To choose CRM software, you should start by identifying your company’s needs. What do you want to accomplish via your CRM and, therefore, what features do you need it to contain? Next, you should determine your budget. How much can you afford to spend on a recurring monthly subscription for cloud-based software or upfront for an on-premises solution? After nailing down your desired features and budget, you should conduct research via buying guides like this one to identify which CRM systems offer the functionality you want at a price you can afford.
There are, however, some other factors to keep in mind. Business.com spoke to dozens of business owners and leaders about the criteria they prioritized when deciding which CRM to purchase for the first time or when switching CRMs.
Usability
Robert Resz, owner of Rad Bronco Parts, told us “ease of use” was one of his top priorities when looking for a CRM that would “streamline our sales processes without disrupting daily operations.” He ultimately found a system that enabled his “small team to work smarter, not harder.”
Tumble co-founder Zach Dannett confessed that he and his team “rushed into picking a CRM without fully understanding our needs” and “ended up with a system that was too complex for our small team.”
“We picked a CRM with all the advanced features, but our team found it too complicated to use effectively,” Dannett said. “We didn’t really need those extra features for our use. In the end, we switched to a simpler system that was compatible with our needs and that our team enjoyed using.”
Integrations
“When evaluating CRMs, integrations with tools we already used like ConnectWise Manage and Office 365 were key,” said Cyber Command CEO Reade Taylor. When shopping for CRM software, he urged, “Look for one that integrates with tools you already rely on. The more connected your tech stack, the better the experience you can provide customers.”
For Brad Smith, owner of Omni Home Ideas, “integration capabilities” were also top of mind. He sought a CRM system that would “seamlessly integrate with our existing software stack, particularly our project management and accounting tools.”
Scalability
Smith’s other concern was scalability, leading him to choose a “CRM that could grow with us.” He recommended, “Don’t just think about what your business needs now. Consider where you want to be in five years and choose a CRM that is capable of scaling and evolving as your business grows.”
RevOppAI owner Angela Green Urbaczewski named “ability to scale with the business” as her top factor, pointing out, “Free options can be a good starting point, but will the paid system best meet future needs?”
Customer Support & Training
Noting that “a lot of setup is self-serve,” Urbaczewski strongly advised considering implementation assistance and customer support.
“If it’s your first CRM setup, or you’re not an expert in this part of your business, investing in solid setup support can accelerate your business growth much faster than unfocused paid ads or marketing,” she said.
Though satisfied with his CRM platform, Resz admitted the “learning curve was steeper than anticipated” and expressed regret over not using the vendor’s support resources “sooner to leverage more features from day one.”
He recommended new buyers “take advantage of implementation resources and free training to get the most from your investment. A CRM is only as good as how well you can use it, so invest in your team to build the skills and workflows to maximize its impact.”
Smith had a similar experience. “If I were to go through the process again, I would place even more emphasis on user training and adoption from the outset to ensure all team members were fully onboard and maximizing the CRM’s capabilities from day one,” he said.
