Why Organizations Must Double Down On CRM
Solutions Review, Tuesday, June 17th, 2025
CRM software has become a staple of modern business, with roughly 90 percent of mid-sized companies already using some form of CRM system. But the real question is: Does the way these businesses currently use CRM (often focused narrowly on sales tracking or contact management) still meet the evolving, end-to-end needs of customer engagement, service, and success across the entire organization?
Too often, CRM is viewed narrowly as sales force automation (SFA)-a digital Rolodex or pipeline tracker. That view stems from SFA being the first productized segment of CRM, but it no longer fits today's reality.
CRM now spans marketing, sales, and service, including field service, contact centers, and workforce management. A customer-centric CRM strategy starts with understanding the full customer lifecycle: discovering products (pre-sales), purchasing or renewing (sales), and post-sale interactions like fixing issues, modifying accounts, or disputing bills.