CRM in SMEs and ETIs: The Current State

Only 27% of SMEs and ETIs use a CRM

According to a survey of 427 sales, marketing and executive contacts, 73% of companies use a CRM and only 41% of those that don’t have one are considering deploying one. In terms of usage, 94% of the sales reps surveyed see CRM as a tool to help build and track customer and prospect databases. For 53% of the decision-makers surveyed, it is also a tool for managing email campaigns. And 55% of participants have a project underway to upgrade their system: implementing data connectors, syncing with calendars and email, and more. All with the goal of breaking down silos between their business units and their business tools.

For many organizations, CRM is nothing new; they’re quite familiar with the tool. But for SMEs and ETIs, the reality is very different. According to a study conducted by Capterra in 2018, nearly three out of four SMEs did not mention CRM, but instead said they use Excel or email when asked, “How do you manage your contacts/customers?”. Only 27% of SMEs and ETIs have implemented a CRM. However, more than half say they’re ready to invest in software (a new deployment or a change of their current tool). Among those that are equipped, one in four uses the tool as a simple address book, 11% use it for interaction tracking and only 9% use its email marketing features.

CRM Software: What’s Getting in the Way?

How can we make sense of the low use of CRM tools in SMEs? What are the main barriers to adoption? Are they justified

Still, based on the data collected, the main points of dissatisfaction are as follows:

- For 74%, sales teams are not (or are poorly) trained to use the tool.

- 69% think they spend too much time entering data.

- 62% think that the data is not updated regularly enough in their company.

- 56% say that CRM has never helped them find an opportunity or close a deal.

- 55% do not understand the benefits of using a CRM.

- 43% believe that CRM is only used to produce dashboards for management.

These views are mainly linked to a lack of team training and engagement. With a smooth rollout and tailored support, these obstacles can be overcome quickly.

CRM: What Are the Benefits for Companies?

Above all, a CRM lets you centralize, manage, and leverage all customer and prospect data in a single tool, regardless of format (physical or digital). With the increasing volume of data within a company, manually entering information is no longer efficient. 

For companies that have implemented CRM software, deployment makes it possible to systematically update and share information about company activity and progress with customers and prospects. It therefore provides better data accessibility and ensures more accurate management thanks to continuous activity monitoring. The CRM also improves customer management, which in turn helps boost satisfaction. It is estimated that we lose about 90 minutes per workday looking for information. Having a tool that centralizes everything lets you reclaim valuable time and increase your productivity.

CRM also contributes to better sales alignment. It also improves alignment with marketing by streamlining the lead generation and assignment process across various channels.

Today, a CRM is an essential tool for any company. Sales teams, as well as managers, generally recognize this, and the numbers prove it. Smaller organizations are still hesitant to take the leap, but by teaming up with the right partner, they can set their future CRM project up for success.