How B2B Firms' CRM Usage Is Evolving

Martech — Wed., Oct. 4, 2023

B2B leaders are increasingly using CRM systems as centralized communications hubs for nurturing leads, according to recent research from SugarCRM.

The survey revealed that organizations prioritize centralized communications, forecasting insights, and intent data the most. Their focus is on customer service/upselling/cross-selling and mid-funnel lead generation/nurturing.

The top CRM priorities for the next five years are gaining a complete view of customer interactions, leveraging AI, and targeting/personalizing content. The biggest challenges are platform feature limitations and technology integrations.

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