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Key Challenges in B2B Sales and How CRM Solves Them

Navigating the landscape of B2B sales can be quite challenging as businesses struggle with various aspects like lead generation, customer retention, and more. However, CRM has entered the scene to assist businesses in building and managing their relationship with their customers.

In this article, we’ll look at various B2B sales challenges and how CRM solves them.

Let’s dive in!

What B2B Sales Means?

B2B sales is the sales of products or services to other businesses. In B2B sales, since the consumer is not an individual customer, there are various decision-makers, long sales cycles, etc. These are some of the factors that result in B2B challenges. Hence, B2B sales require tools such as CRM.

B2b crm

Navigating B2B Sales: Overcoming Challenges with CRM Solutions

B2B sales come with some complex challenges. Below are some B2B sales challenges you can solve with CRM.

Long Sale Cycle

One of the most prominent challenges in B2B sales is the long sales cycle. The B2C sales process can take just a few minutes, but when it comes to B2B, it can take up to months.


CRM in B2B marketing boosts the lead generation process. It helps you capture leads from various sources, tracks their interactions, and assigns them to the best-fitting sales and marketing teams. Thus providing you with the opportunity to tailor your marketing efforts based on your customer’s preferences.

B2B CRM also helps with lead management by organizing leads through the sales process. With CRM, you can improve your overall sales performance by effectively managing leads.

Targeting the Wrong Prospects

Another B2B sales challenges is that marketers can send unqualified leads to the sales team. It’s possible to create effective content and send it out at the right time, but it becomes useless due to targeting the wrong prospects.


CRM B2B marketing system makes it possible for you to group their customers based on different criteria, such as purchase history, company size, location, or industry. The segmentation of customers into different groups makes it easy to create a targeted marketing campaign that addresses specific needs and pain points.

Sales and Marketing Misalignment

The collaboration of sales and marketing increases any business growth. However, your business may suffer if your sales and marketing teams are out of sync.


This is one of the many challenges in B2B sales that CRM solves. CRM helps align sales and marketing by providing a platform for the sharing of information and collaboration. The marketing team gets to track lead progress through the sales pipeline, which allows them to fine-tune their strategies and optimise their marketing efforts. This alignment makes it easy for sales to take over and helps improve sales effectiveness.

Navigating the Decision-Making Process

The B2B sales process involves convincing more than one person to buy your solution. Hence you have to navigate a decision-making process that involves multiple stakeholders. As a business owner, you need to know the criteria and preferences of those in the decision-making unit. You also need to show how your solution can bring life to their vision and strategy and how it can bring them ROI.


B2B CRM system makes it possible to manage customer data. CRM collects information on customer needs, preferences and behaviours. It organizes and analyzes this data providing businesses with insights. It also allows the sales team to maintain a database of each stakeholder’s information including their preference, communication preferences and roles. Thus making it possible for the sales team to tailor their engagement strategies for each stakeholder.

Managing Multiple Accounts

B2B sales involve managing numerous accounts at once which can be very taxing. Strategic planning, regular follow-ups, and attention are necessary for each account to create and grow the relationship. It may be quite difficult for the sales teams to monitor multiple interactions and identify cross-selling and up-selling opportunities.


The best B2B CRM systems make it possible for you to track interactions and past purchases, This information can help in the building of a long-term relationship with customers. CRM also makes it possible to easily detect upselling or cross-selling opportunities, offer support and generally interact with customers proactively.

With business-to-business CRM, you can retain more customers by providing an outstanding customer experience. You are also able to give individualized experiences and effectively meet the needs of their customers.

Handling Objections

Regardless of how good your offer is, your prospects may have reservations. Common objections that may come up are budget, no trust, no need for your solution or a lack of urgency.

While some prospects may see the value of your solution, they’re trying to figure out if the returns are worth it. Hence you need to build prospects’ confidence in your solution.


B2B CRM tools make it possible for you to tailor your propositions to address each specific prospect’s needs and concerns. With the data stored in CRM systems, the sales team can customize their communication to highlight the potential returns and cost-saving benefits of their solution.

CRM for B2B marketing also makes it possible for you to send targeted content and resources to prospects that align with their interest and stage in the process.

Customer Retention

Customer retention is important in B2B management as acquiring new customers costs more than retaining existing ones. The market is quite competitive so you need to maintain strong relationships with your customers and maximize lifetime customer value.


CRM systems analyze purchase history, preferences, and behavioral data to help you find cross-selling and upselling opportunities within their current customer base. Your sales teams can also effectively grow their relationship with customers and increase revenue potential by utilizing CRM insights to find complementary products or services that match customers’ needs and preferences.


Several B2B sales challenges can be solved by CRM. However, businesses need to have the best CRM for B2B to fix their challenges. A good B2B CRM can help transform their sales process and boost their returns. If you want to set up B2B CRM contact us today