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Your company is small but growing. When should your team consider implementing a Customer Relationship Management system (CRM)? A better question may be, how far do you want to go?
Smaller software solutions do exist for individual business elements. But implementing an ERP, accounting software, and a Sales Management Tool (SMT) piecemeal is a poor strategy for a business that intends to grow beyond just a few employees. The most effective CRMs are designed to start small and grow as you do.
As your business strategy gets more sophisticated, your tools should, too. No matter how big your business or how fast it’s getting bigger, it’s important to seek out tools that will mature with you. Every business is unique, but here's our stage guide for small companies considering a CRM implementation.
At this stage, you might not notice a need for a CRM yet. Maybe you’re using something simple like a shared spreadsheet to track leads, customers, and deals. This is a great, free solution for many small companies. However, if this is where you want to start, make sure you've addressed a few of the following concerns.
Businesses focused on sales and marketing strategy should begin looking at stronger software tools during this phase. You still might not need a true CRM yet, but our first piece of advice stands: invest in tools that grow with you.
You may decide to start out with smaller, more focused software such as a Sales Management Tool to help you manage email and keep up with your pipeline. This is a good solution for companies at this size. However, most SMTs don’t have the capacity to keep up with an expanding business. Here are a few questions to ask at this stage:
CRM adoption at this stage provides immediate perks. Data security is optimized. Sales and operations personnel have a central hub for contextualized customer data, helping them to stay efficient and professional. The automation capabilities of a CRM clean up repetitive items that bog down workflow. Not sure if you're ready for automation? Check out our tip sheet on Marketing Automation Readiness.
No matter what you decide, you absolutely must stop using spreadsheets to track your sales data at this stage. It’s here that shared spreadsheets become unwieldy, complex, and filled with inconsistencies. Trying to move forward from here armed only with an Excel document or two is a recipe for disaster.
Around the 25th employee, interesting things start to happen. A culture forms around common employee habits and management practices. Employees have wider expectations for what their time means to the company and the career moves available. In other words, things start to get real.
It’s no longer possible for 1-2 people to manage the entire business. Time and resources must be delegated, and a management hierarchy begins to develop. The culture surrounding sales strategy and customer service sets in, and clear processes need to be established. Lastly, time input at the top of the ranks becomes more valuable than ever, and ideally should be focused externally towards sales, marketing, and business growth—rather than internally on tracking down information or management of internal issues.
It’s here that a CRM becomes essential—other tools absolutely won’t do. In addition to serving as a database for your leads, deals, and customers, a CRM can help your management team handle their day to day tasks. This includes:
If you haven’t made the jump to a CRM by this stage, it’s time to get started. Begin with these quick steps to help you on your way:
Download our CRM Planner for more help analyzing your options.
As you continue to scale, you start to see the long-term value of tools that grow with you. You'll notice that your CRM easily accommodates larger volumes of customer and sales data. Your internal processes, even the very complicated ones, are described within the CRM system. See our blog on CRM stage and sales process alignment for more information on this.
The value of automation also begins to show: representatives across your business save time by utilizing the knowledge base and template tools available within the CRM. And, as always, your sales pipeline is easily accessible, manageable, and understood.
If as a business leader you intend to reach either of the last two stages, begin planning for your CRM as early as possible. Avoid the expense of multiple pieces of software, hours of training, and the hassle of converting your data from one platform to another. You can enjoy the early advantages of a secure, organized, and simple tool to manage multiple business processes. You'll feel comfortable as your CRM follows you through every restructure, pivot, and expansion that comes along. So, ask yourself: how far do you want to go?
If you're ready to talk through your CRM options, request a 30 minute consultation with our team today! We have experience with most major CRM's and are a certified HubSpot Partner & Salesforce Partner.
You can also use our bank of resources to start a conversation with your team on when a CRM implementation will be best.
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