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How Businesses Choose and Use CRM Software

by Ayaz Nanji  |  
July 30, 2015

The most important factors that influence the purchase of customer relationship management (CRM) software are functionality and ease of use, according to a recent report from Capterra.

The report was based on data from a survey of 500 CRM users in the United States from B2B and B2C companies.

Some 24% of respondents say functionality was the most important factor that influenced their CRM purchase decision; the next most-cited factor was ease of use (20% of respondents), followed by price (14%) and vendor reputation (9%).

Below, additional key findings from the report.

Deciding to Use a CRM Solution

Some 61% of the companies surveyed first started using a CRM solution within five years of being founded; 66% of respondents had 100+ customers when they first adopted a CRM.

More than half (57%) of respondents say they started using a CRM because they needed a centralized customer database or needed to track key sales/revenue metrics (or both).

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Nisha Wed Aug 5, 2015 via web

    Great! In fact, studies show that companies with a fully utilized CRM system can increase sales by nearly 30%!

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