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1、20242024TheState of CRM ReportInsights from more than 800 sales,marketing,service,and IT professionalsIf youre like most organizations making a large-scale investment in CRM,then you understand its important to stay focused on what matters most:winning and keeping customers.Thats what CRM is all abo

2、ut.If customer relationships are the lifeblood of your business,then CRM optimally implemented can serve as the heartbeat that keeps your entire organization healthy.CRM has evolved in the last five years,and as our customers tell us,it has reached a critical tipping point as they consider the healt

3、h and wellness of their customer-facing operations.CRM can work wonders for your business,keeping sales,marketing,and service teams in sync so they can successfully provide those great experiences.Almost 60%of our respondents reported that CRM is more important for achieving sales and marketing goal

4、s compared to five years ago.Thats a powerful statement on CRMs evolution.Our 2024 State of CRM Report surveyed more than 800 sales,marketing,service,and IT professionals.Survey responses vary by the specific needs of each user,as well as industry,business size and other factors.Still,they can all a

5、gree that CRM can and should be a key driver of collaboration,connection,and growth that makes business successful and meets customer needs.Here,we provide a range of insights uncovered from our report data,as well as an action plan for companies to follow as they work to get the greatest return fro

6、m their CRM investment.Craig Charlton,CEOreport that CRM is more important for achieving sales and marketing goals than five years ago.METHODOLOGY To get a pulse on the state of CRM in organizations,SugarCRM surveyed 800+global B2B sales,marketing,service,and IT leaders across various industries fro

7、m May 15 to July 1,2023.Our goal was to gain insights on not only how companies have changed their CRM use over the past five years but also to learn what new CRM priorities are emerging in the months and years ahead.Our respondents represent both SMBs(54%)and large enterprises(46%),and the survey i

8、ncludes 16 detailed questions with multiple response options.CEO60%OF RESPONDENTSA WORD FROM OUR2The 2024 State of CRM ReportThe more you know about your prospects and customers,the easier it is for your sales,marketing,and service teams to work together to deliver on your promise of great customer

9、experiences and strong customer relationships.What matters most is how you hone your focus on customer needs to ensure informed,robust interactions that improve the customer experience.Six in ten of our respondents told us that using CRM as a centralized communication hub for nurturing leads and cus

10、tomers is their top priority today(and three in ten cite it as a major area of struggle).Moving forward over the next five years,45%(also the top response)say the top priority for maximizing value from CRM will be gaining a complete view of all customer interactions.Working from a single source of t

11、ruth where every stakeholder has a clear view of all customer-facing activity your teams can craft the most relevant engagement to move customers down their journey with your brand.1KEY INSIGHTS FROM OUR CRM REPORTCRM Is Your Hub for Building Better Customer RelationshipsSix in ten say utilizing a c

12、entralized customer hub is their top priority REPORT HIGHLIGHTS60%Cite using CRM as a centralized communication hub for nurturing leads or customers as their top priority (#1 response)Cite getting a complete view of customer interactions as the top priority for maximizing CRM over the next five year

13、s(#1 response)Cite customer service and upsell/cross-sell opportunities as the part of the buyer journey they focus on most (#1 response)3The 2024 State of CRM ReportEXISTING CUSTOMER BASE MATTERSOne in three of our respondents report that the most important parts of the customer journey(over the la

14、st five years)are customer service and creating upsell/cross-sell opportunities.Once customers have bought into your product ecosystem,your ability to provide incisive,world-class service can help build“stickiness”and drive a deeper ongoing footprint with your brand.CRM is that central hub that conn

15、ects your priorities today with those of tomorrow.KEY INSIGHTS FROM OUR CRM REPORT46%cite MARKETING AUTOMATION AND EMAIL MARKETING as the top technology integrated with CRM1 IN 3 say a key priority is COLLECTING CUSTOMER FEEDBACK to align marketing and sales strategy4The 2024 State of CRM ReportUse

16、your centralized CRM installation to evaluate every key touchpoint along the customer journey(from marketing and sales to service and upsell),generate data-driven insights for a deeper picture of customer relationships,and create a consistent cadence of personalized engagement activities.Build a 360

17、-degree view of customer activity that every stakeholder in your organization can access,with everyone working from the same playbook,and be sure that data is continually updated(and visualized)in real-time.Work to ensure efficient business alignment across sales and marketing teams,defining and doc

18、umenting a seamless handoff process and creating shared KPIs that can move the needle on customer experience,such as retention rates,customer acquisition cost(CAC),customer lifetime value(CLV),monthly recurring revenue(MRR),and Net Promoter Score(NPS).Trust only a fully account-based CRM data archit

19、ecture that ensures every contact and every account is connected,providing you with a single,reliable source of truth.TOP TIPS1234Make Your CRM a Centralized Hub and Single Source of Truth 5The 2024 State of CRM ReportAny salesperson will tell you how important it is to their job to pull in high-qua

20、lity leads(and lots of them)and to attain and maintain a healthy,robust pipeline.Our survey results concur.When asked about the most important areas of sales and marketing that CRM has helped optimize,the top three answers were pipeline visibility(37%),quality of leads(35%),and quantity of leads(31%

21、).For account reps,nothing could be more vital than understanding who their top leads are and what it takes to move them down the pipeline to close.Taking a centralized,data-driven approach to tracking opportunities creates a more dynamic and productive sales process.And for sales managers,pipeline

22、visibility is also critical for tracking team performance,forecasting,and reporting to management.Revenue growth was also cited as the fourth most important optimization criteria,just another reminder of how important CRM is to the strategic well-being of the sales,marketing,and service organization

23、s.2KEY INSIGHTS FROM OUR CRM REPORTUse Your CRM to Help You Master Sales AutomationMost respondents want to improve the quality,quantity,and visibility of leads REPORT HIGHLIGHTSPipeline VisibilityQuality of LeadsQuantity of LeadsTop areas CRM has helped to optimize for the customer journey:6The 202

24、4 State of CRM ReportMoreover,forecasting and pipeline insights were cited as the second most important CRM-related activity(at 43%,behind only a centralized lead hub),and capturing intent data and lead scoring was third at 41%.CRM is increasingly used as an intelligent tool to accurately predict fu

25、ture sales activity and gain key insights on prospects and existing customers.All of these tactical“nuts and bolts”of day-to-day sales activity are essential for quota attainment and sales team resilience,and they are just the sort of things in which the right CRM platform excels.KEY INSIGHTS FROM O

26、UR CRM REPORT43%Forecasting and Pipeline Visibility 41%Intent Data/Lead ScoringThe most important ACTIVITIES for organizations:The 2024 State of CRM Report7Track opportunities seamlessly through every stage of the sales cycle,providing complete visibility to remove roadblocks and eliminate blind spo

27、ts.Use enhanced forecasting tools to examine pipeline aging,movement in and out of the pipeline,whats likely to close,opportunities that need attention,and month-over-month or year-over-year sales metrics.Avoid“death by a thousand windows.”Rely on a single tab to see all your customer information in

28、 one place(without having to open up new tabs or windows)and take action,work right inside reports,and configure dashboards on the fly easily and quickly.Dont forget the importance of a great mobile interface thats easy to configure and can make life much easier for reps,especially in the field befo

29、re and after customer visits.TOP TIPS1234Make Sales Easier,Faster,and Smarter8The 2024 State of CRM ReportSecond only to“marketing automation”in our survey,the top technology that companies have integrated with their CRM over the last five years is analytics and measurement dashboards,at 35%.Analyti

30、cs are becoming one of the most important complementary fields to CRM,allowing sales and marketing teams to make better predictions based on intent data,target the best opportunities,and spend their time more intelligently on outreach and relationship-building.And now companies no longer need to rel

31、y on separate business intelligence(BI)tools to talk to their CRM.Now its all embedded in the CRM platform,with analytical capabilities available at your fingertips without having to enlist the services of a data scientist.Sales teams that can quickly evaluate opportunities based on data are better

32、positioned to maintain a healthy pipeline.3KEY INSIGHTS FROM OUR CRM REPORTAnalytics and AI Are Critical for Maximizing CRM ValueIntegrated analytics and AI are key tools for tracking customer intentREPORT HIGHLIGHTSSay capturing intent data and/or lead scoring is a higher priority today than five y

33、ears ago Will turn to AI to maximize the value of their CRM platform over the next five years41%80%9The 2024 State of CRM ReportKEY INSIGHTS FROM OUR CRM REPORTThe second most popular technology to integrate with CRM today is ANALYTICS AND MEASUREMENTDASHBOARDS behind only marketing automationAI is

34、an important part of this story as well.When asked their top priorities for maximizing value of their CRM platform over the next five years,the number two response was using AI,behind only“complete view of customer interactions.”The next generation of generative AI is proving to be a key driver of p

35、ersonalized engagement,content creation,and more customer-centric decision making.10The 2024 State of CRM ReportDont overthink your AI strategy.AI capabilities are now available pre-packaged and delivered out of the box,with all of the difficult AI modeling challenges and pre-baked AI questions solv

36、ed for you.Leverage generative AI to create more personalized and impactful customer engagement,campaigns,and programs.Add AI to power your sales forecasting processes,including predicting likeliness to close and pipeline aging.Supercharge your analytics to help turn data into insights,and insights

37、into better customer experiences.TOP TIPS1234Be Sure AI and Advanced Analytics Are Embedded in Your CRM Strategy11The 2024 State of CRM ReportNo matter how much you invest in CRM to make your sales teams day-to-day more productive,youll never realize its immense benefits if no one buys into your vis

38、ion and actually uses it to its fullest potential.Thats why its so critical that your CRM be easy to set up,easy to configure,and easy to use call it more“accessible”to your everyday users.Respondents concur;the top terms to describe the SugarCRM platform were customizable(56%)and easy to use(46%).4

39、KEY INSIGHTS FROM OUR CRM REPORTIts Time to Make CRM Easier“Customizable”and “easy to use”describe the ideal CRM platformREPORT HIGHLIGHTSThe most prominent CRM challenges faced:Technology IntegrationPlatform Feature LimitationsInternal Knowledge and Skills12The 2024 State of CRM ReportThe easier yo

40、ur CRM system is to configure to every individuals needs,and the easier it is to master the app,(whether its checking opportunity particulars on mobile,drilling down on pipeline status,or just updating account details),the better and faster ROI youll see.And the more seamlessly you can connect CRM t

41、o existing systems,the less risk and fewer roadblocks your IT teams will see.“Easy”is the fastest path to a vibrant,widely adopted,and successful CRM implementation.KEY INSIGHTS FROM OUR CRM REPORTCUSTOMIZABLE AND EASY TO USE are the terms that best describe the SugarCRM platform.Cite using CRM as a

42、 centralized communication hub for nurturing leads customers as their top prioritySee this as a major challengeThe 2024 State of CRM Report13Look for simple drag-and-drop workflow automation in your CRM platform to accelerate deployment,improve user adoption,and lower business risk.Make it easier fo

43、r everyday users to customize the app to their personal needs(without the help of your developers)and adapt to changing market or organizational requirements over time.When it comes to implementation and service,youll want to be sure your CRM vendor and its partners are engaged with your team from d

44、ay one,all collaborating to provide a can-do,long-term experience.TOP TIPS123Increase CRM Adoption with Customizable,User-Friendly Options14The 2024 State of CRM ReportREPORTREPORT HIGHLIGHTSAPPENDIXWHICH CRM-BASED MARKETING AND SALES ACTIVITIES IS YOUR ORGANIZATION PRIORITIZING TODAY THAT IT WAS NO

45、T FIVE YEARS AGO?Using CRM as a centralized communications hub for nurturing leads or customers 60%Forecasting and pipeline insights 43%Capturing“intent data”and/or lead scoring 41%WHAT PART OF THE BUYING JOURNEY HAVE YOU FOCUSED ON MOST WITH CRM OVER THE LAST FIVE YEARS?Customer service/upsell or c

46、ross-sell 33%Mid-funnel lead gen/nurturing 32%Early-stage awareness 21%Low-funnel active sales efforts 14%WHICH OTHER MARKETING AND SALES TECHNOLOGIES HAVE YOU SINCE INTEGRATED WITH YOUR CRM?Marketing automation or email marketing 46%Analytics or measurement dashboard platforms 35%Account based mark

47、eting tools 12%WHAT NEW AREAS THAT CRM HAS HELPED TO OPTIMIZE THE CUSTOMER JOURNEY?Pipeline visibility 37%Quality of leads 35%Quantity of leads 31%Revenue growth 24%HOW DO YOU VIEW THE IMPORTANCE OF CRM FOR ACHIEVING SALES AND MARKETING GOALS VS.FIVE YEARS AGO?More important 57%Same 33%Less 9%WHAT A

48、RE THE MOST PROMINENT CRM CHALLENGES YOUR ORGANIZATION FACES?Platform feature limitations 41%Technology integration 41%Internal knowledge/skills 37%Technology adoption 34%OVER THE NEXT FIVE YEARS,WHAT IS THE TOP PRIORITY FOR MAXIMIZING THE VALUE OF YOUR CRM?Complete view of all customer interactions

49、 45%Leveraging AI 80%Targeted or personalized content across channels 14%THINKING ABOUT SUGARCRM,WHICH OF THE FOLLOWING BEST DESCRIBES THE PLATFORM?Customizable 56%Easy to use 46%Flexible 38%Easy to onboard 27%The 2024 State of CRM Report15Its a telling statistic that 60%of respondents view CRM as m

50、ore important for achieving sales and marketing goals than five years ago.When it comes to winning customers and keeping them loyal to your brand,CRM is increasingly crucial for organizational health.Consider these key takeaways from our report:The basics matter:CRM success ultimately hinges on your

51、 ability to automate and master sales fundamentals like cultivating the right leads,keeping pipelines healthy,and nurturing strong customer relationships.CRM is the catalyst for knowing your customers better:If your CRM cant give you a true 360-degree view of every customer and insights on how to en

52、gage them it may be time to rethink your approach and your platform.Be picky!In the end,your CRM must be easy to use,easily adaptable to changing business needs,and accessible enough to keep your everyday users focused and energized throughout the sales cycle.So,remember to exercise your CRM muscles

53、 properly to maintain a strong organizational heartbeat and stay agile as you navigate changing dynamics and buyer behaviors in your business world.Flex Your CRM Muscle to Flex Your CRM Muscle to Keep Your Organizational Keep Your Organizational Heartbeat StrongHeartbeat Strong123The 2024 State of C

54、RM Report16USIONCONCLUSIONCONCLUSIONCONLATIN AMERICANORTH AMERICAEUROPEASIA-PACIFIC 2023 SugarCRM Inc.All rights reserved.SugarCRM and the SugarCRM logo are registered trademarks of SugarCRM Inc.All other trademarks are the properties of their respective companies.Why SugarCRMSugarCRM helps marketin

55、g,sales,and service teams finally get a complete picture of each customers journey,without all the headaches and hassles that come with traditional CRMs.Automate anything,accelerate Everything,and anticipate whats next.LEARN MOREAbout SugarCRMSugarCRM is a CRM software that helps marketing,sales,and

56、 service teams reach peak efficiency through better automation,data,and intelligence so they can achieve a real-time,reliable view of each customer.Sugars platform provides leading technology in the sales automation,marketing automation,and customer service fields with one goal in mind:to make the hard things easier.Thousands of companies in over 120 countries rely on Sugar by letting the platform do the work.Headquartered in the San Francisco Bay Area,Sugar is backed by Accel-KKR.For more information about SugarCRM,visit .