When it comes to selecting an automated sales and marketing (ASM) solution, there are innumerable variables to consider. Factors such as budget and user demand must be taken into account – along with the tools available for success.

Are you in search of a suitable CRM? Take a moment to contemplate these considerations so you can make an informed decision.

1. Customer lifecycle management (CLM)

Customer lifecycle management (CLM), also known as customer development and CRM, is a widely used strategy for managing customers from their first contact through to their ultimate conversion. The CLM process can be applied to any industry or company; however, its value cannot be overstated when it comes to understanding your customers’ choices and anticipating their needs.

The goal of any CRM tool is to provide you with insights into your customers’ behavior, preferences and behaviors in order to create an emotional connection with them and ultimately build trust.

By identifying customer needs at all stages of their journey, your business will be better placed to provide them with the most comprehensive offer possible.

2. CRM platform’s features and capabilities

Not all CRM platforms are equal. Some boast advanced features that others do not have; it’s important to understand what your ideal solution entails before making a final decision on an application.

To assess the CRM tool, take note of its capabilities. Do you need to create custom reports or import data from other sources? Are there specific features like workflow automation and instance-level customization required for your business model? Do you require robust analytics capabilities? Or are simple tools adequate such as activity aggregation, inbound lead generation tracking and customer relationship management (CRM) functionality?

With this knowledge in hand, determine what’s most crucial to you when selecting a CRM platform that best meets your needs; it could be based on price point and cost flexibility (including free CRMs), as well as your preferences regarding user experience or ease of use.

3. Customer data visibility

Why is it so important to be able to access customer data? One of the main reasons revolves around realizing when sales opportunities arise, fulfilling requests for quotes or making changes that will improve customer satisfaction.

With an efficient CRM solution, you can stay on top of every aspect of your customers’ interactions with them. In addition, this allows businesses to learn more about their buyers’ behaviors over time – resulting in more effective targeting and marketing campaigns.

4. Interpersonal communication between team members

As we discussed above, one of the greatest advantages of a CRM assistant is its ability to foster an open, collaborative environment conducive to sharing information and making decisions. The success of your team’s communication depends on the degree of trust they have in each other.

Most CRM platforms offer various tools that may facilitate better interpersonal communication between team members, including email threads or chat rooms. If you find yourself having difficulty coordinating amongst colleagues, look into these options for facilitating more efficient collaboration!

5. Information sharing

Many CRM systems allow users to share data between applications and platforms via user-specific linkages. This facilitates seamless sharing of files, contacts and notifications across different platforms without compromising security or privacy. In addition, having these links readily accessible allows for easy access to information across multiple locations and devices with ease; which in turn can facilitate an efficient workflow!

With the increased use of mobile devices, cross-platform information sharing may seem like a novel idea. Yet, it is quickly becoming a necessity among modern businesses – especially those competing in today’s digital economy!

By sharing contact data across multiple systems, you can easily identify who knows whom and where they are located. This enables quicker responses to inquiries and boosts overall productivity within your team.

6. Reporting

The primary purpose of a CRM program is to equip organizations with an easy-to-navigate data repository that enables them to track and analyze performance.

With a vast array of reports at your disposal, you can effortlessly observe any patterns or trends associated with your business’ sales data. Moreover, it’s possible to gain valuable insights into areas such as leads quality and conversion rates – all without being required to crunch data yourself!

Reports are available across the board in terms of their complexity. If you’re just seeking an overall breakdown of data, then ‘simple’ will suffice. Those who desire more elaborate analyses may wish to opt for more advanced reports that require more detailed information. Or if you’re looking to present your findings internally or to potential clients and other interested parties, a report maker with a slick design can do the trick.

7. Vendor and customer relationship management (vRMM)

The final and certainly not the least entrant into the CRM field is vendor relationship management (vRMM). In a nutshell, vRMM is an application that can be utilized by organizations to effectively manage their customer relationships.

For example, if an organization has several established clients that require regular maintenance and consultations, but only have one contact person for each – then it would be prudent for them to implement an effective CRM system. This could help facilitate communication between both parties as well as facilitate any necessary maintenance work required – all while ensuring accurate data is being captured from everyone involved!

Keep in mind that this classification of CRM also encompasses business social media platforms such as HubSpot, HootSuite and Zoho CRM, which provide tools for monitoring and managing customer interactions across multiple channels.

8. Client onboarding and account management

The last of our factors to take into consideration when choosing a CRM is client onboarding and account management. These processes set the tone for how easy it will be for your clients to utilize your software; it’s vital that they be able to easily navigate its menus and functions.

Uncomplicated onboarding can help increase the rate at which new users sign up for your CRM system, as well as reduce support requests for ID generation and password resets.

9. Integration capabilities

Integrate your CRM with the systems of other companies and applications, such as e-mail marketing, social media, CRM for recruiting, customer relationship management (CRM) software and website analytics. This allows you to easily monitor conversations happening within your community and use that data to make informed decisions regarding your business activities.

Some CRMs offer a limited amount of integration capabilities – which can be limiting for businesses with complex sales processes or varied communication methods. Therefore, it is important to consider the intricacies of each software before making a purchase decision.


For those of you who are pondering the decision, allow me to offer some insight into how it should be made. Ultimately, it depends on your specific business’ needs and desires as well as your budget constraints.

With this guide, we hope to have helped you gain a better understanding of what CRM is and how it can be utilized.

If you’ve discovered an effective CRM system that has yielded positive results for your company, do not hesitate to share it! Providing constructive feedback will help others learn about its capabilities and potentially expedite their success.

Hi, I’m Tanja Vetterlein


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