You are a B2B technology business trying to choose the right CRM platform. Where should you start and what should you prioritise?
Getting that decision right can have big ramifications on how well your “front of house” is able to operate and having recently been working with a couple of clients who are in, or have been going through that process I wanted to provide some help and guidance.
While we end up working across a number of CRMs with our clients, the decision process is not something we go through week in and week out, so to dive into this topic in more detail I was fortunate to enlist the help of expert and KickDrum friend Jessica Sprinkel.
We videoed our discussion which you can watch on YouTube here, or read on for a transcript, if a blog post is more your bag.
Meet Jessica Sprinkel from Sponge IO
Jess Sprinkel is CEO at RevOps agency, Sponge IO, based in the eastern United States. They partner with B2B tech companies to enhance their sales and marketing operations. CRMs, being the linchpin of both functions, are crucial but complex to manage—a testament to Jess’s expertise and the reason Sponge IO thrives as a company.
“Choosing the right CRM is tricky—not only in selection but also in management.”
Jess Sprinkel, Sponge.io
Why Is CRM Selection Tricky?
CRMs have traditionally been in the sales domain. They house a wealth of data that businesses rely on—from revenue standpoint reporting to understanding marketing efforts. The landscape is crowded, with over 1200 CRM options available, making it overwhelming for businesses to discern priorities and select the perfect match.
Understanding CRM: What It Does and Who Uses It
First, let’s demystify what a CRM (Customer Relationship Management) system actually does. This tool is, or at least can be if fully implemented, pivotal to various departments:
- Sales Teams: Track opportunities, manage accounts and close news deals.
- Marketing Teams: Capture and manage lead data, as well as managing and measure campaign success.
- Finance Teams: View revenue forecasts and financial health.
- Customer Support Teams: Manage support cases efficiently.
A CRM system unites these strands, offering a unified way to manage customer engagements and communication streams across a B2B tech company.
The Cross-Functional Nature of CRMs
CRMs are not exclusively for sales or marketing; they interlink several departments. So understanding which functions matter most is key —sales, marketing, and customer service, for example. This may also depend on your business scale and maturity.
For startups with limited staff, a sophisticated and costly CRM might be unnecessary. Conversely, a firm with well-established teams and complex data needs and complex routes to market could benefit greatly from a more comprehensive solution like Salesforce, for example.
Balancing Needs vs. Budget in CRM Selection
Deciding on a CRM goes beyond feature lists; businesses must forecast their needs, not just for today but a few years down the road. Migrating platforms is labour-intensive and costly, so predicting growth and planning for a three-year horizon is wise, recommends Jess.
How Do You Choose the Right CRM?
Several key factors will inform your decision:
- Scale and Requirements: What stage is your company at? How complex is your sales cycle?
- Feature Needs vs. Budget: Which functions are essential now, and which do you anticipate needing in three years?
- Sales vs. Marketing Needs: Some platforms cater more to sales, while others are marketing-forward. The balance is crucial.
“Matching business strategy with CRM capabilities ensures you neither underuse nor overpay.”
Defining a CRM’s Role in Your Business
Every business must start by listing what they need from a CRM and how it aligns with their strategic objectives. Engage all stakeholders to capture a full picture—sales, marketing, finance, and support should all weigh in.
Avoiding the Shiny Object Syndrome
It’s easy to be swayed by CRMs that boast numerous features, but many go underused or are too complex to configure. Here are the ones that made our list in that category:
- Chatter and Collaboration: Often overestimated in value. Most teams prefer known and already deployed tools like Slack or Teams.
- Over-the-Top Analytics: Multi Touch attribution and deep web analytics are tempting but not always necessary.
- Data Storage and Integrations: Consider long-term costs of storing data in the CRM versus external warehouses.
Pricing Pitfalls: Know Your Data Needs
CRM costs can often tie to database size and storage. Know your stats! How many accounts and contacts do you anticipate? How complex are your data recordings (files, video, etc.)? This foresight avoids surprising cost hikes.
A Coherent Sales and Marketing Strategy
Alignment between sales and marketing is crucial. Who qualifies leads? What processes exist to edge opportunities to close? These fundamentals form the backbone of CRM choice and use.
“The crux of choosing a CRM is not the tech itself but ensuring all stakeholders share a vision.”
When To Seek Expert Help
Working with specialists like Sponge.IO is really helpful when complexity exists beyond what your internal resources can handle. Whether your existing systems are chaotic or you require sophisticated automation, a professional touch can cut through the noise, ensuring your CRM is working hard for you.
Here’s when considering outside help is beneficial:
- Complexity and Chaos: When systems aren’t aligned and data isn’t telling a coherent story.
- Manual Tasks and Automation: Offload cumbersome, repetitive tasks to free your sales team.
Hiring Internally vs. Outsourcing CRM Help
Smaller operations may suffice with consulting partners on an as-needed basis (especially for projects like migrations). However, consistent demands for CRM configuration may indicate the need for a dedicated, in-house ops person.
Closing Thoughts
If your business lacks a CRM, implementing even the simplest version is a step toward structured growth. Data collection, contact management, and communication strengthen once you adopt a CRM—and it’s never too early to start.
Encourage stakeholder engagement during CRM selection. Align the CRM’s capabilities to your business’s short- and long-term goals for a synchronised and prosperous future.
Resources and Further Reading
For further exploration, reach out ot us here at KickDrum Partners, and/or visit the Sponge IO blog for detailed articles and comparisons on popular platforms, including head-to-head insights like Salesforce vs. HubSpot. Whether seeking the basics or diving deeper into specific CRM solutions, the curated resources here will aid your decisions.
Jess and I hope our discussion today illuminated valuable considerations for your B2B tech business’s CRM journey. Engaging with professionals—be it internally or through partnerships like ours—amplifies your strategy’s impact.