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If you’re in the market for a Customer Relationship Management (CRM) System for your firm, a quick Google search will show you countless CRM vendors and solutions. What that Google search doesn’t do, however, is tell you why a CRM system is a requirement for your business success or how those CRM systems work to benefit your firm.

Answers to these questions are needed if you’re ever going to convince your president or CEO to invest in a CRM solution. They’re also good to have on hand when you’re trying to convince your firm’s business development and sales teams to adopt yet another new system.

We’re here to help provide you with those answers.

As a relationship intelligence automation platform for CRM systems, we understand the many benefits CRMs bring to the table and also how you can maximize their potential. Join us as we take a look under the hood of CRM to see how they work and why you need one, helping you prove your CRM’s worth once and for all.

How Does CRM Work?

At its core, a CRM system collects and records information on your prospects and customers. You can either enter this client information such as name, email address, location, order history, etc. through a manual process or automatically through tools providing CRM data automation. Once this information is recorded, your CRM analyzes and puts together reports based on this data. Through these findings, your business development or sales team can identify important patterns and sales opportunities that increase revenue and improve closure rates.

Why Is CRM Important to Business Success?

Nothing is more important than your customers, which is why more businesses than ever are becoming more client-centric. To maintain a certain level of client-centricity, you need to be hyper-aware of your clients, their needs, and their experience. Fortunately, using a CRM accomplishes this through every stage of your firm’s buyer journey.

From the moment someone is identified as a lead in marketing to needing support as a loyal client, the CRM system is there to help every one of your teams stay up to date on their key client accounts. In fact, CRM systems have a lasting impact on the marketing, sales, fulfillment, and support areas of your firm.


Your firm’s marketing department works hard to lead campaigns that drive brand awareness and engagement, generating new leads for your firm. This makes marketing a common first stop on a client’s buyer journey and is usually where your firm first becomes aware of a potential new client. But is your firm tracking the individuals who receive marketing communications from you? Does your sales team only become aware of a lead once the marketing department reports it to them?

With a CRM system, your firm’s marketing qualified leads (MQLs), marketing campaigns, and database becomes integrated within the CRM. This allows all of your CRM users to immediately become aware of a prospect once they become a part of the marketing funnel and is able to follow them once they become a part of the sales pipeline. This helps connect your firm’s marketing and sales departments without requiring any additional effort.


Responsible for nurturing leads and closing deals that fill the pipeline, your sales or business development team stands to benefit a lot from a CRM system. Without sufficient knowledge of prospects or clients, it can become incredibly difficult for reps to customize their sales approach for each client or build strong, valuable relationships.

A CRM system with the full support of the sales team can become a more customized, well-oiled selling machine. Through advanced reporting and relationship analytics, your team can easily see and act upon cross-selling opportunities or focus on hot accounts that are more likely to close. In addition, with added layers of data, sales reps can build stronger relationships with clients by focusing on relevant solutions and mutual connections. Not only does this help reps close more deals, but it can also increase deal size and speed at which deals close.


As a professional services firm, you don’t take orders like a retail company might. However, you still send out invoices for services rendered. Tracking these transactions and service history is a big part of recording your client data and helping your sales or client support team service their accounts. Without a record of what a client has received and their satisfaction level with that service, it’s impossible to customize your firm’s offerings or upsell approach.

CRMs allow your firm to track each client’s unique transaction history and services they have received. With this knowledge, your sales reps can determine what the next upsell or cross-sell opportunity might look like. This also helps sales reps know if any services are outstanding and still need to be completed for the client, ensuring that the client stays satisfied with your firm’s service level.


Speaking of service levels, it’s not often that a professional services firm survives a quarter without a few client complaints or concerns. After all, the service industry is well-known for having vocal clients. To provide an expert level of customer service and support, firms need to supply their support teams with ample information and knowledge. This allows support team members to have an accurate client history and is able to reference relevant past records to help them reach a solution.

Where can your support team access and pull this information from?

Through the CRM system, support team members can see accurate, up-to-date details for each client they are attempting to service. They can see past invoices, account status, and other relevant client notes to help them solve customer problems or answer client questions. This enhanced level of client data enables your support team to provide exceptional customer service and improve client satisfaction. And as a leader in your professional services firm, you know that creating happy clients means an increase in client retention and loyalty.

Get Your Team Up to Speed With CRM

A CRM is a necessary tool that fuels business growth and success. If you have a CRM at your firm, make sure your entire team is onboard with the system by downloading our eBook, CRM Adoption, Solved.