crm 2019

How to choose the best CRM for your company

Choosing the right CRM for your company is not a simple task. In addition to the amount of CRM’s on the market, it is software that is constantly changing, with innovations that try to meet all your needs.

If you are looking for a good CRM, you probably already understood that adopting this software in your company is the most effective way to improve the relationship with your customers. By understanding your customers and what they want, they will be more satisfied with the service that your company offers and possibly become loyal customers and promoters of your product or service.

If you are still in doubt about whether this software will really impact on your sales results, we recommend this article on our blog where we talk about the importance of having a CRM.

Before thinking about looking for the best CRM in the market, it is important to know your company and what are your needs, among the various types of CRM in the market, not all will have exactly the features you need.

Another factor that counts a lot within the company, is the resistance that your sales force may have in adopting a CRM. Changes are not easy, so in order to make it easier for you to adjust, you must know your team well and how you can encourage them to think differently.

After understanding your company and your sales team well, it’s time to choose which can change the way your sales will be made, organized and tracked. We have brought up a list of initial considerations here before purchasing the software.

Simplicity vs. Complexity

Not always a very complex tool is what you really need. If CRM offers a lot of information, but accessing it requires several clicks, it may not be what you are looking for. Our CEO Eduardo Müller, after talking with several managers of American companies says:

“As a CRM consultant, I listened to this question from companies as the biggest need in CRM (how simple and easy to use is their tool?), Both from vendors and from managers. Having a robust tool is very good, but make sure it is intuitive to feed information quickly to sellers, managers and that is easy to navigate. ”

Remember that your vendors need to put data into the system, and the easier the handling of the software, the more accurate the data will be and the less time your salesperson will lose to perform a simple task. ”


It is important that the CRM you choose gives the vendors the mobility to have all the data available wherever they are and when they need it. So having a CRM that has the option of having your data in the cloud is a factor that should be considered when choosing software. For those who like quick information in the palm of the hand, there are several CRM options with smartphone application. This can save a lot of time (and paperwork) on the sellers.

Software customization

Once you have defined the size of your team and the complexity of the information to be extracted / placed in CRM, you will know how customized your tool should be. For small teams (less than five users), with little complexity, we can consider tools in the cloud with fast configurations. These are “out of the box” tools with no need for parametrization. If the tool requires more settings, make sure your configuration, tutorial, and training are easy to access.

If your company already has a medium / large size and / or complexity in the processes and reports, it may be worth considering tools that offer customizations to its functionality. Which brings us to the next topic.

Custom Reports

CRM goes beyond a simple tool for recording data about your customers. We are talking about software capable of generating reports to maximize the analytical capacity of those who use it. With this functionality, your salesperson will optimize your time and focus on what you really need: sales.

7 free CRM systems you need to know

So instead of collecting information, compiling data and doing everything manually, a good CRM will do all the work of providing a customized report, where you can view the lead conversion rates, average lead time in each step of the sales process, activities and tasks performed, ie your entire sales funnel will be on the screen. In addition, you will be able to see the performance of your entire sales team, either collectively or individually, identifying goals that have been met, and steps that need to be improved


What other tools do you already use, and do you need to communicate with your CRM to ensure your sales force and data quality in CRM? This response may include tools such as digital marketing, email, dialer, proposal generator, among others.

Some CRM’s already have these built-in integrations, where you just need to sync your account to use them. When CRM does not offer ready-made integrations, be sure to provide access to the tool’s API. Once with the API, you can coordinate with an IT professional (from your team, or outsourced) to perform the necessary software integrations. It is noteworthy that both tools to be integrated need to provide their APIs to perform the integration.

Supplier Support

When deciding on a particular CRM it is always important to check not only the product, but also the support it offers. Do they offer training? Consulting? Support? Are they in your country? What ways to get in touch with your team? Email? Chat? Telephone? It is important to establish your expectations of communication with these companies, as not all of them offer specific support or means of contact (eg by telephone).

Before purchasing, it is important to know which of these support / training services comes with the plan you are purchasing or which are paid separately. Failure to take such care can lead to unpleasant surprises in the future.

Keeping in mind the above tips when choosing your CRM, it will give you a good starting point on this journey. The goal here is to make good use of our time (and team time) in this buying process, and make an investment that brings us excellent ROI. Make sure you are involving the right people in your team (sales, sales management, IT, marketing) in the buying process, and do not hesitate to consult expert help if necessary!

Now that you have the information to begin your search for the ideal CRM, we’ve listed the current CRMs listed and evaluated in the B2B Stack to help you take another step in this important choice for your company.

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