Does your CRM software map interactions in real-time so your team members can speak with confidence and relevance? For instance, your sales manager may want to follow up with current customers to track relationships. A CRM solution is an essential part of your company’s digital transformation. You can eliminate redundant interactions, departmental silos, and customer frustrations.

Choose a CRM

An action-focused CRM lets you take control of the data you have in your system and proactively work on building relationships with clients. For example, scheduling follow-up appointments or triggering automated events based on some changes to data. Award winning London PR agency PHA Media knew from experience that things could quickly get out of hand with their new sales team if a sales process was not put in place. This means that you’ll be able to provide them with a more personalized experience.

How to Choose a CRM in 24 Ways (Step-by-Step Checklist + Free Guide) is a leading authority on technology, delivering lab-based, independent reviews of the latest products and services. Our expert industry analysis and practical solutions help you make better buying decisions and get more from technology. A study published in 2022 by Validity surveyed more than 600 CRM-using organizations globally. When asked how CRM data impacted sales, 75% of respondents said that poor quality data had cost their firms customers.

  • Allows you to sync your conversations across all instances of CRM, so different levels of your company can have a firm understanding of your conversations with leads.
  • Choose methods that would not disrupt normal business operations as CRMs are meant to aid operations, not interfere with them.
  • When you add a contact, it will find the appropriate LinkedIn profile and link to it and other social accounts.
  • Therefore, the total cost of the CRM would depend on how many people use it.
  • If you’re reading this, you’ve probably decided that it’s time for your business to invest in a CRM system.
  • CRM is also used to maintain customer loyalty by storing key information to boost sales – for instance, by personalizing the experience and providing excellent customer support.

While you might be looking for a low-cost option to start, you could outgrow the software in just a few years. It’s important to balance your current needs with your long-term vision. You know what kind of business you want to be, so choose CRM software that has the functionality to be able to grow with you as your work toward your goals. Pipedrive’s features, which include reporting tools, workflow automation, and communication tracking, are all intended to improve sales effectiveness.

Look Beyond Features as Well

One CRM’s features may be skewed toward social media management, while another may be focused on email marketing. As such, learning their strong points and matching them to the CRM features you particularly need helps reduce pain points down the road. Finding the right CRM is essential because data shows that CRMs help businesses target their audience, enhance access to customer data, and shorten the sales cycle.

Choose a CRM

You should also identify if you need an industry-specific CRM, as this can help eliminate some CRM solutions right off the bat. Industry-specific CRMs offer niche tools to help particular business types, including insurance, healthcare, real estate, and hospitality. Before you begin crm strategy the selection process, look at your yearly business performance reports and review the goals you’ve set for your company moving forward. Ideally, you should identify goals in the coming one to two years. These can range from growing your sales to expanding your product portfolio.

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This feature is key and all businesses are moving towards the cloud-based system as it saves in cost, increases security and maintenance, increases mobility, and handles disaster recovery. CRM systems are in use to add notes, schedule follow-ups and organise the next steps that need to be taken. This ensures that opportunities to close deals or grow customer accounts will always occur. Some legacy CRMs may include features that don’t meet your business needs. Alternatively, these older CRM solutions may not have the new technologies necessary to increase your market share.

A huge part of a salesperson’s job involves interacting with their pipeline and various contacts inside their CRM system. Market leaders like Salesforce, Oracle, and SAP are swiftly adapting their products to meet new market demands. Recruit high-performing development teams managed by Trio’s engineering managers. For more on contacting customers, check out The Best Email Marketing Software, The Best Small Business CRM Software, and The Best Lead Management Software. Zendesk has its roots in help desk software, but it later branched out into CRM. As a result, it’s tightly integrated with Zendesk for Service, and its features skew toward help desks more than some other CRMs we tested.


What’s more, many CRM vendors are expanding their products into a variety of areas beyond customer relationships. They’re moving towards managing the sales lifecycle end-to-end, with CRM representing the customer journey. The more expansive the tool, the more customization you’ll need to make it work for you. When they’re just starting out, a lot of small businesses concoct their own homegrown approaches for customer relationship management.

Choose a CRM

Today, it’s more of a must-have requirement that every small business CRM needs to meet. As a small business owner, you need to remember that your budget is limited. You don’t want your CRM system to suck all the money out of your business pocket and leave you with massive overheads on the product. CRM software is meant to help your business grow and not kill it. Even if the vendor claims they have all the features you need to accommodate your business workflows, you still need to make sure they’re working properly.

How to Find the Most Suitable CRM for Small Businesses?

Regardless of how honest a company tries to be, they may still operate under their own biases. System integration is one of the most important things to consider when choosing a CRM. Now that you know why your business needs a CRM, we can help you find the right system for your needs.

Determine necessary technology and features

Companies that need lots of customization options in their CRM app will want to consider Salesforce Sales Cloud. Between its own customization options and both the internal ecosystem and third-party AppExchange, the possibilities for creating a bespoke platform are nearly endless. Based on all that, I narrowed it down to the 10 CRM apps that merited a spot on our best CRM software list—and that’s what you see here. There are many types of good CRM out there, and no one-size-fits-all/right CRM option.