Measuring ROI on Your New CRM System: Metrics You Need to Track

May 24, 2023

Measuring ROI on Your New CRM System with the Right Metrics

Customer Relationship Management (CRM) systems can be a game-changer for businesses of all sizes, streamlining sales, marketing, and customer service efforts. However, it's essential to understand how to measure the return on investment (ROI) on your CRM system to ensure it's providing the value you need. This article will guide you through the essential information you need to track and the key metrics that will help you determine the ROI of your CRM investment.

Why Measuring CRM ROI is Essential

Investing in a CRM system can be a significant expense, and organizations need to ensure that this investment is paying off. Measuring the ROI of your CRM system is crucial to understanding how it is impacting your business, as well as identifying areas for improvement. Tracking the right metrics can help you make data-driven decisions, optimize your CRM strategy, and ultimately, deliver better results for your business.

Defining Your Objectives and Goals

Before you can effectively measure the ROI of your CRM system, you need to have clear objectives and goals in place. These goals should align with your overall business strategy and should be specific, measurable, attainable, relevant, and time-bound (SMART). Examples of objectives could include increasing sales revenue, improving customer satisfaction, or reducing the time it takes to resolve customer queries. Having well-defined objectives will make it easier to identify the relevant metrics you need to track to measure your CRM's success.

Key Metrics for Measuring CRM ROI

There are several key metrics that you can use to measure the ROI of your CRM system. These metrics will vary depending on your specific objectives and goals, but some of the most common include:

1. Sales Metrics

If one of your main objectives is to increase sales revenue, you'll want to track sales-related metrics to measure the impact of your CRM system. Some common sales metrics include:

  • Conversion rate: The percentage of leads that turn into paying customers.
  • Average deal size: The average value of each sale.
  • Sales cycle length: The time it takes from initial contact with a lead to closing a sale.
  • Close rate: The percentage of sales opportunities that are closed successfully.

By monitoring these metrics, you can evaluate how your CRM system is impacting your sales team's performance and identify areas for improvement.

2. Customer Service Metrics

Improving customer service is another common objective for implementing a CRM system. To measure the impact of your CRM on customer service, consider tracking metrics such as:

  • First response time: The time it takes for a customer service representative to respond to a customer query.
  • Average resolution time: The average time it takes to resolve a customer issue.
  • Customer satisfaction score (CSAT): A measure of customer satisfaction with your service, usually gathered through customer surveys.
  • Net promoter score (NPS): A measure of how likely customers are to recommend your business to others, also gathered through customer surveys.

These metrics can help you determine if your CRM system is improving customer service, leading to increased customer satisfaction and loyalty.

3. Marketing Metrics

CRM systems can also play a vital role in streamlining your marketing efforts. To measure the impact of your CRM system on your marketing initiatives, consider tracking metrics such as:

  • Lead generation: The number of new leads generated through your marketing efforts.
  • Lead quality: A measure of the potential value of each lead, usually based on demographic and behavioral data.
  • Email open and click-through rates: A measure of the effectiveness of your email marketing campaigns.
  • Marketing automation success: The ROI of marketing automation campaigns, which can be calculated by comparing the revenue generated by the campaigns to the cost of running them.

These metrics can help you assess the effectiveness of your marketing efforts and make data-driven decisions to optimize your campaigns.

Calculating CRM ROI

To calculate the ROI of your CRM system, you'll need to compare the benefits gained from using the system to the costs incurred. You can do this by following these steps:

  1. Identify the benefits of using your CRM system: Calculate the increase in sales revenue, customer satisfaction, or any other benefits that can be attributed to your CRM system.
  2. Calculate the costs of your CRM system: These costs can include software licensing fees, implementation costs, ongoing support and maintenance fees, and the cost of any additional resources required to manage the system.
  3. Calculate the ROI: To determine the ROI of your CRM system, divide the total benefits by the total costs and multiply by 100 to get a percentage. For example, if your CRM system generated $100,000 in benefits and cost $50,000, the ROI would be (100,000 / 50,000) x 100 = 200%.

By calculating your CRM's ROI regularly, you can assess the value your CRM system is bringing to your business and make any necessary adjustments to improve its performance.


Measuring the ROI of your CRM system is essential to ensure that your investment is paying off and contributing to your business's success. By defining clear objectives, tracking the right metrics, and regularly calculating ROI, you can optimize your CRM strategy and deliver better results for your business.

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