In short: Salesforce is the world’s leading customer relationship management (CRM) platform. But do you know why Salesforce is so popular? Because they help your marketing, sales, commerce, service and IT teams work as one from anywhere. In turn, that allows you as a business owner or sales manager to keep your customers happy everywhere. Read on to learn more about CRM systems and Salesforce.

What exactly does a CRM do?

Customer relationship management (CRM) is a technology that allows you to manage all your company’s relationships and interactions with customers and potential customers. From cold calls by your sales representatives and orders on your website to invoices and customer service contacts

The aim of a CRM is to improve all your business relationships in order to grow your business.

When people talk about CRM, they are usually referring to a CRM system, a tool that helps with contact management, sales management, agent productivity, and more.

An example of CRM platform Salesforce:


A CRM provides a single source of information

Although most companies understand that a single source of information about their customers could help them grow more quickly and effectively, there are only a few businesses that actually manage to do so.

In a Forrester study*, only 1 in 4 businesses believe that their CRM provides them with a single source of truth about their customers.




A CRM on its own isn’t the secret to breaking down silos, as this often requires a shift in mindset, but the right CRM can pave the way. And Salesforce offers all the flexibility and versatility your company might need to do so.

So how can a CRM system help your company?

Although a CRM like Salesforce has more to offer, there are three core aspects that will have - huge - impact the day you start using it. If you pick the right CRM that is.


  • Connects all of your business/data silos
  • Allows you to grow more revenue by identifying leads better and optimising your sales process
  • Offers flexibility and platform customisation based on your business needs instead of the other way around
1. Connect all of your business/data silos

Chances are that your company grew steadily over the past few years and that you developed products for new market segments or perhaps took over similar companies. Which is a good thing, but also often leads to multiple databases, client lists and - most of - all many excel sheets. Having multiple sources of information is manageable on a smaller scale, but if you’re planning on growing even more, rectifying that can be quite the challenge.

57% of business leaders admit that organizational silos negatively impact the quality of their customers’ and prospects’ experiences.


In contrast, with a shared CRM, employees have the right tools and access to the right data to manage customer relationships more effectively across all lines of business, and they have visibility into customer interactions from other departments. Sounds good, right? 

Just don’t forget that, before you can implement an overarching CRM, you need to map your data correctly. If not, instead of taking a step forward, you’ll just take a step sideways or in some cases even a step backwards. With the expert guidance of Cloud Innovation, however, you are sure that your data sets are integrated seamlessly.

2. Grow more revenue

A second way in which a CRM system makes a difference is by facilitating sales. It helps you identify and add new leads easily and quickly, and categorize them accurately. In turn, that allows sales to recognise the best opportunities that will lead to closed deals. It also allows marketing to identify leads that need more nurturing and prime them to become quality leads for sales to close.

The higher the quality of your data, the more accurate your reports and analyses are. Salesforce is known for its focus on data quality and built-in dashboarding capabilities. And if you’re looking for more, Salesforce also offers Business Intelligence options through Tableau.

With complete, accurate, centrally held information about clients and prospects, getting the right offer before the right client is a lot easier. What also helps, is the fact that Salesforce offers many options to automate flows. For example, you can create automatic email alerts for deals over a certain size, auto-assign tasks as a deal moves through the different stages, and more. Saving you and your team a lot of time and reducing the risk of losing track of interesting deals.

Introducing a CRM platform has been shown to produce real results — including direct improvements to the bottom line. Using Salesforce CRM, global customers across all business sizes have a proven track record of producing the following:


3. Offer CRM flexibility and platform customisation

You’ll sigh of relief the minute you can abandon those legacy systems that grew organically into the little monsters that they are today. Systems that often offer either too little functionality or too much, that cannot be integrated into your ERP system or fail to connect to your marketing tools.

Working with a cloud-based CRM platform like Salesforce, you can:

  • Collaborate better
  • Work from anywhere, on any device
  • Connect all of your tools and platforms
  • Grow as you go, both in added functionality and number of users

Salesforce provides a lot of information about its products and services and with Trailhead has a whole learning community for your employees.

So you can start small with the Sales Cloud, which is the basis of the CRM, and add new Clouds when your business needs to expand. An added benefit of Salesforce is the fact that you can do a lot yourself, without the help of your IT department or IT partner. And if the out-of-the-box functionality wouldn’t suffice, Salesforce allows implementation partners to create custom functionalities that seamlessly blend with your existing Salesforce products.

An example: meet CRAS. A future-ready family business

Cras was looking for a solution that would connect all of their data sources, put the customer first and allow them to transform digitally. They eventually chose Cloud Innovation as their strategy and implementation partner - and Salesforce as their main platform - and have never looked back.

Learn more about the case

Effortlessly implement Salesforce with Cloud Innovation

Cloud Innovation is your go-to partner for ­all things Salesforce, whether you’re looking for a partner that helps you find the right tools within the Salesforce ecosystem, trains your employees, or helps you map data and/or implement the actual CRM.

Our services include:

  • Expert advice on the Salesforce ecosystem
  • Business analysis - what does your business need
  • Fit & gap analysis - what does your company already have
  • Implementation and support

Discover everything that we can do for you.
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