CRM Integration: 3 Problems It Solves For Sales Teams

Published on 23/09/2019 by Anna Hammond

CRM integration optimises the sales funnel

Customer relationships are pivotal to the growth of any company—which is why salespeople work so hard to develop them. In this article, we highlight three business problems that Customer Relationship Management (CRM) integration solves for salespeople.

If you’re in sales, you may already recognise the multitude of benefits CRM software can bring to a business. Well, you’re not alone. 

The CRM industry is growing at a staggering rate. According to Salesforce, it is now the top priority for technology budget allocation for small and medium-sized businesses (SMEs). The study demonstrates that SMEs in Australia no longer consider CRMs to be only suitable for larger enterprises. Companies of all sizes can use it to optimise and propel their business forward towards organisational goals.

Using your CRM to save time and money may be appealing, but it can be challenging if you don’t know where to start. In this article, we’ll help give you a head start by covering the basics of CRM integrations, and the types of problems a CRM integration can solve.

What is CRM?

A CRM—otherwise known as customer relationship management — enables businesses to operate more efficiently and boost sales. It works by storing all customer data and prospects in one place. Staff can schedule appointments and make calls using Voice Over Internet Protocol (VoIP), develop customer relationships via email, track engagement, log interactions, make notes, manage pipelines, and generate detailed reports.

What is CRM Integration?

CRM integration’s most basic purpose is to host all customer data within a shared viewpoint with lead scoring functionality. Many CRMs also integrate with your internal communications platform, website, blog, marketing automation software, document storage and email. It can plug in billing apps and social media networks too. 

Through CRM integration, sales professionals can pinpoint exactly where leads come from and how they have interacted with their site, brand, and other members of staff. In turn, staff can avoid a lot of problems that come with manual customer relationship management.

What problems does CRM solve?

Now that you understand the core benefits of CRM, let’s take a deeper look at three specific problems that CRM can resolve. 

1. Missed sales opportunities

Customers are your most valuable asset within a company. But poor pipeline management stagnates sales, drains funds, and potential clients slip through your fingers.

The most basic function of CRMs, such as Zendesk Sell, is to provide sales funnel visibility in one interface. Having a way to visualise pipelines makes it easier for staff to prioritise and pick out quality prospects. 

Applying Zendesk Sell to improve pipeline visibility

Mundane, manual tasks become automated while your team can be more productive with their timeーwhich means more time to carry out call-preparation and create a tailored pitch.

2. Ineffective Internal Communications

When employees and departments don’t communicate with each other, it harms performance across the business and provides a poor experience for customers.

If your customers have to regurgitate the same information to different members of staff, your organisation will appear sloppy and inefficient. Ultimately, your prospective purchaser could get frustrated and leave. 

CRM’s store customer information in a central location. The information includes a customer’s professional or personal details, to historical conversations they’ve had with your company. It’s available to team members (based on their permission level). It also displays notes, previous appointments, and a list of prior deals or purchases., for example, is a visual tool that allows teams to centralise communication. Leads are captured through forms that are embedded into your website, and the information is automatically added to your sales team’s pipeline. It’s cloud-based, which means employees with access to the internet can use it when remote, and it integrates with business tools frequently found in SMEs (such as Dropbox, Slack, Trello and Zapier). 


Utilising to solve sales CRM problems offers an initial free 14-day trial (no credit card details required). After that, businesses can pay as little as AUS$29 per month for up to five users.

3. Poor Data Visibility

Self-reflection is crucial for any small business with ambitious growth plans. Yet without access to analytics, it’s difficult to make decisions based on captured data. CRM’s, such as Oracle’s NetSuite, provide reporting tools which allow teams to get insights into their customers and their purchasing habits.


CRM integration with Netsuite Oracle


Detailed analytics enable companies to anticipate their customers’ behaviour and needs better so that they can suitably adapt. It provides your team with an enhanced overview of their client portfolio, which empowers them to upsell, cross-sell and renew business contracts with greater ease. 

The business landscape is as complex and competitive as ever. A CRM can help simplify it by presenting and organising customer data for your sales team. Beyond this, it allows sales teams to keep up with the fast-paced demands, so they can react to the most promising opportunities and close more deals. 

Ready to optimise your pipeline and improve efficiencies? Visit our catalogue of CRM solutions today to empower your sales department.

This article may refer to products, programs or services that are not available in your country, or that may be restricted under the laws or regulations of your country. We suggest that you consult the software provider directly for information regarding product availability and compliance with local laws.