But how do you navigate the crowded CRM software market, where every solution promises the moon? This article will be your guide to choosing the right CRM for your specific needs. We’ll explore the essential steps to make your choice, but also everything about the criteria for targeted solutions, between features, scalability, ease of integration and UX. Whether you’re considering Salesforce, HubSpot or a lesser-known tool, our goal is to give you the knowledge you need to make an informed choice and transform your business with the best CRM possible!
In this illustration, a CRM and its various tools.
The 5 steps to choosing the right CRM
In just a few years, CRM has become the preferred tool for companies to manage marketing, sales and customer relations . This craze has also led to the development of a multitude of solutions , which has made the choice more difficult than ever. So, why invest in Pipedrive or Sellsy , rather than Salesforce , HubSpot or noCRM , that is the question!
No obvious answer comes to mind? Do you feel lost in the ocean of possibilities available to you? Hang on and let's set sail for THE method that will help you ask yourself the right questions to choose your CRM, step by step.
Step 1: Involve all users from the beginning of the project
27% of CRM projects fail, largely because management teams are not the driving force behind the project. So things are relatively simple: for your CRM to actually be used by your employees, you need to involve them from the start . This is the best way to get them to buy into the selected software.
Concretely, here are two issues that you need to address with the help of the services involved:
Aligning teams with the CRM vision and objectives,
The choice of the person in charge of the project (the IT department, the sales director, top management?).
First of all, the most important thing is to define a long-term vision . Indeed, CRM is not just another tool. It is part of a management strategy and a process that requires deep reflection.
To put it simply, the tool you select must meet your company's overall objectives . So always keep them in mind at every stage of your selection. For example, don't choose a CRM that specializes in lead vnpay database acquisition management if your strategy mainly consists of selling new products to a loyal customer base. In this case, choose a CRM that focuses on customer relations instead . In the same vein, if you reach a corporate clientele, opt for a B2B CRM .
Step 2: Focus on features, but not only!
Next, your teams need to be consulted on their real needs . Consider in particular:
The processes they use to accomplish their missions,
The difficulties they encounter in their current operation,
Their proposals for improvements and innovations.
This step will allow you to develop a precise list of features necessary for optimal use of the CRM.
Of course, this work can seem like a huge undertaking. So don't hesitate to do it step by step , especially if you've never used a CRM and are starting from scratch. Take the time to set up test phases supported by a pilot team . Their feedback will be invaluable to help you gain skills and confidence, but also to make the best choice in the interest of your company.
However, be aware that most CRMs offer the same features , with a few differences. Unless you have very specific needs, assume that whatever you select, you will have all the important tools at your disposal to carry out your management tasks. This criterion will therefore not be the most impactful in guiding your choice, unlike others such as integration or scalability .
Step 3: Build the specifications
Your specifications are a valuable document that you must write carefully, especially because they will serve as a reference for everyone involved in the project , including external partners. Here are the different elements that you can include in it:
The strategic and operational challenges of your CRM project,
The needs that will need to be translated into functionalities,
Expectations in terms of interfacing, integration, scalability or specialization,
Planning the CRM implementation (remember to go gradually, for example, implement contacts first, then marketing, sales, etc.).
You can also show the different visions put forward and the one that was finally chosen. The departments do not have the same operating methods, which means getting everyone to agree, or at least making the choices that best meet the constraints and challenges of the company .
Note that this delicate step can be facilitated by the intervention of an external partner . Their role would then be to take a neutral and expert look at the business, commercial and technical issues of the company. Their impartiality and lack of interest (other than the success of the project) will always be welcome to decide in the event of disagreement.
Step 4: Benchmark the CRM solutions on the market
At this stage, the goal is to select 4 to 5 CRM solutions that are likely to meet your needs, before evaluating their potential. But where should you look in concrete terms? Here are some suggestions:
Ask your friends, colleagues, partners and competitors which CRM they use, what advantages and disadvantages they find for it and what their recommendations are,
Browse several magazine and blog articles (product descriptions, reviews, rankings, comparisons, etc.) related to your field of activity or not,
Read user ratings and reviews to learn more about the pros and cons of the CRMs you are interested in,
Take inspiration from our article “ The 7 best CRMs ” which brings together different solution profiles,
Also check out our review of HubSpot CRM which we recommend to most of our clients.
