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The Business Case for Modern CRM Systems

CRM is a way to manage the relationships and interactions between a business and its customers, both current and future. Its main goal is to help businesses improve their relationships with their customers, streamline business processes, and increase profitability.

Many businesses do not understand the differences between modern and legacy CRM.

The focus of legacy or traditional CRM software is to nurture existing customer relationships. This can include outdated technology that is over 25 years old. It prevents companies from growing or creating the best customer experience.

Modern CRM is automated and focuses on retaining customers, converting leads easily, and building relationships that last.

Insightly The Modern CRM Checklist was created to help companies identify the key capabilities that are missing from their current software and needed to remain competitive. Insightly’s recent survey found that 79% are unhappy with their CRM software.

The Insightly Checklist helps companies assess their software platforms, and understand how CRM should evolve to meet changing customer needs. It can be used by firms to assess their requirements for features such as mobile access, customization, cost and security.

To remain competitive, businesses must now meet the high expectations of their customers. To achieve this goal, a seamless integration is required. personalized experienceAccording to Insightly, legacy CRMs are not compatible with.

“Many businesses are still using outdated systems and paying too much for them. Yet they are not getting what their customers need. This limits their ability to drive growth Anthony Smith, Insightly’s CEO, stated that “we must provide superior customer experience”.

Improve CRM with These Features

Smith pointed out that companies must address the needs of their customers in a timely manner. CRM platforms All eight of these features should be considered.

  • Low cost and predictable: Legacy CRMs can cost five times as much than the software itself because of their high initial costs and hidden costs.
  • Flexible and scalable: As business needs and sizes change, legacy CRMs become less useful. Modern CRMs offer platforms that are flexible, scalable and adaptable.
  • Low-cost customization options: There is no one CRM that fits all. A modern CRM offers simple options for customization that are included with the initial price. This means no additional costs or training is required.
  • Mobile access: It is important to have access to CRM on the go. The State of Marketing Automation Trend Report must allow employees to access their pipeline at any time.
  • Simple implementation, regardless of department or location: The fast-paced business environment of today leaves little time to spend on the time-consuming and complex CRM software training from years past. In-person training is not feasible due to remote working. Modern CRMs can be implemented in four to eight week. Legacy CRMs can take six to twelve months.
  • Simple integration with daily tools Earlier CRMs required exporting data to other business tools. Modern CRMs should easily integrate with your other tools.
  • Additional applications available: Modern CRMs include add-ons like marketing automation and customer service apps with integrations that are low- or no-code. These applications all share a common database and unified platform, allowing information to flow freely between teams.
  • Priority number one: Security is a major difference between traditional CRMs and modern CRMs. This was not a major issue when legacy CRMs were developed. Retrofitting old systems can be difficult. It is difficult to retrofit older systems.

State of Marketing Automation Report Highlights

Insightly’s State of Marketing Survey 2023 revealed that a majority of marketers (88%) do not automate the customer journey. Insightly CEO Chip House says that only 12% automate the customer journey.

“Very few professionals have everything done. Most of us are still trying to achieve that goal. “The message is that it is a work-in-progress for most people, and that’s OK. The key is to automate your journeys,” he told the CRM Buyer.


Users of marketing automation platforms still prioritize email marketing. These campaigns are the most expensive and time-consuming for marketers, followed by paid ads, social media and content marketing.

He said that automation allows marketers to measure the success of every delivery method and campaign by providing actionable insights. These insights would otherwise not be available or be siloed, making it difficult to analyze.

Marketing Automation Budgets Are Rising

House finds it intriguing that only 9% respondents indicated that their marketing automation budget would decrease. Two times as many respondents, 21%, said that their budget for marketing automation would remain the same. A staggering 70% of respondents reported that their marketing automation budgets will increase by 2023.

House stated that “this shows the power of marketing automation, which helps marketers do more with fewer resources, something more important than ever in this time.”

Insightly’s CMO also found it surprising that only 27 percent of the marketers surveyed said their marketing automation platform was easy to use. Those journeys — also known as workflows, drip, or nurture campaigns — should be the core of any marketing automation platform.

House stated that leading platforms offer drag-and drop journey building capabilities as well as complex if/then functions to optimize even the most complicated customer journeys.

Automation is key to growing pipelines

Many businesses are still feeling the strain of an economy that is causing layoffs and tightening consumer spending habits. House says that marketing automation is essential for staying on top of the competition, keeping in touch and generating revenue.

“We’ve seen first-hand how clients that implemented marketing automation improved their customer journeys through a strong communications and pipeline flow. He noted that some of our clients report two- or three-fold increases in revenue after launching marketing automation and CRM together.

It allows marketers to easily share relevant data with customers. This can increase revenue, foster brand loyalty, as well as provide the statistics needed for tracking campaign success. House says that businesses of all sizes can benefit from strategic marketing tools tailored to their needs.

In addition, an automated CRM system creates a roadmap for the sales and marketing team to collaborate to convert leads into actual deals. The data and information can be stored all in one location, so that any member of the team has instant access to key customer facts.


He added that the system not only saves time but also creates efficiencies and allows teams to easily identify where they should focus their energy.

Modern CRM creates marketing advantages

Automating tasks is a great way to reduce the amount of work required by marketers, especially when they are working in small teams.

House explained that by automating customer journeys and processes, marketers can plan strategically, build high quality campaigns and generate results. They also reduce human error and can use data to personalize a customer’s experience.

Marketing automation is a powerful tool that allows marketers to save money and increase revenue.

House stated that it was only logical that businesses would want to adopt the same tools as we do.

Automation is a necessity to remain competitive and relevant. Data on customers is a valuable asset that can be used to make better decisions and accelerate growth.

Do not ignore email

House stated that the good ol’ e-mail marketing is still an effective tool, and it’s by far the most used feature on a marketing platform. In some cases, we disregard email and focus on newer strategies like SMS, social media, or SEO.

Email marketing is a great way to get the most bang for your buck. He concluded that as long as marketing automation platforms keep providing more sophisticated features for email and more comprehensive metrics, the power of email will continue to grow.