How to Choose the Right CRM Platform | Castle Marketing Group
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How to Choose the Right CRM Platform

Choosing the right CRM (client relationship management) system can be a tough decision.

There are so many options to choose from and each platform has its own strengths and weaknesses.


Investing in the right CRM platform is almost always necessary.

If you provide a product or service to clients, including other businesses, then keeping those clients happy will lead to repeat customers, good reviews, and increased company success.

There are three basic roles of CRM systems: Operational, Analytical, and Collaborative. It’s important to understand what these roles encompass and whether they apply to your business. CRM platforms usually contain a mixture of these elements, so knowing the elements your business needs will help you make the right CRM choices.


Operational CRM: Operational client relationship management is all about trying to automate the sales, marketing, and support aspects of client relationships using client data. Usually, this function includes entering all the data associated with a lead or prospect and then using this compiled data to help sales reps convert those leads into customers. Furthermore, having compiled and organized customer data, employee interaction logs, and client disposition information allows your business to provide customers with the best support possible.


The operational CRM role helps you make sure none of your leads or clients falls through the cracks.


Analytical CRM: The analytical CRM role aims to analyze and report data that looks for patterns that may cause problems for your business. For example, reports on sales weaknesses that you would not notice without in-depth data analysis.


Analytical CRM can also include looking at marketing data to see where your customers are coming from and where your money is best spent.


Collaborative CRM: This CRM function is most associated with businesses that rely on suppliers, vendors, and other outside entities to do business. A CRM with collaborative functionality will allow your business to share data easily with these outside groups so both companies can streamline their operations. It also collates data from all of a company’s customer interactions to see what information can be used in different areas of the sales or support processes.


A CRM with collaborative functions will emphasize data sharing between company sectors and with the businesses that form a part of the company’s operations.


So what does your business need? Are you a large firm with thousands of clients or a small business with just a few customers? Do you collaborate with other companies? Do you want access to sophisticated analytics?


If you need help answering any of these questions, Castle Marketing Group can help. We have experience with many CRM platforms, their strengths and weaknesses, and can offer customization of your CRM software.

Carly Vaughn About the author

Carly Vaughn is content writer, public relations strategist, and social media marketer based in Nashville, TN. She graduated from Vanderbilt University with a Bachelor's of Arts in English with a specialization in Creative Writing. She uses this creativity in all of her work for Castle Marketing Group and their clients.