Benefits of LMS integration with the organization’s CRM software

ByLance T. Lee

Aug 2, 2022

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

At the same time, we have also seen the emergence of e-learning and learning management systems (LMS) as great e-learning solutions. Their importance skyrocketed after the covid-19 pandemic completely dismantled existing learning methodologies that involved traditional in-person learning – whether in schools or for employees within organizations.

That said, when it comes to businesses, there has been an emerging trend to integrate a powerful and reliable LMS like Docebo with their CRM software. With Docebo’s integration with your trusted Salesforce, you get Salesforce LMSmaking it a product that is revolutionizing professional training.

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

Customer relationship management (CRM) is a set of techniques, methods, and technologies that companies use to manage and analyze customer interactions and data throughout the consumer journey. The idea behind this is to build strong relationships between customers and the business, increase customer retention and increase sales.

CRM systems aggregate customer data from multiple points of interaction between the customer and a given business, such as their website, emails, calls, live chat, promotional materials, and media social. CRM systems are also capable of collecting, managing, and offering detailed information about consumers’ private details, purchase history, shopping habits, and complaints to customer-facing employees.

An LMS or learning management system is software that serves as the foundation for managing all components of the learning process – it’s where you store, implement and monitor your learning materials. Although most often 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 work of people undertaking training and development smoother. Tasks include defining and analyzing individual and organizational learning goals, monitoring progress towards those goals, and accumulating and communicating the results of the learning process. An LMS is also equipped to support onboarding, skills gap analysis, and compliance.

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

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 cohesive brand experience for all stakeholders while increasing customer satisfaction and driving revenue growth.

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

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

2. Streamline Reporting

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

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

3. Configuring Activity Streams

By leveraging activity feeds, you can automatically let other team members know what another employee is doing. For example, a student taking a course in your company’s LMS can tag multiple teammates in an activity feed post and include an associated comment. This action will trigger an email notification sent to all co-workers of these students.

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

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

4. Improve the overall learner experience

On e-learning platforms, customers always like to compare programs and prices. Consumers, for example, frequently get certification requests, and certification programs frequently receive discounts on courses. It also implies that user data and permissions are exchanged between 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 discussions with colleagues, thanks to the connection between CRM and LMS.

5. Significant time savings

The merging of CRM and LMS saves a lot of time by eliminating duplicate data and the need for manual methods. The time spent registering students and assigning them programs is also reduced because the LMS allows learners to self-register and be assigned responsibilities.

The connection could also facilitate onboarding by allowing new committee chairs and administrators to participate in training programs. The educator and management can remain acutely aware of student and program strengths and weaknesses while developing new courses and training sessions.


We hope this article will help you get the much-needed information regarding the benefits of integrating your CRM with a powerful LMS like Docebo. So, are you ready for integration?

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