Dynamic Duo: How CRMs With AI Are Revolutionizing Revenue Strategies

A CRM isn’t just a digital Rolodex — it’s the go-to revenue-managing tool.

A recent Conga report on overcoming inefficiencies found that 70% of organizations use a customer relationship management system, more than any other revenue management tool and ahead of data analytic tools (64%), enterprise resource planning software (54%), and workflow automation tools (46%).

(If only there was a CRM designed with many of those capabilities built into a single, unified system. Marketing Manager seems like a good name for such a magical unicorn. But I digress.)

(Source: Conga)

“Revenue professionals who are most confident in their revenue management use the broadest range of tools,” says the Conga report. “This could indicate that a broader set of tools enhances visibility into revenue insights, and can better address the nuances of complex revenue models.”

Conga found that organizations with fully integrated revenue tech stacks were more than twice as likely to be “extremely confident” in their revenue-capturing and managing abilities. The top challenges for those identifying and capturing revenue opportunities were time-consuming manual tasks (47%) and integrating data across all systems (34%).

With a quarter having already adopted AI and more than half (51%) “very likely” to be adopting it to improve such processes as revenue management over the next year, all sorts of applications will be made more efficient. In terms of managing revenue, 47% believe AI would be most useful for billing and invoicing, 47% for document management, and 42% for order fulfillment and management.

“Professionals surveyed are interested in using AI throughout the revenue lifecycle, showing awareness of AI’s many applications for billing and contract management: information discovery, content analysis, pattern and trend recognition,” the report says. “Instead of stand-alone replacement of human intelligence, AI is increasingly seen as capable of augmenting and accelerating teams’ contributions.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: