Choosing a CRM Program Which will be Suitable for Your Company

Choosing a CRM

If you are a business owner or a sales manager, you have probably heard of Customer Relationship Management and the many different opportunities this application can bring to your company. According to Gartner, CRM [is defined] as a business strategy with outcomes that optimize profitability, revenue and customer satisfaction, organized around customer segments, fostering customer-satisfying behaviors and implementing customer-centric processes. Before getting into the many benefits of using a CRM, every business owner should know that there are over 450 CRM softwares which you can choose from, depending on what your needs are and what your business’ needs are.

When choosing a CRM, there are a few factors that should be taken under consideration:

  • What type of information will you be collecting?
  • What will the CRM be helping the staff with—collecting client’s information, saving leads, managing marketing campaigns
  • What will be managed through the CRM –sales opportunities, sales effectiveness, or sales performance?
  • Has someone listened to what the employees need or are missing to make sure their job is completed on time with accuracy?

Understandably, these questions can be hard to answer without some trial and error, but there should be some idea of what the employees of your business need, because very often, the main reason that things are missed and not completed at a business can be answered by listening to your employees. Your staff deals with your customers on a daily basis and they know what customers ask and need. When you finally get some answers then you can start looking around for a suitable CRM software.

According to Gartner, there are four stages which should be considered when searching for the right CRM, because many departments and many different people with different responsibilities and different backgrounds will be using this software. A forecast from Gartner anticipates that the Customer Relationship Management (CRM) market will be worth $37 billion in 2017. Therefore everyone should have some type of input into choosing the program, as well as the different functions it should have.

CRM Vendor and Product Evaluation Process: Four Stages

After the CRM program is chosen it should be tested over and over again before it is truly implemented into the company.  According to Salesforce, a CRM gives everyone across the business, including sales, customer service, marketing, and business development, a better way to manage the customer relationships and interactions that drive success. Therefore if the CRM is not producing sales, leads, helping organize customer information, or in general keeping files, information, and data organized in a company, then it must mean the CRM is not being used the way it should be used, or it is not the right CRM for your company. Many times employees do not know the complete functionality of the CRM and therefore they can’t use it to its full ability.

There are multiple advantages of having a CRM program in your company:

  • Organization: Data and information is organized and can be found in one place for all employees to have access to.
  • CRM programs are available on mobile apps—giving you access to it from multiple devices.
  • Research by Innoppl Technologies showed that 65% of sales reps who have adopted mobile CRM have achieved their sales quotas. While only 22% of reps using non-mobile CRM have reached the same targets.
  • CRM software can send customized emails, gather statistics concerning your business, and it can help employees work together as a team with all the information in one place.
  • CRM systems can increase revenue by a whopping 41% according to sales teams.
  • Customers nowadays can contact a company through several different channels, mail, chat, phone calls, social media, and text messages, and with a CRM employees can keep track of different types of communication between the company and its clients.
  • Through a CRM, employees know exactly what information should be collected from a client—name, address, phone number, type of problem, etc. and this can be very helpful because employees don’t have to call a client back because of information which wasn’t collected.
  • A CRM can automate everyday tasks– filling out forms, sending out reports, sending out emails, sending out texts—this allows your employees to focus on more important assignments.
  • Reports and statistics can be automatically generated concerning your company’s sales, marketing goals, and employee performance.

There are many, many more advantages that come along with having a CRM in your company, you and your employees must work together to choose the one that fits your company’s needs and then you will see your sales goals be accomplished with greater ease and preciseness.


Taylor, Mark. “CRM Software Statistics for 2017 by SuperOffice.” CRM Blog: Articles, Tips and Strategies by SuperOffice, SuperOffice, 4 Sept. 2017,

Davies, Jim , et al. “ View Key Insights Select the Best-Suited CRM Solution With Gartner’s Evaluation Model .” Gartner, 5 Sept. 2017,

Team, Guidesfor. “10 Must-Know CRM Statistics and Trends.” Guides for CRM Blog, 10 Mar. 2016,