Sales & Marketing Tech

10 CRM Features and Why You Need Them

By | 7 min read | Published ; Updated on

With hundreds of CRM software options out there, how do you know which features and functionalities to prioritize in your software selection?

For a successful business, it doesn’t get much more essential than customer relationship management. This crucial, time-consuming, and tedious task is also prone to human error.

We’ve all suffered on the customer side of things, bouncing around from sales rep to sales rep, gritting our teeth through redundant questions, as information falls through the cracks.

It can make for a very bad first impression with a prospect, which is something your small business can’t afford.

Luckily, there’s software for that.

What is CRM software?

Customer relationship management (CRM) software helps automate and manage the customer lifecycle for sales and marketing departments. CRM software consolidates customer information into a single repository so users can better organize and manage relationships, automates common processes, and provides tools to monitor performance and productivity.

Why do I need CRM software?

Good customer relationship management (CRM) software enables your business to better manage customer interactions, provide support, and maintain relationships through reliable systems and processes. It also integrates organizational processes across marketing, sales, and customer service with functionalities and features that can strategically serve key initiatives across departments.

CRM software offers three major benefits for your business:

  1. Easy access to customer data. Customer relationship management systems include searchable databases that allow users to access client and prospect information during meetings. Some solutions let users sync information across multiple devices, providing the most up-to-date customer information from any access point.
  2. Streamlined processes through automation. CRM software lets users standardize workflows and processes associated with sales, marketing, and customer support to improve coordination between these teams.
  3. Actionable insights into business performance and customer behavior. Some CRM software vendors offer analytics functionality, where users can create customizable dashboards and reports based on customer data. These reports help in segmenting customers, tracking revenue, and managing a marketing campaign.

Want a deeper dive into what CRM software is and why it’s beneficial for your business?

To reap those benefits, you need to select a tool. There are hundreds out there, varying in features, functionality, and price.

This video walks through what some of the key features are and how having them in your toolbox empowers your business.

Like many choices (in business, and in life), when deciding which CRM software to invest in, knowledge is your best friend. Let’s break down the 10 core, common, and optional CRM features you’ll encounter in your software search.

10 core, common, and optional CRM features

Core CRM features:

What makes something a core feature? Core features make or break a system’s inclusion in the CRM category; these features should be standard across all CRM software.

Any reputable CRM solution will offer the following three core features:

1. Contact management

Stores contact information such as names, addresses, and social media accounts in a searchable database.

Key considerations: While all CRM software offers contact management functionality, you’ll want to look for a layout and usability that make sense to you. How are the fields laid out? Does it feel easy to use and logically organized?

2. Interaction tracking

Add notes and track interaction history to document conversations with specific contacts.

Key considerations: As you compare shortlisted solutions, think about how many times a prospect will change hands as they move through your sales funnel. You want to choose a CRM platform that allows all necessary parties to collaborate.

3. Lead management

Manage the process of converting prospects into potential customers (leads) by identifying, scoring, and moving leads through the sales pipeline.

Key considerations: Similar to the contact management feature, the key here is ensuring that the lead management process in your CRM tool of choice flows and transitions in a way that makes sense for your business, and your team. Ask a sales team member to look at this feature with you for all software on your shortlist.

Common CRM features:

What makes something a common feature? Common features show up in the majority of systems on the CRM market, but not all of them. These features often indicate a more robust CRM system, rather than a basic plan or offering.

Common features are where we start to see real diversity among software offerings. Take a look at these five CRM features and decide which are imperative to your company’s goals:

4. Email integration

Integrate with email such as Gmail, Outlook, Yahoo, etc., allowing for management and segmentation of contact lists, as well as a centralized hub for internal cross-collaboration.

Key considerations: Think about how your team primarily communicates. If they’re not used to collaborating within an app, you may want to prioritize CRM software with email integration capabilities.

5. Document management

Collect, upload, store, and share documents in a centralized location, making it easier for everyone involved to access information.

Key considerations: Document management is a great CRM feature if you have a large team involved in your marketing and sales funnel. A centralized hub for important documentation can go a long way toward ensuring all team members are in the know, and promotes a smooth, consistent experience for your customers.

6. Quotes/proposal management

Create and send quotes or proposals to customers.

Key considerations: How much your business prioritizes this particular CRM function probably comes down to the kind of work you do. If the nature of your products/services often requires some back and forth over contracts and proposals, then centralizing that process within your CRM software is a handy, helpful feature.

7. Pipeline management

See an overview of your entire sales pipeline as well as the status/progress of each individual stage in the sales funnel.

Key considerations: If you have a longer sales funnel, it might be a good idea to prioritize this feature as you shop for CRM software. Having a bird’s-eye view of the whole funnel will help keep prospects from stalling out or falling through the cracks.

8. Workflow automation

Automate repetitive tasks by creating workflows that trigger actions or send follow-up reminders for next actions.

Key considerations: Workflow automation is often a CRM software feature available as an upgrade. While you’re shopping for software, consider how much automating repetitive tasks within the sales funnel would free up team members to complete more nuanced tasks. Is that benefit worth the extra cost?

Optional CRM features:

What makes something an optional feature? Optional features aren’t common across CRM systems, and can set certain software offerings apart from others within the category or distinguish it as the best fit for a unique niche.

If one of the below features is a must-have for your business/niche, adjust your CRM search to exclusively focus on tools that offer this CRM function.

9. Reporting/analytics

Get routine summary reports of sales figures or sales rep performance (e.g., on a daily, weekly, monthly, etc., basis).

Key considerations: With reporting and analytics functionality, you gain the ability to run reports based on factors like geography, funnel stage, and even individual sales reps. This kind of detail allows you to effectively troubleshoot problems as they arise and maintain an in-depth understanding of your entire sales process.

10. Sales forecasting

Generate predictions for future sales figures or projected revenue based on past and present data/trends.

Key considerations: Want the ability to use your existing data to make predictions about upcoming quarters and even new territories? Forecasting functionality puts your data to work for you, empowering you to make objective and informed decisions about the future of your company.

Shop for strategic features and functionalities

Every business is different! Think about your unique sales team and sales process as you shop for the best CRM software for your small business. And while you’re at it, don’t forget to think about how that software will integrate with any existing marketing automation, email marketing, and social media marketing software you already use (or look for CRM software with these capabilities built-in).

You can also search Capterra’s database of CRM software and use our filtering tool to search for software that include your desired features.

Is budget a limiting factor in your software selection? Check out Capterra’s 7 Best Free and Open Source CRM Software Options.

Looking for Customer Relationship Management software? Check out Capterra's list of the best Customer Relationship Management software solutions.

About the Author

Lauren Spiller

Lauren Spiller

Lauren Spiller is a Senior Content Writer at Capterra, covering customer management, customer service, and customer experience with a focus on customer acquisition through SEO. She has an MA in Rhetoric and Composition from Texas State University and has presented her work at the European Writing Centers Association, Canadian Writing Centres Association, and the International Writing Centers Association conferences. She is currently developing content for a workshop series on SEO writing. She loves to cook and spend time outdoors around Austin, Texas.

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Comment by Anil Kumar P. on

Hi Cailey,

That was an awesome, informative article.
It pretty much covers everything that a CRM can do and more. Though many brands have made the cut, you could consider mentioning since it is way beyond the standard CRM and offer much more even on the freemium plan.

Do let me know. Thanks

Comment by Jayesh Kanzariya on

Wonderful reading Cailey. You have covered almost all important features of CRM that sales reps use for getting the effective results. For sales automation, you have covered some of the major players in the industry, but I believe Salesmate ( is also one of the leading players these days. I am sure that no other CRM can beat its price range and the features.

Comment by Darya Yermashkevich on

Thanks for a comprehensive overview of possible CRM capabilities and tools! Some of the features Cailey mentions in the article are required by those enterprises that start to view their CRM software not just as a sales automation tool but as an assistant in multiple managerial tasks. In this regard, I think a CRM can be of great help for sales management, sales and marketing alignment, proactive strategic management and even protection against new aggressive competitors. This article describes this idea in detail:


Comment by Victor Iryniuk on

A great article, Cailey!

Yeah, a modern CRM has a lot of ground to cover 🙂 I’d say that an email integration is one of the crucial features for establishing and keeping up the relationships. We at NetHunt have built a whole system around this actually.

Also, a pipeline view. While nothing particularly flashy about it, it’s always better to see the broader picture of your deals and communication with potential clients. Some CRMs are just glorified contact lists no better than an excel spreadsheet.

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