Introduction
Suppose you have decided to keep your customer database in a CRM system rather than Excel or Google Sheets. In that case, you are a step ahead of your competitors and closer to generating more revenue for your business.
However, you now need to choose from a wide variety of CRM systems to find the one that best fits your business. This decision is not easy, and you should base it on the CRM features.
In 2025, CRM systems will no longer be just about managing a customer base. We are witnessing how AI transforms CRM workflows. Modern CRM systems are AI-powered, omnichannel, and highly personalized to boost your business.
Below is a CRM features checklist including both core CRM features and advanced ones, depending on how you want your business to grow and scale.
What Is a CRM System and Why Do Businesses Need One?
A CRM (Customer Relationship Management) system is a technology that organizations use to store customer data, track interactions, and manage customer accounts.
In simple terms, a CRM system is a helpful tool for managing all customer information in one place without the need to switch between different software. It helps every business and team work more efficiently.
A CRM system is a vital tool for all departments within an organization, including Marketing, Sales, Customer Support, Data, Commerce, and others.
Think of a CRM as a way to make customer interactions smoother and more personalized.
Businesses should use the best CRM tools to prevent lost data, missed opportunities, and to build long-lasting customer relationships.
Fundamental CRM Features
Fundamental CRM features are the minimal features that any CRM system should include. So, when searching for a CRM tool for your business, consider the features below as the core ones that any CRM software must have.
Customer Record Keeping and Data Management
At the core of every CRM system is the ability to maintain customer records and manage contacts. Customer data includes contact details, company information, phone numbers, job titles, and purchase history.
A CRM system enables you to create contacts, segment your contact base, and maintain personalized communication with each contact.
Interaction Tracking
A simple CRM system logs all customer interactions, including emails, messages, calls, and meetings, in a single platform. This way, sales teams are aware of the entire relationship with prospects and customers, avoid manual and duplicate work, keeping communications smooth and consistent.
Even a basic CRM system should track prospects from the initial contact stage to deal qualification, closure, and further communication. A sales representative should be able to monitor the progress of deals and contacts to prioritize the most promising deals.
Basic Reporting and Dashboards
Even the most minimalistic CRM systems must offer reporting and dashboards, providing users with critical insights about the contacts and deals. Reports must include activity levels, sales progress reports, closed deals, frozen deals, etc.
Additionally, dashboards allow team members to have an overview of the overall sales pipelines and increase productivity.
Simple Integrations
Every CRM system must provide basic integrations to email providers like Outlook or Gmail.
That allows sales representatives to send and receive emails directly from the CRM platform without the necessity to switch between different applications.
Advanced CRM Features
For businesses that aim to boost growth, close more deals, and scale sales teams effectively, a basic CRM system is not enough.
With the rise of customer expectations, the sales cycle becomes more complex, and businesses require more advanced and intelligent tools to make smarter decisions and grow faster.
The best option for businesses is choosing omnichannel CRM in 2025 with advanced features listed below.
Sales and Marketing Automation
Sales and marketing automation helps sales and marketing teams save time and reduce manual work by automating repetitive tasks.
The workflow automation feature of advanced CRM systems can trigger workflows automatically. For example, it can update fields or initiate actions based on custom conditions, such as moving a deal to the next stage, and send emails, messages, and similar actions.
Customizable Pipelines
Compared to basic CRM tools with simple pipelines, advanced CRM software includes pipeline customization. For instance, users can create different pipelines for various products, teams, and sales cycles.
Advanced Reporting
Advanced reporting and dashboards help sales representatives better understand sales performance and make more informed decisions.
The advanced reporting feature turns customer data into actionable insights using AI, helping sales teams to reach better sales outcomes.
Advanced Emailing
Advanced emailing features are essential for modern CRM software. This feature includes beyond basic options, including tracking of open and click-through rates, personalized sales email templates, campaign scheduling, and more.
Additionally, advanced email features allow integration with most email providers, letting sales representatives have consistent email communication with prospects and customers without the necessity to switch between apps.
Team Collaboration
Team collaboration features are included mostly in advanced CRM systems, enabling a smoother and more productive team collaboration. For instance, features like shared pipelines, team visibility of deals, help sales teams increase team collaboration and transparency. These features allow assigning tasks to teammates inside the CRM system, monitoring the workloads of teammates and departments.
Marketplace Integrations and API Access
A standout feature of an advanced CRM system is access to the integration marketplace. For example, Pipedrive provides 500+ integrations with modern tools to connect the CRM with apps like Zoom, Mailchimp, Trello, QuickBooks, Google Workspace, and more.
So, users have access to all these integrations with the help of API access without the need for custom development. This advanced feature unifies the tech stack, helps avoid manual data entry, and creates smooth and smart workflows.
Web Forms and Chatbots
Advanced CRM software extends beyond contact management by helping to capture and qualify new leads through web forms and AI-powered chatbots. These tools enable businesses to interact with website visitors in real time and convert them into contacts within the CRM.
Integrating them with a CRM saves time and resources while ensuring quick lead qualification with high data accuracy.
Mobile App
In a mobile-first world, a mobile-first CRM is also a must.
An advanced CRM must offer a mobile app enabling users to update deals, log calls, and schedule activities on the go, even when offline. This is crucial for field sales representatives or remote teams that need constant access to their pipeline and contacts.
Final Words
Even if you own a small business and think that you don’t need a full CRM system, your business most likely has unique needs that simple CRMs can not address.
Investing in advanced CRM software ultimately saves you money and time and helps you beat the competition and skyrocket your business.
