Freedom of Data + Subscription Models => CRM for the Web

In April, Jon Bischke wrote an excellent article on Techcrunch entitled “The Rise of Full-Box CRM”.  In short, Jon describes a future where CRM systems come populated with potential leads right out of the box – with no need for manual data entry. While Jon does a great job of capturing how LinkedIn and Rapportive may change who is in your CRM at the start, there’s another “Full-Box CRM” movement afoot about what is in your CRM initially – and this movement opens the door for CRM’s for the web that fundamentally change the relationship between companies and their customers.

The Freedom of Data

First, as usage, email, help and other customer data become more free (easier to pull out of the systems it was generated in), CRM’s can be pre-populated with a complete picture of your customer interactions almost immediately with minimal technical work. Companies like Mailchimp,, Zendesk, Shopify and even existing CRM solutions all become incredibly valuable inputs that pre-populate a broader CRM that gives everyone in the organization the ability to use and interact with this information. No matter which system generated the data, teams across organizations can now have access to it.

The Rise of the Subscription Web

While the freedom of data allows a pre-populated CRM, a separate trend is that more and more companies on the web are moving to subscription models – whether that’s enterprise software or Netflix style models that charge a monthly fee or more subtle loyalty based models like mobile gaming (where users have to keep paying to keep playing). Whereas companies could previously rely on initial sales to drive most of the revenue, in this new world, current customers are likely a significantly larger source of revenue than new customers.

The Dawn of CRM for the Web

As these trends intersect, there’s a significant opportunity for a CRM that allows customers on the web to receive personalized treatment from web companies based on where they specifically stand in their customer lifecycle.

CRM for the web requires several key features:

  • Incredibly easy data integration since data is too large to be manually entered
  • Strong prioritization since you only have time to focus on a subset of customers
  • A direct and repeatable tie to taking action since customers are too numerous to reach out to individually
  • Measurable results since you ultimately need to automate your outreach

With the advent of CRM for users on the web, companies will be able to focus on building happier and more loyal customers, which is good for both companies and for users.


This is the future we’re working on at Klaviyo. Try Klaviyo’s CRM for the web with no commitment in our 14 day trial.


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