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CRM trends 2022

What topics should you keep an eye on in the coming year? Which trends continue to prevail and what is new? Seamless interfaces, smart automation and sophisticated analytics – we have summarized five important CRM trends for you. Read how to focus on the interplay of key trends in 2022.

A study* shows that digital sales tools and data are instrumental in the success of sales reps. 87% perceive sales technologies as “important” or “very important”. Managers see modern CRM and sales intelligence tools as critical to their success*.

1. Integrations and interfaces for seamless transparency

Data is pure gold for any business. But how do you use them for more sales and the decisive competitive advantage? The customer data of every company will continue to play the supporting role in 2022. Systems need to be connected so that every detail and interaction with the customer is captured. This requires the ability to link the deployed solution with almost all necessary tools with little effort and to expand it with smart interfaces.

2. Project and team work across all borders

Home office, mobile working via smartphone or tablet is more important today than ever. 77% of sales managers use online sales calls more often than ever before*. This new way of selling will continue to gain traction in the coming years, making access to one’s work environment outside of the office critical. Use a CRM system with which you can work independently of location and still not have to do without any important data.

3. CRM without automation? Unthinkable in 2022.

With automations, companies can provide quality customer services while increasing business success. Thanks to smarter processes, internal processes also run much faster and with fewer errors. More and more companies are recognizing these benefits and are turning to CRM solutions for support.

For example, the use of chatbots can also be important to communicate with customers and automatically resolve helpdesk tickets. In marketing and customer service, you should also rely on automated email workflows, for example, to move prospects forward in the sales funnel.

4. Digitization must be practiced across all departments

Often, processes are not considered holistically and gaps in the digitization plan arise. This year has already seen strong support for the digitization of companies, but the sustainable establishment of the new ways of working must be lived with heart and mind in 2022 and beyond. This way, the CRM can be the focal point for all departments and teams. Not only sales benefit from a 360° view of the customer – the performance of marketing, service and support also rises to a new level and ensures enthusiastic customers.

5. Clever dashboards make analysis a key function

Sophisticated reports and dashboards provide organizations with critical analytics to identify issues, solutions, and opportunities early. The main objective is to obtain as detailed an overview as possible of the sales pipeline, customer satisfaction, sales figures and causes of potential problems. Market observation shows that the seamless evaluation of all data is increasingly becoming a decisive advantage in the acquisition of new customers and the support of existing customers.

In 2022, but also beyond, the use and, above all, the full benefit of new technologies and mature CRM systems will become state-of-the-art. Companies want to eliminate weak points and rely on automation to achieve profitable results and to be able to focus on crucial core tasks.

So don’t just focus on individual trends, but use the interplay of all of them to move you and your company forward.


How can helpful tools such as Echobot, Salesviewer, etc. be easily integrated? At the Digital Conference, our CRM expert Lars Bolender presented how a CRM system can be extended with ERP and other third-party systems with little effort. Watch the compact summary in the video now.

Vortrag: Streitthema Integration. So nicht!
Vortrag: Streitthema Integration. So nicht!