Exploring Sales Customer Relationship Management

Whether you're starting or expanding a Sales Customer Relationship Management (Sales CRM) implementation, learn more about its available applications and workflows for pre-sales engagement, order capture and fulfillment, order to cash operations, and post-sales activities in your organization.

Overview of Sales CRM

The Sales CRM applications enable you to manage the product sales life cycle in your organization, including pre-sales leads and opportunities, sales quote generation, order capture, order fulfillment, order and invoice cases, and post-sales order changes and contract renewals.

To support the product sales life cycle, Sales CRM provides the following features and applications.

Figure 1. Sales CRM high-level workflow

Benefits

With the Sales CRM applications, your organization can improve sales and order processes as well as agent productivity by managing the lead to renewal life cycle on one platform, and by fusing front, middle, and back-office teams with one system of engagement and action. By connecting existing applications and adding ServiceNow workflows, Sales CRM helps increase organizational efficiency, speed order fulfillment, and both accelerate and boost revenue.

Table 1. Lead and opportunity management

Benefits	Application or key feature	Persona
Create and manage leads for potential customers and product sales.	Lead Management	Sales agent and account executive
Create a series of automated and manual activities that can be set up to engage with leads and customers at every stage of their relationship with your business​ through various channels.	Customer Engagement Sequences	Sales agent, sales operations team, sequences admin
Unify customer stakeholders across an account by representing all roles involved in a product‑family purchase and persisting before, during, and after an opportunity.	Buying Group	Sales agents, account executives, sales development representatives, sales managers
Create pre-sales opportunities that identify and track potential sales based on customer needs.	Opportunity Management	Sales agent and account executive
Project your future sales volumes and revenue based on data from opportunities.	Sales Forecasting	Sales manager and sales representative
Structure and optimize the sales efforts of your organization based on territories by dividing CRM entities, such as accounts, leads, opportunities, and consumers into manageable segments, promoting efficient coverage and accountability.	Sales Territory Management​	Sales territory administrator and manager
Streamline customer interactions by enabling teams to plan, execute, capture, and track engagement across channels and key touchpoints throughout the customer lifecycle.	Activity Management	Sales agents, account executives, sales development representatives, sales leadership

Table 2. Configure, price, quote

Benefits	Application or key feature	Persona
Streamline the process of configuring and pricing customizable products that are added to Sales Customer Relationship Management transactions.	ServiceNow CPQ Configurator - Advanced	Sales and order agent, admin to set up
Quickly configure and price opportunities, quotes, and orders for simple and complex product offers.	ServiceNow CPQ Configurator - Basic	Sales and order agent, admin to set up
Get intelligent recommendations for products to offer to customers based on their preferences and purchase history during the quote process.	Product Offering Recommendations	Sales agent, admin to set up
Set the pricing for your products through price lists, contextual price controls, and if needed, pricing from external systems.	Pricing Management	Pricing administrator or manager
Create and manage sales quotes, which are formal offers for products or services that agents propose to customers.	Configuring Quote Experience	Sales agent
Define workflows for approving Sales Customer Relationship Management entities, such as customer quotes, in your sales organization.	Advanced Approval Management	Sales or business operation managers, members of sales, finance, and legal teams, sales representatives
Create and manage contracts and entitlements from the initial offer to contract finalization.	Customer Contracts and Entitlements	Agent
Create and manage binding agreements between your sales organization and buyers, with specified items, quantities, prices, terms, and effective periods.	Sales Agreement Management	Sales and order agent

Table 3. Order management

Benefits	Application or key feature	Persona
Capture and fulfill product and service orders to create a seamless ordering experience for your customers.	Order management	Order agent, fulfillment agent, agent manager, and fulfillment manager

Table 4. Order operations

Benefits	Application or key feature	Persona
Create and manage cases for customer orders and invoices.	Order Operations Case Management	Order case, invoice case, and customer service agent
Empower sales teams by providing a consolidated view of all critical sales data and activities.	Lead-to-Cash Process Management	Sales manager
Manage return, replacement, or refund cases for installed products.	Return Merchandise Authorization	Agent

Table 5. Post-sales engagement

Benefits	Application or key feature	Persona
Support change management and commercial workflows (move, add, change, and disconnect) for sold products.	Customer Life Cycle Management Workflows	Agent

Table 6. Partner relationship management

Benefits	Application or key feature	Persona
Hire and engage channel partners to sell your products and services, helping you to grow and improve your business.	Partner Relationship Management	Channel partners

Table 7. Lead-to-cash foundation

Benefits	Application or key feature	Persona
Create and manage product catalogs for commercial and technical product offerings. Commercial catalogs can be used by your agents to create opportunities, quotes, and orders.	Product Catalog Management	Product catalog administrator or manager
Create the workflows for your organization and configure the metadata for your various Sales Customer Relationship Management entities.	Lead to Cash Core	Agent, admin to configure

Table 8. Business Portal

Benefits	Application or key feature	Persona
Support your business-to-business customers by enabling self-service capabilities through the Business Portal to create and manage orders, submit order issues, and requests.	Customer self-service for Sales Customer Relationship Management	Customer, admin for set up

What to explore next

• Configuring Sales Customer Relationship Management applications
• Using lead and opportunity management applications
• Using Order Management

Request apps on the Store

Visit the ServiceNow Store to view all the available apps, and for information about submitting requests to the store. For cumulative release notes information for all released apps, see the ServiceNow Store version history release notes.