CRMs allow us to record in detail all the actions and steps required to convert a contact into a lead, a lead into a customer, and a customer into a brand advocate—that is, the complete lifecycle of a business.
Thanks to this tool, we guarantee task execution across our teams, the standardization of processes and milestones, and equip our operations with valuable data and insights regarding the efficiency of resources invested in the sales process. Once the CRM makes these actions visible, we can measure, evaluate, and adjust strategies as needed.
Although there is a CRM for every need—with varying features, designs, sizes, price points, and scopes—almost all CRMs on the market share 5 core functions:
- Contact identification.
- Facilitating multi-channel interactions with your leads and customers.
- Storing the historical record of activities and interactions with your leads and customers.
- Better segmenting your database by deal stage, opportunity size, or behavior.
- Managing future actions, in many cases automated.
As mentioned at the beginning of this article, CRMs enable us to aggregate multiple characteristics of the results we achieve, allowing us to pinpoint successful processes, highlight high-performing activities, and eliminate those that do not generate added value.
Over time, this refines our strategies to create virtuous cycles that can be standardized and replicated across teams to scale best practices and generate sustained revenue growth.
Furthermore, CRMs serve as the foundation upon which most future technology initiatives rely. Through a CRM, we can adapt, integrate, and trigger other solutions (e-commerce, marketing automation, help desk, accounting system integrations, and point-of-sale systems) that drive our organization toward maximum resource efficiency, while providing ongoing insights into the key variables that directly impact business goal attainment.
Discover the 5 most widely used CRMs in LATAM and evaluate whether one could
suit your company to drive new business.
Before making a CRM decision, we must consider all related services and providers to ensure an implementation project is successful.
- a) Technology vendors. These are organizations (usually international) that developed the CRM platforms and work continuously to strengthen the features and modules they commercialize to help businesses achieve their goals.
- b) Technology implementation and maintenance partners.- These are partners or resellers of technology vendors that commercialize, implement, and maintain their tools. Their purpose is to represent technology vendors in countries and regions where they do not operate direct branch offices.
- c) Technology consulting firms.- These are agencies specialized in evaluating diverse technological tools, dedicated to advising businesses on their operational activities. Their objective is to equip companies with the knowledge and actionable insights required to optimize their processes and select the most suitable technology for their specific needs.
