CRM, CRM Software Blog TeamJanuary 22, 2022

What Are Functional Areas of CRM?

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What Are Functional Areas of CRM?

CRM can involve many different functional areas of your company, such as customer service, marketing, sales, and others.

Continue reading to know more about the topic.

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Functional Areas of CRM Explained

Lead management

Lead management is the process of gathering, analyzing, and managing information about a potential customer. It is a crucial part of the CRM system. 

Lead management is not only about simply taking the name, address, and contact details of a potential customer. 

It also involves gathering information about the person, his past experiences with your company, his spending habits, and so on. 

In short, it’s a gathering of all information that could be useful in helping you win over this customer and make him into your regular customer.


The marketing department in any organization plays an important role in increasing the number of sales. 

A marketing department may target a specific audience with different kinds of promotions or may target each individual customer differently. 

This is where the marketing department can take advantage of CRM systems. So, you can increase their efficiency and effectiveness by improving communication. 

Marketing campaigns can also be analyzed by using a CRM system to determine what worked well and what didn’t work. It also identifies which promotion was more effective than others.

So, they can then use this data for future marketing campaigns to improve their success rate.


CRM systems can also help the sales department to keep track of information about leads. For one thing, it helps the sales department to manage their activities more efficiently.

CRM can provide them with a single access point to find out all the information they need. So, they don’t need to call up customers again and again.

Reporting and analytics

CRM systems also allow the sales department to perform more detailed reporting. And, it also helps them to create clearer and more accurate reports.

So, they can identify and fix the loopholes in your sales process.

For example, they can use these reports to compare sales figures from one month with another or can track the activities of their sales team.

It’s always advisable to set up reports that are important to your business. For example, if you are a retail store, you may want reports on daily sales figures or weekly figures rather than monthly figures. 

On the other hand, if you are a service provider, you may want to use daily reports instead of weekly or monthly ones. 

Customer service 

One of the biggest advantages of CRM is that it helps improve customer service as well. 

CRM can help you organize your customers’ information in a better way. So, it becomes easier for the customer service team to handle their calls without any confusion. 

It further helps them to take care of individual customers better as each customer’s data is organized separately in a CRM system. 

And so, every customer is treated differently according to his needs and requirements.

The Bottom Line

In short, a CRM system is not just used by sales and marketing departments. It can be used by all the functional areas of your business. 

So, you can use CRM to make your retail business more efficient or to make sure that your customers are served more efficiently in your service-based business.