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Basestyle__BaseMainRow-sc-3zktjg-0 bEEqbX hlIKQB" data-garden-id="grid.row" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 bLyxSP Gridstyle__Col-sc-1uhmtis-2 Basestyle__BaseColTextRoot-sc-3zktjg-2 hmvmFG eEwYbU" data-garden-id="grid.col" data-garden-version="8.76.2"><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 hpSOeB sc-ca1478c-0 ddSPwE">  5 min read</h2><h1 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">What is a sales CRM?</h1><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">By Josh Bean, Director, Marketing</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Last updated May 17, 2022</p><div class="Tagstyle__TagContainer-sc-1uuac66-3 ceUOVi"><a href="/au/blog/tags/best-practices/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD Tagstyle__TagRoot-sc-1uuac66-1 culUHm" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Tagstyle__TagText-sc-1uuac66-0 kjAPec">Best practices</span></a></div><div class="SocialBlockstyle__SocialBlockRoot-sc-1ebt7cj-7 fDqkXl sc-b4fd687b-4 iuUYkx"><ul class="SocialBlockstyle__ListWrapper-sc-1ebt7cj-8 hAhnRj"><li class="SocialBlockstyle__ListItem-sc-1ebt7cj-9 bvObyx"><a target="_blank" href="https://twitter.com/intent/tweet?url=https://zdsk.co/3HSsbtW&text=What%20is%20a%20sales%20CRM%3F" class="SocialBlockstyle__Link-sc-1ebt7cj-10 kuXMXJ"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" theme="[object Object]" class="SocialBlockstyle__TwitterIcon-sc-1ebt7cj-1 ennTzG"><path d="M9.3 6.9 14.4 1h-1.2L8.8 6.1 5.2 1H1.1l5.3 7.8L1.1 15h1.2L7 9.6l3.7 5.4h4.1zm-1.6 2-.6-.8-4.3-6.2h1.9l3.5 5 .5.8 4.5 6.5h-1.9z" class="twitter-x_svg__st0"></path></svg></a></li><li class="SocialBlockstyle__ListItem-sc-1ebt7cj-9 bvObyx"><a target="_blank" href="https://www.facebook.com/sharer/sharer.php?u=https://zdsk.co/33v6W2J" 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1.104.524 1.626.879a9 9 0 0 1 1.475 1.226 9 9 0 0 1 1.226 1.475q.533.781.879 1.635c.346.854.406 1.161.524 1.777q.16.923.16 1.937zm-3.447-1.332a2.1 2.1 0 0 1-.48.693q-.302.302-.675.471c-.373.169-.515.169-.799.169q-.391 0-.764-.169c-.373-.169-.468-.269-.657-.471q-.301-.337-.471-.693c-.17-.356-.169-.497-.169-.782q0-.426.169-.8c.169-.374.269-.474.471-.675q.284-.302.64-.462c.356-.16.497-.16.782-.16q.426 0 .799.16c.373.16.474.261.675.462q.301.337.462.693c.161.356.16.497.16.782q0 .426-.142.782zM15 14.929h-2.274q0-1.207-.213-2.328c-.213-1.121-.355-1.466-.64-2.159a10.8 10.8 0 0 0-1.066-1.981q-.64-.96-1.492-1.83c-.852-.87-1.173-1.09-1.812-1.528q-.942-.639-1.981-1.075c-1.039-.436-1.419-.506-2.176-.648a12.5 12.5 0 0 0-2.345-.213V.999q1.457 0 2.807.266 1.332.266 2.567.791c1.235.525 1.614.785 2.372 1.306a14 14 0 0 1 2.15 1.795 15 15 0 0 1 1.794 2.15q.764 1.137 1.279 2.363c.515 1.226.598 1.67.764 2.559Q15 13.561 15 15z"></path></svg></a></li></ul></div></div><div class="StyledCol-sc-inuw62-0 hNuVsR Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div shape="square" class="Relationframestyle__RelationframeRoot-sc-myqvby-0 jvviVs"><span data-nmw-id="global.Image" class="sc-4d715a79-0 gAXghe"><span style="box-sizing:border-box;display:block;overflow:hidden;width:initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;position:absolute;top:0;left:0;bottom:0;right:0"><img alt="" fetchpriority="high" src="http://d26a57ydsghvgx.cloudfront.net/content/OCharland_ZenDesk_Article_4_square_HR.jpg" decoding="async" data-nimg="fill" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%;object-fit:cover"/></span></span></div><p class="Textstyle__TextRoot-sc-c9um69-0 fcFNFD">Photography by Olivier Charland</p></div></div></div></div></section><section class="Basestyle__BaseRoot-sc-3zktjg-1 hmnTZa"><div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"><div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"><div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 bEEqbX" data-garden-id="grid.row" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 gOpaft Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 sc-b4fd687b-1 bEEqbX kjpIMx" data-garden-id="grid.row" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 eSGwgQ Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">When most people refer to a CRM (customer relationship management) they’re referring to software or a tool that enables them to manage and <a target="_blank" rel="noopener noreferrer" href="https://blog.getbase.com/crm-examples" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">improve their relationships<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> with prospects and customers.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">But <a target="_blank" rel="noopener noreferrer" href="https://blog.getbase.com/customer-relationship-management" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">customer relationship management<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> varies, depending on what department you’re talking to. A support team might use a CRM to manage customer tickets, while marketing teams may use the tool to analyze how consumers respond to online campaigns. When it comes to sales, a CRM is used to streamline pipeline management. With a sales CRM tool, you can safely <a target="_blank" rel="noopener noreferrer" href="/au/blog/8-ways-effectively-manage-customer-data/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">store databases of customer information<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> and drive more sales.</p><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Simplify sales</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">A sales CRM is a tool for <a target="_blank" rel="noopener noreferrer" href="https://blog.getbase.com/crm-best-practices-for-every-stage-of-the-sales-funnel" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">managing all touchpoints with prospects or customers<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> throughout the sales process. A touchpoint could be any interaction—both direct and indirect—between sales reps and their leads. The tool tracks communication with prospects, automatically organizes customer data, sends reminders to follow up with leads, and more.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Essentially, sales <a target="_blank" rel="noopener noreferrer" href="https://www.zendesk.com/sell/features/crm-software/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">CRM software systems<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> simplify the process of lead nurturing. Both administrative tasks and data organization are automated, so you can spend less time on data entry and focus more on building meaningful relationships with prospects. What can a sales CRM help your business accomplish? Read on:</p><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Centralize sales operations</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Sales reps spend their days juggling everything from prospect research and cold calls to deal management and field sales. Managers also stay busy with monitoring their sales reps’ performance, conducting ride-alongs, and coaching their team. Without a centralized system of managing these day-to-day operations, things can quickly become dysfunctional in your department.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Sales CRMs are designed as one-stop solutions for daily workflow. They can integrate with your existing tools and communication channels, making it easy to manage all your tasks from a single, unified platform.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">This centralization of data creates a single source of truth across your organization. Sales reps can easily find the most accurate, up-to-date information needed to properly follow up with a lead or close a sale. And they can engage with prospects across all communication channels, such as email, phone, or the website’s chat box—without having to switch between apps or browser tabs.</p><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Improve customer data accuracy</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Manual data entry is prone to human error. Say a rep needs to manually record a lead’s contact information. They might accidentally enter inaccurate data or simply forget to enter the lead’s contact information.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Sales CRMs minimize these errors by automatically recording any action a rep takes within the app, such as initiating a sales call or sending a follow-up email. With <a target="_blank" rel="noopener noreferrer" href="/au/sell/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Zendesk Sell<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a>, those actions are displayed in real-time activity feeds and individual contact cards.If you’re looking for specific information regarding a prospect or event, you can easily filter the feed by activity type or user.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Last but not least, many sales CRMs come equipped with data enrichment tools, like <a target="_blank" rel="noopener noreferrer" href="https://support.zendesk.com/hc/en-us/articles/360041513913-Getting-started-with-Sell-Reach" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Zendesk Sell’s Reach<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a>. These tools use online databases to automatically populate detailed information into a lead’s contact card. Not only does this reduce the likelihood of reps obtaining incorrect data, but it drastically cuts down on time spent researching leads as well.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">A sales CRM doesn’t just make accurate, detailed lead information more accessible; it also helps you identify underlying performance or operational issues that might be affecting your company’s growth.</p><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Identify bottlenecks in the sales process</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">For companies who don’t use a sales CRM, analyzing performance issues can be a real challenge. They have to compile massive amounts of data into spreadsheets and wrestle with Excel formulas just to make sense of it all.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">The beauty of a sales CRM is that it handles data analysis for you. Customer information is automatically compiled into real-time “smart reports” to provide insights into how your sales department is functioning as a whole.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Zendesk Sell’s <a target="_blank" rel="noopener noreferrer" href="https://blog.getbase.com/34-powerful-crm-reports-you-should-be-using" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">reporting capabilities<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a>, for example, include the following:</p><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 dnJUmF"><li><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV"><a target="_blank" rel="noopener noreferrer" href="https://support.zendesk.com/hc/en-us/articles/360041031794-Sales-Funnel-Report" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Sales funnel analysis.<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a></h3><br/>This report can show you where prospects are currently sitting within the pipeline, as well as provide insights into where leads are being lost or won.<h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV"><a target="_blank" rel="noopener noreferrer" href="https://support.zendesk.com/hc/en-us/articles/360041516353-Stage-Conversion-by-Owner-Report" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Conversion reports.<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a></h3><br/>Managers can use these reports to assess how well individual reps are moving prospects through the pipeline. They can also be used to view general conversion rates across your sales team.<h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV"><a target="_blank" rel="noopener noreferrer" href="https://support.zendesk.com/hc/en-us/articles/360041031834-Sales-Forecasting-in-Deals-and-Reports" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Forecasted sales<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a></h3><br/>Your sales CRM can predict expected revenues by analyzing the value, estimated close date, and win the likelihood of sales in your pipeline.<h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV"><a target="_blank" rel="noopener noreferrer" href="https://support.zendesk.com/hc/en-us/articles/360041516493-Utilizing-Activity-Reports" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Activity overview reports.<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a></h3><br/>You can view a breakdown of the activities being performed by your sales reps, including number of calls made, emails sent, appointments held, tasks completed, and more.<h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV"><a target="_blank" rel="noopener noreferrer" href="https://support.zendesk.com/hc/en-us/articles/360041031594-Setting-Sales-Goals" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Goal reports.<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a></h3><br/>Use these to track your team’s progress toward revenue goals.</li></ul><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">These reports can be customized and filtered by pipeline stages, sales activity type, individual rep, and more. It’s up to you how granular you want to get with smart reports, but one thing’s for certain: if there are any bottlenecks in your sales process or any performance issues with individual reps, your sales CRM will find them.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">The benefits of a sales CRM are endless. Between automation, lead enrichment, and smart reports, your sales team will have everything they need to work more efficiently, and more productively.</p><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Shorten your sales cycle with a sales CRM</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Building a loyal customer base is all about developing meaningful relationships. A sales CRM automates the administrative and data analysis tasks that typically bog down a sales rep’s time, so they have more time to connect with leads. Meaningful relationships can be established in less time, with more prospects, allowing reps to move leads through their pipeline more quickly. You can even try a <a target="_blank" rel="noopener noreferrer" href="https://www.zendesk.com/sell/features/free-crm-software/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">free CRM<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a>.</p><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">Learn more about boosting your sales—<a target="_blank" rel="noopener noreferrer" href="/au/sell/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">start a free trial today<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a>.</h3></div></div></div></div></div></div></section></article></div></div></div></div></section><section class="Basestyle__BaseRoot-sc-3zktjg-1 dvTsIe"><div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"><div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 gOpaft Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"><div role="complementary" aria-label="body-promo" data-cookie-name="false" data-location="body" class="Promostyle__PromoRoot-sc-1lscwvc-0 LwfBm"><div class="Promostyle__MediaWrapper-sc-1lscwvc-1 kpdRmr"><div shape="square" class="Relationframestyle__RelationframeRoot-sc-myqvby-0 jvviVs"><span data-nmw-id="global.Image" class="sc-4d715a79-0 gAXghe"><span style="box-sizing:border-box;display:block;overflow:hidden;width:initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;position:absolute;top:0;left:0;bottom:0;right:0"><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="fill" 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optimize your current tools to deliver results.</p></div><div class="Promostyle__LinkWrapper-sc-1lscwvc-3 biyiQd"><div class="LinkGroupstyle__LinkGroupRoot-sc-1rsp4bh-0 kWIkIT"><a target="_blank" rel="noopener noreferrer" href="https://www.zendesk.com/blog/optimize-sales-crm-improve-customer-service/" data-interaction-type="button-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 ejROSM eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 ccaaIc" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Learn more<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 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style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%;object-fit:cover"/><noscript><img alt="" loading="lazy" decoding="async" data-nimg="fill" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%;object-fit:cover" src="https://d1eipm3vz40hy0.cloudfront.net/images/CRM+process.jpg"/></noscript></span></span></div><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 hpSOeB sc-ca1478c-0 ddSPwE">  8 min read</h2><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 kbfdgI"><a href="/au/blog/crm-process/" data-interaction-type="link-inline-primary" style="text-decoration:none" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" 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practices","key":"tag-7"}],"backupLocale":false,"relatedPosts":[{"image":{"src":"https://d1eipm3vz40hy0.cloudfront.net/images/CRM+process.jpg","alt":""},"link":"/blog/crm-process/","supertitle":{"icon":null,"link":"","linkText":"","text":"8 min read"},"text":"The CRM tool itself is what provides the data and functionalities your team needs to execute this strategy—and ultimately turn leads into customers","title":"What is a CRM Process? 5 Key Steps","tags":[{"href":"/blog/tags/best-practices/","children":"Best practices","key":"tag-7"},{"href":"/blog/tags/crm/","children":"CRM","key":"tag-21"},{"href":"/blog/tags/sales-pipeline/","children":"Sales Pipeline","key":"tag-30"}],"resourceType":"blog","category":{"link":"/blog/tags/sales/","title":"Sales","id":3},"subcategory":{"link":"/blog/tags/sales-prospecting/","title":"Sales prospecting","id":11},"key":"postBlock-1511","publishedAt":"2022-01-25 03:33:49"}]},"attributes":{"_trash_the_other_posts":"0","_encloseme":"1","blog-post-gated-enable":"0","blog-post-gated-img":"http://d26a57ydsghvgx.cloudfront.net/content/Photography%20%28updated%20dimensions%202020%29/sell-reshoot-115_Final_x2.jpg","blog-post-gated-headline":"Optimize your sales CRM to improve customer service","blog-post-gated-subheadline":"In this eBook, we'll discuss the benefits of a consistent customer experience and how you can optimize your current tools to deliver results.","nav-title":"Sales CRM","blog-post-hierarchy":"1","blog-post-promoted":"1","blog-post-load-wistia":"Select One","_edit_lock":"1645510080:3041","_edit_last":"4311","_pingme":"1","_wp_old_date":"2022-01-07","_yoast_wpseo_primary_category":"","_yoast_wpseo_primary_filter_tag_blog":"7","canonical":"https://www.zendesk.com/au/blog/sales-crm/","seoTitle":"What is a sales CRM? | Zendesk Australia","seoDescription":"When most people refer to a CRM (customer relationship management) they’re referring to software or a tool that enables them to manage and improve their relationships with prospects and customers","seoImage":"http://d26a57ydsghvgx.cloudfront.net/content/OCharland_ZenDesk_Article_4_square_HR.jpg","twitterImage":"http://d26a57ydsghvgx.cloudfront.net/content/OCharland_ZenDesk_Article_4_square_HR.jpg","robots":"index,max-snippet:-1,max-image-preview:large,max-video-preview:-1,follow","hub":{"href":"/blog/sales-crm/","children":"Sales CRM","key":"linkListItem-518"},"spokes":[{"href":"/blog/crm-process/","children":"CRM process","key":"linkListItem-1511"},{"href":"/blog/create-crm-database/","children":"CRM database","key":"linkListItem-2384"}],"breadcrumbs":[{"link":"/blog/tags/sales/","title":"Sales","id":3},{"link":"/blog/tags/sales-prospecting/","title":"Sales prospecting","id":11},{"title":"Sales CRM","link":""}],"path":"/blog/sales-crm/","title":"What is a sales CRM?","publishedAt":"2022-01-12 12:01:09","updatedAt":"2022-05-17 02:37:48","updatedAtFormatted":"May 17, 2022","content":"\u003cp\u003eWhen most people refer to a CRM (customer relationship management) they’re referring to software or a tool that enables them to manage and \u003ca href=\"https://blog.getbase.com/crm-examples\" target=\"_blank\" rel=\"noopener\"\u003eimprove their relationships\u003c/a\u003e with prospects and customers.\u003c/p\u003e\n\u003cp\u003eBut \u003ca href=\"https://blog.getbase.com/customer-relationship-management\" target=\"_blank\" rel=\"noopener\"\u003ecustomer relationship management\u003c/a\u003e varies, depending on what department you’re talking to. A support team might use a CRM to manage customer tickets, while marketing teams may use the tool to analyze how consumers respond to online campaigns. When it comes to sales, a CRM is used to streamline pipeline management. With a sales CRM tool, you can safely \u003ca href=\"/blog/8-ways-effectively-manage-customer-data/\" target=\"_blank\" rel=\"noopener\"\u003estore databases of customer information\u003c/a\u003e and drive more sales.\u003c/p\u003e\n\u003ch2\u003eSimplify sales\u003c/h2\u003e\n\u003cp\u003eA sales CRM is a tool for \u003ca href=\"https://blog.getbase.com/crm-best-practices-for-every-stage-of-the-sales-funnel\" target=\"_blank\" rel=\"noopener\"\u003emanaging all touchpoints with prospects or customers\u003c/a\u003e throughout the sales process. A touchpoint could be any interaction—both direct and indirect—between sales reps and their leads. The tool tracks communication with prospects, automatically organizes customer data, sends reminders to follow up with leads, and more.\u003c/p\u003e\n\u003cp\u003eEssentially, sales \u003ca href=\"https://www.zendesk.com/sell/features/crm-software/\" rel=\"noopener\" target=\"_blank\"\u003eCRM software systems\u003c/a\u003e simplify the process of lead nurturing. Both administrative tasks and data organization are automated, so you can spend less time on data entry and focus more on building meaningful relationships with prospects. What can a sales CRM help your business accomplish? Read on:\u003c/p\u003e\n\u003ch2\u003eCentralize sales operations\u003c/h2\u003e\n\u003cp\u003eSales reps spend their days juggling everything from prospect research and cold calls to deal management and field sales. Managers also stay busy with monitoring their sales reps’ performance, conducting ride-alongs, and coaching their team. Without a centralized system of managing these day-to-day operations, things can quickly become dysfunctional in your department.\u003c/p\u003e\n\u003cp\u003eSales CRMs are designed as one-stop solutions for daily workflow. They can integrate with your existing tools and communication channels, making it easy to manage all your tasks from a single, unified platform.\u003c/p\u003e\n\u003cp\u003eThis centralization of data creates a single source of truth across your organization. Sales reps can easily find the most accurate, up-to-date information needed to properly follow up with a lead or close a sale. And they can engage with prospects across all communication channels, such as email, phone, or the website’s chat box—without having to switch between apps or browser tabs.\u003c/p\u003e\n\u003ch2\u003eImprove customer data accuracy\u003c/h2\u003e\n\u003cp\u003eManual data entry is prone to human error. Say a rep needs to manually record a lead’s contact information. They might accidentally enter inaccurate data or simply forget to enter the lead’s contact information.\u003c/p\u003e\n\u003cp\u003eSales CRMs minimize these errors by automatically recording any action a rep takes within the app, such as initiating a sales call or sending a follow-up email. With \u003ca href=\"/sell/\" target=\"_blank\" rel=\"noopener\"\u003eZendesk Sell\u003c/a\u003e, those actions are displayed in real-time activity feeds and individual contact cards.If you’re looking for specific information regarding a prospect or event, you can easily filter the feed by activity type or user.\u003c/p\u003e\n\u003cp\u003eLast but not least, many sales CRMs come equipped with data enrichment tools, like \u003ca href=\"https://support.zendesk.com/hc/en-us/articles/360041513913-Getting-started-with-Sell-Reach\" target=\"_blank\" rel=\"noopener\"\u003eZendesk Sell’s Reach\u003c/a\u003e. These tools use online databases to automatically populate detailed information into a lead’s contact card. Not only does this reduce the likelihood of reps obtaining incorrect data, but it drastically cuts down on time spent researching leads as well.\u003c/p\u003e\n\u003cp\u003eA sales CRM doesn’t just make accurate, detailed lead information more accessible; it also helps you identify underlying performance or operational issues that might be affecting your company’s growth.\u003c/p\u003e\n\u003ch2\u003eIdentify bottlenecks in the sales process\u003c/h2\u003e\n\u003cp\u003eFor companies who don’t use a sales CRM, analyzing performance issues can be a real challenge. They have to compile massive amounts of data into spreadsheets and wrestle with Excel formulas just to make sense of it all.\u003c/p\u003e\n\u003cp\u003eThe beauty of a sales CRM is that it handles data analysis for you. Customer information is automatically compiled into real-time “smart reports” to provide insights into how your sales department is functioning as a whole.\u003c/p\u003e\n\u003cp\u003eZendesk Sell’s \u003ca href=\"https://blog.getbase.com/34-powerful-crm-reports-you-should-be-using\" target=\"_blank\" rel=\"noopener\"\u003ereporting capabilities\u003c/a\u003e, for example, include the following:\u003c/p\u003e\n\u003cul\u003e\n\u003ch3\u003e\u003ca href=\"https://support.zendesk.com/hc/en-us/articles/360041031794-Sales-Funnel-Report\" target=\"_blank\" rel=\"noopener\"\u003eSales funnel analysis.\u003c/a\u003e\u003c/h3\u003e\n\u003cp\u003eThis report can show you where prospects are currently sitting within the pipeline, as well as provide insights into where leads are being lost or won.\u003c/p\u003e\n\u003ch3\u003e\u003ca href=\"https://support.zendesk.com/hc/en-us/articles/360041516353-Stage-Conversion-by-Owner-Report\" target=\"_blank\" rel=\"noopener\"\u003eConversion reports.\u003c/a\u003e\u003c/h3\u003e\n\u003cp\u003eManagers can use these reports to assess how well individual reps are moving prospects through the pipeline. They can also be used to view general conversion rates across your sales team.\u003c/p\u003e\n\u003ch3\u003e\u003ca href=\"https://support.zendesk.com/hc/en-us/articles/360041031834-Sales-Forecasting-in-Deals-and-Reports\" target=\"_blank\" rel=\"noopener\"\u003eForecasted sales\u003c/a\u003e\u003c/h3\u003e\n\u003cp\u003eYour sales CRM can predict expected revenues by analyzing the value, estimated close date, and win the likelihood of sales in your pipeline.\u003c/p\u003e\n\u003ch3\u003e\u003ca href=\"https://support.zendesk.com/hc/en-us/articles/360041516493-Utilizing-Activity-Reports\" target=\"_blank\" rel=\"noopener\"\u003eActivity overview reports.\u003c/a\u003e\u003c/h3\u003e\n\u003cp\u003eYou can view a breakdown of the activities being performed by your sales reps, including number of calls made, emails sent, appointments held, tasks completed, and more.\u003c/p\u003e\n\u003ch3\u003e\u003ca href=\"https://support.zendesk.com/hc/en-us/articles/360041031594-Setting-Sales-Goals\" target=\"_blank\" rel=\"noopener\"\u003eGoal reports.\u003c/a\u003e\u003c/h3\u003e\n\u003cp\u003eUse these to track your team’s progress toward revenue goals.\u003c/ul\u003e\n\u003cp\u003eThese reports can be customized and filtered by pipeline stages, sales activity type, individual rep, and more. It’s up to you how granular you want to get with smart reports, but one thing’s for certain: if there are any bottlenecks in your sales process or any performance issues with individual reps, your sales CRM will find them.\u003c/p\u003e\n\u003cp\u003eThe benefits of a sales CRM are endless. Between automation, lead enrichment, and smart reports, your sales team will have everything they need to work more efficiently, and more productively.\u003c/p\u003e\n\u003ch2\u003eShorten your sales cycle with a sales CRM\u003c/h2\u003e\n\u003cp\u003eBuilding a loyal customer base is all about developing meaningful relationships. A sales CRM automates the administrative and data analysis tasks that typically bog down a sales rep’s time, so they have more time to connect with leads. Meaningful relationships can be established in less time, with more prospects, allowing reps to move leads through their pipeline more quickly. You can even try a \u003ca href=\"https://www.zendesk.com/sell/features/free-crm-software/\"\u003efree CRM\u003c/a\u003e.\u003c/p\u003e\n\u003ch3\u003eLearn more about boosting your sales—\u003ca href=\"/sell/\" target=\"_blank\" rel=\"noopener\"\u003estart a free trial today\u003c/a\u003e.\u003c/h3\u003e\n","headerVariant":"blog","hasProgressBar":true,"promo":{"heading":"Optimize your sales CRM to improve customer service","body":"In this eBook, we'll discuss the benefits of a consistent customer experience and how you can optimize your current tools to deliver results.","link":{"href":"https://www.zendesk.com/blog/optimize-sales-crm-improve-customer-service/","size":"small","children":"Learn 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