In the challenge of choosing the perfect CRM software, CMOs and CTOs need to map usually an unknown tool with current business, marketing, and tech objectives. Here are 7 fundamentals if anyone wants to avoid project failure, disappointing stakeholders, and budget waste for mismatched CRM.

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Have you ever bought running shoes? I did. A couple of times. And I remember how I failed with my first purchase.

The first pair I chose was well-fitted for the type of trails I ran on and had fair quality. But, as a newbie runner, I didn’t know yet that, especially during the long-distance runs I was aiming for in my long-term plan, my feet would need more space than the shoe size I wear daily. Running shoes should always be 1-2 sizes larger. No surprise that since I bought shoes in my actual size, I quickly ended up with toe injuries and in need to buy a new pair.

Now to the point. From my experience in the MarTech world, in the challenge of choosing the perfect CRM software, CMOs and CTOs face a similar issue to picking running sneakers.

They need to map usually an unknown tool with current business, marketing, and tech objectives, and at the same time, they are a bit blind guessing on the long-term goals and needs that the chosen system should possibly cover too. Of course, everyone wants a top-notch MarTech stack. Yet, no one wants to end up with something filled up with features that will not be in use but have to be paid for.

Therefore, here comes my ✨ 7 MAGIC STEPS ✨ to the rescue. I reckon them fundamental if anyone wants to avoid project failure, disappointing stakeholders, and budget waste for mismatched CRM.

1️⃣ Define current CRM needs and enhance business type.
The business size and type (omnichannel retail, e-commerce, micro SaaS, digital agency, etc.), marketing channel mix, and tactics predefine your choice pool.
2️⃣ List upcoming 2 or 3 marketing milestones.
Just like how runners choose larger shoe sizes, businesses need to plan marketing tech stack beyond their current objectives and aim for bigger goals.
3️⃣ Involve the marketing and sales team in the discovery phase.
CRM and sales departments’ operational basics specify required features and software setup.
4️⃣ List expected improvements.
Software switching should be an operational enhancement and an opportunity to resolve what’s not working well in your current MarTech.
5️⃣ Map your tech stack with offered API integrations.
Does the product you consider cover all your integration necessities?
6️⃣ Compare a couple of software that matched the above 5 pain points.
Pick for comparison max. 2-3 different tools to avoid getting stuck in the process with too many options.
7️⃣ Ask a MarTech consultant to go through the process with you.
Expert advice will save you from implementing and spending money on unsuited solutions.

Extra budget saver tip: 8️⃣ Ask the product seller for a customized pricing plan. Big clients should get one. Smaller businesses don’t lose anything by shooting their shot.