How to optimize your CRM management for maximum business agility 

Dan Breslaw
By Dan Breslaw
Updated May 16, 2022


Customer relationship management (CRM) is a tool used by businesses to oversee relationships and interactions with customers and prospective clients. When optimized, CRM enables businesses to deepen their customer relationships, streamline processes, and boost sales and profitability. 

CRM systems help businesses to manage contracts, boost sales, and bolster productivity by focusing on relationships with individuals, suppliers, customers, and service users. The CRM lifecycle helps businesses find and establish new customer bases and increase lead generation, providing additional support and services throughout the customer journey. 

In this article, we’ll show you how to optimize your CRM tools for maximum business agility and introduce the benefits associated with proper CRM management. 

Signs of CRM management misuse 

Here are the classic signs that might indicate you’re not using your CRM properly: 

  • Traction has been established with leads but prioritization is still tricky 
  • Duplicate data is commonplace, which leaves the door open for inconsistencies and increased administration 
  • You have difficulty creating value-added customer portfolios 
  • Routine business tasks and processes aren’t automated 
  • Delivery is inconsistent and unpredictable 
  • Your CRM doesn’t offer strategic information regarding business health  
  • You have basic reports that are often inaccurate and faulty 

How to optimize CRM management for maximum business agility 

When properly utilized, CRM adds immense value to businesses and their processes. It’s a vital sales improvement resource that helps support and maintain an organization’s professional image. Proper management of complex CRM applications can be difficult, because the software mandates a dedicated customer loyalty strategy to handle client relationships.  

Use the step-by-step guide below to optimize your CRM for maximum business agility.         

Automate basic tasks 

In the age of the digital revolution, there is no excuse for not automating repetitive daily tasks. Businesses that haven’t adopted processes like robotic process automation (RPA) or business process optimization (BPA) often cite a lack of time and resources. 

Automation allows for increased customer traction and the ability to explore the multifaceted journey towards true customer-centricity in the digital age. This process can sometimes be overwhelming, especially for businesses that don’t have much experience managing CRM applications. 

Sales processes, such as call scheduling, can be completely automated by your CRM, which can save your agents valuable time and energy. Additionally, automated emails can be configured for new and existing customers that redirect them to knowledge databases.   

Collect business intelligence metrics from your CRM 

Another valuable feature of CRM software is that customer intelligence is quantified in a single place. This makes data interpretation and analysis easier, more manageable, and less convoluted. Behavioral patterns can be identified that relate to causes, channels, and agents so that the best course of action and adequate solutions can be determined. 

Exemplary CRM software comes with adaptive sales enablement, which helps businesses assess prospective buyers’ expectations and learn how to engage and target different customer groups. CRM software can also be used to measure metrics, such as effective customer engagement through the use of key performance indicators (KPIs).   

Develop and maintain profitable customer portfolios 

When customer data is aggregated and easily accessible, you get a clear, cross-channel view of customer issue management. Consistent communication can be established from CRM systems that can effectively predict customer engagement and behavior. CRM software enables consistent services, delivers quality relationships, and increases overall business standards. 

CRM software is also useful in creating guidelines and playbooks that set out and evaluate previous customer interactions. These guides help agents streamline customer-facing processes and create a service that is both measurable and consistent. 

Incorporate CRM management into your marketing strategy 

CRM intelligence can be incorporated into your marketing strategy to develop long-term, quantifiable campaigns. This provides a wealth of benefits and market insights that result in more tactile and agile business practices. 

In order for businesses to maintain long-term success, businesses have to approach customers in a way that delivers inherent value. CRM software can be utilized to decipher new and emerging markets, value propositions, which products/services are most in-demand, and which support channels can help increase traffic. 

Sync and merge your CRM management with key tools 

One of the biggest mistakes that businesses make when investing in CRM software is not integrating it with internal systems and tools. For example, valuable account data that’s collected by your CRM can be utilized to sustain enterprise sales management systems. 

Businesses often find that enterprise resource planning systems (ERPs) aren’t quite enough to fulfill their needs. When CRM software is integrated and connected with ERP solutions, it opens up the door for a fully realized, automated inquiry management system that covers all client data. 

You can also connect CRM tools to social media accounts and profiles, which enables social listening. The software will capture valuable information and insights about customers, which can then be used to impact brand reputation, sales, and marketing campaigns.  

Customize your CRM 

CRMs can be used to create a lasting impact and legacy. Customized CRMs enable businesses to deliver efficient, cohesive services that go above and beyond customer expectations. 

Enhancing CRM navigation helps ensure a more seamless and interactive experience. It limits the impact of potential conflicts and stalled deliveries by using automated processes to bolster sales and logistics. 


When properly used, CRM is a priceless tool that all businesses should utilize, especially in the age of digital-first. Increased customer service and retention, better sales, higher productivity, and more promising marketing techniques are just some of the benefits associated with CRM.

Locating customers in today’s oversaturated market is tricky. The process is further complicated when trying to build, establish, and maintain effective long-term relationships that add value. CRM software is a great way to consolidate, optimize and simplify your communication needs into a single, easily accessible package that allows for compatible, timely interactions.    

Dan Breslaw
By Dan Breslaw
Dan is a content marketer with more than 13 years of experience writing in such fields as global finance, cybersecurity, fintech, and digital adoption. As a senior content and creative manager, he is responsible for producing a variety of WalkMe content while helping to ensure it reaches the widest possible audience.