CRM In an Organization

Basic structure of all the activities with your customers

In a SMB company the organizational structure is typically divided into: marketing, sales, delivery and support. Bigger companies’ structure is split up into more detailed business functions. On the contrary, smaller companies have less structured organizations, such as sales and delivery. Independent on the company size, the structure and the nature of the commercial activities give us the basic structure of all the activities with our customers.

  • Marketing – we can observe marketing as a company function to acquire new customers or reactivate existing customers to a new purchase.
  • Sales – sales is an activity to turn potential buyers (leads) into buyers and generate orders.
  • Delivery – essentially every activity related to the delivery of goods or services that customers have ordered.
  • Support – all the activities with existing customers that involve helping them with purchased product and services, as well as educating them and maintaining relationships with them between two purchases.

End-to-end sales process is a cycle that goes through all the four phases between two purchases from one customer. As such, we can define that end-to-end sales goes through marketing phase to sales phase to delivery phase, and finally, to support phase.

The performance of your end-to-end sales process depends on your company’s main departments: Marketing, Sales, Delivery and Support

Every CRM system should provide support to collect and provide information for a complete end-to-end sales process.

Depending on your CRM objectives, you need to decide what parts of the end-to-end sales process need to be supported and to what level of degree in terms of features and automation is needed. However, best practice shows that even a minimalistic implementation should enable linking customer activities through all the phases.