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Why a CRM-LMS integration is crucial to organizational success

• 2 min read

In the diverse HR systems landscape, a CRM-LMS integration can be crucial to organizational success. The following excerpt – from the recently published Integrating the HR landscape on the Cloud whitepaper – highlights how this kind of integration provides great strategic benefits for the organization from the point of view of sales.

The benefits of integrating software: CRM and LMS

by Davide Minoia, Docebo’s Integration Manager

Almost all CRM software is a Cloud application (SalesForce. com has been the precursor). Putting an LMS SaaS platform in communication with the CRM software, via an Application Programming Interface (API), provides greater strategic benefits for the organization, from the point of view of sales – although, for this to happen, the organization needs to be sure that its sales department staff is correctly instructed in the appropriate procedure.

1. Monitoring training

LMS-CRM integration can provide a detailed view of learning status and put in place a personnel development path designed around real company needs. This is particularly beneficial where a partner manager has to verify and guarantee that all the partner network sales agents are correctly instructed.

2. Marketing automation & customer communication

Another benefit that comes from user cluster definition is targeted mailing-list generation for marketing automation tools. This approach makes customer communication more efficient by reducing spam generation to the end-users, ensuring higher response rates for the LMS-CRM provider.

3. Sales optimization

Data generated by LMS-CRM integration provides trends about courses’ sales results. This allows an organization to define its user target, based on users’ needs and preferences. It also helps in providing information on which to base marketing campaigns. It speeds up traditional learning contents sales business flow and allows “click payment” by using same technologies adopted by credit cards and payment gateways.

4. Automate the billing process

Having accomplished links between the LMS, CRM and e-Commerce, organizations can then integrate finance and controlling areas by linking the ERP system to automatize the billing process for the contents that have been sold. Contrary to the traditional system, which is based on comprehensive monolithic infrastructures, using SaaS makes it possible to use different vertical software while keeping the same synergy via the integration of APIs.