April 27 by Kayla Silverstein

Sales Pipeline

Whether you’re in a committed relationship with an existing CRM program or it’s your first time entering the waters of the CRM conversation, you should know that sales teams can find massive opportunities for more productive sales pipeline and team management with a customer relationship management system (CRM).

We see our customers drastically improve their sales organization and business processes by committing to and implementing a strategic CRM program. In this post, we’ll break it down into five ways you can use CRM to manage your sales pipeline.

360-Degree View of Opportunities

We all know the sales process rarely starts and ends in the same place. It’s “all-hands-on-deck” for most of the process as you forward and share time-sensitive materials across your organization.

CRM is the platform on which to organize, prioritize, and track opportunities the moment they occur.

Whether receiving leads from a tradeshow, website, email campaign, etc., closely tracking leads in CRM allows your team to maximize efficiency and streamline the lead nurturing process. Workflows in CRM can automatically trigger activities to increase team productivity, such as assigning leads to their proper territories, and informing management on the progress of these opportunities throughout their lifecycle. Implementing and acting upon lead qualification, enrichment, and scoring can bring tremendous value to your pipeline process. A 360-degree high-level view helps sales teams identify the most promising projects, delegate efforts and resources accordingly, and encourage all team members to work smarter and more strategically to bring more business to your organization.

360 degree view

Monitor the Gaps

With a 360-degree view of opportunities in your sales pipeline comes the ability to monitor gaps and potentially overlooked new areas for business. One client might only be engaged with one arm of your business. CRM allows all departments of your organization to view transactions and provide additional offerings to those already doing business with you. Referral tracking in CRM can also allow you to monopolize on strong relationships between those in your organization and potential clients. With CRM, you can connect new opportunities and further build out your pipeline.

Run Free with Mobility

You would be hard pressed to find a sales rep who relishes time spent sitting at a desk, entering in prospective client information on a desktop. Those days are done. Enterprise mobility allows reps to enter critical customer information on-the-go and in the field. Mobile CRM applications also provide your reps with the means to quickly provide demos and transactional history directly to clients to help them make smart purchasing decisions. Custom mobile CRM applications can further enable your team. Just as no business operates the same, your processes are uniquely yours. A custom mobile application is designed to suit the daily operations of your sales team, allowing for more accurate, complete entry of data. Connecting to CRM via a mobile device could be what it takes to swipe a deal over the finish line.

More Productive Sales Team Management

When it comes to managing a fully operating sales team, CRM can be your biggest asset.

If you have sales reps operating in cities around the world, CRM can accurately track the progress of each and every opportunity, no matter where they’re coming from. Quickly and easily view the status of leads and monitor all sales rep activities to ensure you are continuing to enable your team members.

CRM is instrumental when it comes to the departure of one of your sales team members. Maintain client records and pipeline data from a leaving team member by capturing it in CRM from the beginning. You won’t lose touch with an opportunity, and your clients will appreciate the seamless transition.

Stronger Forecasting

Let CRM to do the legwork in tracking future needs and setting strategic sales goals. With CRM, you can critically monitor forecasting information to gather the data your team needs to be strategic. Stats like average number of leads created per month and conversion rate of leads to opportunities can help your sales and marketing team monitor effective sales strategies – what’s working, what isn’t, and what needs to change.

Using accurate data to build a strong forecast will shape your sales team into a lean mean lead management machine.

CRM can fundamentally improve your organization’s sales pipeline management. Take the time to identify whether your sales team maximizes efficiency, and if not, consider if today’s the day to step up your sales tools and invest in CRM.


Ready to dive in? Give us a call.

Sonoma Partners provides technology and business process consulting to enterprise and mid-sized companies, with a focus on Salesforce and Microsoft Dynamics 365. With over 15 years of experience and a deep focus on the professional services and manufacturing industries and enterprise mobility, Sonoma Partners specializes in larger and more complex CRM deployments where customers want to leverage CRM to transform their business.

You can learn more about Sonoma Partners at https://www.sonomapartners.com/

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