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Why it’s a great idea to integrate an LMS with your organization’s CRM software

LMS integration

We have seen that companies of all shapes and sizes, be it large or small, have welcomed customer relationship management (CRM) systems in their workflows and processes. The same can be attributed significantly to the meteoric rise of Salesforce, arguably the most popular cloud-based CRM solution in the world. Salesforce is used for two major purposes: centralized management and tracking of the account information of existing customers and prospects alike.

At the same time, we have also seen the emergence of eLearning and Learning Management Systems (LMS) as formidable online learning solutions. Their importance has sky-rocketed after the covid-19 pandemic completely dismantled the existing learning methodologies that involved traditional in-person learning — be it in schools or for employees inside organizations.

That said, when it comes to businesses, there has been an emerging trend of integrating a powerful and reliable LMS like Docebo with their CRM software. With the integration of Docebo with your trusted Salesforce, you get Salesforce LMS, which makes a product that revolutionizes professional training.

In this article, we will look at some of the primary reasons why it’s a great idea to integrate an LMS with your organization’s existing CRM solution. But before that, let’s once again look at what CRM and LMS software are, respectively. Let’s begin.

What are CRM and LMS Systems?

Customer relationship management (CRM) is a set of techniques, methods, and technology that businesses employ to handle and analyze customer interactions and data across the consumer journey. The idea behind this is to build strong relationships between customers and the company, increase client retention, and increase sales.

CRM systems aggregate data on customers from several points of interaction between the customer and a given business, such as its website, emails, calls, live chat, promotional material, and social media. CRM systems are also capable of collecting, managing, and offering extensive information on consumers’ private details, shopping history, purchasing habits, and complaints to customer-facing employees.

What is an LMS?

An LMS or a learning management system is a software program that serves as the foundation for managing all components of the learning process — it’s where you store, implement, and monitor your teaching material. While most commonly referred to as an LMS, it can also be referred to as a learning experience platform (LXP), learning activity management system, or training management system.

An LMS helps make the job of people who undertake the training and development smoother. The tasks include setting and analyzing individual and organizational learning targets, monitoring progress toward those targets, and accumulating and reporting the results of the learning process. An LMS is also equipped to take care of onboarding, skills gap analysis, and compliance.

Integrating an LMS with your CRM System

Integrating your learning management system (LMS) with your customer relationship management (CRM) system can streamline business processes, cut costs, and improve customer service to help you close more deals and retain more customers. Here are five benefits of integrating your LMS with your CRM that might help you decide if it’s the right approach for your company.

1.  Maximize Sales and Marketing Opportunities

If your sales and marketing teams aren’t aligned, it can lead to a lack of customer engagement and ultimately, missed opportunities. By integrating these two platforms, you can unify your company’s messaging to create a consistent brand experience for all stakeholders while increasing customer satisfaction and driving revenue growth.

For example, if a customer takes an in-class training course on integrations offered by your organization, they can then be automatically enrolled in an email marketing program that sends them additional information about related products and services.

This type of seamless integration not only makes sense from a strategic standpoint but also ensures business processes flow seamlessly without slowing down workflow or contributing to wasted time.

2.  Streamline Reporting

By integrating your LMS and CRM, you’ll be able to streamline reporting processes by automatically generating report requests on your data. This means fewer hours spent crunching numbers and more time focusing on closing new deals. Additionally, one system will make it easier for sales reps to track performance metrics and identify what worked best in previous deals.

For example, they may find that a past deal was most successful when they used a specific video series or offered certain discounts; if so, they can start using those tools in their next pitch to see if they fare better.

3.  Setting Up Activity Feeds

By leveraging activity feeds, you can automatically notify other team members of what another employee is doing. For example, a student taking a course in your company’s LMS might tag several teammates in an activity feed post and include an associated comment. That action will trigger an email notification sent to all those students’ colleagues.

You can also use your CRM to automatically notify managers or other individuals when one of their employees takes a new course or completes some training.

Not only does it help ensure that training tasks are accounted for and completed by those who need them, but it also shows trainers how they’re actually being used in the real world.

4.  Improving the Overall Learner Experience

On online learning platforms, customers always like to compare programs and rates. Consumers, for instance, frequently obtain certification applications, and certification programs frequently receive course discounts. This also implies that user data and permissions are exchanged across CRM and LMS, and learners will benefit from single sign-on.

Users can benefit from a social learning experience and participate in online community chats, allowing them to capture new information and apply it to talks with colleagues, thanks to the connection between CRM and LMS.

5.  Saving Significant Time

The merging of CRM and LMS saves a significant amount of time by eliminating duplicate data and the requirement for manual methods. The time spent enrolling students and assigning them programs is also reduced because the LMS allows learners to self-enroll and be assigned responsibilities.

The connection could also aid onboarding by allowing new committee chairs and board directors to participate in training programs. The educator and management can remain completely aware of the students’ and programs’ strengths and weaknesses while developing new courses and training sessions.


We hope that this article will help you gain the much-needed information surrounding the benefits of integrating your CRM with a powerful LMS such as Docebo. So, are you ready for the integration?

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