Company logo

How to fill the survey

• Chaotic = Process is ad hoc, undocumented, and inconsistent.
• Managed = Process is somewhat repeatable but not well documented or standardized.
• Defined = Process is standardized, documented, and generally followed.
• Measured = Process is measured, with performance data being tracked and analyzed.
• Optimizing = Process is continuously improved based on performance data and feedback.

CRM Assessment

Instructions

Welcome to the CRM Maturity Assessment
A strong Customer Relationship Management (CRM) capability is a key enabler of business performance, customer experience, and operational efficiency. This short self-assessment will help you evaluate your organization's CRM maturity across five essential dimensions:

•Leadership – Strategy, vision, and executive alignment.

•Client Relationships – Sales, marketing, and engagement optimization.

•Data & Analytics – Accuracy, reporting, and customer insights.

•Process Automation – Lead management, workflows, and integrations.

•Finance & Operations – Revenue tracking, forecasting, and profitability.

The results will provide valuable insights into your current CRM strengths and areas for improvement - helping you align people, processes, and technology to better support your business goals. The assessment consists of 40 questions, organized into the five dimensions above. It will take approximately 30 minutes to complete. Your candid answers will ensure an accurate and actionable analysis. Thank you for your participation.

1. Leadership – Strategy, vision, and executive alignment

1. Is there a clearly defined CRM vision and strategy aligned with overall business goals?

2. Are senior executives actively sponsoring and supporting CRM initiatives?

3. Is there a governance model in place for CRM decision-making and prioritization?

4. Is CRM adoption tracked and reviewed at the executive level?

5. Are roles and responsibilities related to CRM clearly defined across departments?

6. Is there a long-term roadmap for CRM evolution and capability growth?

7. Are lessons learned from past CRM projects incorporated into new initiatives?

8. Is change management considered a core part of CRM strategy?

2. Client Relationships – Sales, marketing, and engagement optimization

9. Are customer profiles and segments clearly defined and documented?

10. Is there a unified customer view accessible across departments (sales, service, marketing)?

11. Are campaigns and communications tailored to customer journeys or personas?

12. Is customer feedback systematically captured and used to improve experiences?

13. Are sales and service teams equipped with CRM tools for consistent customer engagement?

14. Is customer lifecycle management (from lead to retention) clearly mapped and supported?

15. Are campaigns tracked against pipeline impact and customer conversions?

16. Is cross-sell/upsell based on data-driven insights and customer needs?

3. Data & Analytics – Accuracy, reporting, and customer insights

17. Is customer data regularly cleansed, validated, and enriched?

18. Is there a trusted single source of truth for customer data?

19. Are dashboards and reports readily available to support decision-making?

20. Are analytics used to understand customer behavior and predict outcomes?

21. Is CRM integrated with BI tools for advanced reporting?

22. Is data governance established with roles for ownership and quality assurance?

23. Is reporting aligned with business KPIs and strategic goals?

24. Is customer value (current and potential) measured and used for segmentation?

4. Process Automation – Lead management, workflows, and integrations

25. Are sales, service, and marketing processes documented and standardized?

26. Are key CRM processes supported by automation and workflow rules?

27. Are lead assignment and qualification processes automated?

28. Is CRM integrated with ERP, marketing automation, and other core systems?

29. Is there an onboarding process for new users that includes CRM usage?

30. Are CRM workflows designed to reduce manual work and speed up response times?

31. Is CRM usage consistent across departments and geographies?

32. Are customer requests and cases handled through standardized workflows?

5. Finance & Operations – Revenue tracking, forecasting, and profitability

33. Is revenue data from CRM reconciled with financial systems?

34. Are sales forecasts generated and tracked within CRM?

35. Is CRM used to track customer profitability or lifetime value?

36. Are pricing and discount approvals managed through CRM workflows?

37. Are financial and operational reports linked to CRM performance?

38. Is pipeline accuracy reviewed regularly for operational planning?

39. Is CRM used to support audit and compliance reporting?

40. Are ROI and efficiency metrics tracked for marketing and sales initiatives?