You want to increase your sales.
Whether that’s expanding your product line, increasing your prices, or reaching out to new audiences, there’s always something new on the horizon.
What if we told you that you don’t always need to make drastic changes to increase your sales?
Sometimes making smaller changes closer to home can have a major effect on your business’ growth. For example, optimizing your customer relationship management (CRM) software.
In this article, we’ve collected 33 useful CRM statistics that will give you the guidance to refine your business processes, provide a better customer experience, and increase your sales.
But before we jump in, let’s clarify why CRM software is so important and how it can help you drive sales.
How does CRM software help you make sales?
CRM software allows businesses to successfully manage their workflow and customer relationships. As a result, businesses can improve their sales process to increase their sales.
So let’s take a look at some of the ways CRM software can help you make sales.
- Provide a good customer experience: Customer relationships are at the heart of a successful business. Without satisfied customers, you’ll have a hard time getting new ones in the door.
- Manage your sales process: With a CRM system in place, you can easily manage your entire sales process from start to finish. Whether that’s nurturing leads or keeping customer contact information up-to-date, a CRM makes the entire process easier to manage from one central location.
- Review your successes and failures: Having all of your business processes and customer data stored in your CRM allows you to review how your sales cycle is functioning. You can easily see if things are going well and what you can do to make any improvements.
Find out more about how to approach the CRM implementation process.
30+ CRM statistics that you need to know
So we know how CRM software can help you make sales — now let’s take a look at how it can help you increase those sales.
We’ve reviewed some of the latest stats and figures. You’ll have a good idea of how to fully utilize your CRM system and improve your sales.
65% of sales professionals use CRM tools
Did you know that 65% of sales professionals use CRM tools?
Not to mention, almost half (47%) say that they use sales technology at least once a day.
And with the increase in the use of sales intelligence tools from 2018 (28%) to 2020 (43%), the use of CRM software also is growing. (LinkedIn, 2020)
But why has this increase happened, and what does it have to do with your sales?
With face-to-face interaction limited in 2020 due to the pandemic, many businesses turned to technology to continue functioning remotely. As a result, they relied heavily on their CRMs to keep things moving along.
Not only does a CRM allow you to streamline and automate the sales process, but it also helps to nurture your customers through the sales funnel. Perhaps that’s why 74% of businesses describe sales tools as “extremely critical or critical in closing deals.”
Artificial intelligence (AI) associated CRM activities will boost global revenue to $1.1 trillion
Between 2017 and 2021, research suggests that AI-associated CRM activities will drive global business revenue up by $1.1 trillion.
And in the US alone, AI adoption in CRM software has contributed $394 billion in revenue over the same time period.
With these figures in mind, it’s no surprise that 75% of CRM users are open to switching to CRM software to access AI capabilities.
Brian Manusama, Senior Director Analyst at Gartner, comments on the future of AI:
Whether that’s using chatbots to engage with customers or automating your sales process, AI can certainly enhance your CRM and help you increase your sales.
53% of top-performing salespeople are confident in their CRM data
So what does this tell us?
Having confidence in CRM data can improve sales performance.
With the data collated from their CRM, a sales rep can do their job effectively. Facts inform their sales activity and provide them with the confidence they need to execute sales.
To make sure that your sales team has confidence in your CRM data, you need to keep it up-to-date.
This means regularly auditing the data and getting rid of what you no longer need. That way, every salesperson and marketer can use it to their advantage.
26% of CRM users want pipeline or funnel monitoring features
Basic CRM features are still the most popular features requested by businesses. This includes contact management (94%), track interactions (88%), and scheduling/reminders (85%). (Software Advice, 2019)
But users are also looking for more advanced features.
26% of CRM users ask for pipeline or funnel monitoring features, as well as automation (22%), customization (18%), and reporting features (17%). (Software Advice, 2019)
So it’s clear that businesses are seeing the value in their CRM’s capabilities and are looking to expand the features and functions they’re currently using.
But how does this help you increase sales?
Well, maximizing the capability of your CRM allows you to manage your sales more effectively. As a result, managing the sales process becomes easier and more efficient.
Are there any functions you’re missing that could improve your sales process? Are there any limitations you experience?
Spend some time identifying how you can use the features you have. This will help your sales in the long run.
84% of customers say customer experience is as important as its products and services
It’s no secret that customer service is important. But there’s been a shift in the last couple of years towards the importance of customer experience.
For example, 84% of customers say the experience a company provides is just as important as its products and services.
And 94% of US consumers are also more likely to make a second purchase based on a “very good” customer experience.
A recent survey shows 45.9% of businesses rank customer experience as one of their top priorities over the next five years.
Compared with the product (33.6%) and pricing (20.5%), it’s no wonder that customer experience takes the lead. (SuperOffice, 2021)
But how does your CRM fit into this, and how can it increase your sales?
Well, using a CRM is a great way to focus on the customer relationship and provide your customers with a high level of service.
With the right CRM software, you can provide personalized communications, facilitate faster response times, and improve the customer journey from start to finish.
It’s an all-in-one platform that allows you to track, monitor, and improve your customer relations.
The higher the customer satisfaction, the more likely you are to see an increase in sales.
Digital interactions are twice as important now as they were before the pandemic
It’s not particularly shocking that sales leaders rate digital sales interactions twice as important now as they were before COVID-19.
With limited social interaction, consumers took to online shopping. As a result, consumers were experiencing more digital interactions than ever before. In fact, the US saw a 44% increase in online shopping throughout 2020.
This increase not only shows how customer behavior has changed, but also the need for businesses to provide relevant and engaging digital touch points.
And it doesn’t look like the need for digital interaction is slowing down anytime soon.
Research predicts that the average number of data interactions will increase from 298 daily interactions in 2010 to almost five thousand interactions by 2025. (Statista, 2020)
So how can a CRM tool improve your digital interactions?
When it comes to digital interactions, timing is key. You need to know what message to send your customer and when to send it.
And that’s where a CRM can help.
Your CRM software can help you identify how to communicate with your customers depending on where they’re at in the customer journey. As a result, you’ll provide customers with the virtual touch points they need to make a purchase.
Using the data from your CRM you can set up automated communication similar to the image below.
Remote workers are 8% more likely to use a CRM application
Sales professionals working from home are 8% more likely to use a CRM than people who don’t work at home most of the time.
Why? Because CRMs make collaboration easier.
When your team isn’t working in the same location, collaboration can be tricky.
But by using a cloud-based CRM, remote teams can collaborate efficiently and make sure sales are progressing as they should.
Research also shows that companies who collaborate and share content with over 75% of their team experience 41% account growth. (Yesware, 2020)
So it’s clear that effective collaboration is important for business growth.
And remote workers aside, 79% of businesses use a CRM solution to track their sales. That’s a lot of people using CRMs to manage their sales process.
So if you have a remote sales team, think about how a CRM can improve collaboration, even when you can’t be in the same room.
41.9% of high-growth companies use general business software automation
High-growth firms have mature automation strategies across multiple business processes.
These strategies include general business (41.9%), core business (42.1%), and marketing/sales (26.2%). (Hinge Marketing, 2021)
You can see from the graphic below how this compares with companies that don’t experience any growth:
The evidence shows that successful businesses use more automation.
Marketing automation allows companies to leverage their expertise and make their teams more productive.
As a result, they spend more time focusing on making sales and less time worrying about doing mundane and repetitive tasks.
When it comes to your CRM, think about how you automate your processes.
While large businesses can leverage automations to expand their business on a larger scale, simple automations can help any sized business.
So spend time identifying areas of improvement for the automations you currently have and figure out if there are any you’re missing.
And with certain platforms, you can even use pre-existing automations to make things easier.
Refine your CRM software
Technology is changing all the time, and so is the landscape in which your business operates. These changes constantly influence the way we work, impacting the way we use our CRM software.
Whether that’s automating your marketing campaigns, or focusing on improving the customer experience, we hope these statistics have given you the starting point you need to revamp your CRM.
Check out the full list of CRM statistics
- 65% of sales professionals use CRM tools.
- The use of sales intelligence tools increased from 28% in 2018 to 43% in 2020. (LinkedIn, 2020)
- 47% of sales professionals use sales technology at least once a day.
- 74% of businesses say that sales tools are “extremely critical or critical in closing deals.”
- AI-associated CRM activities are expected to increase global revenue by $1.1 trillion from 2017 to 2021.
- In the US, research suggests that AI adoption in CRM software will increase revenue by $394 billion in revenue over the same time period.
- 75% of CRM users would consider switching CRM software to access AI capabilities.
- By 2024, 50% of AI investments will be quantified and linked to KPIs to measure ROI by 2024.
- 53% of top-performing salespeople are confident in their CRM data, but only 32% of the non-top performers are confident in the numbers. (LinkedIn, 2020)
- Contact management (94%), track interactions (88%), and scheduling/reminders (85%) are the most popular CRM features. (Software Advice, 2019)
- 26% of CRM users ask for pipeline or funnel monitoring features, as well as automation (22%), customization (18%), and reporting features (17%). (Software Advice, 2019)
- 84% of consumers value the customer experience just as much as the product or service they’re buying.
- 45.9% of businesses rank customer experience as one of their main priorities when making a purchase. This is followed by product (33.6%) and pricing (20.5%). (SuperOffice, 2021)
- 94% of customers are more likely to buy again if they have a “very good” buying experience.
- According to sales leaders, digital sales interactions are twice as important now as they were before COVID-19.
- The US saw a 44% increase in online shopping throughout 2020.
- The average number of data interactions will increase from 298 on a daily basis in 2010 to almost five thousand by 2025. (Statista, 2020)
- Sales professionals are 8% more likely to use a CRM if they work from home all the time.
- Collaborative companies who share content with over 75% of their team experience 41% account growth. (Yesware, 2020)
- 79% of businesses use a CRM solution to track their sales.
- High-growth companies have mature automation strategies. These include general business (41.9%), core business (42.1%), and marketing/sales (26.2%). (Hinge Marketing, 2021)