CRMsystems are basically there to support the sales process and, in particular, facilitate relationship management. But relationship management has taken on a completely different meaning with the advent of the internet and the changing purchasing behaviour of consumers, both B2C and B2B. What now?

Nowadays, those who are looking for a service or product orient themselves online. In doing so, we check review sites and inform acquaintances about experiences with these products and services. If possible, we even purchase the product directly online, without any personal contact with a seller. Relationship management in 2020 seems completely different from relationship management in 2000.

From sales to facilitation

With all technological developments and changing consumer behaviour, there is a shift from rock-hard sales to marketing. From sales to lead generation and facilitating consumers. Social selling is the order of the day. Make sure potential consumers quickly find the right information about your product or service and make sure that this information is clear. Be accessible and make it as easy as possible for them to purchase your product or service. Then also give customers the confirmation and confidence afterwards that they have made the right choice.


In this age ofthe social internet, marketing and sales will have to work closely together, if they didn’t already. Marketing collects data about the consumer at the different stages of the customer journey and sales are in check when sales can almost certainly be closed. The sales department then links any customer feedback back to marketing.

crm, relationship management and marketing

The right data

Thanks to the social internet, marketers can collect endless data about (potential) consumers and their needs. In fact, the data is often personalized and allows us to connect with those consumers at the right level. The data resulting from marketing automation systems (MAPs) are therefore very valuable for relationship management. For example, interactions on the Internet established by MAPs provide the seller with information about who has been on the website or social media channels and what content they found interesting. As a seller, you can respond to that and take advantage of it. Then it’s up to the seller to link feedback back to marketing so that future efforts can be even better tailored to customer needs.

Where Marketing automation platforms support the purchasing process, CRM systems are still indispensable for an effective sales process and customer-oriented relationship management. Both systems complement each other and are of great importance in order to achieve the business objectives.

Want to know more about how Archie CRM can support your organization in your relationship management and provide the right link between marketing information and CRM systems? Feel free to contact us!