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CRM - Customer Relationship Management

What is CRM?

Customer relationship management (CRM) is a type of business customer management software that is designed to help organizations manage and improve their interactions with customers, clients, and other stakeholders. CRM software typically includes a range of tools and features for managing and tracking data and automating processes.

Some of the key features of a CRM system include:

  • Account management: tools for storing and organizing customer information, including contact details, demographics, and interactions.

  • Contact management: tools for managing and tracking interactions with customers, including phone calls, emails, and social media activity.

  • Product Management: tools for overseeing a company's product portfolio, including product classification and pricing to meet the needs of the customer.

  • Opportunity management: tools for tracking and managing sales leads and opportunities, including pipeline tracking and forecasting.

  • Order Management: tools for handling and tracking customer orders from initiation to fulfillment, including inventory management, payment processing, and shipping logistics.

What is the business value of a CRM?

The business value of a CRM lies in its ability to improve customer relationships and drive sales by providing a centralized platform to manage customer interactions, analyze customer data, and automate business processes, resulting in increased customer satisfaction, loyalty, and profitability.

Which teams can benefit from a CRM system and how?


A CRM system is fundamentally a sales tool used to improve the efficiency and effectiveness of operations, as well as to provide better visibility and control over customer interactions. By collecting and analyzing customer data, the sales team can gain insights into customer preferences and behavior, allowing them to tailor their sales pitch and approach to each customer's individual needs. It can help organizations to better understand their customers, identify new sales opportunities, and build stronger, more productive relationships.


A project delivery team can benefit from CRM software by enabling better project management, communication, and collaboration. With CRM software, project teams can track project progress, assign tasks, and share project-related information in a centralized system. They can also use CRM tools to manage client communications, track project budgets, and automate project-related workflows, reducing administrative burdens and increasing team productivity. Additionally, CRM software can provide insights into project performance and identify areas for improvement, helping project teams to continuously improve their delivery processes and increase customer satisfaction.

Resource Management

A resource management team can benefit from CRM software by gaining a more comprehensive view of their resources and optimizing their allocation. With CRM software, resource managers can easily view and manage their resources, including employees, equipment, and inventory, in a centralized system. This enables them to make better decisions about resource allocation and utilization, ensuring that resources are used effectively to maximize business outcomes. Additionally, CRM software can provide insights into resource performance and utilization, allowing resource managers to identify inefficiencies and areas for improvement, and ultimately increase operational efficiency and productivity.


CRM software can provide advantages to a finance team by automating and simplifying financial procedures, as well as allowing for a more extensive understanding of customer financial information. With CRM software, finance teams can automate tasks such as invoicing, payment processing, and financial reporting, reducing manual errors and increasing efficiency. They can also integrate financial data with customer data to gain a more complete understanding of customer financial profiles, enabling them to make better decisions about credit risk, payment terms, and pricing. Additionally, CRM software can provide real-time financial insights, helping finance teams to identify financial trends and opportunities, and ultimately improve financial performance.

Which CRM does Rodina Consulting choose to use?

Rodina Consulting is a Salesforce Partner. We use the Salesforce Sales Cloud CRM with Service Cloud and Marketing Cloud for our internal systems.

Salesforce offers a wide variety of different products and services depending on your business needs, including:

  • Sales Cloud: A CRM platform for sales teams, with features for managing leads, accounts, and opportunities.

  • Service Cloud: A customer service platform, with tools for managing cases, customer interactions, and knowledge management.

  • Marketing Cloud: A marketing automation platform, with tools for managing campaigns, email marketing, and social media marketing.

  • Salesforce CPQ: A sales tool that helps businesses automate and streamline their sales processes by providing a platform for creating accurate and consistent quotes, proposals, and contracts.

  • Salesforce Platform: A platform-as-a-service (PaaS) offering, which allows businesses to build and deploy custom applications on the Salesforce platform.

Why does Rodina Consulting choose to use Salesforce?

Salesforce is a pioneer in the field of customer relationship management software, having been the first to move the traditional customer management system to the cloud. Since then, Salesforce has continued to innovate and add new features and functionalities that have greatly enhanced the value of their CRM offering.

One of the most significant benefits of Salesforce is its promotion of configuration over code, which allows customers to make changes and updates to their system without incurring expensive development costs. This has made it possible for non-software builders to leverage the power of Salesforce's platform, which is also supported by a vast community of third-party applications. Salesforce also offers certification programs which allow for an accessible point of entry and contribute to the community of highly knowledgeable consultants and administrators available to assist with implementation and maintenance.

Salesforce's unique ecosystem is designed to be easily understood and used by everyone, regardless of their level of expertise. This philosophy is reflected in Salesforce's corporate values, which include equality, sustainability, innovation, and trust. These values are promoted not only by Salesforce but also by its partner relationships. Through initiatives like the One Percent Pledge, Salesforce encourages its partners to support non-profit organizations and give back to their local communities. Rodina Consulting has used this unique opportunity to support Jewish Vocational Services (JVS) by dedicating time and resources to provide Salesforce Fellowship Positions to JVS graduates.

Salesforce is considered best in class, as shown here by the


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