10 THINGS YOU NEED
TO KNOW BEFORE
CHOOSING A CRM
A guide to making a smart decision for your team
Choosing a CRM is a big decision
You need a CRM that connects your team, tracks your sales, helps you
manage customer relationships and gives you clear, meaningful
It’s not complicated. At least it shouldn’t be.
But, choosing the right CRM for your business is not a decision that should
be made in the dark. With many options available, how do you know what
you should look for?
Follow these 10 points to ensure that you find the best CRM software for you
and your team.
The right CRM technology is very
powerful - but what are your goals?
Is it to centralize your business and make you more organized?
Is it to produce powerful business insights that will make you more profitable?
Is it to have a history of your contacts, leads, deals, and conversations?
Is it to scale your operation and make you more productive?
CHECK HOW LONG IT TAKES TO
IMPLEMENT (AND HOW MUCH IT
Not all CRM implementations are
Modern CRM implementations should be quick and easy - and free.
•Ask potential CRM vendors how long the implementation will take
(and how much it will cost).
•Don’t forget to account for your own office politics, busy seasons and
other events that may get in the way of a timely and easy
Find a CRM that minimizes friction so
your team will actually use it.
Reduce people, process, and system friction as much as possible.
Use a bottom-up approach, giving your team only what they need.
Don’t impose a process that isn’t natural.
Make sure the CRM has a great UX and is easy to use.
How important is mobility to your
A CRM that works when you’re sitting at your desk won’t
necessarily work anywhere like in the field or on the train.
If mobility is important to you (and why wouldn’t it be?) look for
a CRM that offers the same features you use on the desktop version
on phones and tablets running on iOS, Android or Windows.
Your business is unique. Make sure the
CRM can adapt.
The sales cycle of a real estate agent is different than the sales cycle
of a creative agency, for example.
Look for a CRM that allows you to customize your sales stages and
add custom fields, filters and tags so it makes sense for your
Your CRM should increase
productivity - not slow you down.
No one wants to work with a CRM with so many required fields that they’d rather
take a pass on a lead than do data entry. CRMs are intended to produce profits by
making the sales cycle smooth and tracking relevant information to closing deals.
• Look for a CRM that automates tasks and pushes reminders to your mobile
• Select a solution that offers full functionality whether you are accessing it on
your laptop after a client meeting in Colorado or from your cell while while you
wait for the train during your morning commute.
• Look for a CRM that doesn’t make the user do double duty, forcing them to
separately manage the content upload for a single transaction once while they are
on mobile and again when they’re at the office.
CONSIDER THE HARDWARE AND
SOFTWARE YOU ALREADY USE
Are you future-prooﬁng your
business with BYOD?
• BYOD, or Bring Your Own Device, refers to the popular growing policy of
permitting employees to bring personally owned mobile devices (laptops,
tablets, and smart phones) to their workplace, and to use those devices to
access privileged company information and applications.
• Look for a CRM that offers the same features you use on the desktop version
on phones and tablets running iOS, Android or Windows.
Will the CRM integrate with your
• Integration with other programs your team uses is important for ease of use.
Look for a CRM that can seamlessly work with your existing software. For
• Email: Microsoft Outlook, Gmail, MailChimp, Yesware
• Cloud tools: Dropbox, Google Drive
• Social media: LinkedIn, Facebook
Try it before you buy it.
• Trying out your potential new CRM is a critical step in the purchasing
process, and one that many companies overlook.
• Let your team thoroughly explore the tool. Ask for feedback. If they put the
software through its paces, they’ll if know it’s be a good fit.
Think about what metrics you need
to see - and make sure the CRM you
choose will readily provide you with
Incoming Deals Volume Report – This report breaks down the number of deals registered over a
period of time and percentage of total deal count.
Sales Forecasting – The sales forecasting report will tell you the total value of all deals in the
pipeline and how much of that amount your business can realistically expect to bring in.
Sales Revenue Goals – Set and monitor individual and team revenue goals over a set time period.
Won Deals – This report tells you the number of deals won, by team member, over any resolution
period you choose.
Sales Funnel Analysis – The sales funnel analysis report tells you where your team stands at all
points in your pipeline and what your business has to lose or gain.
Look to the future. Will the CRM
grow with you?
• Just because it works for your company today doesn’t mean it will be a fit in
• Think about how a CRM will scale as your business grows. Can the tool serve
companies of any size?
• As you make your final decision, look for a CRM that will be a long-term
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