Shopping CRM: Low Price Does Not Mean Low Quality

I recently came across this article explaining how Salesforce is no longer the only "safe" choice when it comes to CRM. The premise of the article is that while in the early days of CRM software, Salesforce was the 800-pound gorilla in the room, and even when other developers came out with their own products, they were battling the household (err, office) name-recognition of Salesforce. The piece ultimately becomes a plug for Hubspot CRM, arguing CRM technology has caught up in both sophistication and affordability. The article ends with an encouragement to not feel pressured into jumping into the high-end brands, but instead do research and see everything that is out there. I want to underscore the point that there are a wide variety of CRM solutions available, each with different strengths and weaknesses. Depending on what your organization's needs and budget are, there may be affordable options in the market that, while lacking the bells and whistles of the high-end brands, they are a good fit for your company. Having used both top of the line and niche CRM software, I can attest that what you get from your CRM largely depends on how you use it. Below are some questions to consider when looking at CRM solutions (particularly if you are on a limited budget).

What do you need your CRM to accomplish?

Evaluate software with the end goal in mind. How do you see your company using its CRM? What are some specific outcomes your employees should see when using it? This is important when comparing high-end software to something that is perhaps a little more limited. While the latter may lack the former's capabilities, it is important to ask if those extra abilities will be useful to your company. If not, and the more affordable option can do what you NEED, then perhaps the smaller brand is the right one for you.

What API does your CRM need to have?

Is your CRM using Application Programming Interface (API) to talk to other software, such as inventory, ecommerce books, or ticketing? This is an area where there is perhaps the widest range of answers when it comes to CRM. Please note that I am far from an IT professional, but I know enough to get the right people in the room and let them speak that language. In short, consult with your IT personnel or provider, tech support from your existing integrated software, and an equivalent contact from your prospective new CRM provider. The goal of these conversations is to make sure the 2 software can talk to each other. Again, you might be surprised to find out that some of the lesser-known companies can provide the integration you need.

What are your onboarding and company CRM procedures going to looks like?

This is might be a question to ask even before "what do you need your CRM to accomplish?" As mentioned before, you get out of your CRM what you put into it. You can have a top of the line software, but if your organization isn't fully bought in and using its capabilities, the problem isn't your CRM. It's much like having a sports car, but only driving it in residential zones, then complaining that you've never seen it "take off." How do you plan on rolling out the new CRM? Selling your employees and stakeholders on the outcome is key. When doing the needs assessment outlined in the first question, you should be connecting the dots as to how you will transition employees to using the CRM to get the desired outcomes.

This isn't rocket science (although there is much computer science involved!). It is remarkable how many companies will purchase the most well-known brand or go out of their way to have the most capabilities, but never develop a plan for how they are going to use it. The number of software options - CRM and everything else - can be overwhelming, but it also means more opportunity than ever to find a custom fit. If you are currently in the market for a new CRM solution, I would encourage you to either not settle for name-recognition without doing some shopping, or not get discouraged because because a high-end brand is out of your budget. If you can answer the questions above, then you have found your CRM solution!