CRM COMO FERRAMENTA ESTRATÉGICA COMERCIAL: ANÁLISE DE IMPACTO EM TAXAS DE CONVERSÃO E RELACIONAMENTO COM O CLIENTE EM UMA ASSESSORIA DE MARKETING EM CAMPO GRANDE - MS

Abstract

The objective of this study is to analyze the positive effects of implementing a Customer Relationship Management (CRM) system in optimizing customer relationships and increasing conversion rates in the sales funnel of a digital marketing consultancy company based in Campo Grande, MS. The research adopted a combined methodological approach, involving bibliographic and descriptive research, with a particular focus on extensive data collection anchored in key performance indicators (KPIs). Data collection was conducted directly through the CRM system used by the company, allowing for an accurate assessment of commercial practices and customer relationship strategies. The KPIs analyzed include the volume of opportunities generated, effectiveness of Sales Development Representatives (SDRs), daily activities performed in the CRM, conversion rates at different stages of the sales funnel, reasons for lost opportunities, "No Show" rate for meetings, response time to requests, sales cycle duration, churn rate, and average sales ticket. The strategic definition of the Ideal Customer Profile (ICP) by the company also played a significant role, effectively guiding marketing and sales actions and amplifying the results achieved. The study demonstrated how the implementation of a CRM system, can become a strategic asset, significantly contributing to increased conversion rates and overall commercial performance improvement of a company.