Salesforce CRM – SMBs trends: digitization

ME PL Solution Salesforce CRM - SMBs trends digitization

Another post from the “Salesforce CRM: trends for SMEs” mini-series. In today’s post, we will look at the progress in the digitization of companies from the SME sector.


The series “Salesforce CRM: trends for SMBs” is intended for companies from the small and medium-sized business sector. The new post is devoted to the subject of digitization, or in other words – transfer of business to various types of information systems, including the Internet.

At the beginning, let’s look at the data that shows the increase in the presence of SMBs on the Internet.

72% of SMBs have increased their online presence

Source: Small and Medium Business Trends Report, Salesforce

In order to survive and cope with difficult conditions, more than 2/3 of companies from the SMB sector decided to increase their presence in the Internet! This is a huge step forward considering the lightning-fast time it all took place. We remind you that we are talking about 1 year!

Referring to the Salesforce report, we will cite data on the main reasons why companies from the SMB sector moved their activities to the Web. The study takes into account the last year, which is the time when the global pandemic deprived most companies of the ability to carry out their activities under normal conditions.

Five reasons why SMB companies have transferred some of their operations online:

  1. Customer safety,
  2. Customer convenience,
  3. Organizing a safe workplace,
  4. Increasing efficiency,
  5. Stay competitive.

The most conspicuous of those listed above may be the increasing efficiency. There is a wealth of data on the web that shows an increase in employee productivity outside the office. It may seem counterintuitive to most people, but data confirms that employees are more productive when they work from home.

Considering that everything is moving online, it is impossible to run a business without being present on the Web. Even if our products or services are not sold online, the presence on various types of social networks helps in advertising the brand. An example would be a barber shop. The service is provided on site, but almost every major barber shop in the region has a fanpage on various popular platforms.

The data also shows the dynamics of SMBs investment.

The dynamics of investment in SMBs

The report takes into account two periods – August 2020 and August 2021. In 2020, 33% of small and medium-sized enterprises increased their expenditure on technology. In 2021, it was 42%!

Although the 9% change may not seem impressive, let’s remember that we are talking about small and medium-sized enterprises that, despite having less resources, were able to find resources for an IT investment.

The data also shows a change in IT investments in relation to companies that will reduce investment in IT. Compared to 2020, as many as 12% of companies did not slow down their investment in IT. Investments in IT among SMBs continued to increase slightly.

What aspects of running a business have companies from the SMB sector invested in last year?

Most companies in 2021 invested in customer service (41%). The next on the list of investments mentioned was the sales department (40%). Investments in marketing also increased, including online marketing (39%). Similarly, broadly understood IT operations. Investments in human resources also increased (25%).

What tools have small and medium-sized companies invested in?

The data also separates the specific tools in which SMEs have invested.

The largest investments were made in customer service software and email marketing (53%). Companies also invested in ecommerce (51%). Tools for cooperation in the implementation of projects were in the next place (51%). Marketing automation was also on the list of popular investments of small and medium-sized companies (45%).

The data presented above refer to the situation from a year ago.

CRM in small and medium-sized companies

Most SMB companies quickly realized that in order to remain competitive in the market, they had to copy the moves of the biggest companies. Investing in a CRM system has become one of the conditions for prospering – and often survival – on the market.

56% of SMBs have a CRM

Source: Small and Medium Business Trends Report, Salesforce

To give a better picture of the situation, we will provide more detailed data from the report.

As many as 67% of growing SMBs have a CRM system. For comparison, 48% of companies with a stagnation or slow decline had implemented a CRM system.

The use of the CRM system in medium-sized companies is 78%. By comparison, 48% of small businesses have CRM.

The report gives a good picture of the use of IT tools in small and medium-sized companies. It also shows the dynamics of investments in various types of IT tools. Moreover, it shows that the most successful companies invest in IT despite the difficult market situation.

If you are struggling with the effects of a pandemic that have taken its toll on all areas of life, perhaps it is a good idea to increase your IT investment?


As an official Salesforce partner, we design, implement, advise and train employees in the use of dedicated CRM systems based on the latest Salesforce technology.

Grow with Salesforce!

ME PL Solution Team

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