For every business, customers come first. The sales process is to bring in potential leads and convert them into customers. But sales and business do not stop at getting a lot of leads and conversion into customers. 

There are a lot of processes and activities that make sure to give a nuanced customer experience. This is important when it comes to retaining customers and also in growing your business. 

So, that brings us to whether sales management and customer relationship management are the same. The answer is that they are not the same. Besides, simply looking at the nuances between sales acquisition and expansion, it's clear that if you aren't optimizing your customer relationship, you could be leaving significant money on the table.

Despite the fact that certain CRMs offer sales management features and vice versa, the two types of software are distinct. CRM sales management is one of the best combinations for any business to grow. 

Let us explore how CRM is different from sales management in this blog. We can start by defining what exactly is a CRM software or Customer Relationship Management software and what sales management software is. 

What is CRM Software?

CRM software enables businesses to gather information about their current and potential consumers for sales as well as marketing. Customer interactions and reporting from first contact to transaction fulfilment and the conclusion of the relationship are guided by preset workflows created and managed using collected data.

For the most part, it is used by sales and customer support teams, as well as marketing departments, to keep track of critical information about customers and leads, such as contact information, interaction histories, preferences, and other relevant data.

What is Sales Management Software?

Businesses use sales management software to measure and monitor sales performance and sales team operations. With sales force automation and contact management solutions, it is frequently employed. 

How is CRM Different from Sales Management?

A narrow line separates sales management from customer relationship management (CRM). The primary focus of sales management is on sales, whereas CRM encompasses a wider range of topics, including marketing campaigns, sales operational management, and analytics.

The processes, reporting requirements, activity levels, territory management, target setting, discount approval, and financial analysis are all designed using CRM as part of the overall management process used by sales management. This is done with the help of CRM software.

The impact that one type of management has on another defines the distinction between sales management and customer relationship management. When it comes to working with established clients, having an efficient customer relations management system in place makes it simpler and more convenient for the sales team to close more deals.

The utilization of cloud computing raises the CRM capacity to a higher level by delivering the consistency and accessibility required to stay one step ahead of the rivalry that exists in the industry.

When a company has a solid CRM system in place, workflow operations improve, which in turn leads to increased productivity. A CRM provides lead management software because the sales team differs from company to company, and each team consists of different sales strategies.

How is CRM different from sales management


Role of CRM in Sales Management

With extensive sales cycles, long-term use, and/or multiple phases in the sale, CRM systems are most useful for sales teams managing such sales. As a result of this, CRM software has a substantial impact on sales management efficiency and productivity.

Prospecting leads come under the marketing of a business that aims to generate interest in the business's products or services and eventually close a contract. These include email marketing, web forms, inbound/outbound calls, and other ways.

Lead qualification is a critical phase in the sales process that can enhance profits. Lead qualification is the process of determining if the company's products meet the lead's needs and solve their problem.

To close a deal, a salesperson must first identify and qualify a lead as a potential customer. CRM software directs the salesperson through all of the steps necessary to complete the transaction. 

Here is how a salesperson can get the help of a CRM throughout the sales process:

1. Discover Prospective Clients

The sales professional must analyze the customer's needs and then present the product or service to the customer. After the initial meeting, it is critical to identify the customer's needs, as well as how the products and services will fit those needs.

Preparation and attention to detail are critical to securing a deal at each stage of the sales process. In preparation for meetings and presentations, gathering as much information as possible about the customer, their needs, potential business difficulties, significant customers, standard work practices, and major competitors, among other things, is critical. 

Salespeople can use the data collected through CRM to demonstrate their expertise and grasp of their customers' problems, respond to their inquiries, and make well-informed ideas for possible solutions. In the absence of CRM software, it is hard to get this information and gather customer input about our competition.

2. Proposal Handling

Customers will be presented with an offer or proposition at this stage of the sales process. Using a CRM system, the sales team can quickly and efficiently develop and document price quotes. The sales representatives can also look back on previous sales and offer to see what worked well.

3. Negotiation

The customer may be interested in your offer, but may not be ready to buy. Price, quality, after-sales service, and timelines of delivery, are all common roadblocks in the purchase decision-making process.

“Your services are too expensive, I can get them at a lower price” is a recurrent refrain. Focusing on customer value and recognizing your competition is key here. CRM tools help salesmen in dealing with objections in these situations.

The salesman must find out why the customer isn't moving forward during the bargaining process. After determining the reason, the salesperson can deal with it with the help of data-backed explanations and arrive at a reasonable compromise.

4. Closing Deals

CRM software can help complete deals by completing all of the necessary steps. There are a variety of tasks that can fall under this category, depending on your business's size and structure. 

However, they typically involve contract preparation and signing, invoice mailing, payment tracking, execution delegation, and signing delivery protocols.

The salesperson is able to complete the deal without losing out on important documents or activities thanks to quick access to contracts, protocols, and other document templates.

5. Following Up

After the sale, the salesperson frequently follows up with the buyer to make sure the order is delivered as promised. At this stage, the salesperson can help the buyer if needed. Cross-selling and up-selling can only succeed if customers are satisfied.

Customer service, product quality, and customer service are all referred to by the customer. Marketing messages, industry news, and product breakthroughs should be sent in order to keep this relationship alive and well.

In a Crux

It's important to note that CRM data gets stale each year and should be updated frequently to keep the sales process moving effectively.  CRM data cleansing services are vital for maintaining accurate customer information including phone, email, postal address, demographics and more. This ensures personalized interactions, addresses evolving needs, and fosters enduring customer relationships, essential for long-term sales success and business growth.

To attain the highest possible level of efficiency in sales management, various methods and tools are required. A customer relationship management (CRM) software system is one of the most significant tools a sales representative can have in their toolbox, if not the most crucial tool.

To learn more about CRMs, visit, or if you are stuck in choosing CRM for your business, contact us straight away. 

Frequently Asked Questions

CRM in sales management stands for Customer Relationship Management. It's a strategy and software used by sales teams to manage and analyze interactions with customers and potential customers throughout the sales process. It helps optimize sales efforts, improve customer relationships, and boost revenue.

No, CRM and Salesforce are not the same. CRM is a Customer Relationship Management, which is a strategy and approach to managing interactions with customers. Salesforce is a popular CRM software platform that organizations can use to implement CRM strategies and manage customer relationships.

CRM (Customer Relationship Management) is primarily under sales and customer service, although it can also overlap with marketing. It focuses on managing interactions with customers, which includes sales activities like lead management, contact management, and sales pipeline tracking, as well as customer support and service-related interactions. Marketing activities can also benefit from CRM data and insights to improve targeting and customer engagement, but marketing typically has its own set of tools and strategies separate from CRM.

Yes, SAP offers CRM (Customer Relationship Management) software solutions, including SAP CRM and SAP C/4HANA, which are designed to help businesses manage customer interactions and relationships.