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Yes! You Really Need CRM!
Blog / All About CRM / May 28, 2019 / Posted by Nikolaus Kimla / 5343

Yes! You Really Need CRM!


I find it almost unbelievable that I need to say it. But today, nearly 30 years after the first CRM system hit the market, it’s still true, and there seems to be many companies who have not gotten the message: yes, you do need a CRM! This article—and the next 2 in this series—are designed to show you exactly why.

Welcome to the Digital World

To begin with, we are all now living square in the middle of the digital world. If you want an example of just how true this is, leave your smartphone at home for a day. Anyone who does so will probably go crazy after awhile. Just watch someone who has lost their phone, and how frantic they get.

Smartphones have come a long way from simply being phones used for calling. In fact, I would venture to guess that 80 percent of smartphone users are not using them for calling, but for many other tasks—searching for open tables at restaurants, placing reservations, renting cars, shopping, booking flights, playing games, listening to music, and even watching TV, sports and movies. There are tens of thousands of apps out there, some more useful than others.

Guess what all of that is? Digital! It’s all interconnected—otherwise, we couldn’t use it. That’s why, when we take a smartphone away from a user, they become seriously depressed and lost.

Business Processes

In this digital world in which we’re living, a smartphone is just one component of the whole system. A business is a part of that system—and a company without a digital process is not long for this world.

Even the IRS has become wise to the digital age and has exact processes. Most tax returns are not submitted hard copy any longer—they are electronically submitted and go through complex processes with the IRS.

Companies that don’t have some kind of process can be very annoying. You arrive, and you’re asked for your name, your phone number, your address, and so on—every time you show up. After a while you say, “I’ve been here four times! You should know these things!” As a customer, you can become very perturbed.

An example of exactly the opposite is Amazon—their digital processes are amazing. I’m a big fan of Amazon Fresh because I no longer have to make regular trips to the store. For example, I get my weekly 4 gallons of milk, required for my family, delivered. Beyond not having to carry them, I’m saving in three ways—time, money, and gas for my car.

Amazon is a shining example of how rapidly customers will change their habits if they see a benefit.

Following Amazon’s example, every company must have processes.

Company Infrastructure

Using processes, businesses must create an infrastructure for themselves. Such an infrastructure must include a perfect infrastructure for its customers.

What is at the core of such an infrastructure? It is a CRM. It is that CRM that makes it possible for your company to continue to interact with and service customers—and without it, you have no customers. You can have the best booking system in the world, but if you have no customers, you don’t need a booking system. You can have Quickbooks, but if no one is buying your product or service, you won’t care about Quickbooks. And if you have no customers, you have no revenue, because only customers bring revenue.

Tracking Customers

It is only a CRM solution that makes it possible for you to accurately track your customers. If you only have 10 customers, perhaps you can track them in your head. But 100 or more? Forget about it.

You must know about their buying behavior, their contact details, your communication history with them, and what kinds of products or services they have purchased. And it goes beyond simply knowing about the customer—you need to know how you can support them, for if you don’t perfectly support a customer, you lose them.

Once again, all of this is digital!

All of your company processes should interact with each other. When you have a sale pending, you know if inventory will support the deal, and when the deal goes through you know how your stock has been impacted. You know when the customer pays. You know if the customer has any issues requiring support.

All of these processes must be geared around the customer and must be smooth, without any hiccups. All of that happens through CRM, so if you have no CRM, you have no 360-degree view of that customer, and you’re lost. You have no future. Maybe you can survive for a time, but sooner or later you’ll go down. You’ve shot yourself back to the Stone Age.

Today’s Drastic CRM Difference

Back when CRM systems were initially developed, they might have been called “Customer Relationship Management” but they were not really designed for managing the customer—they were designed to manage (and control) salespeople. Through CRM, sales managers were (figuratively) constantly chasing salespeople around. That’s why salespeople, for many years, have hated them.

I was always against that approach, so 11 years ago when I began development for Pipeliner CRM, I made sure it didn’t work that way. In the last few years (in no small way because of Pipeliner CRM), CRM is no longer targeted at managing salespeople. CRM is all about helping customers and assisting salespeople to do a better job in servicing customers.

Servicing a customer means having and understanding a 360-degree view of any customer: purchases, invoicing, service, support, communication, the account manager, marketing materials provided, and much more. That’s all reflected in CRM.

CRM not only becomes crucial, but it is also the driving force of sales. If you’re not implementing a CRM system, you’re not growing your company. Every company without a CRM will, sooner or later, go the way of all flesh. When you’re regularly losing a percentage of your business, without a CRM you won’t even be aware of it. One day you’ll come to work and there won’t be any more business.

So, Do You Really Need It?

If someone today asks me, “Is there a need for CRM?” I would answer, “It’s not a need—it’s an urgency.”

I still run across companies that don’t quite believe it. Back when the first automobiles were arriving on the scene, there were those who didn’t believe in them, either. They invested further in their horses—in people to take care of them, and in stables. When the motor vehicle really took hold, such people were rapidly forced out of business.

Today, lack of technology adoption has a much more rapid effect. Do you realize that the smartphone has only been around for about 10 years? That’s nothing in terms of time. But today people won’t live without them.

So yes, CRM is absolutely vital.

In the next two articles, we’ll go into the details of selecting and implementing CRM.

About Author

CEO and partner of and the uptime ITechnologies, which I founded in 1994 and has since played a significant role in the development of the IT-environment. pipeliner is the most innovative sales CRM management solution on the market. Pipeliner was designed by sales professionals for sales professionals and helps close the gap between the requirements of C-level executives for transparency and the day-to-day operational needs of field and inside sales. I am also the founder and Initiator of the independent economic platform GO-AHEAD!, which orientates itself on the principles of a free marketplace in terms of liberal and social responsibility. Connecting people, the trust of business leadership in terms of values such as freedom, self-responsibility, and entrepreneurial spirit, and strengthening their awareness in order to create a dynamic boost within the economy triggered through spontaneity, all stand for the initial ideas surrounding GO-AHEAD! I studied in Los Angeles and Vienna and received my Masters's Degree in 1994. I am married and have 3 children My Specialties are in: Sales Management, Sales CRM Software, CRM Cloud Solutions, SAAS, Business Strategy, Software Development, "Pipeline Management", Social responsibility, outbound sales, b2b sales, inside sales, sales strategy, lead generation, sales process, entrepreneurship, coaching, mentoring, speaker, opportunity management, lead management, Austrian School of Economics

Author's Publications on Amazon

This is a practical manual covering the vital subject of Sales Management. I firmly believe that sales are the most important profession for dealing with today’s turbulent world and Econo my, for salespeople create wealth and produce peace. But salespeople need a competent, stable leader—and…
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Inside this eBook, you’ll discover a series of chapters dedicated to some of the most important areas facing sales today. From the sales process definition to measurement, lead generation, and proven sales techniques, this comprehensive eBook will provide you with the information you need to…
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A common term in sales today is EQ, which stands for “emotional I.Q.” It means the skill a salesperson has in reading emotions and utilizing them in sales. It means empathy and a number of other abilities. The short version is, it’s an I.Q. when…
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People are smart to question the future of automation, for it has become part of everything we do. With the quantity of applications and technology around us, we yet still crave more. We become convinced of its power when our package is delivered from Amazon…
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Sales management isn’t a simple subject by any means. But at the same time, it does have some basic and somewhat simple fundamentals—and that is what we are bringing to you with this book. First come pain points of sales management, and how to overcome…
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Today the Internet has transformed a seller's market into a buyer's market and author Nikolaus Kimla states that the role of sales has never been more crucial. It is now time to give salespeople the role they factually can play: entrepreneurs within the enterprise. They…
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This is our public declaration of the intentions behind Pipeliner, and our objectives and motives for the product and for our company. Behind the development of that CRM application and, in fact, behind everything we do, we have a real cause. The story begins with…
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For the future, there must be a perfect balance of humans and technology. You have to have the perfect technology, andthen the perfect human being in application, performance and presentation. Today and into the future, it’s a 50-50 balance. In the past it was perhaps…
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The salespreneur is based on the concept of the entrepreneur. Before we can explain the salespreneur, you have to have some understanding of the entrepreneur. The entrepreneur plays a crucial role in any economic system. The entrepreneur seeks out information that can be utilized for…
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A seasoned captain would never leave port without a competent navigator. In a similar way, a sales manager might be a total ace at "commanding the ship" – at inspiring and coaching sales reps, pointing out and getting agreement on making quotas, and keeping everyone's…
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Comments (4)


Theophilus Onojetah commented...

Having CRM cannot be overemphasized for any company or organisation interested in remaining in business and keeping up with growing technology. I love what Nikolaus Kimla said about one being without a smartphone for a while; it’s like be cut off from the world and lead to depression. Having a mobile phone without data is like having a company system that’s not functional too.


Gaynor Eloff commented...

30 years ago, a landline was essential for any sales business. Today, with smartphones, the business does not need an office. Your computer, landline and pipeliner hybrid CRM app, is all the office equipment you need.


Ihemeje OnyeKachi commented...

CRM is a foundamental process in sales! Its unfortunate that Africa and busnesses within the continent appears to be playing catch up on the utilization of CRMs. I will definitely be sharing those blog post.


Adewale Arobani commented...

Pipeliner CRM is notably a sales service edge given to users to help manage customers/business and integrate all sales processes thereby making sales pull through.from implementation to the very close of a transactionl,you monitor sales activities.meaning, you are able to plan,manage and forecast based on the AI incorporated in CRM pipeliner software. it remains a formidable sales tool if you must maximize business/customer activities.

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