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CRM Benchmark
Survey Report
November 2018
The future of
relationship
management
| 2
THE WAY RELATIONSHIP TEAMS WORK
Executive
Summary
Today’s most successful companies are built
on the backs of long-lasting relationships with
customers, partners, investors, prospects—the
list goes on.
In this new world, CRM software is more
important than ever before—both for sales
teams and relationship-makers across the
company. Yet businesses are often investing
small fortunes into their software without
understanding how the requirements of CRM
have shifted.
This report is designed to explore and bridge
the gap between the current landscape of
CRM and the type of CRM that businesses
will need in the future. Here are our biggest
findings:
The global phenomenon: Businesses Today, few customers are interested in one-off, transactional purchases. They
are shifting to lasting relationships want long-lasting relationships with businesses that have earned—and continue
to earn—their loyalty.
The new wave of relationship-makers Today’s relationships are a company-wide affair, shaped by more than just the
sell as a team sales team. Marketing, business development, operations, customer success,
you name it—everyone is a relationship-maker.
Businesses manage all kinds Business relationships are no longer limited to customers. Every company
of relationships manages all manner of relationships including accounts, consultants, investors,
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