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Why the right CRM is important to a growing business
Customers are the lifeblood of any business. Finding new customers is key to growth, but so is keeping the ones you already have and building strong relationships with them. The right technology can help.
Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. Businesses use CRM to stay connected to customers, streamline processes, and improve profitability. As compared to logging everything on sticky notes and in spreadsheets — it’s okay, you’d be surprised how many companies start out this way! — CRM can make the business of running your business easier and more effective.
Our CRM101: What is CRM? explainer offers a deep dive into the benefits, features, and different ways to transform your business with a CRM system. That said, not all CRMs are built the same. Even if you’re already familiar with the basics of how the technology works, it’s important to conduct a CRM comparison to see which tool will work best for your small business.
What to look for in CRM
CRM Comparison Chart: Sales Cloud
CRM Comparison Chart: Service Cloud
The main difference between “small” (Essentials) and “large” (Professional, Enterprise, and Unlimited) editions is that CRM software for small businesses comes without some of the bells and whistles found in the big business versions.
Salesforce’s “bigger” CRM tiers offer more advanced customization and automation tools. Larger organizations will usually employ programmers and consultants to tweak to their installs to fit the specialized needs of different departments within a large organization. They also feature more high-level reporting and analysis tools targeted at upper management users. Small businesses simply don’t require all these features—or the additional price tag— to get business done.
Small business CRM tools like Salesforce Essentials offer plenty of customization options, including integration with common third-party business applications. Many customizations in Essentials are available through clicks, not code, making it easy to adapt the system to the way a fast growing company does business. In addition to no-code customizations, look for a CRM with thorough, easy-to-follow resources to help you get more out of your system.
For instance, all Salesforce CRM customers get access to Trailhead, Salesforce’s free, on-demand learning platform that covers everything from Small Business CRM basics to advanced topics for Salesforce administrators and developers.
Businesses of all sizes should also look into: