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How to build a sales driven crm strategy

CRM strategy for business

Implementing a Customer Relationship Management (CRM) strategy is a great step towards increasing sales and revenue. CRM strategy helps businesses create order out of chaos. CRM tools streamlines the whole sales process from acquiring leads to converting them to customers. Having a great CRM strategy converts your sales team into a well-oiled machine that will function without delays or errors to achieve set goals. 

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Developing a Winning CRM Strategy for Your Business

Customer Relationship Management tools are available for all sizes of businesses, small, medium, or large. A CRM strategy should help your business achieve its goals. So, let us have a look into how a winning CRM strategy is set.

Identifying Goals

The priority before setting a CRM strategy is to identify the company’s goals, and the resulting CRM strategy should help you reach those goals. For example, if the goal of the company is to sell a product before the end of the holiday season, a CRM strategy helps you set a sales strategy suitable to achieve that goal. It is always easier to break down the larger goals into smaller and more achievable ones. Then you can map out ways to achieve them and ensure your plans are reversible if they do not work in the long run. 

Acquiring Leads

Leads are sales opportunities. They are defined as details of individuals collected from various sources like website traffic, seminars, sales fairs, social media channels, ad campaigns, etc. A CRM tool acts as a centralized database to store all these lead details. CRM software has an inbuilt lead management process to help businesses qualify leads, nature the promising leads, and push leads up the sales funnel to get converted into customers. CRM strategy offers you various touchpoints to engage closely with those leads. You also have options to analyze and track key information.

Identifying Contacts

Once you can make a connection with a lead, it is time to move them into your contacts. Contacts are those leads who have shown some kind of interest in your business. Then, through continuous follow-up calls, meetings, and emails, you can narrow down specifically what your contacts are interested in that your business provides. Create personalized campaigns, and try setting up demo meetings through CRM tools like lead management automation to keep those newly defined contacts in the loop. A sales representative can effectively define at what stage of communication they are with those contacts through an advanced CRM system. A CRM strategy for your business allows you to streamline the contact management process seamlessly.


Accounts are information about individuals or departments from a company with whom you have potential business dealings. Accounts play an important role in maintaining relationships with those companies or individuals. The account helps you keep track of details like deals, budgets, the person involved with the deal opening or closure, etc. Accounts help you consolidate every detail related to single or multiple contacts related to the potential sale. The CRM tool ensures the salesperson can organize all the data and analyze the potential of the accounts through analytics functionality, etc.


Once you have full-swing communication and interest from the account, it is time to convert them to customers. Deals are opportunities you have to sell your products or services to potential customers. After long negotiations, the deals are either  closed, or lost. Some deals fall through after every possible effort. CRM strategies decrease the chances of a lost deal through efficient forecasting. Even if a deal fails, CRM tools offer you data to study so you can prevent these failures from happening in the future.


Activities performed in a CRM are categorised under the following: tasks, events, and call logs. You can assign a streamlined workflow to guarantee smooth task management and avoid delays. You can create events, plan campaigns, organize meetings, delegate tasks, share deal information with other departments, set follow-up calls, etc. through the above functionality.


Forecasts are a very important function. An advanced CRM system enables you to project the long-term and short-term sales performance of the company to generate these forecasts. Sales forecasts are crucial measurements that predict the growth and success of your business. Many factors like a previous sales forecast, competition, revenue, economic conditions, the performance of the sales team, etc. are considered while predicting the company’s future earnings. A CRM strategy helps you get real-time insight to track sales, fine tune the sales process, and monitor the sales pipeline.
CRM solutions come with advanced functionalities that automate the sales process, and work to fit any type of customer base, by studying the customer purchase journey. All types and sizes of businesses must invest in an advanced CRM strategy for high ROIs.

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Lekshmi Devi

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