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Dave Evans


Managing Director

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Is an LMS or CRM better suited to a training business?


There are hundreds of business systems and technologies that may assist in training. This blog focuses on the differences between an LMS and a CRM system.

Today, technology is essential 

Expanding a training business without the aid of technology can be almost impossible. Competition is fierce and the internet provides fast access for prospective clients to conduct initial research for a suitable supplier, make enquiries, and in many cases make a booking. 


A learning management system (LMS) tracks every step of a training journey, giving management an insight into the real success levels of corporate training.

Alternatively, a CRM helps you manage your relationships with existing and potential customers, which provides a fully integrated solution from the sales cycle right through to customer management. 

Shared CRM and LMS functionality 

  • No data duplication of contact information, communications, documents or order history
  • All emails notification, reminders and confirmations are recorded in one place
  • Segment existing customers or import mailing lists to target with relevant courses, loyalty discounts and amazing offers
  • Create engaging email using customised templates for campaign messaging and branding

Additional LMS functionality 

  • Share learning materials or resources such as documents, eLearning, video and audio
  • Support a flexible structure that allows different combinations of user groups to be created such as by location or job role
  • Provide an intuitive and user friendly interface for learners
  • Automatically generate registers, sign in sheets, evaluation forms and certificates

Which tool is best suited to training?

Without doubt a CRM is powerful and a necessary tool to manage relationships and expand a business. It is a great tool for managing pipelines, enquiries and capturing all relevant information, but the benefits are limited. The downside is that a CRM operates very differently to a learning management system. By opting for a CRM alone, many companies can miss out on the wider functionalities available with an LMS.

Download free whitepaper for a complete overview of LMS and CRM functionality differences. 

Author Profile Picture
Dave Evans

Managing Director

Read more from Dave Evans

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