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  • Writer's pictureTejasvin Srinivasan

Why ERP Buyers are Prioritizing Sales Functions in Their Purchase Decisions?

ERP (Enterprise Resource Planning) software is evolving rapidly, mirroring the dynamic nature of today’s business environments. Companies are no longer satisfied with ERP systems that only manage their back-office operations; they seek more integrated solutions encompassing a wider array of functionalities. This shift is driven by the need for better data integration, improved operational efficiency, and enhanced decision-making capabilities.

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An interesting trend emerged in a recent survey by Selecthub of 255 companies planning to invest in ERP software. When asked about the crucial functions they needed from their ERP systems, almost all respondents (over 90%) indicated accounting as a top priority. This isn’t surprising, given that accounting has always been a core component of ERP systems. However, what caught my attention was that two-thirds of these companies also emphasized the importance of inventory and distribution management. Furthermore, one-third of respondents identified CRM (Customer Relationship Management) and sales functions as essential components of their desired ERP solutions.

This data highlights a notable shift in what businesses are expecting from their ERP systems. Traditionally, ERP software was designed to streamline internal processes such as finance, HR, and supply chain management. However, the inclusion of sales and CRM functionalities signifies a broader approach, where businesses are looking to leverage ERP systems to drive revenue and enhance customer relationships.

I’ve noticed that incorporating sales functions within ERP systems offers several benefits. It not only centralizes all critical business data in one place but also provides a holistic view of customer interactions and sales performance. This integration can lead to more informed decision-making and, ultimately, better business outcomes.

Given this shift, it’s clear that ERP buyers are now prioritizing systems that support their sales efforts as much as their back-office operations. For solution engineering teams, this means that including sales demos in ERP Proof of Concepts (PoCs) could be a game-changer. Demonstrating how an ERP system can enhance sales performance and customer management might just be the key to winning over prospective buyers.

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The emerging trends from the survey can be attributed to several factors. Firstly, the prioritization of accounting is a given, as accurate financial reporting and compliance are foundational to any business. Without solid accounting functions, companies risk financial mismanagement and regulatory penalties.

The heightened focus on inventory and distribution management reflects the increasing complexity of supply chains. Businesses are dealing with more extensive and diverse inventories, necessitating advanced tools to track and manage stock levels, optimize logistics, and reduce costs. Efficient inventory management ensures that companies can meet customer demands without overstocking or facing stockouts, which directly impacts profitability and customer trust.

The growing importance of CRM and sales functions within ERP systems is particularly noteworthy. In today’s customer-centric market, businesses recognize the value of maintaining strong relationships with their clients. Integrated CRM functions within an ERP system provide a unified view of customer data, enabling better service, personalized marketing, and more effective sales strategies. Sales functionalities within ERP systems allow businesses to streamline their sales processes, forecast demand accurately, and enhance overall sales performance.

These trends highlight a broader shift towards more comprehensive ERP solutions that not only manage internal operations but also enhance external interactions and drive revenue growth. For solution engineering teams, this insight is invaluable. By incorporating these prioritized functions into ERP demos, they can better address the evolving needs of potential buyers and demonstrate the holistic value of their solutions.

The Importance of Sales Functions in ERP

Customer Relationship Management (CRM)

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Customer Relationship Management (CRM) plays a pivotal role in managing customer interactions and data within an ERP system. CRM functionalities help businesses maintain detailed records of customer interactions, purchase histories, and preferences. This comprehensive view allows businesses to tailor their approaches to individual customers, fostering stronger relationships and enhancing customer satisfaction. With CRM integrated into ERP, companies can streamline their marketing efforts, track sales leads more effectively, and provide superior customer service. The ability to access and analyze customer data in real-time ensures that businesses can respond swiftly to customer inquiries and anticipate future needs, ultimately leading to higher customer retention and loyalty.

Sales Analytics

Sales Analytics - Cloobot

Integrated sales analytics within an ERP system are a game-changer for driving better decision-making. By leveraging data from various sales channels, businesses can gain deep insights into sales performance, customer behavior, and market trends. Sales analytics tools can provide detailed reports and visualizations that highlight key performance indicators (KPIs), identify high-performing products or services, and uncover opportunities for cross-selling and up-selling. This data-driven approach enables businesses to make informed strategic decisions, optimize their sales strategies, and allocate resources more effectively. For example, by analyzing sales data, companies can identify patterns and predict future sales trends, allowing them to adjust their inventory levels and marketing efforts accordingly.

Automation and Efficiency

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The integration of sales functions into ERP systems significantly enhances automation and efficiency. Manual sales processes, such as order processing, invoicing, and customer follow-ups, can be time-consuming and prone to errors. ERP systems with robust sales functions automate these processes, reducing the risk of human error and freeing up valuable time for sales teams to focus on building relationships and closing deals. Automation ensures that sales orders are processed quickly and accurately, invoices are generated promptly, and follow-up tasks are automatically scheduled. This streamlined approach not only improves operational efficiency but also shortens the sales cycle, leading to faster revenue realization. Moreover, automation facilitates better collaboration between sales and other departments, such as finance and inventory management, ensuring that everyone is aligned and working towards common goals.

Incorporating CRM, sales analytics, and automation into ERP systems is essential for businesses aiming to stay competitive in today’s market. These sales functions not only enhance customer relationships and drive better decision-making but also streamline processes and improve overall efficiency. For solution engineering teams, demonstrating these capabilities in ERP PoCs can be a compelling way to showcase the value of their solutions and address the evolving needs of potential buyers.

Benefits of Including Sales Functions in ERP

Enhanced Data Integration

Integrating sales data with other business functions in an ERP system provides a unified view of operations, breaking down silos between departments. This integration ensures that sales data is easily accessible and can be analyzed alongside financial, inventory, and customer service data. For example, when sales data is linked with inventory management, businesses can maintain optimal stock levels by anticipating demand and reducing instances of overstocking or stockouts. According to a report by Logistics Management organizations with integrated ERP systems experience a 20% improvement in inventory accuracy. This seamless data flow enhances collaboration across departments, leading to more informed decision-making and streamlined operations.

Improved Customer Insights

Better data integration within an ERP system leads to enhanced customer insights, allowing businesses to understand and serve their customers more effectively. By consolidating customer data from sales, CRM, and support interactions, companies can build a comprehensive profile of each customer. This profile includes purchase history, preferences, and feedback, enabling personalized marketing and tailored customer service. According to Aberdeen Group, businesses that use integrated CRM systems see a 45% increase in customer satisfaction. These insights help identify high-value customers, predict future buying behaviors, and develop strategies to boost customer loyalty and retention.

Increased Sales Performance

Including sales functions in ERP systems can significantly enhance sales performance and drive revenue growth. Automated sales processes reduce administrative burdens, allowing sales teams to focus on high-impact activities like lead generation and closing deals. Additionally, integrated sales analytics provide valuable insights into sales trends and performance metrics. For example, companies that utilize sales analytics see a 15% increase in sales productivity, according to McKinsey & Company. By leveraging these insights, businesses can refine their sales strategies, target the right customers, and optimize their sales pipeline. Enhanced visibility into sales performance also helps in setting realistic sales targets and tracking progress, ultimately leading to better sales outcomes.

Incorporating sales functions within ERP systems brings numerous benefits, from enhanced data integration and improved customer insights to increased sales performance. By centralizing and automating sales processes, businesses can operate more efficiently and make data-driven decisions that drive growth. For solution engineering teams, showcasing these benefits in ERP demos can highlight the comprehensive value of their solutions, meeting the evolving needs of modern businesses and enhancing their competitive edge.

Practical Implications for Solution Engineering Teams

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Sales Demos in ERP PoCs

Incorporating sales demos in ERP Proof of Concepts (PoCs) is essential for addressing the evolving priorities of ERP buyers. Demonstrating the capabilities of sales functions, such as CRM, sales analytics, and automated workflows, allows potential clients to see the tangible benefits of an integrated ERP system. Highlighting these features can set a solution apart in a competitive market. According to Trust Radius research, 70% of businesses make their purchasing decisions based on the ability of a demo to showcase practical, real-world applications.

Take an example of a mid-sized manufacturing company that struggled with fragmented sales and inventory data, leading to stockouts and missed sales opportunities. By implementing an ERP system with integrated sales functions, the company can achieve significant improvements. With sales data linked to inventory management, they can maintain optimal stock levels, reducing stockouts by 30%. Additionally, the use of sales analytics provided insights into customer purchasing patterns, allowing for targeted promotions and a 15% increase in sales revenue within the first year.

Similarly, for retail business integrated CRM capabilities into its ERP system. This integration can enable the company to track customer interactions and preferences, resulting in more personalized marketing campaigns. Consequently, customer retention rates can improve by 25%, and overall customer satisfaction can be increased by 40%, as reported by Salesforce.

Actionable Steps

For solution engineering teams looking to integrate sales functions into their demos, here are some practical steps:

Understand Client Needs: Begin by thoroughly understanding the specific needs and pain points of the potential client. Conduct detailed discovery sessions to identify key challenges in their sales processes.

Tailor the Demo: Customize the demo to showcase how the ERP system’s sales functions can address these specific challenges. Highlight features such as CRM, sales analytics, and automated workflows that directly impact the client’s business.

Use Real Data: Where possible, use the client’s actual data in the demo. This approach makes the demo more relevant and impactful, allowing the client to visualize the benefits in their context.

Showcase Integration: Emphasize the seamless integration of sales functions with other business processes within the ERP system. Demonstrate how this integration leads to improved data accuracy, better decision-making, and enhanced operational efficiency.

Provide Metrics: Use statistics and data to back up the benefits. For instance, mention how integrated sales functions can lead to a 20% increase in sales productivity or a 15% boost in revenue, based on industry studies.

Include Success Stories: Share case studies and success stories of other clients who have benefited from integrating sales functions into their ERP systems. This builds credibility and shows the real-world applicability of the solution.

By following these steps, solution engineering teams can effectively demonstrate the value of integrated sales functions in ERP systems, addressing the priorities of modern ERP buyers and enhancing their chances of success in competitive evaluations.


The future of ERP systems lies in their continuous evolution to meet the comprehensive needs of businesses. As the market becomes increasingly customer-centric, the integration of sales functions within ERP systems will become even more crucial. We can expect ERP solutions to offer more advanced analytics, AI-driven insights, and deeper integrations with other business functions. These advancements will enable businesses to make more informed decisions, foster better customer relationships, and drive revenue growth. Furthermore, the rise of cloud-based ERP systems will offer greater flexibility and scalability, allowing businesses to adapt quickly to changing market dynamics.

For solution engineering teams, the message is clear: adapt your approach to meet the evolving needs of ERP buyers. By integrating and showcasing sales functions in your ERP demos, they can address the priorities of modern businesses and demonstrate the comprehensive value of their solutions.

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