Small Businesses Adopting CRM, Struggling with Data Integration




As small and midsize businesses become more savvy in their use of marketing, analytics and forecasting, customer relationship management (CRM) platforms are finding a home among small businesses, according to a survey of more than 300 organizations conducted by CRM data integration specialist Scribe Software.

Midmarket companies are using CRM to store all prospect and customer information in one place (85 percent), provide capabilities to easily share data between departments (77 percent), report on the health of their sales pipeline (64 percent), and to run marketing reports (53 percent), as well as for the management of prospect and customer contact information (94 percent), lead nurturing (65 percent), email marketing (59 percent), and sales forecasting (59 percent).

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