In the age of digitization only more and more business technologies emerge, and in the sales field the technologies are plentiful. CMS, DAM, ERP, CRM etc. – the list of options seems to be endless. It only makes the purchase decision harder that technology investments often rime with huge costs. This means it can be a matter of millions to select and implement the right solutions in your organization. A confusion sales reps often meet in Napp is the distinction between CRM and Sales Enablement. Therefore, we are bringing it up in this article to clarify how the two technologies differ, and why they are even stronger together than separately.

What is CRM?

The term CRM or Customer Relationship Management most often refers to software that helps companies manage their relationships with current and potential customers in order to increase sales. A CRM contains information about prospects, leads and customers – the entire sales pipeline – and the history of interactions with the individual accounts.

What is Sales Enablement?

Sales Enablement is many things, but the term most often refers to technology that supports sales reps in encounters with prospects, leads and customers. Sales Enablement solutions help sales reps present relevant information and provide clients with a great buying experience, which ultimately increases sales. An important success criterion of the Sales Enablement solution is its ability to create sales and marketing alignment and make the two departments collaborate, to ensure that marketing creates relevant content that enables sales reps to have relevant conversations with customers.

How does CRM and Sales Enablement complement each other?

CRM and Sales Enablement are two different technologies, but they share their purpose: They are both technologies that sales reps use in their everyday to have meaningful interactions with customers while working effectively towards closing more and better deals. But that does not mean you have to choose between one or the other – on the contrary.

When CRM and Sales Enablement are integrated, they have great potential for complementing each other: An integration allows your data to be synced from the CRM to the Sales Enablement platform and vice versa. That saves your sales reps a lot of time on administrative tasks, because they only need to update information in one place instead of switching between platforms.

Furthermore, integrating your CRM into your Sales Enablement platform can increase your ROI on both technologies. CRM and Sales Enablement platforms often represent great costs to the organization, and it is crucial that sales reps use them and perceive them as useful in order to get a return on the investment in these technologies. By integrating the two, you encourage adoption by making it even easier for your sales reps to implement CRM and Sales Enablement into their workflows.

In Napp we emphasize the synergy between CRM and Sales Enablement by showing how Napp supports sales reps in the meeting with clients, whereas the CRM support sales reps before and after the meeting. By integrating your CRM with Napp, you connect the sales reps’ activities before, during and after meetings to provide the full picture of your opportunities. You can learn more about how Napp works here or you can reach out to us for a personal demonstration of the platform.

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