20242024TheState of CRM ReportInsights from more than 800 sales, marketing, service, and IT professionalsIf you’re like most organizations making a large-scale investment in CRM, then you understand it’s important to stay focused on what matters most: winning and keeping customers. That’s what CRM is all about. 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 health 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 goals compared to five years ago. That’s a powerful statement on CRM’s 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 agree 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 from 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 from 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 includes 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 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 customers is their top priority today (and three in ten cite it as a major area of struggle). Moving forwa...
