Why CRM?

By Zen Newman, Marketing Analyst at PipelineDeals

What is a CRM?

Sales is a profession with many fads, techniques, and methods. Over the years, most of them turn out to lack staying power or prove not as impactful on the industry as they were once touted to be. Others, though, from the emergence of consultative selling practices to sales automation are here to stay. With the emergence of abundant computing power and big data, the customer relationship management (CRM) system is influencing the way sales teams around the world organize their time and report their activity.

Success in sales means having access to the information you need while on the go. 

Success in sales means having access to the information you need while on the go. 

Before computers, sales professionals managed their day with the aid of paper calendars and rolodexes while these systems presented a way of retaining client contact information, that’s where their utility stopped. Paper records are easy to lose and are difficult to maintain consistently. While paper can be organized through filing, it can’t be easily shared or duplicated, and records stored in this way are essentially impossible to analyze.

As mobile devices became more prevalent in sales teams across the world, contacts and sales records are increasingly maintained digitally and now predominantly in the cloud. While there’re a lot of things that a modern CRM can do that a rolodex could never dream of, it’s best to think of it essentially as a digital equivalent. At its core, the CRM is about keeping track of companies and people as well as what sales opportunities might be around the corner.

Who uses one?

Do you need a CRM? If you’re still reading, the answer is probably yes. The best sales teams have plenty of good reps on their team. But they have something more too. They have tools in place to help average reps be highly effective. For more than ten years now, managers have used CRM software to oversee the activity of their reps; helping to inform their coaching, and to give them an accurate understanding of the financial performance of the team.

Top performers use their CRM to maximize sales productivity over the long run. 

Top performers use their CRM to maximize sales productivity over the long run. 

The best sales professionals rely heavily on their CRM. A pivotal difference between top performers and their middle of the road counterparts is the organization they bring to their daily activity. They’re able to stay at peak productivity and consistently deliver results by actively managing their sales pipeline. Doing this means understanding the ins and outs of their CRM and actively using it to manage their sales activity over the course of their day, week and quarter.

Why you need one?

If there’s one thing in this post that I hope you’ve picked up on so far is that the best sales professionals know their CRM and use it on a daily basis. For those involved in selling, their CRM is as integral a tool as GPS is to a driver. The best professionals in any line of work know their industry and understand the tools that are at their disposal. Whether you’re a sales rep, a manager or a business owner, utilizing the tools of successful sales teams will help turn your business into a sales powerhouse. 


Learn how to reinvent your sales process with a 10 point checklist

How To Establish A Sales Pipeline

By Zen Newman, Marketing Analyst at PipelineDeals


We’ve all heard that sales is a numbers game. A rep must engage in a certain number of cold calls each day and appointments each week to be successful. The trouble, of course, is that there are only so many hours in any give day. Why then do certain reps consistently outstrip their peers while seemingly working the same number of hours per week? This “secret sauce” is the source of speculation around the water cooler and in the blogosphere.

In reality, consistent sales success is an intersection of discipline and serendipity. Those at the top to their sales game seem always to be able to make the time to chase new business, making cold calls, pounding the pavement and shaking hands. The result of all this activity is a greater number of opportunities. Coming across opportunities, however, isn’t enough. Today, 80% of sales require 5 or more interactions. As the sales process becomes longer and more competitive, staying organized and consistent in following up across the lifespan of a lead becomes ever more critical.  

The increasing length of the buying process makes a customer relationship management (CRM) platform essential. Prospecting for new leads takes time and resources. Being able to keep track of accounts, opportunities and decision makers once they’re in the sales pipeline allow sales teams to spend less time maintaining records and more time delivering the fruits of their hard labor.

Customer Relationship Management software comes in many varieties with any number of features. Some are minimalist; some are bloated with all manner of tools. What you choose depends largely on the nuances of your sales process, and the amount of support that your company will require and the level of access that different groups within your company will need. Despite the diverse ecosystem of CRM offerings, there are a few key features that will be used by every rep, every day. These include contact management, creating accounts, tracking leads and opportunities, and forecasting sales. These tools form the mainstay of a sustainable sales pipeline. Making sure that these central features are easy to access and simple to use will determine the success and adoption of a CRM by a sales team.

While great sales professionals make concerted efforts to tune their pitch and sales process, they understand that the potential gain in this area of improvement are limited. By stepping back and taking a broader look at their sales pipeline as a whole and what tools they have to manage it, they’re able to create efficiencies that push them far beyond the average. By taking ownership of their sales pipeline, sales reps can better manage their incomes, serve their clients and drive revenue for their companies.


Learn more about establishing a sales pipeline with a free eBook! 


A Word of Gratitude and Thanks

PipelineDeals staff will be out of the office on Thursday, November 26th and Friday, November 27th for the Thanksgiving holiday. Read below to find out more details.

PipelineDeals Team in Santa Barbara for Summit 2015

On behalf of the PipelineDeals team, a big thank you to:

  • the sales development rep who is grinding it out to qualify as many leads as she can
  • the marketing guru who is analyzing the sales pipeline to make sense of most valuable channels for growth
  • to the office assistant who is so often the linchpin in closing deals and keeping customers happy
  • to the account executive putting in a few extra hours on a Friday night to button up a new deal
  • to the engineer helping connect all of your apps together so the whole business can succeed
  • to the leaders, official or otherwise, that care enough to put in just a little extra time, effort, and care to make the business succeed.

Our co-founders JP Werlin and Nick Bertolino founded PipelineDeals in JP’s second bedroom and scaled the team from 1 to more than 30 employees spread across the world. Thank you for trusting us to help you start, develop, and grow your customer relationships.

In this season of gratitude and Thanksgiving, we are thanking our team for their hard work and letting them spend some extra time with friends and family. During this holiday on Thursday, November 26 and Friday, November 27, our customer care team will be unavailable via the phone and we will not be responding to normal customer care related emails. If you have an emergency, please contact us at