CRM Selection: How You Can Find the Optimal Solution in 6 Steps

Whether a CRM software is right for you depends on various factors – for example, your company size, your industry, and the workflows for which you want to use the software. 

Of course, it's not just about the processes of today, but also how digitalization will change your sales, marketing and service operations in the years to come. 

Smaller organizations can select a simple off-the-shelf CRM system that combines the basic functions in a standard software package. Medium and larger organizations, on the other hand – especially those in the B2B space – usually require powerful and customizable software with features that are tailored to their business processes.  

 If your organization meets any of the following characteristics, then customizations usually need to be made:

• But the CRM selection process doesn't have to be complicated! In this article, we show you how to define your requirements and find the right CRM provider in just six steps. 

In the past, CRM systems were primarily intended to capture only customer data – hence the term Customer Relationship Management. However, modern CRM solutions also offer Any Relationship Management (xRM). This means that, in addition to potential and existing customers, you can also capture and process data on other actors that are relevant to your processes – such as suppliers, partners, or competitors. 

For example, if you add your suppliers to the system, you can document all actions and activities related to them - from initial contact and contract negotiation to contract settlement. For instance, your service department, which also works with the system, can then use information on the quality of the products supplied to evaluate suppliers and, if necessary, adjust ordering behavior.

Consider which employees and departments in your company will be working with the software. Involve them in the CRM project at an early stage to find out what requirements, ideas and wishes they have with regard to the new system. 

The saying "Asking questions is the first way to begin change" also applies to the introduction of a CRM system. The two most important questions for this stage of the CRM selection should be: "How do you work today? And what would help you do your job more efficiently and successfully in the future?" Not only will this give you valuable insight into operations, but it will also ensure acceptance among employees when the software is implemented. 

Have a look at the current circumstances in your company that are relevant to the implementation of the CRM system. In particular, these points are important:

Use your process knowledge and look at the workflows of the customer journey. Ultimately, a modern CRM system is all about your target groups. Define along the respective customer journey which content and functions must be available when and for whom. This means both external persons and the relevant employees of your company. 

The customer journey in the CRM software does not have to be simply a sequential series of contact points with the target groups, as some agencies suggest when they talk about converting prospects into customers. Especially in the capital goods sector (B2B), the customer journey is usually not linear.

During the CRM selection process, companies often create extensive requirements profiles with countless features, which they then compare with the functional scope of available solutions. 

Such a requirements document may look good at first glance, and it hardly contains anything that is not considered useful. In the end, however, it is a hodgepodge of features whose relevance to your particular situation is not sufficiently scrutinized.

So, instead of creating a long list of features that may not matter much to your particular use case, just gather the broad requirements for now. The details will come later. 

With a customizable, modern CRM system, even unusual features can be implemented. But not every functionality is really important, and too many functions even hinder user acceptance and thus the CRM rollout at the beginning.

Prioritize the important and difficult tasks first. When these crucial requirements are satisfactorily completed and up and running, you can take care of the less important issues.

In digitalization projects in companies, different departments work together, such as marketing, sales, service and IT. To ensure that everyone speaks the same language and that the requirements for the CRM system are clear and understandable to everyone, you should formulate user stories based on the list of key requirements created in the previous step. 

A user story usually follows this scheme:

Here are examples of some user stories that could be formulated as part of the implementation of a CRM system:

In a typical CRM project, there are about 100 to 150 user stories at the beginning. You can add new ones later, and the existing ones can always be changed, and reprioritized as needed. The user stories help you express the actual project goals in a non-technical way and are the basis for prioritization.

If you have reached this point, you have a clear idea of what your new CRM system needs to offer. Now the most exciting part begins: With the list of your requirements and the user stories, you can evaluate the market and find the right system for you. 

When selecting a CRM provider, pay particular attention to these points:

If a company wants to become your CRM provider, this should be worth some effort for them.

Of course, you can perform our six steps for CRM selection yourself in your organization. However, there is another option that will help you get to know the providers you are considering: Select two or three CRM providers and conduct a one-day workshop with them along the above points. 

This way, you learn more about the provider's employees, its approach and the system. At the same time, you benefit from the experience of the providers and your selection documentation is created.