Business process quality has a direct impact on the success of an organization. CRM systems facilitate this process, starting with identifying potential business opportunities, through activities which turn the opportunities into trades and finally, until the conclusion of the trade itself.

The real reason for the most market losses lies in the quality of the business process, and might be identified by some or all of these key issues:

People with a decision-making influence were identified or contacted too late.
The sales team's work was uncoordinated.
High-quality resources were wasted because of inadequate qualification of the project.
Weaknesses of the offer were deemed insufficient by the customer.
Excuses are used instead of learning from mistakes.

Leads - potential business opportunities

Most implemented CRM systems generally allows recording of potential business opportunities (Leads). For organizations, it is important to know the source of these opportunities, contact and related information that can be immediately or in the future used for further steps to acquire new customers. Potential opportunities are accumulated in the CRM system based on marketing and public relations activities, as well as direct addressing (e-mails, forms on the web, etc.). Such information is an effective source of work for the sales team.

Opportunities - business opportunities

A member of the sales team has a direct opportunity to deal with commercial activities recorded in the CRM system, to communicate through the system with other colleagues in dealing with the most appropriate approaches to customer acquisition or to trade a commercial opportunity (Opportunity). Addressing key challenges in this process and flexible use of information from similar trades is rapidly increasing the probability of winning. CRM system thus plays a vital role as a tool for communication, recording, archiving, distribution of tasks and sharing of information.