Sales Automation: Best Practices For CRM Impl...

Sales Automation: Best Practices For CRM Implementation in B2B And B2C Settings

Author Name : Karelov Mark

ABSTRACT This article explores current practices in implementing customer relationship management (CRM) systems to optimize sales pipelines in both B2B and B2C segments, with a particular focus on automating lead management and accelerating deal processing. The study draws upon a review of the theoretical foundations of CRM, case based analysis of successful CRM and ERP integrations, and analytical strategies aimed at boosting sales performance. Special attention is given to the challenges associated with CRM implementation, including technical and organizational barriers, data quality issues, and cybersecurity concerns, as well as to the future prospects of CRM development in the context of global digital transformation. The research methodology is based on literature review and case study analysis. The findings indicate that a comprehensive approach to CRM adoption significantly improves conversion rates, reduces time expenditures, and enhances the overall competitiveness of companies. The insights presented in this paper are relevant for both researchers and practitioners in the fields of business digitalization, sales management, and enterprise information systems who seek to optimize CRM integration strategies in rapidly evolving B2B and B2C markets. Moreover, the analytical lens and well-founded methodological conclusions may prove useful for professionals engaged in designing innovative sales automation strategies and improving companies’ operational efficiency.