1) Business Goals
There are a few basic categories of CRM software: conversation CRM, leads and deals CRM, contact CRM, and marketing CRM. These all function uniquely, so before choosing an app within one of these categories, it is critical to ask yourself what you hope to gain from a CRM system and define your main focus.
- Conversation CRM is structured around the conversations your company members have with clients and contacts. These apps organize emails and calls so that everyone is on the same page about when to contact customers and what to discuss with them. Some of the top rated conversation CRM apps include Nutshell, Contactually, Streak, SalesforceIQ, and Close.io.
- Leads and deals CRM is structured around converting potential leads into paying customers. These apps help you track all the interactions that are involved in making a sale, including obtaining leads, adding information as you persuade leads to purchase your product or service, and then highlighting the finalized deal. It is a particularly helpful product management tool for your sales team to keep everyone informed of where the sale stands at a given time. Some of the top rated leads and deals CRM apps include Hubspot, Oracle, Base, Clinchpad, Pipedrive, Zoho, and Salesforce.
- Contact CRM is structured around those details that, if remembered and utilized in customer interaction, will help you make a lasting and personal connection. These apps, which are cheaper and simpler than other CRM tools, gather information such as birthdays, favorite foods and lunch spots, and family names, so that next time you contact that client you can have that information fresh on your mind. Contact CRMs help you impress your clients by showing them that you care enough to remember the little things. Some of the top rated contact CRM apps include Google Contacts, Highrise, Clevertim, Insightly, Vtiger, and Capsule.
- Marketing CRM is structured around automatically putting your data into action. These apps, which tend to be more expensive but also extremely efficient, can send emails to leads the day after they open an email or click on an ad, or notify your team when a lead seems promising. Some of the top rated marketing CRM apps include Infusionsoft, Interakt, Jumplead, Hatchbuck, GreenRope, and Instant Customer.
You also have to decide between a cloud-based (web-based) CRM solution and an on-premise one. Cloud-based systems are the most popular and provide practically unlimited access, but they are dependent on web connectivity and can be hindered by Wifi or device issues, whereas on-premise systems can only be hindered by power outages.
The most prominent needs, weaknesses, and strengths of your sales team will affect which type of CRM will be most effective for your company situation, so consider your goals when choosing a CRM application.