Everything You Need to Know About NetSuite’s CRM Capabilities

Many organizations will implement NetSuite for its Accounting backbone and then over time open up the extended features it has to offer. A natural early step is adopting NetSuite’s CRM. It makes sense to centralize narratives and communication in the same place that sales are being generated and posted.

There are plenty of great, bespoke CRM tools on the market but, as you will learn, NetSuite does a fantastic job of competing with those tools whilst doing away with the need to integrate systems or transfer data.

With CRM, NetSuite continues to push its strength of being an organization’s primary, and in many cases sole, business system. In this article we will look at some of the key CRM features NetSuite has to offer and allow you to consider how these may or may not work for your use case.

First, let’s begin with an overview of what a CRM is and what kind of benefits it offers.

The NetSuite CRM is a fully integrated solution that allows you to manage all aspects of your customer relationships in one place. It provides a central location for storing customer information, such as contact details, purchase history and communication logs.

Additionally, it offers tools for managing your sales pipeline, automating marketing campaigns, and tracking customer service interactions. The CRM facilitates easy access to all the information you need to make informed decisions about customer relationships and your customer base as a whole.

Key Features of NetSuite’s CRM

Marketing Campaigns

Automate your email marketing campaigns. Using the detailed and customizable Customer record in NetSuite you can filter down and target specific demographics considering location, industry and much more. NetSuite’s email marketing features allow you to craft customized communications by drawing in data from the customer or contact records. Track the performance of marketing campaigns, accurately measure their ROI and build management dashboards to display and analyze the data outputs to drive better marketing strategies.

NetSuite’s Sales Force Automation

Using the integrated Sales Force Automation sales managers and team leaders can manage their own resource through NetSuite. Automate pipeline and forecast reports, follow leads through the entire sales cycle and track commissions. Set quotas for sales team members and track performance against these quotas throughout the period. Set up sales teams and automate lead assignment through sales rules and territories. NetSuite can easily become the primary system for managing the entire sales departments workflow and performance.

Customer Communication Management

Manage all communication with the customer through the NetSuite customer record. Use the NetSuite standard email feature to automatically log email communication against the relevant customer record. Sales reps can organize their calendar directly from their NetSuite dashboard. They have the ability to log past and future events, phone calls and actions. Sales managers can set pop up or email reminders for team members against specific customers or key deals.

Locating the Communications tab in NetSuite

Integrated Accounting with NetSuite CRM

A major benefit of using NetSuite for CRM is that it is likely already your accounting system. All sales activity will be posted immediately to the relevant books facilitating real time reporting for accounts teams. Drive improved forecasting and budgeting and reduce the time lag between delivery and invoicing. Increase profit margins by giving accounts visibility of margin data prior to conversion and drive internal communication and collaboration.

Customer Case Management

NetSuite’s CRM offers powerful tools for managing customer service interactions. You can create and manage customer service cases, track their progress, and assign them to appropriate team members. Create a knowledge base of frequently asked questions and answers allowing your customer service team to quickly and easily provide accurate information to customers. Improve customer satisfaction and retention by monitoring adherence to support SLA’s, speed of response and overall experience.

A Mobile, Cloud-Based CRM

As a cloud-based tool, NetSuite’s CRM can travel with your sales team. They can quickly and easily access customer data whilst on site or sitting in key meetings. Quotes can be updated in real time ensuring there is minimal delay in getting signatures from the client. Sales team meetings can be administered remotely whilst still ensuring the integrity and consistency of data across the team. Learn more about the benefits of a cloud-based system here.

NetSuites 360 degree customer view
Never forget NetSuite’s 360 degree view

What do they mean by that? All the features above, combined with the data in the rest of your NetSuite system gives you a more complete view of your customer than you could hope for. NetSuite’s reporting and analytics capabilities means there is an endless stream of insights and data points to be extracted.

All this allows your sales teams and organization as a whole to understand your customer profile and the internal processes used to win and retain them. This level of insight is only really possible in a solution like NetSuite that integrates all business verticals from sales to accounting, marketing and support services.

In conclusion, NetSuite’s CRM capabilities offer a comprehensive solution for managing customer relationships. With its sales management, marketing automation, customer service, and reporting and analytics tools you can easily access all of the information you need to make truly informed decisions surrounding your customer base. It offers businesses of all sizes a central location for storing customer information, and allows for easy tracking of sales pipeline, marketing campaigns, and customer service interactions. As is to be expected with NetSuite, the reporting and analytics offering is vast and invaluable, providing insights that can help you improve your customer relationships, increase customer satisfaction and retention, and drive revenue growth.

If you are already using NetSuite and now need to consider a CRM tool your first consideration should really be expanding your current system.


If you are weighing up between Salesforce and NetSuite then check out our comparison below. If NetSuite happens to lose that battle we have also drawn out the different options for integrating the two systems.

NetSuite vs Salesforce

Salesforce NetSuite Integration

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