Customer relationship management, or CRM, software is a useful tool for many corporations, but smaller companies often consider it to be too much of a burden to implement. Large-scale CRM solutions are not inexpensive, and companies may spend a great deal of time and resources analyzing the cost-to-benefit relationship.
Once a CRM is implemented, it takes time to integrate it with all of your company’s sales and marketing processes and train employees to use it. Small businesses may not need the breadth or complexity of an enterprise CRM tool. Read on to find out more about the differences between large-scale CRM solutions and CRM for small to medium businesses, or SMBs, to determine which option would be effective for your company.
CRM for SMBs
If your company has a simple flow between the sales team and the marketing group, you may not need the multi-dimensional functionality of an enterprise CRM. A smaller-scale CRM can serve as a straightforward liaison between departments, allowing for a single data-entry point for contact information and integrating calendar information.
For example, if your CRM tracks customer behavior on your website, your marketing team can pull a quick report to plan out its email marketing strategy for the next month. If your CRM pulls in prospective leads from a particular landing page, the sales team can easily access the data to plan the day’s calls.
Smaller-scale CRMs are typically less expensive because there is less intricacy to work out. Support for the CRM may be easier to manage, and training employees to use the system can be faster. This Forbes Magazine article highlights the benefits of keeping a CRM solution simple. However, if your corporation employs a sales team that handles multiple categories or relies on more than one channel to create revenue, a simple CRM may be too basic for you.
CRM vendors often offer different packages of the same software. Contrary to what you might think, the enterprise version of the tool isn’t a more complicated, more expensive version of the standard software. Enterprise solutions integrate customer-facing activities across multiple departments. CRM software designed for large enterprises is a complex web that automates processes among different departments, supports different projects, tracks activity and coordinates it all within a single platform.
The right CRM for a larger corporation might facilitate the sharing of information with departments that deal with the company’s finances or human resources. External sales partners can use the CRM to stay up-to-date with customer data and marketing campaigns without having to set up time-consuming meetings.
Research shows that a CRM can boost sales productivity by 34 percent. If you’re trying to determine what type of software to implement to capture customer information, help you develop marketing campaigns and automate processes within your corporation, a CRM solution is an ideal tool.
Smaller companies that have fewer employees, a more singular flow between departments and fewer sectors may find the capabilities of a CRM for SMBs satisfactory for their needs. However, large corporations with multiple offices, a network of different departments and a maze of customer interactions can use the enterprise version of CRM software to simplify the complexity of their processes.