CRM & Sales Tool Statistics

Your prospects are probably not ready to buy. Here’s how strategic lead nurturing can increase your sales, revenue, and profits

Sales Software

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The 2017 startup sales stack report examined almost 500 companies offering software tools for startup sales teams.

Importance of software by category:

  • Scoring out of 5, the categories considered most important to sales were Customer success (4.11), Lead Gen (4.10), Lead Engagement (4.08), CRM (4.04), and Marketing Alignment (3.98). (Bowery Capital, 2017)

  • Customer Success was perceived as the most important category but awareness of software solutions was just 20%, ranking 14th out of the 20 categories. (Bowery Capital, 2017)

Lead management software:

  • Lead Gen had the highest awareness of tools (78% awareness of the 19 tools in the category). For comparison awareness of the 16 CRM tools was 40%. (Bowery Capital, 2017)

  • Lead Gen also had the highest ‘would not use’ score of 78%, 30 points higher than the next worst category, Contracts & Billing. (Bowery Capital, 2017)

  • Categories with the greatest knowledge of software solutions within that category were Lead Gen (78%), CRM (40%), Lead Intel (34%), Outreach Management (33%), and Email Intel (32%). (Bowery Capital, 2017)

  • Only CRM & Lead Engagement had usage levels that reflected their perceived importance. (Bowery Capital, 2017)

  • The most used tools in CRM, Lead Engagement, Content Sharing, and Data Automation had usage of over 60%. (Bowery Capital, 2017)


Learn how to choose the best CRM for your company and how to use it to manage your pipeline.

CRM in industry:

  • The CRM software market is expected to grow to a $36.5 billion market worldwide in 2017 (Forbes)

  • 65% of businesses adopt a CRM within their first 5 years. (Capterra)

  • The top 4 CRM solutions dominate 75% of the market. The top CRM accounts for 25% of the market. (Capterra)

  • 73% of CRM solutions are web-based and 27% on-premise/installed. (Capterra)

  • Average CRM spend for businesses is $150/user. 61% spend over $50 per user per month. (Capterra)

  • A study by the Gartner Group found that businesses spent nearly $20 billion on CRM in 2013. The adoption rate by end users, however, was less than 50 percent.

Benefits of CRM for business:

  • A CRM can deliver a ROI of $8.71 for every dollar spent in 2014, a 56% increase from $5.60 in 2011. (Nucleus Research)

  • Sales reps saw productivity increase by 26.4% upon adding mobile access to their CRM application. (Nucleus research)

  • Achieved sales quotas for mobile CRM is 3 times that of non-mobile (65% v 22%). (Satish Kumar)

  • A recruitment service had an 87% increase in new hires after switching from an excel spreadsheet and a diary to a dedicated CRM. (Employability Galway)

  • Across 355 leading B2B sales teams sales development reps who make 12 contact attempts (instead of the average 8) perform 16% better (The Bridge Group)

  • 53% of top-performing companies are investing in CRM to drive sales productivity. - (Brainshark)

  • CRM software had the biggest impact on customer retention rates and customer satisfaction rates, according to respondents. (Capterra)

  • 47% of polled CRM users said customer satisfaction was significantly impacted by their CRM in 2015

  • A CRM can increase revenue by 41% per user. (Trackvia)

  • CRM had the most impact on customer retention (47%), customer satisfaction (47%), Revenue (45%), and upselling/cross-selling (39%). (Capterra)

  • CRM system adoption increases sales by up to 29%. (Salesforce, 2013)

CRM usage:

  • 22% of salespeople don't know what a CRM is. (HubSpot, 2016)

  • 17% of salespeople cite manual data entry as the biggest challenge using their existing CRM. (HubSpot, 2016)

  • Only 21% of salespeople consider their CRM software's integration capabilities with marketing software or other tools to be high quality. (HubSpot, 2016)

  • 40% of salespeople still use informal means such as Microsoft Excel or Outlook to store its lead and customer data. (HubSpot, 2016)

  • 29% of salespeople are spending an hour or more on data entry each and every day. (HubSpot, 2016)

  • In 2014, 74% of users said their CRM system offered improved access to customer data. - (Ringlead)

  • InsideCRM found that 55% of sales reps named ease of use as the most important feature for them.

CRM Issues:

  • 85% of companies that buy CRM software to automate sales do not pick the right tools because they fail to define business objectives or to develop processes for meeting objectives. (Gartner)

  • 85% of companies that buy CRM software to automate sales do not pick the right tools because they fail to define business objectives or to develop processes for meeting objectives. (Gartner)

  • “People” issues are the biggest challenge to a successful CRM implementation. These “people” issues fall into three distinct categories: slow user adoption (49%); inadequate attention paid to change management and training (36%), and difficulties in aligning the organizational culture with new ways of working (15%). (Forrester)

  • 11% of CRM users are dissatisfied. Lack of features and high price account for 73% of the dissatisfaction. (Capterra)

Tactics that have worked best within lead nurturing programs

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