Introduction to CRM tool

Every business runs on data—this is an invariable truth. Be it contact data or deal proposals, each business, across industries, has a need for maintaining a record of information and conversations. Small business teams can make do with entering deals in spreadsheets, contacts in address books, and call summaries on sticky notes in their initial stages. For startups working out of the same room, a well-maintained document or spreadsheet with contact and deal information on it may suffice to kickstart business. But eventually, as your business grows, your data often outgrow spreadsheets. Valuable information remain buried within inboxes, contacts are misplaced, data is outdated, and a lot of time is wasted. As your business scales, your sales team will need an efficient tool like CRM to collate customer data, manage relationships and opportunities, and most importantly, reduce the risk of losing data.

Here we’ll discuss the importance of using CRM tool for your business, and how implementing the right one can empower your sales team and set them up for success

What is a CRM tool?

CRM tool is essentially the all-in-one tool for the various tasks your sales team does on a daily basis—email, call, make notes, track leads, manage opportunities, analyze sales metrics, and more. Any business that handles a large amount of data must ideally use a CRM tool to not only organize data but also effectively manage customer relationships as it scales.

Why use a CRM tool

As a business owner, you have enough tasks to worry about. Losing time over things like “where did I leave John’s business card?” or “did anyone follow-up on that big deal?”, can be difficult especially without a central place to look at. Your time is far too precious to rummage through files or spend it on creating manual reports to know how your business is doing. Enter CRM tool to the rescue. It does all the things you already do to keep track of business, better and easier.

With a CRM tool, you and your team have a common place to view any and every piece of information, thus eliminating the need to juggle multiple applications. Here are three ways CRM tool improves your sales process:



Salespeople handle a vast amount of information on a daily basis. Some are straightforward like manage basic contact information, email and phone communication, deal proposals, etc. And then there are others that go deeper than direct knowledge of who your prospects are and what they want. Using a CRM tool, you can understand your prospects' activities and behavior so you have context before you interact with them. Switching between multiple tools, platforms or screens can be counterproductive. A CRM tool makes it easier to manage all this information and ensure that they don’t get lost in a chaotic myriad of tasks. The sales team can manage, track, and access this information from within the CRM tool.



Salespeople need to communicate with prospects throughout their buying journey, and they may do so through different methods. The first touch point with a prospect could be a phone call, and the follow-up could be via email. And the communication goes both ways. Customers could reach out with queries about the product through social media, emails or calls. CRM tool tracks every customer touchpoint and provides context for you to have meaningful conversations.



Every business, small or big, has different teams—like marketing, sales, and customer support, performing various functions. In a business workflow, the marketing team will be responsible for generating leads, sales teams for closing deals, and support for taking care of the customer’s needs. The best CRM tool allows your teams to collaborate with each other and simplifies business by syncing information. Integrate the CRM tool with your marketing service to sync mailing lists, and with your support platform to sync customer tickets. So now, your sales, marketing, and support teams are aligned to understand the details of each customer and their requirements to obtain a holistic view of your customer relationships.

Who can use CRM

Across industries, executives have a need for collecting information and acting on them. Any business that deals with a large database of customer information can benefit from a CRM tool. Choose a CRM that is customizable for different use cases across various industries and roles.


As a SaaS business, you’d be receiving a high number of visits to your website in a day. But it’s not likely that all your visitors are qualified leads. If your CRM tool has an activity tracking feature, it becomes easier for the salesperson to know the activities performed by the lead like a product sign-up or resource download. Understanding these activities can help the salesperson know if the visitor is interested in purchasing the product and can nurture them accordingly.

Real Estate

In the real estate world, it is crucial for a salesperson to be updated on the needs of their client at all times. They need to form personalized relationships with clients and have an understanding of their needs. Tasks like call or meeting reminders are daily and repetitive tasks that can be automated to reduce the workload of a salesperson. With a CRM tool, salespeople in the real estate industry can make sure they don’t lose track of even the tiniest details and ensure that they stay on top of their game.


Excellent customer service is the backbone of the hospitality industry. Customers visiting a hotel are sure to return if they have a positive experience during their stay. To ensure a pleasant experience, it is vital for the business to know the customer and their interactions with the hotel staff. Keeping in mind special requests like dietary restrictions or medications could make their stay more pleasant. Track every request and customer interaction with the hotel using a CRM tool.


The biggest challenge for an insurance agent is to create a personalized bond with their prospect. With a CRM tool, you can view lead profiles with enriched data, track customer activity, and perform tasks like emails and call, all on a single screen. Using automated workflows, the agent can make sure they don’t miss out on sending out welcome emails or policy manuals.


It is imperative for agencies to ramp up their customer engagement efforts because of high competition. Agencies need to become more customer-centric for more personalized interactions with clients. In a CRM tool, the client profile will have information like name, job title, company and their website activities like pages visited and collaterals viewed. Collaborating across teams is easier as the client information and their requirements are available in the same place.

Sales rep

Sales executives perform an average of 91 tasks in a day. The tasks vary from taking calls to scheduling demos to sending out emails. These tasks happen across multiple contacts for various deals. A wealth of data transactions happen during these activities which need to be recorded. With a CRM tool in hand, salespeople can follow-up on tasks promptly with reminders and nurture leads.

Account Manager

The main objective of an account manager is to nurture qualified leads for closure. To do this, they would need to keep an eye on the conversion rate of prospects into qualified leads. With customized sales reports, account managers can keep track of daily, weekly, and monthly conversion rates. Within the CRM tool, they can view the individual account information with just a click.

Sales manager

As a sales manager, you would be overseeing a team of sales representatives and account managers. It may not always be possible to stay on top of all deals and accounts if the information is scattered across. With a structured view on a CRM tool, it is easier to know the status of deals handled by your teams and understand how they are moving forward in your sales pipeline. You can get further insights into individual rep performance, sales cycle, and sales velocity using reports in your CRM tool.

How to pick the right CRM tool for your business

An ideal CRM tool must have unique features that fit unique use cases. The feature requirement of a one-person sales team may not be as complex as that of an enterprise sales team. Regardless of team size, features like email, built-in phone, lead scoring, reporting, and automated workflows are imperative for a sales team to boost productivity and reduce time spent on manual data entry.

Freshsales CRM is built for sales teams to effortlessly manage, nurture, and sell. With a host of built-in capabilities to manage day-to-day operations, eliminate manual tasks, and free up time to sell more, here are some powerful features in Freshsales to boost sales:

Lead Analysis

If your business generates a large volume of leads, sales reps face the challenge of prioritizing qualified leads to pursue the right opportunities. Without any knowledge of hot and cold leads, you may end up with a really long sales cycle. Sometimes even lose hot leads because sales reps lack a strategy to act quickly. Lead scoring in Freshsales ranks leads based on their activities on your website and interactions with your business over email. It segments them into hot, warm, and cold, so sales reps can easily segment leads. Using event tracking, the salesperson can understand the prospect’s interest level by knowing the web pages that stirred their interest. This makes it easier to identify sales opportunities and ensure they don’t waste time on cold prospects.

Here’s a situation:

Jane is a small business owner running an online clothing store. She receives multiple visits from leads in a day. Some leads browse through products and leave the site but some forward inquiries on pricing and product customizations. With lead scoring, the leads are scored based on their interaction with the business. Leads are assigned an initial cold status upon entering the CRM tool, and as they interact further, the lead is scored higher, with a warm status. With event tracking, the sales executive can understand the journey the lead had across the website. Depending on their actions on the website, the salesperson can reach out accordingly.

Eliminate multiple tabs - Calls, emails within CRM tool

On a daily basis, a salesperson may have to use multiple tools to perform tasks like emails and calls. This could lead to valuable data being stored across tabs. Choose a CRM tool that comes with a built-in phone and email to avoid juggling tools. It acts as the single unit from which the salesperson can access necessary information about the lead. Enable 2-way sync to access emails that reside in your inbox right from the CRM tool.

Keep an eye on deals with Reports

Creating reports manually is not only incredibly time-consuming but also highly repetitive. You need to be able to understand team performance at a glance. The CRM tool you choose must have the ability to generate well-defined reports. Have timely reports tracking daily metrics like the number of emails sent, or track team performance with the number of leads converted into customers sent to your inbox by the CRM tool.

Automate the workflow

The sales process can be automated within a CRM tool to ensure that no task is left undone. A busy salesperson might forget to send out a personalized welcome email to a new signee. Or they might forget to update the lead stage for a prospect. By setting up activities based on triggers, the CRM tool can do the task for them.

Speaking in the context of our small business owner, Jane can set up automated workflows for a new lead. A personalized email can be sent out from her email account, welcoming the customer to the website and suggesting products they would find interesting.

Choose Freshsales CRM

Regardless of team size—startup or enterprise—Freshsales CRM is for you. Import leads and sends emails from within the CRM tool. Segment leads based on activity to prioritize outreach and know the customers you need to focus on. Remove the manual work from the process by automating workflows that perform actions when triggered. View performance metrics and revenue growth at a glance with reports. Do all this and more with Freshsales. Create a free 30-day trial account today.