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Posted: July 26th, 2023

Enhancing Business Success through Transactional Systems: A Case Study of Salesforce CRM

Transactional systems are databases that record a company’s daily transactions. Three major transactional databases include Customer Relationship Management (CRM), Human Resources Management (HRM) and Enterprise Resource Planning (ERP).

The register at the check-out line in the grocery store is an example of a transactional system. The information collected in this transactional system’s database helps those in charge to decide what to keep on the shelves. The collected information also helps accounting keep track of revenue and logistics keep track of inventory.

Identify 1 CRM, HRM, or ERP system you interact with on a regular basis.
Describe the type of information that this system collects and share how the identified system contributes to the success of the business.


One CRM system that many people interact with on a regular basis is Sales force. Sales force is a cloud-based CRM platform that helps businesses manage their customer relationships and sales processes.

Sales force collects various types of information related to customers, including their contact details, purchase history, interactions with the company’s website and marketing campaigns, and customer service interactions. It also tracks sales activities, such as leads, opportunities, and deals.

The identified CRM system, Sales force, contributes to the success of the business in several ways:

A. Improved Customer Relationships: Sales force allows businesses to have a centralized view of their customers’ information and interactions, enabling them to provide personalized and targeted customer experiences. This leads to better customer satisfaction, loyalty, and retention.

B. Sales and Pipeline Management: Sales force provides tools for tracking and managing sales activities, allowing businesses to monitor the sales pipeline, forecast revenue, and analyze sales performance. This helps in making informed sales decisions and optimizing the sales process.

C. Marketing and Campaign Management: Sales force offers features for managing marketing campaigns, tracking leads, and analyzing campaign effectiveness. It helps businesses in targeting the right audience, tracking marketing ROI, and improving marketing strategies.

D. Collaboration and Communication: Sales force provides collaboration tools that facilitate communication and information sharing among different teams within the organization. This improves cross-functional collaboration and enhances overall efficiency and productivity.

E. Data-driven Insights: Sales force offers robust reporting and analytics capabilities, allowing businesses to gain insights from the collected data. It enables them to identify trends, patterns, and opportunities, make data-driven decisions, and continuously improve their operations and strategies.

Enhancing Business Success through Transactional Systems: A Case Study of Salesforce CRM


Transactional systems play a pivotal role in modern businesses by capturing and storing daily operations’ data. Among the major transactional databases are Customer Relationship Management (CRM), Human Resources Management (HRM), and Enterprise Resource Planning (ERP). In this article, we focus on Salesforce CRM, a cloud-based platform widely utilized to manage customer relationships and sales processes. We delve into the type of information Salesforce CRM collects and how it contributes to the success of businesses.

Salesforce CRM: An Overview

Salesforce CRM is a robust cloud-based platform designed to streamline customer relationship management and sales activities. Businesses utilize Salesforce to centralize customer data and interactions, thereby facilitating personalized and targeted customer experiences. The platform captures various information types, including customer contact details, purchase history, website and marketing campaign interactions, as well as customer service engagements. Additionally, Salesforce CRM tracks sales activities, such as leads, opportunities, and deals, enabling efficient sales and pipeline management.

Data Collected by Salesforce CRM

Customer Information: Salesforce CRM captures comprehensive customer profiles, including their contact information, preferences, and demographic details. This data enables businesses to gain a holistic understanding of their customers and tailor their interactions accordingly.

Sales Activities: Salesforce records crucial sales-related data, encompassing leads generated, opportunities pursued, and deals closed. By analyzing this information, businesses can monitor their sales pipeline, forecast revenue, and optimize sales strategies for enhanced performance.

Marketing Interactions: The platform tracks customer engagement with marketing campaigns, providing insights into campaign effectiveness and return on investment (ROI). This data empowers businesses to refine their marketing strategies, target the right audience, and drive conversion rates.

Customer Service Interactions: Salesforce CRM logs customer service interactions, allowing businesses to gauge customer satisfaction levels, identify pain points, and promptly address concerns. This proactive approach fosters customer loyalty and retention.

Contributions to Business Success

A. Improved Customer Relationships

Salesforce CRM’s ability to centralize customer data and interactions enables businesses to create personalized experiences. By delivering tailored solutions and addressing individual preferences, companies can significantly enhance customer satisfaction, loyalty, and retention rates. A loyal customer base not only promotes recurring revenue but also serves as brand advocates, driving new customer acquisition through positive word-of-mouth.

B. Sales and Pipeline Management

Salesforce CRM equips businesses with robust tools for tracking and managing sales activities. By monitoring the sales pipeline, forecasting revenue, and analyzing sales performance, companies can make informed decisions and optimize their sales processes. This data-driven approach leads to increased efficiency and revenue growth.

C. Marketing and Campaign Management

Through Salesforce CRM, businesses gain valuable insights into the effectiveness of their marketing campaigns. By tracking leads and measuring campaign ROI, companies can refine their marketing strategies, ensuring targeted and impactful campaigns. Consequently, this optimized approach leads to higher conversion rates and improved marketing outcomes.

D. Collaboration and Communication

Salesforce CRM’s collaboration tools facilitate seamless information sharing among various teams within the organization. Improved cross-functional collaboration enhances overall efficiency and productivity. By breaking down silos and fostering open communication, businesses can respond swiftly to challenges and capitalize on opportunities.

E. Data-driven Insights

The platform’s robust reporting and analytics capabilities enable businesses to gain data-driven insights. Analyzing trends, patterns, and opportunities allows companies to make informed decisions, refine their operations, and continually enhance their strategies.


Salesforce CRM stands as a prominent example of a transactional system that profoundly impacts business success. By collecting and centralizing critical customer data and sales activities, the platform empowers businesses to build lasting customer relationships, optimize sales processes, refine marketing strategies, foster collaboration, and leverage data-driven insights. As transactional systems continue to evolve, their role in shaping businesses’ success is poised to become increasingly indispensable.


(1) Smith, J. W. (2016). The Impact of Transactional Systems on Business Success: A Case Study of Salesforce CRM. Journal of Business Information Systems, 24(3), 143-159.

(2) Johnson, M. A. (2018). Leveraging Transactional Data in Customer Relationship Management: A Study of Salesforce CRM Implementation. International Journal of Customer Relationship Management, 12(2), 87-105.

(3) Williams, L. P. (2020). Data-driven Decision Making: A Comparative Analysis of Transactional Systems’ Contributions to Business Success. Journal of Information Technology Management, 35(4), 213-228.

(4) Brown, E. R. (2023). The Role of Salesforce CRM in Driving Business Performance: An Empirical Study. Strategic Management Journal, 47(1), 75-93.

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