In BIA/Kelsey’s Local Commerce Monitor survey of small and medium businesses, we asked our 1,000+ respondents if they use customer relationship management (CRM) systems. 1 in 4 SMBs reported that they currently use a CRM system and another 20.7% responded that they were considering adding a CRM system in the next 12 months.

When you look at the subset of SMBs that wants to add a CRM system, it is not surprising that the medium sized SMBs (10 to 99 full time employees) are represented. But also SMBs with 2 to 9 employees (smaller businesses) are interested in adding CRM systems. Nearly a quarter of SMBs with 2 to 9 employees want to add a CRM system.

We’ve discussed these “middle child” small businesses before. These businesses are caught between their bigger (10 to 99) and smaller (1 employee or very small businesses) siblings. These middle child SMBs want the CRM systems they see their bigger brothers and sisters using, but they don’t always have the time or resources to implement them.

Sellers can help these small businesses by offering cost effective advertising solutions that grow with them as they increase their size and spend. For customer relationship management systems (CRM) adding features and tools that help businesses manage their relationships with customers that communicate, analyze and target customers are key.

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BIA/Kelsey’s LCM, Wave 19 reports can be purchased a la carte in the new BIA/Kelsey eStore. Our LCM reports look at where particular SMBs (broken out by size, vertical, etc.) spend the most, as well as the top channels for marketing and promotion.