Report: What will be the objectives and functionalities of tomorrow’s CRM?

In the era of digital transformation, the evolution towards a connected platform such as a CRM is a necessity. It responds to a real need: that of interconnecting complementary tools, centralizing data and meeting the best interests of customers. For companies, this development raises many challenges, particularly in the current macroeconomic context, which makes things very complex. What role will tomorrow’s CRM play in helping companies face these new challenges? How can software innovations help achieve set goals? So many questions addressed by HubSpot in his new report. It is based on a study of 1,650 professionals and on French and worldwide data.


The new challenges of customer relations

Like most marketing and sales tools, CRM solutions must be redesigned to best meet the challenges that impact customer relations. This is all the more true in today’s economic context, which is slowing down due to the war in Ukraine or even inflation. In a situation like this, companies experience a growing pains. To cope with this, tools such as CRMs must be optimized.

The strategies developed before these crises must also be re-examined. In fact, they are no longer adapted to the evolution of the macroeconomic situation and no longer meet the expectations of customers, which remain high. This is particularly the case with traditional marketing campaigns which contribute to channel saturation and a drop in engagement.

This has major consequences for the customer relationship. A disconnect occurs at three levels: customers, data, and people, especially employees. In this free reportHubSpot explains in detail the causes and impacts of this disconnection.


CRM, a fast-growing market

Despite the crisis and the major challenges that come with it, CRM remains a buoyant and promising market. In 2021, it generated nearly $51 billion worldwide. In France, the latest estimates indicated that the CRM market would exceed one billion dollars in 2021, with an average annual growth of 6.7%. This is a strong progression, especially when we know that CRM software became more popular later in France than in other regions.

These solutions are now favored by 68.6% of companies in France over other tools. However, many organizations continue to rely on a selection of tools tailored to specific needs.

The main objectives of companies adopting a CRM solution are more or less the same in France and the rest of the world: to promote alignment between teams, to create a coherent customer experience, to provide actionable information for marketing optimization … In France, the development of customer follow-up and the ability to make all the company’s departments active in customer engagement are among the least important objectives.

In addition to the goals to be achieved with a CRM, HubSpot also outlines the changes to be made to the solution to meet the needs of as many users as possible.

What will tomorrow’s CRM look like?

To meet the expectations of companies and face the new challenges of customer relations, publishers of CRM tools are repositioning themselves. Some are even reinventing the future of software by adding innovative technologies, such as artificial intelligence or blockchain.

New features are also emerging, such as predictive analysis. This allows companies to obtain highly reliable predictions. These innovations are made for the benefit of a “reconnection”, of a greater integration and above all, of an increased centralization of the customer relationship.

On reading this reportyou will have all the information you need to understand the use that will be made of the CRM in the years to come, and the objectives to which the software will help you meet.


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Report: What will be the objectives and functionalities of tomorrow’s CRM?

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