Your Guide to CRM Analytics for Sales and Service

Chapter 2

Bring data-driven insights into the flow of work

Data matters, but only if you can decipher and easily access it in your everyday workflow. Most companies have siloed data in multiple systems and often use traditional tools like spreadsheets to make sense of their data. This creates a disjointed experience for their employees who need to see multiple datasets in one place to get the full picture.

Data naturally lives everywhere. It’s increasing exponentially and is generated by nearly all of your systems. The average enterprise has 900 applications, and only one-third are connected. It takes 35 applications on average for just one customer interaction. It is no wonder that nine out of 10 IT leaders say that these data silos have created business challenges. (Source: 2022 Connectivity benchmark report)

The best CRM analytics tools address those challenges by infusing more curated insights into business processes and workflows. Plus, as each customer interaction generates more input, a wellspring of information feeds the CRM to build on existing insights. This improves customer engagement for employees across departments. With CRM analytics, all of that intelligence can be incorporated into the flow of everyday work, without having to change systems to see it.

Mariano Salatino, Vice President of Sales Operations at Avaya

How can sales teams identify clearer opportunities with contextual data?

According to the Salesforce State of Sales report, 77% of sales reps don't have enough time to seek out customer insights. By bringing data and analytics into their everyday workflows, salespeople can better forecast demand and manage sales pipelines anytime, all from one source.

Contextual, actionable, visual, and predictive insights from CRM analytics transform the CRM experience for sales. It can:

  • Drive productivity and consistent, repeatable sales execution across teams.
  • Make day-to-day selling easier by providing contextual sales engagement based on customers’ past actions.
  • Help newer sales reps gain experience with guided predictive insights.

How can service teams use data insights to improve service outcomes?

Service agents equipped with data from a CRM analytics tool can see a full history of customer interactions — including revenue profile, customer health and sentiment, and purchase history — that can inform upsell opportunities. This prepares agents to engage customers based on their unique needs.

A service agent with immediate, proactive insights into each customer’s history can resolve issues faster. Plus, visual components of the history can reduce the mental overhead of consuming and processing too much information as agents try to get a full picture of the customer.

When insights are all in one place, service agents can enjoy each interaction more and feel like superheroes for their customers. Agent satisfaction plays a key role in service productivity. Equipping service teams with the tools to bring data into their everyday workflows is the way to create happier customers and more productive staff.


With CRM Analytics, Stanley Healthcare brought together disjointed data and empowered sales to use it in the flow of their everyday work.

A division of Stanley Black & Decker, Stanley Healthcare brings data visibility, improved security, and operational efficiency to healthcare organizations. With the help of CRM Analytics, Stanley Healthcare was able to deliver sales-centric insights — including solution-based account analysis, stacked rankings, and true-versus-weighted pipeline measurement — to understand the unique variables impacting a rep's accounts.

Challenges of CRM analytics

Analytics tools that take the guesswork out of customer engagement.

When you’re in sales or service, your CRM is the center of your universe. But too often, analytics tools live outside of CRMs where sales and service teams spend most of their time. Context and tool switching can be tough and time-consuming. With CRM analytics, teams get the insights they need to engage with their customers, deliver solutions, and win more business with ease.

  • Get a complete view of the customer by combining CRM data with the rest of a company’s data.
  • Bring insights into everyday workflows with a complete source of truth for customers that is accessible to any department, anytime, anywhere.
  • Organized in easy-to-read dashboards, anyone at any skill level can find and interpret data and take the right action for both customers and the company.

Learn how Salesforce can help you bring data into the flow of work for any team in any department.


Up Next - Chapter 3: Power your business decisions with AI

Next, discover how AI can create a seamless sales experience for both reps and customers. And uncover the AI-powered predictions that will motivate service agents.

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