CRM—everybody is talking about CRM. In fact, it is estimated that over 90% of organizations with more than 10 employees in their workforce use CRM systems. (Source: Grandview Research) So, what is it, exactly? What does it do? And is it something your business might need? Read on for our breakdown of all things CRM. But, first things first, let’s be clear on what we’re talking about.

It is estimated that over 90% of organizations with more than 10 employees in their workforce use CRM systems.

What Is A CRM?

CRM stands for Customer Relationship Management. It’s a software tool that collects, organizes, and manages business relationships and houses customer-related information. For example, a CRM hosts all your current customers’ and prospects’ details, such as email addresses, phone numbers, and any correspondence you may have had with them, including things like notes from your last conversation. Plus, a CRM enables you to visually track the sales pipeline for every customer or prospect you interact with, no matter their stage in the buyer’s journey.

But that’s just the tip of the iceberg.

  • Does Your Sales Team Really Need A CRM?

This blog demystifies what a CRM is and details what it can do to help grow your business. You’ll see why a CRM is more than a sales tool and how it puts your customers’ and prospects’ needs front and center.

A CRM is much more than a sales tool. Here at Tuna Traffic, we’ve found that many of our clients see clear benefits from a CRM technology such as HubSpot. Why do we think that? For starters, CRMs help increase customer satisfaction and retention, not to mention these stats:

Increase in sales by using a CRM.
Increase in sales team productivity.
Average return for every $1 spent on a CRM.
(8-14%) Amount the sales cycle is shortened with the data accessibility of a CRM.

Source: Hubspot

How Can A CRM Help Your Company?

A CRM has numerous capabilities that benefit your business.

Get everyone on the same page

CRMs break down organizational silos and align your teams. How? Technology. CRMs’ integrations and built-in tools make it simple for your sales force, marketing people, and customer service reps to share crucial data and insights, turning the collective focus on achieving customer-centric goals.

Location, location, location

Searching for a missing file, leafing through disorganized records, or trying to track down Bob in sales for that email address? CRMs house all customer info in a central, shared database, reducing the amount of information that might fall through the cracks (or disappear with turnover).

Automate, update, sync, and share

End the nagging, time-consuming manual updating of all customer information. CRMs automate this process, including automatically logging phone calls and emails. Every customer interaction is automatically synced, updated, and shared—making the CRM the gatekeeper of accurate customer data.


Right message, right people, right time

CRMs allow your sales team to sort contacts by specific criteria, such as company size, location, or stage in the buyer’s journey, making it easy to create a filtered list for sales outreach. Bonus—Customer Relationship Management data can automate (see next paragraph) and personalize email sequences, eliminating time-consuming rewriting of email content.

The wonderful world of workflows

A CRM workflow organizes, manages, and streamlines the steps behind the sales, account management, and customer service processes. Workflows are set up with “triggers” that automatically generate a set of actions, such as an email, lead alerts, lead scoring, sales reports, or service tickets, to name a few.

So, Does Your Sales Team Need A CRM?

A CRM delivers incredible customer insight right at your fingertips instantly, freeing your team to spend more time listening to customers, engaging with prospects, and building their loyalty and trust. Combine that with your team’s newfound productivity and efficiency, and it’s easy to see how scaling will become the natural evolution for your business.

So, getting back to our original question, does your sales team need a CRM?

Our answer:

Yes, if you want to grow your business. Now, the next question might be, where do you start? And that’s where we come in to help.


Let’s Chat.

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Lori lives by the mantra, “It’s not what you say; it’s how you say it.” As Director of Content and Client Strategy, Lori is the wordsmithing wind beneath many of our clients’ wings. Known for capturing our clients’ brand voices with compelling clarity and consistency, she also is a frequent Tuna blog contributor. Her work includes The 4 Realities of Post-COVID Marketing (And What Your Business Needs To Do About It), and 9 Tuna Traffic Truisms. When not perusing a thesaurus, Lori can be found adding more zing to her arrabbiata sauce or searching for an easier way to pill a cat.