Markentive has been supporting start-ups for several years in the digital transformation of their marketing and sales activities . On the road to growth, many of them contacted us for specific questions about their use of CRM or around the choice of a solution. With this article, let’s take stock of start ups and their use of CRM!
WHY ADOPT A CRM AND USE IT WITH RIGOR?
When a company starts, the CRM needs are not necessarily blatant from the start and excel files or other conventional and free tracking tools can do the trick. But until when ? When a company develops, controlling commercial performance, pipeline management and managing customer or prospect contacts is a must. The question then arises of the CRM or Customer Relationship Management system. In the topic of the digital transformation of the marketing and sales axis, the CRM is to the commercial what automation marketing is to the marketers.
This interface will make it possible to measure and improve the commercial productivity, to smooth the exchanges, and to set up tools for reporting and monitoring of performance. It is this same CRM that we will connect eventually with billing tools, quote emission, marketing automation. CRM is the crossroads of business! In this sense, the data must be up-to-date, well-informed and all stakeholders must use it seriously so that it can fulfill its use. Why launch marketing campaigns on badly segmented leads? Why generate leads if they are not processed in time?
WHAT PHILOSOPHY TO ADOPT AROUND THE CRM?
In start-ups that are beginning to structure, there are several scenarios. They are sometimes equipped with a little customized / exploited Salesforce, they sometimes have a simpler tool like Pipedrive or if the subject has been taken seriously, they will have implemented a tool like SugarCRM or Microsoft Dynamics very well. Their use is often limited to managing business monitoring and planning results and resources. When marketing begins to get involved, things get more complicated and you’ll have to anticipate connecting to an automation marketing tool or other third-party tools.
Faced with these connection needs, not all CRMs are equal, in the same way that they do not offer all the same possibilities in terms of customization. Our position on the subject is that a simple CRM is very suitable for simple or standard enterprises in their operation, whereas complex companies will have to be able to rely on a very customizable and flexible tool like Salesforce. To be a little more concrete, here are a few options:
THE CRM HUBSPOT: SIMPLE AND RATHER POWERFUL!
In the CRM family, which interfaces well with automation marketing, we must mention the CRM Hubspot . It is a tool that we have met and successfully implemented in start ups or SMEs and that has several advantages. In particular, it will be very easy to set up and use , which will facilitate the adoption of salespeople. Integrated easily with Outlook, Gmail or the tools of sales enablement Hubspot, it is a powerful tool and that we find very effective. However, the tool does not offer very advanced customizationon topics such as: user rights levels, customization of views, granularity of info, management of complex product ranges, basic partitions … Also the tool will be especially interesting if you are interested in term by the Hubspot Marketing solution that will be directly backed by the same interface.
This product is a major axis of development in the publisher which makes many investments on this subject. We will have to follow this product closely! Last but not least, Hubspot CRM is free regardless of the number of users or prospects integrated! Be careful, however, to qualify your databases and contacts files because otherwise your license costs quoted Hubspot Marketing (it is necessarily the same database if you use both products) will explode.
MICROSOFT DYNAMICS: THE CANDIDATE OF THE FULL MICROSOFT
Microsoft has long suffered from a somewhat dusty reputation in the start-up and small business landscape with poorly developed API environments and on-premise solutions. Microsoft has evolved a lot on these subjects and it is a company that is positioning today strongly on the cloud with complete and powerful software suites . This is also the case for the Microsoft Dynamics CRM!
If you use massively Microsoft tools (Sharepoint, Power BI, Office 365, etc …), pushing vice to CRM is clearly a good option, especially since this product is now well integrated with marketing tools automation market. Be careful, it also makes sense only if you have resources in-house or you can call on a qualified service provider to set it up.