The role of CRM in marketing featured image

The Role of CRM in Marketing

Customer Relationship Management (CRM) plays an important role in today’s marketing and business management landscape.

In this blog, CRM developer and consultant, Richard, discusses the vital role of CRM in Marketing, Customer Service, Automation and Decision Making.

While the term CRM focusses on ‘customer relationship’ by name, it actually manages a lot more than that by enabling businesses to learn more about their stakeholders (clients, suppliers, competitors, partners etc), make informed financial decisions from data-driven information and streamline both internal and external processes.

Customer Relationship Management software is essential for any business from 1 to thousands of employees. There are multiple CRM Systems that offer comprehensive solutions for businesses to centralise data, campaigns and other marketing efforts. By finetuning the processes your teams have in place, you can begin to maximise your marketing efforts, deliver personalised experiences, nurture leads, and achieve sustainable business growth.

Let’s take a look into the role of CRM in Marketing.

Data Management

CRM systems allow businesses to store information in one centralised location. This is arguably one of the biggest benefits.

This is what I like to refer as the ‘one truth’ of your business structure.

Businesses obtain a lot of customer data, so having the software to organise, segment and refine information in one eco-system, offers huge organisational advantages. This is the central home of the ‘one truth’.

Once data such as basic information, preferences and communication have been captured, organisations begin to have a well-informed understanding of their customer base. This comprehensive view allows businesses to inform marketing strategies, creating highly targeted and personalised campaigns resulting in an increase in conversions.

Integrated Marketing

The Role of CRM in Marketing

Most CRM Systems offer businesses the option of unifying all marketing services. These platforms offer integrations with social media, email marketing and popular CMS (Content Management Systems) platforms and websites. Once integrated, teams can be more efficient by using one platform which combines everything.

Traditionally, businesses would have to use a seperate software programme or tool for each marketing activity, creating multiple platforms, logins and invoices. This typically also creates comparability problems and prevents the ability to merge data. By merging all platforms into one eco-system, inefficiency and high cost becomes collaborative, efficient and cost-effective.

For example, this picture illustrates the marketing module used by the whY-us? Marketing team on our CRM system.


Automation is another key benefit of utilising CRM systems. Automation allows businesses to save time and improve efficiency whilst also offering clients added value. Most CRM systems offer automated email, workflows, lead generation, customer service and more.


Email automation is utilised by many businesses to create triggered and personalised campaigns. From welcome emails to abandoned baskets to post-purchase care, automating emails improves customer engagement.


Whereas workflow automation allows businesses to improve internal communication and processes. Workflows can be utilised for project management, approval processes and task allocation. This enhances efficiency and reduces manual errors.

CRM also offers automation for lead nurturing, social media scheduling, sales management, third party integrations and reporting. Elements of customer service can also be automated to decrease waiting times and enhance experience.

Customer Service

Another important role of CRM in marketing is customer service. CRM systems offer valuable tools to both enhance and automate customer service. Most systems offer ticketing systems which allows businesses to effectively handle queries and issues, whilst providing teams with historical information and context.

Businesses can also utilise CRM systems to add live customer service agents and chatbots to their websites. This allows you to offer real-time support, nurture potential leads and collect useful customer information.

Another valuable tool is feedback and survey tools. These tools allow businesses to collect and analyse customer opinions and experiences. This will improve your understanding of customers, whilst ensuring they feel valued and listened to.

Data-Driven Decision Making

Sophisticated CRM systems will allow to you easily access, interpret, and utilise data to make informed decisions. Once data is centralised and effectively inputted, businesses can easily access a comprehensive view of data about everything from trends to customers, to products & services, to performance.  By leveraging accessible, real-time data, businesses can use solid data to optimise strategies, improve sales and marketing and ultimately drive business growth.

CRM systems can become an indispensable tool if implemented and utilised correctly. By finding the correct CRM system that offers benefits like the ones listed above, you can improve internal processes, marketing communications, customer service and more.

If you are experiencing issues with your current CRM system, or need help determining the right solution for you, get in touch today. whY-us? Marketing offer CRM consultancy, design and build to ensure that you have the correct processes in place to run a successful business.

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