How to Choose a CRM System

Choosing a CRM

To choose a CRM in the noughties, giant tech corporations like IBM, SAP and Oracle made systems for big business. SME businesses just had Excel. Then came Salesforce and it dominated for a decade, with sales reps everywhere living on it. The advent of content marketing allowed even small companies to use the internet to generate inbound leads, and the new king is HubSpot. Many other systems are inspired by these landmark platforms. GeminiBlue can help you see a demo of HubSpot without you needing to create an account.

When choosing a CRM system, it is essential to consider three main questions:

• 1. What tech are you using? How easy will it be to integrate your existing systems?
• 2. Have you done your research? Do you have a list of 3-4 front runners? If not, you can ascertain this by using reviews, system specs, and articles (such as this one!).
• 3. Can you partner up? Using partners can make the onboarding process so much easier than it would otherwise be.

In the world of MarTech (marketing technology) there is a massive selection of apps in lots of categories. They often overlap with many systems offering subtle differences. CRM systems are a big part of the MarTech landscape. Some systems appear to be totally different but then do the same thing, making it hard to choose a CRM.  

Every year Scott Brinker publishes a MarTech super graphic showing the logos of every app in the market. Over eight thousand apps and platforms! Scott is a big influencer in the MarTech industry. He packs out an audience at the best industry events around the world. His blog is worth a look if you Google ‘Chief MarTech’ or click here to get the super graphic. 

1. What Tech Do you Need to Integrate?

When a firm changes software it’s good to think of your systems as a Tech Stack. Basically a list of every app and piece of software your staff are using. From Windows 10 to Facebook and of course, your choice of CRM.  

I like to think of a tech stack as a pile of stones. Some are pebbles easy to switch without consequence, like using FB messenger vs WhatsApp. Some are big heavy corner stones and if you move it, everything is affected. To choose CRM is a very big piece. It needs to be considered carefully before you decide to switch or make big changes.  

2. Have you Narrowed it Down?

Google searches, YouTube videos and user reviews can give you tonnes of information to help make choose a CRM. It can easily get overwhelming. Working with a CRM consultancy can be a massive help. They can show you a best fit selection for your company. For small business this can be a case of picking from a few and running a free trial. For Enterprise clients it can involve a full tender process with lots of due diligence.  

A great start point is G2. It’s a software comparison site and is like TripAdvisor but for software. The CRM section will give a decent insight into the best runners and riders.

3. Can you Partner Up?

Working with a qualified service partner makes the implementation process a breeze. There are partners to fit any budget and every CRM system. Your cost is in two parts: the software license from the vendor as a monthly card payment. Then an invoice from the local partner that helps you to get it all setup and train your team. Some intrepid tech heroes are able to do it DIY style. For most of us, bringing in a pro can reduce the time and money you invest dramatically.  

Choose wisely, get a good service partner and don’t pay over the odds! HubSpot CRM is free license so the costs have been driven right down. Even for the smallest firms, there’s no excuse so get a proposal here and get started.