The only thing more daunting than learning how to use a CRM is choosing which one is right for your company.


You’re spoilt for choice.

There’s HubSpot, SalesForce, SugarCRM, Zoho CRM, ActiveCampaign, Anthill, Highrise, and we could keep going (forever)…

Investing in the wrong CRM is going to be an expensive and time-consuming mess, leaving you worse off than when you started – and this isn’t rare.

The second you start Googling to learn about CRMs, you’ll be targeted with ads from a number of top CRMs trying to pitch their product to you.

  • You might click their ad
  • You might book a free demo
  • You might sign up
  • And you might regret it!

A common problem we keep seeing companies make refers back to the first one in our list, HubSpot.

HubSpot is the leader with a 41.6% share of the small business automation software market, but we do wonder what percentage are using all the extra features they’ve paid for.

One of HubSpot’s key differentiators is its built-in inbound marketing software. After all, HubSpot’s content is up there with the best, so when they offer you the tools to make content for yourself – you listen.

HubSpot’s marketing software allows you to:

  • Build and modify a website, with no coding skills required
  • Write, format and post your blogs
  • Build landing pages
  • Create email marketing campaigns
  • Track all efforts with CRM integrations

All of these are great features; however, is your company actually going to use them? Because, either way, you’re going to be paying for them!

We like HubSpot but it’s expensive. Plus, you need to invest a lot of time into it to get the most out of its features.

You should always pick the CRM based on your company’s needs, not on name value or any “nice to have” features that catch your eye.

How to pick the right CRM


Calculate your budget

As soon as you start reading heavily into content or booking demos, you’re likely to be days away from signing up to the CRM that made the strongest impression. So crunch some numbers and know what’s realistic and affordable for your team. Keep in mind that many CRMs have hidden costs and over usage fees to be wary of.

Identify the features you need

It doesn’t get much more competitive than the CRM market. They’re all battling it out to win your custom. Ask yourself what problems are you trying to solve? What features do you need to solve them? Avoid the flashy plugins and features that you don’t need. Keep focused on what you, your team, and – most importantly – your customers need.

Visit multiple software review websites

Read up on as many software websites as possible. Visit Software Advice, G2 Crowd, Marketing Automation Insider, and Get App. Doing this will create your shortlist and provide you with some questions to ask during your demos.

Book demos

Get yourself booked in with your shortlist of CRMs. Pepper them with questions and never make a decision right off the back of a demo. Always search around and take the time needed to consider your options. If you need the features that one CRM offers (and you’re fully committed to using them), and it just so happens to be the most expensive – go for it, if you can afford it. If you find everything you need with a CRM and it’s well within budget, snap it up. This is one decision that you really don’t want to get wrong.

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