligence(BI)toolstotalktotheirCRM.Nowit’sallembeddedintheCRMplatform,withanalytical
capabilitiesavailableatyourfingertipswithouthavingtoenlisttheservicesofadatascientist.Salesteamsthat
canquicklyevaluateopportunitiesbasedondataarebetterpositionedtomaintainahealthypipeline.
9
The2024StateofCRMReport
KEYINSIGHTSFROMOURCRMREPORT
AIisanimportantpartofthisstoryaswell.WhenaskedtheirtopprioritiesformaximizingvalueoftheirCRMplatformoverthenextfiveyears,thenumbertworesponsewas
usingAI,behindonly“completeviewofcustomerinteractions.”Thenextgenerationof
generativeAIisprovingtobeakeydriverofpersonalizedengagement,contentcreation,andmorecustomer-centricdecisionmaking.
The2024StateofCRMReport
5%
ThesecondmostpopulartechnologytointegratewithCRMtodayis
ANALYTICSANDMEASUREMENTDASHBOARDS
behindonlymarketingautomation
10
TOPTIPS
BeSureAIandAdvancedAnalytics
AreEmbeddedinYourCRMStrategy
Don’toverthinkyourAIstrategy.AIcapabilitiesarenowavailable
pre-packagedanddeliveredoutofthebox,withallofthedifficultAImodelingchallengesandpre-bakedAIquestionssolvedforyou.
LeveragegenerativeAItocreatemorepersonalizedandimpactfulcustomerengagement,campaigns,andprograms.
AddAItopoweryoursalesforecastingprocesses,includingpredictinglikelinesstocloseandpipelineaging.
Superchargeyouranalyticstohelpturndataintoinsights,andinsightsintobettercustomerexperiences.
1
2
3
4
The2024StateofCRMReport
11
KEYINSIGHTSFROMOURCRMREPORT
4
REPORTHIGHLIGHTS
It’sTimetoMakeCRMEasier
ThemostprominentCRM
challengesfaced:
“Customizable”and
41%
“easytouse”describetheidealCRMplatform
NomatterhowmuchyouinvestinCRMtomakeyour
salesteams’day-to-daymoreproductive,you’llnever
realizeitsimmensebenefitsifnoonebuysintoyour
visionandactuallyusesittoitsfullestpotential.That’s
whyit’ssocriticalthatyourCRMbeeasytosetup,easy
TechnologyIntegration
4o%
Platform
Feature
Limitations
toconfigure,andeasytouse–callitmore“accessible”toyoureverydayusers.Respondentsconcur;thetoptermstodescribetheSugarCRMplatformwerecustomizable
(56%)andeasytouse(46%).
7%
Internal
KnowledgeandSkills
12
The2024StateofCRMReport
KEYINSIGHTSFROMOURCRMREPORT....
TheeasieryourCRMsystemistoconfiguretoeveryindividual’sneeds,andtheeasieritistomastertheapp,(whetherit’scheckingopportunityparticularsonmobile,drillingdownonpipelinestatus,orjustupdatingaccountdetails),thebetterandfasterROI
you’llsee.AndthemoreseamlesslyyoucanconnectCRMtoexistingsystems,thelessriskandfewerroadblocksyourITteamswillsee.“Easy”isthefastestpathtoavibrant,widelyadopted,andsuccessfulCRMimplementation.
CUSTOMIZABLEANDEASYTOUSE
arethetermsthatbestdescribetheSugarCRMplatform.
CiteusingCRMasacentralized
communicationhubfor
nurturingleadscustomersastheirtoppriority
Seethisasa
majorchallenge
The2024StateofCRMReport
13
TOPTIPS
IncreaseCRMAdoptionwith
Customizable,User-FriendlyOptions
Lookforsimpledrag-and-dropworkflowautomationinyour
CRMplatformtoacceleratedeployment,improveuseradoption,andlowerbusinessrisk.
Makeiteasierforeverydayuserstocustomizetheapptotheirpersonalneeds(withoutthehelpofyourdevelopers)andadapttochangingmarketororganizationalrequirementsovertime.
Whenitcomestoimplementationandservice,you’llwanttobesureyourCRMvendoranditspartnersareengagedwithyourteamfromdayone,allcollaboratingtoprovideacan-do,long-termexperience.
1
2
3
14
The2024StateofCRMReport
APPENDIX
REPORTHIGHLIGHTS
WHICHCRM-BASEDMARKETINGANDSALES
ACTIVITIESISYOURORGANIZATIONPRIORITIZINGTODAYTHATITWASNOTFIVEYEARSAGO?
UsingCRMasacentralizedcommunicationshub
fornurturingleadsorcustomers60%
Forecastingandpipelineinsights
43%
Capturing“intentdata”and/orleadscoring
41%
WHATPARTOFTHEBUYINGJOURNEY
HAVEYOUFOCUSEDONMOSTWITHCRMOVERTHELASTFIVEYEARS?
Customerservice/upsellorcross-sell
33%
Mid-funnelleadgen/nurturing
32%
Early-stageawareness
21%
Low-funnelactivesalesefforts
14%
WHICHOTHERMARKETINGANDSALES
TECHNOLOGIESHAVEYOUSINCEINTEGRATEDWITHYOURCRM?
Marketingautomationoremailmarketing
46%
Analyticsormeasurementdashboardplatforms
35%
Accountbasedmarketingtools
12%
WHATNEWAREASTHATCRMHASHELPEDTOOPTIMIZETHECUSTOMERJOURNEY?
Pipelinevisibility
37%
Qualityofleads
35%
Quantityofleads
31%
Revenuegrowth24%
HOWDOYOUVIEWTHEIMPORTANCEOFCRM
FORACHIEVINGSALESANDMARKETINGGOALS
VS.FIVEYEARSAGO?
Moreimportant57%
Same
33%
Less
WHATARETHEMOSTPROMINENTCRM
CHALLENGESYOURORGANIZATIONFACES?
Platformfeaturelimitations
9%
41%
Technologyintegration
41%
Internalknowledge/skills
37%
Technologyadoption
34%
OVERTHENEXTFIVEYEARS,WHATIS
THETOPPRIORITYFORMAXIMIZINGTHEVALUEOFYOURCRM?
Completeviewofallcustomerinteractions
45%
LeveragingAI
80%
Targetedorpersonalizedcontentacrosschannels
THINKINGABOUTSUGARCRM,WHICHOFTHEFOLLOWINGBESTDESCRIBESTHEPLATFORM?
Customizable
14%
56%
Easytouse
46%
Flexible
38%
Easytoonboard27%
The2024StateofCRMReport
15
ONCONCLUSIIONCO
FlexYourCRMMuscletoKeepYourOrganizationalHeartbeatStrong
It’satellingstatisticthat60%ofrespondentsviewCRMasmoreimportantforachievingsalesandmarketinggoalsthanfiveyearsago.Whenitcomestowinningcustomersandkeepingthemloyaltoyourbrand,CRMisincreasinglycrucialfororganizationalhealth.Considerthesekeytakeawaysfromourreport:
1
2
3
Thebasicsmatter:CRMsuccessultimatelyhingeson
yourabilitytoautomateandmastersalesfundamentalslikecultivatingtherightleads,keeping
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