CRM fundamentals for small businesses

CRM fundamentals for small businesses workshop

We’ll start by setting the context for the session, outlining what we’ll cover and what you should expect to take away. We’ll also look at why CRM has become critical for small businesses that want to scale efficiently, reduce manual effort, and build stronger, longer-term customer relationships. CRM fundamentals for small businesses This session explains what a CRM actually is (and what it isn’t), using real-world small business examples. We’ll explore common challenges like scattered customer data and inconsistent follow-ups, and show how a CRM such as Salesforce provides a single, reliable source of truth for sales and marketing activity. Managing leads, customers & pipeline We’ll walk through how Salesforce Sales Cloud supports day-to-day sales activity, from capturing and qualifying leads through to managing opportunities and forecasting revenue. The focus will be on simple, practical sales processes that give visibility of pipeline without adding unnecessary admin. Break A short comfort break to pause, reset, and reflect on the sales concepts covered so far before moving into marketing and customer engagement. Marketing fundamentals & customer journeys This section covers the basics of effective marketing for small businesses, including understanding your audience, choosing the right messages, and timing communications properly. We’ll introduce the idea of customer journeys and why thinking beyond one-off campaigns leads to better engagement and conversion. Marketing tools for small businesses We’ll look at how Salesforce supports marketing activity at a small-business scale, including email campaigns, audience segmentation, and campaign tracking. The emphasis is on starting simple and using Salesforce to automate repetitive marketing tasks while still measuring impact and return on investment. Aligning sales & marketing (end-to-end journey) This session brings sales and marketing together, showing how Salesforce creates a joined-up experience from first enquiry through to closed deal and beyond. We’ll explore how shared data, clear handovers, and common definitions help teams work more effectively and avoid leads being lost or duplicated. Practical next steps, implementation approach & Q&A

We’ll finish by outlining a realistic, phased approach to implementing Salesforce for small businesses, focusing on what to do first and what can come later. The session will close with open Q&A, allowing attendees to discuss their own challenges and next steps.

PLEASE NOTE: businesses need to be registered with the Durham Growth Programme prior to attending. A link is below for registration, therefore ONLY businesses based in County Durham are able to attend this fully funded workshop.

Durham Business Growth and Productivity Programme is a comprehensive initiative designed to elevate productivity and foster growth within businesses located in County Durham. Being part of the programme allows you access to workshops.

For businesses in County Durham, the benefits of engaging with the Durham Business Growth programme are manifold. Through its dedicated initiatives, the fund offers access to financial resources, expert guidance, and networking opportunities that can fuel growth and expansion. Whether you're a budding entrepreneur or an established company, this UK SPF programme equips you with the tools necessary to succeed in an ever-evolving market.

If you have not already registered for the programme, please use the link below.

https://www.durhambusinessgrowth.co.uk/register