Techaisle Blog

Insightful research, flexible data, and deep analysis by a global SMB IT Market Research and Industry Analyst organization dedicated to tracking the Future of SMBs and Channels.

Salesforce for SMBs – The Power of Sales and Service Together on One Platform

My days of being critical of Salesforce and their SMB strategy are over. With the introduction of Sales Cloud Essentials and Service Cloud Essentials, Salesforce has once again become relevant for SMBs, especially for the very small (1-19 employees) and overall small business (1-99 employees) segments. For an SMB, CRM is not only – or even primarily – a system used to manage pursuit of new accounts. The most common use of CRM is as a means of organizing customer services. Techaisle SMB & midmarket survey shows:

  • 18% of micro businesses (1-9 employees) are using a cloud CRM solution
  • Cloud CRM usage within small businesses has increased by 31% in the last 1 year
  • 40% of small businesses are planning to use a cloud CRM solution in the next 1 year
  • 15% of micro businesses (1-9 employees) are using a cloud Customer services solution
  • Cloud Customer Services usage within small businesses has increased by 15% in the last 1 year
  • 49% of small businesses are planning to use a Customer services solution in the next 1 year
  • 73% of very small businesses (1-19 employees) using CRM are also using Customer services
  • 56% of very small businesses (1-19 employees) using Customer services are also using CRM

Sales & Service together for better customer relationship management

Small businesses often struggle with processes around customer relationship management – maintaining contact with past buyers, preparing for renewals or new product upgrades, informing them of service releases, etc. – and a CRM system provides a central means of scheduling and tracking these activities with/for each customer.

The improved visibility resulting from cloud-based sales and marketing automation systems has in turn illuminated the need for a better-integrated customer management and support processes. This insight is prompting increased investment in systems automating customer support tasks.

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SMB Cloud CRM adoption journey points to accelerated digital transformation

Techaisle’s detailed SaaS adoption survey tracked the current and planned buying journey of cloud CRM, ERP and other SaaS applications within SMBs and Midmarket firms. Cloud orchestration & digital automation have become essential ingredients for business transformation. Techaisle analyzed the extent to which use/intended use of each of these cloud applications is connected with other applications and whether they are part of a conscious effort for digital transformation. The two sets of figures below show past and planned CRM and its adjacent SaaS applications adoption journey.

The research reveals a very stark difference between the past cloud CRM adoption journey and the intended path after adopting cloud CRM for the first time. The past adoption patterns were seemingly random reacting to a specific point of pain, but planned adoption is deliberate keeping in view the business issues & IT challenges and taking giant steps towards a connected digital business.

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