How Do I Choose a CRM?

There are many ways to apply force to and remove friction from your marketing flywheel to power organizational growth. You can hire more staff in key departments, offer more training to employees, and improve internal processes. But if your teams don’t know what other teams are doing, customers will have a disjointed, negative experience, no matter what other positive force you are trying to apply. The right CRM can help solve this problem. Here is a three-step test to determine if you need a new CRM to power your marketing flywheel.

1. Choose a recent interaction between one of your employees and a specific customer. It could be a marketing email, a help desk ticket, or a sales call.
2. Have an employee from a different team try to find a record of that interaction using the tools they normally use to do their job.
3. Pay attention to how difficult it is for that employee to find information about the interaction. If they can't find it or if it’s a cumbersome, time-consuming process, consider unifying all your tools under an integrated CRM that serves as a single source of truth for all your employees.