CRM in SMEs and ETIs: The Current State

Only 27% of SMEs and ETIs are equipped with a CRM

According to a survey conducted with 427 contacts in sales, marketing and CEO roles, 73% of companies are equipped with a CRM and only 41% of those who do not have one are considering rolling one out. In terms of usage, 94% of the sales representatives 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 to manage email campaigns. In addition, 55% of participants have a project underway to upgrade their system: implementing data connectors, synchronising with calendars and emails, and more - all with the aim of breaking down silos between their business units and their business tools.

For many organisations, CRM is nothing new; they are already quite familiar with the tool. But for SMEs and ETIs, the situation is very different. According to a study carried out by Capterra in 2018, nearly three out of four SMEs did not mention CRM at all, but instead reported using 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 are ready to invest in software (either a new deployment or a change of their current tool). Among those that are equipped, one in four companies uses the tool mainly as an address book, 11% use it for interaction tracking and only 9% use its email marketing features.

CRM software: What Are The Barriers?

Why is CRM adoption so low among SMEs? What are the main barriers to using these tools? Are they justified?

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

- 74% of sales teams are not trained (or poorly trained) on how to use the tool.

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

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

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

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

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

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

CRM: What Are the Benefits for Companies?

Above all, CRM allows you to centralise, manage and make use of all customer and prospect data within a single tool, regardless of format (physical or digital). With the increasing volume of data within a company, it is no longer efficient to enter data manually. 

For companies that have the right tools in place, rolling out CRM software makes it possible to systematically update and share information on company activity and progress with customers and prospects. It therefore provides better data accessibility and ensures more precise management through constant 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 searching for information. Having a tool that centralises everything helps you win back valuable time and increase your productivity.

CRM also helps improve alignment between sales and marketing by streamlining the lead generation and assignment process across various channels.

Today, CRM is an indispensable tool for any company. Sales teams, as well as managers, generally recognise this, and the numbers prove it. Smaller organisations are still hesitant to take the leap, but by partnering with the right provider, they can set themselves up for a successful CRM project.