Current Volume 9
Abstract
In today’s hypercompetitive business environment, organizations are increasingly turning to Customer Relationship Management (CRM) systems to streamline and enhance their sales processes. However, many CRM implementations fail to deliver expected results due to fragmented workflows and legacy process constraints. This paper presents a comprehensive review of CRM-enabled sales pipeline optimization through the lens of Business Process Reengineering (BPR). By synthesizing findings from academic literature, industry reports, and case studies, the paper proposes a BPR-driven model that restructures key sales pipeline stages—from lead generation to customer retention—for greater agility, visibility, and performance. Emphasis is placed on eliminating redundancy, automating decision-making, integrating real-time analytics, and aligning CRM workflows with business objectives. The paper also explores critical success factors, challenges, and digital enablers such as AI, predictive analytics, and cloud-based CRM platforms. The review concludes by offering a strategic framework to guide organizations in redesigning their CRM-based sales pipelines to improve revenue conversion and customer engagement in a data-driven economy.
Keywords
Customer Relationship Management (CRM), Business Process Reengineering (BPR), Sales Pipeline Optimization, Workflow Automation, Digital Transformation, Customer Lifecycle Management.
Citations
IRE Journals:
Chikaome Chimara Imediegwu , Okeoghene Elebe
"Optimizing CRM-Based Sales Pipelines: A Business Process Reengineering Model" Iconic Research And Engineering Journals Volume 4 Issue 6 2020 Page 232-245
IEEE:
Chikaome Chimara Imediegwu , Okeoghene Elebe
"Optimizing CRM-Based Sales Pipelines: A Business Process Reengineering Model" Iconic Research And Engineering Journals, 4(6)
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