Research from Software Advice’s Business Buyer Report finds that 30% of businesses turned to online CRM software in 2015 because their current system lacked functionality.
In a comprehensive study combining data from hundreds of CRM buyers from small businesses, the findings also revealed that 91% of businesses saw sales automation functionality as the chief reason for purchasing new CRM tools, compared with 30% seeking marketing automation capabilities.
Nicole Mertes of Weidert Group, a B2B inbound marketing agency states that this points towards the fact that CRM buyers rarely sought marketing automation without sales:
“When alignment is fully enacted, sales isn’t just responding to marketing’s needs—it helps to instigate a better marketing process,” she says.
“When marketing and sales teams are aligned, they can tailor marketing material to address the questions customers most frequently ask sales reps. This allows marketing staff to pass along more sales-ready leads. Marketing and sales can also work together to identify, using nurturing techniques, which leads need the most attention.”
Only 5% of buyers sought social media functionality.
One key insight was that many buyers in small businesses were still shifting their processes away from manual storage of customer data, such as spreadsheets or paper files. A small number of buyers report using only an email client (8%).
Chris is Editor of MyCustomer. He is a practiced editor, having worked as a copywriter for creative agency, Stranger Collective from 2009 to 2011 and subsequently as a journalist covering technology, marketing and customer service from 2011-2014 as editor of Business Cloud News. He joined MyCustomer in 2014.