2024年CRM报告英文版

The20242024State

of

CRMReportInsightsfrom

morethan800sales,marketing,service,andITprofessionalsA

WORD

FROMOURCEO60%OFRESPONDENTSIfyou’re

like

mostorganizations

makinga

large-scale

investment

inCRM,thenyou

understandit’s

importantto

stayfocused

onwhatmatters

most:winningandkeeping

customers.

That’s

whatCRMisallabout.Ifcustomer

relationships

arethelifeblood

of

your

business,thenCRMoptimally

implemented

canserve

astheheartbeatthatkeeps

your

entire

organization

healthy.CRMhasevolvedinthelastfive

years,andasourcustomers

tellus,ithasreacheda

criticaltippingpointastheyconsiderthehealthandwellnessoftheircustomer-facing

operations.CRMcanworkwondersfor

yourbusiness,keepingsales,marketing,andserviceteamsinsyncsotheycansuccessfullyprovidethosegreat

experiences.Almost60%ofourrespondents

reportedthatCRMismoreimportantfor

achievingsalesandmarketinggoalscompared

to

five

yearsago.

That’sa

powerfulstatementonCRM’s

evolution.reportthatCRMismoreimportantfor

achievingsalesandmarketinggoalsthanfiveyearsago.Our2024State

ofCRMReportsurveyed

morethan800sales,marketing,service,andITprofessionals.

Survey

responsesvarybythespecificneedsofeachuser,aswellasindustry,businesssizeandother

factors.Still,theycanallagreethatCRMcanandshouldbea

key

driver

of

collaboration,

connection,andgrowththatmakesbusinesssuccessfulandmeets

customerneeds.METHODOLOGYTo

getapulseonthestateof

CRMinorganizations,SugarCRMsurveyed800+globalB2Bsales,marketing,service,andITleadersacrossvariousindustriesfromMay15to

July1,2023.Ourgoalwasto

gaininsightsonnotonlyhowcompanieshavechangedtheirCRMuseoverthepastfiveyears–butalsotolearnwhatnewCRMprioritiesareemerginginthemonthsandyearsahead.OurrespondentsrepresentbothSMBs(54%)andlargeenterprises(46%),andthesurveyincludes16detailedquestionswithmultipleresponseoptions.Here,weprovidea

range

ofinsightsuncovered

fromourreportdata,aswellasanactionplanforcompaniesto

followastheyworkto

getthegreatest

returnfromtheirCRMinvestment.CraigCharlton,CEOThe2024Stateof

CRMReport2KEYINSIGHTS

FROMOURCRMREPORTREPORT

HIGHLIGHTS1CRMIsYour

Hubfor

BuildingBetterCustomerRelationships60%Cite

usingCRMasacentralized

communicationhubfor

nurturingleadsorSixinten

sayutilizingacentralizedcustomerhubistheirtop

priorityThemoreyouknowaboutyourprospectsandcustomers,theeasieritisfor

yoursales,marketing,andserviceteamsto

worktogetherto

deliveronyourpromiseof

greatcustomerexperiencesandstrongcustomerrelationships.Whatmattersmostishowyouhoneyourfocusoncustomerneedsto

ensureinformed,robustinteractionsthatimprovethecustomerexperience.customers

astheirtop

priority(#1response)Sixinten

of

ourrespondentstoldusthatusingCRMasacentralizedcommunicationhubfor

nurturingleadsandcustomersistheirtop

prioritytoday(andthreeinten

citeitasamajorareaof

struggle).Movingforwardoverthenextfiveyears,45%(alsothetop

response)saythetoppriorityfor

maximizingvaluefromCRMwillbegainingacompleteviewof

allcustomerinteractions.Workingfromasinglesourceof

truth–whereeverystakeholderhasaclearviewof

allcustomer-facingactivity–yourteamscancraftthemostrelevantengagementto

movecustomersdowntheirjourneywithyourbrand.Cite

gettinga

complete

viewof

customer

interactions

asthetop

priorityfor

maximizingCRMover

thenext

five

years(#1response)Cite

customer

serviceandupsell/cross-sell

opportunitiesasthepartof

thebuyerjourney

they

focus

onmost(#1response)The2024Stateof

CRMReport3KEYINSIGHTS

FROMOURCRMREPORTEXISTING

CUSTOMER

BASE

MATTERSOneinthreeof

ourrespondentsreportthatthemostimportantpartsof

thecustomerjourney(overthelastfiveyears)are

customerserviceandcreatingupsell/cross-sellopportunities.Oncecustomershaveboughtintoyourproductecosystem,yourabilityto

provideincisive,world-classservicecanhelpbuild“stickiness”anddriveadeeperongoingfootprintwithyourbrand.CRMisthatcentralhubthatconnectsyourprioritiestodaywiththoseof

tomorrow.46%cite1

IN

3

say

a

key

priorityisMARKETINGAUTOMATIONAND

EMAILMARKETINGasthetop

technology

integrated

withCRMCOLLECTINGCUSTOMERFEEDBACKto

alignmarketing

andsalesstrategyThe2024Stateof

CRMReport4TOP

TIPSMake

Your

CRMaCentralizedHubandSingleSourceof

Truth1UseyourcentralizedCRMinstallationto

evaluateeverykey

touchpointalongthecustomerjourney(frommarketingandsalesto

serviceandupsell),generatedata-driveninsightsfor

adeeperpictureof

customerrelationships,andcreateaconsistentcadenceof

personalizedengagementactivities.23Builda360-degreeviewof

customeractivitythateverystakeholderinyourorganizationcanaccess,witheveryoneworkingfromthesameplaybook,andbesurethatdataiscontinuallyupdated(andvisualized)inreal-time.Work

to

ensureefficientbusinessalignmentacrosssalesandmarketingteams,defininganddocumentingaseamlesshandoffprocessandcreatingsharedKPIsthatcanmovetheneedleoncustomerexperience,suchasretentionrates,customeracquisitioncost(CAC),customerlifetimevalue(CLV),

monthlyrecurringrevenue(MRR),andNetPromoterScore(NPS).4Trust

onlyafullyaccount-basedCRMdataarchitecturethatensureseverycontactandeveryaccountisconnected,providingyouwithasingle,reliablesourceof

truth.The2024Stateof

CRMReport5KEYINSIGHTS

FROMOURCRMREPORTREPORT

HIGHLIGHTS2UseYour

CRMto

HelpYo

uMasterSalesAutomationTo

pareasCRMhashelpedtooptimizefor

thecustomerjourney:Mostrespondentswanttoimprovethequality,

quantity,andvisibilityof

leadsPipelineVisibilityAnysalespersonwilltellyouhowimportantitisto

theirjobto

pullinhigh-qualityleads(andlotsof

them)andto

attainandmaintainahealthy,robustpipeline.Oursurveyresultsconcur.

WhenaskedaboutthemostimportantareasofsalesandmarketingthatCRMhashelpedoptimize,thetopthreeanswerswerepipelinevisibility(37%),qualityof

leads(35%),andquantityof

leads(31%).QualityForaccountreps,nothingcouldbemorevitalthanunderstandingwhotheirtop

leadsare

andwhatittakestomovethemdownthepipelineto

close.Taking

acentralized,data-drivenapproachto

trackingopportunitiescreatesamoredynamicandproductivesalesprocess.Andfor

salesmanagers,pipelinevisibilityisalsocriticalfor

trackingteamperformance,forecasting,andreportingto

management.Revenuegrowthwasalsocitedasthefourthmostimportantoptimizationcriteria,justanotherreminderofhowimportantCRMisto

thestrategicwell-beingof

thesales,marketing,andserviceorganizations.of

LeadsQuantityof

LeadsThe2024Stateof

CRMReport6KEYINSIGHTS

FROMOURCRMREPORTMoreover,

forecastingandpipelineinsightswerecitedasthesecondmostimportantCRM-relatedactivity(at43%,behindonlyacentralizedleadhub),andcapturingintentdataandleadscoringwasthirdat41%.CRMisincreasinglyusedasanintelligenttooltoaccuratelypredictfuturesalesactivityandgainkey

insightsonprospectsandexistingcustomers.Allof

thesetactical“nutsandbolts”of

day-to-daysalesactivityare

essentialfor

quotaattainmentandsalesteamresilience,andtheyare

justthesortof

thingsinwhichtherightCRMplatformexcels.43%ThemostimportantForecasting

andPipelineVisibilityACTIVITIESfor

organizations:41%Intent

Data/LeadScoringThe2024Stateof

CRMReport7TOP

TIPSMake

SalesEasier,Faster,

andSmarter1Track

opportunitiesseamlesslythrougheverystageof

thesalescycle,providingcompletevisibilityto

removeroadblocksandeliminateblindspots.2Useenhancedforecastingtoolsto

examinepipelineaging,movementinandoutof

thepipeline,what’s

likelyto

close,opportunitiesthatneedattention,andmonth-over-monthoryear-over-yearsalesmetrics.3Avoid

“death

by

athousandwindows.”Relyonasingletabto

seeallyourcustomerinformationinoneplace(withouthavingto

openupnewtabsorwindows)andtakeaction,workrightinsidereports,andconfiguredashboardsontheflyeasilyandquickly.4Don’tforget

theimportanceof

agreatmobileinterfacethat’s

easytoconfigureandcanmakelifemucheasierfor

reps,especiallyinthefieldbefore

andaftercustomervisits.The2024Stateof

CRMReport8KEYINSIGHTS

FROMOURCRMREPORT3REPORT

HIGHLIGHTSAnalyticsandAIAreCriticalforMaximizing

CRMValueIntegratedanalyticsandAIare

key

toolsfor

trackingcustomerintent41%Say

capturing

intent

dataand/orleadscoringisa

higherprioritytoday

thanfive

years

agoSecondonlyto

“marketingautomation”inoursurvey,thetoptechnologythatcompanieshaveintegratedwiththeirCRMoverthelastfiveyearsisanalyticsandmeasurementdashboards,at35%.Analyticsarebecomingoneof

themostimportantcomplementaryfieldsto

CRM,allowingsalesandmarketingteamstomakebetterpredictionsbasedonintentdata,targetthebestopportunities,andspendtheirtimemoreintelligentlyonoutreachandrelationship-building.80%Willturnto

AIto

maximizethevalueof

theirCRMplatformover

thenext

five

yearsAndnowcompaniesnolongerneedto

relyonseparatebusinessintelligence(BI)toolsto

talkto

theirCRM.Nowit’s

allembeddedintheCRMplatform,withanalyticalcapabilitiesavailableatyourfingertipswithouthavingtoenlisttheservicesof

adatascientist.Salesteamsthatcanquicklyevaluateopportunitiesbasedondataarebetterpositionedto

maintainahealthypipeline.The2024Stateof

CRMReport9KEYINSIGHTS

FROMOURCRMREPORTAIisanimportantpartof

thisstoryaswell.Whenaskedtheirtop

prioritiesfor

maximizingvalueof

theirCRMplatformoverthenextfiveyears,thenumbertworesponsewasusingAI,

behindonly“complete

viewof

customerinteractions.”ThenextgenerationofgenerativeAIisprovingto

beakey

driverof

personalizedengagement,contentcreation,andmorecustomer-centricdecisionmaking.Thesecondmostpopulartechnologyto

integrate

withCRMtoday

isANALYTICS

ANDMEASUREMENTDASHBOARDSbehindonlymarketing

automationThe2024Stateof

CRMReport10TOP

TIPSBeSureAIandAdvanced

AnalyticsAreEmbeddedinYour

CRMStrategy1Don’toverthinkyourAIstrategy.

AIcapabilitiesarenowavailablepre-packagedanddeliveredoutof

thebox,withallof

thedifficultAImodelingchallengesandpre-bakedAIquestionssolvedfor

you.234LeveragegenerativeAIto

createmorepersonalizedandimpactfulcustomerengagement,campaigns,andprograms.AddAIto

poweryoursalesforecastingprocesses,includingpredictinglikelinessto

closeandpipelineaging.Superchargeyouranalyticsto

helpturndataintoinsights,andinsightsintobettercustomerexperiences.The2024Stateof

CRMReport11KEYINSIGHTS

FROMOURCRMREPORTREPORT

HIGHLIGHTS4It’s

Timeto

MakeThemostprominentCRMchallengesfaced:CRMEasier“Customizable”and“easy

to

use”

describetheidealCRMplatformTechnologyIntegrationNomatterhowmuchyouinvestinCRMto

makeyoursalesteams’

day-to-daymoreproductive,you’llneverrealizeitsimmensebenefitsifnoonebuysintoyourvisionandactuallyusesitto

itsfullestpotential.That’swhyit’s

socriticalthatyourCRMbeeasyto

set

up,

easyto

configure,andeasyto

use–callitmore“accessible”toyoureverydayusers.Respondentsconcur;thetoptermsto

describetheSugarCRMplatformwerecustomizable(56%)andeasyto

use(46%).PlatformFeatureLimitationsInternalKnowledgeandSkillsThe2024Stateof

CRMReport12KEYINSIGHTS

FROMOURCRMREPORTTheeasieryourCRMsystemisto

configureto

everyindividual’sneeds,andtheeasieritisto

mastertheapp,(whetherit’s

checkingopportunityparticularsonmobile,drillingdownonpipelinestatus,orjustupdatingaccountdetails),thebetterandfasterROIyou’llsee.AndthemoreseamlesslyyoucanconnectCRMto

existingsystems,thelessriskandfewerroadblocksyourITteamswillsee.“Easy”isthefastestpathto

avibrant,widelyadopted,andsuccessfulCRMimplementation.Cite

usingCRMasa

centralizedcommunicationhubfornurturingleadscustomers

astheirtop

priorityCUSTOMIZABLEAND

E

ASY

TO

USEare

theterms

thatbestdescribetheSugarCRMplatform.SeethisasamajorchallengeThe2024Stateof

CRMReport13TOP

TIPSIncreaseCRMAdoption

withCustomizable,

User-FriendlyOptions1Lookfor

simpledrag-and-dropworkflowautomationinyourCRMplatformto

acceleratedeployment,improveuseradoption,andlowerbusinessrisk.23Makeiteasierfor

everydayusersto

customizetheappto

theirpersonalneeds(withoutthehelpof

yourdevelopers)andadaptto

changingmarketororganizationalrequirementsovertime.Whenitcomesto

implementationandservice,you’llwantto

besureyourCRMvendoranditspartnersareengagedwithyourteamfromdayone,allcollaboratingto

provideacan-do,long-termexperience.The2024Stateof

CRMReport14APPENDIXREPORT

HIGHLIGHTSWHICHCRM-BASED

MARKETINGANDSALESACTIVITIES

ISYOUR

ORGANIZATION

PRIORITIZINGTODAY

THAT

ITWAS

NOT

FIVEYEARSAGO?HOW

DOYOU

VIEWTHEIMPORTANCE

OFCRMFOR

ACHIEVING

SALES

ANDMARKETINGGOALSVS.

FIVEYEARSAGO?UsingCRMasacentralizedcommunicationshubMoreimportantSame57%33%9%for

nurturingleadsorcustomers60%43%ForecastingandpipelineinsightsLessCapturing“intentdata”and/orleadscoring41%WHAT

ARETHEMOST

PROMINENTCRMWHAT

PART

OFTHEBUYINGJOURNEYHAVE

YOU

FOCUSED

ONMOST

WITHCRMOVER

THELAST

FIVEYEARS?CHALLENGESYOUR

ORGANIZATION

FACES?PlatformfeaturelimitationsTechnology

integrationInternalknowledge/skillsTechnology

adoption41%41%37%34%Customerservice/upsellorcross-sellMid-funnelleadgen/nurturingEarly-stageawareness33%32%21%14%Low-funnelactivesaleseffortsWHICHOTHER

MARKETINGANDSALESTECHNOLOGIES

HAVE

YOU

SINCEINTEGRATEDWITHYOUR

CRM?OVER

THENEXTFIVEYEARS,WHAT

ISTHETOP

PRIORITYFOR

MAXIMIZINGTHEVALUE

OFYOUR

CRM?MarketingautomationoremailmarketingAnalyticsormeasurementdashboardplatformsAccountbasedmarketingtools46%35%12%Completeviewof

allcustomerinteractionsLeveragingAI45%80%14%Targeted

orpersonalizedcontentacrosschannelsWHAT

NEWAREAS

THAT

CRMHAS

HELPEDTO

OPTIMIZETHECUSTOMER

JOURNEY?THINKINGABOUTSUGARCRM,

WHICHOFTHEFOLLOWING

BEST

DESCRIBESTHEPLATFORM?PipelinevisibilityQualityof

leadsQuantityof

leadsRevenuegrowth37%35%31%24%CustomizableEasyto

useFlexible56%46%38%27%Easyto

onboardThe2024Stateof

CRMReport15Flex

Your

CRMMuscletoKeep

Your

OrganizationalHeartbeatStrongIt’s

atellingstatisticthat60%of

respondentsviewCRMasmoreimportantfor

achievingsalesandmarketinggoalsthanfiveyearsago.Whenitcomesto

winningcustomersandkeepingthemloyalto

yourbrand,CRMisincreasinglycrucialfor

organizationalhealth.Considerthesekey

takeawaysfromourreport:1Thebasicsmatter:CRMsuccessultimatelyhingesonyourabilityto

automateandmastersalesfundamentalslikecultivatingtherightleads,keepingpipelineshealthy,andnurturingstrongcustomerrelationships.23CRMisthecatalystfor

knowingyourcustomersbetter:Ifyou