CRM Picks For Sales and Marketing Teams

Staff WritersB2B technologyBuyer InsightsPipeline & Analytics

By STS Staff Writer On Apr 30, 2024

A recent Gartner study reveals that the CRM market is expected to grow by over 14% through 2025. Sales CRMs are like a magic box for sales teams across any industry. They boost efficiency by automating repetitive tasks and centralizing communication. This frees up salespeople to focus on what matters most: closing deals and building strong brand relationships. But that’s not all. CRMs also provide deep customer insights, allowing you to tailor your approach and provide exceptional service.

By segmenting customers and understanding their buying behaviors, you can craft targeted sales strategies. Plus, CRMs don’t shy away from data. They track your sales performance, win rates, and sales cycles, giving you valuable insights to make data-driven decisions and improve your ROI. In a nutshell, a sales CRM streamlines the entire sales process, unlocks customer knowledge, and empowers you to make smarter choices, leading to a win-win for both your business and your customers.

Dive into the vast world of customer relationship management (CRM), where you’ll discover different types and aspects that cater to various needs across different fields.

What is CRM software?

Savvy customers expect personalized service across impersonal digital channels, while fierce competition means one bad experience can send them packing. CRM software is your knight in shining armor. It provides a single view of each customer, allowing for personalized interactions. It integrates communication channels for seamless omni-channel support and automates tasks to boost efficiency. By giving you customer insights through data, CRM empowers you to proactively address pain points and deliver a winning customer experience that fosters loyalty and drives business success.

Types of CRM software

Delving into the World of CRMs: Understanding the Different Types

Customer Relationship Management (CRM) software isn’t a one-size-fits-all solution. Businesses have diverse needs, and to maximize the impact of a CRM, it’s crucial to choose the type that best aligns with your goals. Here’s a breakdown of the main CRM categories, each with its own unique strengths:

1. Operational CRM: The Workhorse of Sales Automation

Function: Streamlines and automates the nitty-gritty of daily sales tasks, boosting team efficiency.
Key Features:
- Contact Management: It keeps track of all your customer interactions, centralizing information like names, emails, phone numbers, and past interactions in one place.
- Sales Pipeline Management: Visualizes the sales process, allowing you to track deals at every stage (from initial contact to closing) and forecast future sales.
- Task automation automates repetitive tasks like data entry, sending follow-up emails, and scheduling meetings, freeing up valuable time for salespeople to focus on closing deals and building relationships.
- Reporting and Analytics: Provides insights into sales performance, enabling you to identify top performers, analyze win rates, and understand sales cycle lengths.

Think of operational CRM as the workhorse of your sales team. It takes care of the repetitive tasks, keeps everyone organized, and provides valuable data to measure performance.

2. Analytical CRM: Unveiling Customer Insights

Function: Gathers and analyzes customer data to identify trends, understand buying behaviors, and predict future sales.

Key Features:
- Customer Segmentation: Groups customers based on shared characteristics (demographics, purchase history, etc.), allowing for targeted marketing and sales campaigns.
- Customer Behavior Analytics: Tracks customer interactions across different channels (website, email, social media) to understand their preferences and buying journeys.
- Sales forecasting uses historical data and customer insights to predict future sales performance, helping businesses plan resources and budgets more effectively.
- Performance Dashboards: Provides visual representations of key sales metrics like conversion rates, lead generation sources, and customer lifetime value.

Analytical CRM is your business analyst, uncovering hidden patterns in customer data to optimize your sales strategies and predict future trends.

3. Collaborative CRM: Fostering Teamwork Across Departments

Function: bridges the gap between sales, marketing, and customer service teams, promoting seamless collaboration.
Key Features:
- Shared Customer Data: All departments have access to a centralized view of customer data, ensuring everyone has the latest information and is on the same page.
- Communication Tools: Provides built-in tools for teams to communicate and collaborate effectively, such as internal chat, task management, and file sharing.
- Workflow Automation: Automates tasks and processes across departments, improving efficiency and reducing errors (e.g., automatically sending a welcome email to a new lead or creating a support ticket when a customer inquiry is received).
- Customer Journey Mapping maps out the customer journey across all touchpoints (website visit, phone call, email interaction), helping teams identify areas for improvement and provide a more cohesive customer experience.

Collaborative CRM is the glue that binds your sales, marketing, and customer service teams. It ensures everyone has the information they need and fosters a collaborative environment that ultimately leads to happier customers and a stronger bottom line.

Campaign management and strategic CRM, while distinct functionalities, can work together to create a powerful marketing and sales force. Here’s a breakdown of each:

4. Campaign Management:

Focus: Executing marketing initiatives across various channels (email, social media, advertising) to achieve specific goals like brand awareness, lead generation, or customer acquisition.
Key Features:
- Campaign Planning and Budgeting: Defines campaign objectives, target audience, budget allocation, and timeline.
- Campaign Creation & Execution: Develops marketing materials, automates email sequences, manages social media posts, and launches targeted ad campaigns.
- Performance Tracking and Reporting: Tracks key metrics like website traffic, lead generation, conversion rates, and campaign effectiveness.

Think of campaign management as the conductor of your marketing orchestra, ensuring all instruments (channels) play in harmony to achieve the desired outcome.

5. Strategic CRM:

Focus: Develops a long-term customer-centric approach to drive business growth.
Key Features:
- Customer Segmentation: Groups customers based on specific criteria (needs, interests, purchase history) to personalize marketing messages and offers.
- Customer Lifecycle Management: Tracks and manages customer interactions throughout their journey with your brand, fostering loyalty and repeat business.
- Voice of the Customer (VOC): Captures and analyzes customer feedback (surveys, reviews, and social media mentions) to understand customer needs and preferences and continuously improve products and services.
- Customer Lifetime Value (CLTV): analyzes the total revenue a customer is expected to generate over their relationship with your business, helping prioritize high-value customers.

Popular Software Options for Operational CRM:

HubSpot CRM (Free): Ideal for start-ups and small businesses, HubSpot CRM offers a user-friendly interface and integrates seamlessly with other HubSpot marketing tools for a holistic view of the customer journey.
Zoho CRM: An affordable and customizable option, Zoho CRM caters to businesses of all sizes. It boasts a wide range of features, including sales automation, reporting, and analytics. Plus, it offers a free plan for businesses with limited needs.
Salesforce Sales Cloud: The industry leader, Salesforce Sales Cloud offers a robust set of features to manage even the most complex sales processes. With various tiers available, you can choose a plan that best suits the size and needs of your company.
Freshworks CRM: Designed for the cloud, Freshworks CRM integrates with a variety of marketing and customer service tools, fostering seamless collaboration across teams. They offer a free plan with limited features, allowing you to test the platform before committing.
Pipedrive: If you value a simple interface and a visual approach, Pipedrive is a great choice. Its sales pipeline is easy to understand and navigate, allowing you to track deals effortlessly. Pipedrive offers a free trial, so you can experience its functionality firsthand.

Analytical CRM platforms:

Popular Software Options:

Insightly: Known for its ease of use, Insightly comes with built-in analytics that help you track sales performance, identify trends, and make data-driven decisions. Their visual dashboards make it easy to understand complex data at a glance.

Microsoft Dynamics 365 Sales: A powerful CRM for businesses that thrive on data, Microsoft Dynamics 365 Sales offers advanced analytics capabilities. With features like customer segmentation, lead scoring, and forecasting, you can gain a deeper understanding of your customer base and optimize your sales strategy. Plus, it integrates seamlessly with other Microsoft products for a unified business experience.

Salesforce Sales Cloud with Einstein Analytics: Salesforce is a leading CRM platform, and its Einstein Analytics add-on provides powerful AI-driven analytics. It allows you to uncover hidden patterns in customer data, predict future sales performance, and personalize customer journeys.

Zoho Analytics: Analytical Strength: While Zoho CRM offers analytical functionalities, Zoho Analytics shines as a standalone business intelligence platform. It integrates with Zoho CRM and other Zoho applications, allowing you to analyze data from various sources to gain a holistic view of your customer base.

SugarCRM: This open-source CRM platform offers customization options, allowing you to tailor its analytical functionalities to your specific needs. Sugar also offers paid enterprise plans with pre-built dashboards and reporting tools.

Collaborative CRM

Collaborative CRM platforms aren’t categorized into distinct types in the same way operational or analytical CRMs are. However, they can be broadly categorized based on their delivery method and target audience. Here’s a breakdown to help you understand the different options available:

Cloud-Based Collaborative CRMs:

These are the most popular options, offering:

Easy access: accessible from anywhere with an internet connection, ideal for remote teams.
Scalability: You can grow with your business and accommodate more users as needed.
Integration: Often integrate with other cloud-based business tools like marketing automation platforms or customer service software, fostering seamless data flow and collaboration across departments.

Popular examples include:

Salesforce Sales Cloud: industry leader with collaboration features like team messaging, task management, and built-in chat (various tiers available).
Freshworks CRM integrates with various marketing and customer service tools, promoting collaboration (free plan with limitations).
Zoho CRM: Offers collaboration functionalities alongside operational and analytical features (paid plans).

Open-source collaborative CRMs:

These offer greater customization options but require more technical expertise to set up and maintain:

SuiteCRM is highly customizable, allowing teams to tailor functionalities to their specific needs (free community edition and paid support options).
Bitrix24: While not strictly a CRM, it offers collaboration tools like task management, internal chat, and document sharing (free and paid plans).

Industry-specific collaborative CRMs:

These cater to specific industries and may offer collaboration features tailored to those needs.

Healthcare CRM Platforms: May include features like appointment scheduling, patient portals, and secure communication tools for healthcare teams.
Real Estate CRM Platforms: May include features like property management tools, lead collaboration, and communication tools for real estate agents and teams.

Campaign management CRM:

While there isn’t a single category of CRM specifically designed for campaign management, many CRM platforms offer robust campaign management functionalities alongside their core features. Here’s how CRMs can be used for campaign management, along with some popular platforms known for their campaign management capabilities:

Campaign Planning and Execution: CRMs allow you to define campaign goals, target audiences, and budget allocation. They often have built-in tools for email marketing, social media scheduling, and landing page creation, streamlining campaign execution.
Performance Tracking and Reporting: Track key metrics like website traffic, lead generation, and conversion rates within the CRM. This data helps you measure campaign effectiveness and make adjustments for future campaigns.
Segmentation and Personalization: Leverage customer data stored in the CRM to segment your audience and personalize marketing messages for better results. CRMs can help you target specific customer groups with relevant campaigns that resonate with their needs and interests.

CRM Platforms with Strong Campaign Management Features:

HubSpot CRM (free): a user-friendly option with built-in marketing tools for email automation, landing pages, and social media scheduling. Integrates seamlessly with other HubSpot marketing tools for a holistic view of the customer journey.
Pardot by Salesforce (Paid): A marketing automation platform integrated with Salesforce CRM. Pardot offers powerful campaign management features, lead nurturing tools, and marketing analytics for B2B businesses.
Marketo Engage (Paid): Another marketing automation platform known for its campaign management features. Marketo offers lead scoring, email marketing automation, and marketing analytics for B2B businesses.
Zoho CRM (Paid): Offers campaign management functionalities alongside its core operational and analytical features. Zoho CRM allows you to create email campaigns, track campaign performance, and manage marketing workflows.
Freshworks CRM (Paid): Provides basic campaign management features like email marketing and marketing automation. Integrates with other Freshworks products for a comprehensive customer relationship management experience (free plan with limitations).

Strategic CRM platforms:

These platforms are not something specific, but those with strategy-planning features. So this category might include the repeated names aforementioned, but when you specifically want to use CRM for strategy planning, these names would definitely help.

Several CRM platforms offer features that align well with strategic CRM principles. Here’s a breakdown of some popular platforms known for their strategic CRM capabilities, categorized based on their strengths:

CRM Platforms with Advanced Customer Segmentation:

Salesforce Sales Cloud (Paid): Offers advanced segmentation capabilities based on demographics, purchase history, and behavior. Integrates with various data sources for a holistic customer view.
Microsoft Dynamics 365 Sales (Paid): Provides robust segmentation features with built-in customer insights and analytics. Integrates seamlessly with other Microsoft products for a unified business intelligence approach.

CRM Platforms with Customer Lifecycle Management (CLM) Tools:

Zoho CRM (Paid): Offers CLM tools for managing customer interactions across sales, marketing, and customer service. Provides features like customer portals and self-service options.
Freshworks CRM (Paid) integrates with various customer service tools, promoting seamless communication and fostering customer loyalty throughout the lifecycle. (Free plan with limitations)

CRM Platforms with Advanced Analytics and Reporting:

Oracle Sales Cloud (Paid) offers comprehensive sales analytics with AI-powered insights. It helps you identify sales trends, predict customer behavior, and optimize your sales strategy.

SugarCRM (open-source and paid): The open-source edition allows customization for specific analytics needs. Paid enterprise plans offer pre-built dashboards and advanced reporting functionalities.

Top components to look for while choosing CRM

Before you choose which type and platform are suitable for you, you need to figure out and understand your customer policy. What’s the primary hurdle you’re facing right now? And what do you want to achieve with customer data? If these doubts have a clear and concise answer, then you will be able to make your choice quickly and correctly.

Some of the important parameters that you can work on are:

What are its core functionalities?
How many users will be using it?
How easy is it to learn the setup and integration with other tools?
How well does it connect departments?
Does it have speed, quality, and accuracy while pulling customer data?
What and how are its security features?
Will it help to scale business growth?
What is the budget?
Does it offer customer support, and does the does the vendor offer implementation?

Conclusion

Simply having positive interactions isn’t sufficient to achieve outstanding customer experiences. To truly excel, you require a structured approach to utilize and manage customer data effectively. CRM empowers you with insights to comprehend your customers better and automates repetitive tasks. This enables you to deliver highly personalized experiences and exceptional customer support. Selecting the appropriate CRM platform hinges on aligning it with your specific business objectives.