Microsoft Teams, abstract Image by Michaela, at home in Germany • Thank you very much for a like from has announced that CRM is now embedded into Microsoft Teams. Since its launch in 2022, CRM usage has increased, with G2 naming it the top sales product for 2023. Users numbers, however, are unavailable, with the firm revealing that they had increased by 29x since launch in August 2022, though how many users there were back then is unclear.

The Work OS platform was first integrated with Microsoft Teams in 2020. There are also integrations with other Microsoft solutions, such as Microsoft Azure Active Directory, Microsoft Outlook, and OneDrive. With this announcement, the technology partnership between the two companies becomes stronger, though CRM competes against Microsoft Dynamics CRM.

Uriel Rootshtain, Director of Field and Partner, Modern Work at Microsoft, commented, “Companies like help unlock a variety of opportunities to enhance productivity and collaboration on Microsoft Teams. We’re thrilled to expand our collaboration with to allow business owners and sales teams to work more efficiently and transparently than ever.”

What does the integration deliver?

Embedding its CRM application into Teams enables organisations to reduce how often users switch between applications. Teams and other communication platforms are often seen as the modern UI for users; rather than sitting in email, they can collaborate far more effectively in a synchronous environment. For sales teams, it means they spend more effective time at their desk. The integration delivers several benefits that calls out:

  • Create a collaborative sales environment: Stay organized with teams and channels; schedule and conduct meetings; share and access files quickly; add apps to bring tools into Teams.
  • Bring your entire organization into sales: BDRs through C-level executives can access crucial sales data and revenue projections within Teams; tag legal, finance, and onboarding departments within boards to collaborate around deals.
  • Find all important information in one place: Details on leads, contacts, pipelines, and deals are visible within Teams; update CRM information directly from Teams during stand-ups to maintain alignment.
  • Create clear workflows and processes across departments: Always know where deals stand and what action items are next to keep your pipeline moving forward; automatically notify and update other departments when it’s time for them to get involved.
Michal Lupu, Head of Product Growth at
Michal Lupu, Head of Product Growth at

Michal Lupu, Head of Product Growth at, “On average, information workers switch between 10 apps up to 25 times a day. When work is siloed, organizations are forced to run their businesses within the limitations of the software given versus making the software work for them. By integrating monday sales CRM into Microsoft Teams, we’re ensuring sales reps are in the best position to succeed in every interaction.”

Enterprise Times: What does this mean?

The decision by to embed its CR application into Teams raises several questions. Where does it see the opportunity? Has it found that many organisations are already using Teams effectively, and to gain a foothold with new clients, it needs to provide its functionality within the collaboration solution? Was this integration driven by customer demand and a more protective investment to stop clients from shifting to Microsoft solutions?

Also, what is next? As many others have done, will it look to integrate the CRM application into Slack? What it is not doing is targeting the collaboration market itself through an acquisition. Nor does it have the same approach as Zoho, which has built its own collaboration and CRM solutions on the same platform.


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