“I’ve not had much success with CRMs, but I know I need one. What should I look for in a new system?” If that sounds like you, here is how to choose a CRM that works: start with the problems you need it to solve, pick something your team will actually use, make sure it can grow with you and connect to your other systems, check the reporting, and test it before you commit.
Why didn’t your last CRM work?
Most CRMs that disappoint fail for one of four reasons: the system is too complicated, it doesn’t fit the business, the team doesn’t use it consistently, or it doesn’t integrate with the other tools you rely on. Knowing which one applied last time tells you what to prioritise when you choose the next one. Each of these is solvable.
You invested time and money, but instead of making the business run more smoothly, the CRM felt like one more thing to manage. The most common issues we hear are:
- It’s too complicated to use.
- It doesn’t fit your business needs.
- Your team isn’t using it consistently.
- It doesn’t integrate with other tools you rely on.
For the HubSpot-specific version of these problems, see why HubSpot projects fail.
What should you look for in a CRM?
Look for a CRM that solves your specific problems, that your team will find easy enough to use every day, and that can grow with the business. Features come last. Choosing a CRM in that order, needs first, then usability, then scalability, avoids buying a powerful system nobody uses. These are the six steps to follow.
| Step | The question to answer |
|---|---|
| 1. Know what you need | What do we actually need this CRM to do? |
| 2. Find something your team will use | Is it simple enough that people will use it every day? |
| 3. Make sure it can grow with you | Will it handle more users, new tools and added features later? |
| 4. Check integrations | Will it connect properly to our email, sales tools and ERP? |
| 5. Don’t skip reporting | Can we pull the reports we need when we need them? |
| 6. Test before you commit | Does it solve our problems in a real trial? |
Know what you need
Forget fancy features for a moment and focus on your specific pain points. For example:
- Do you struggle to track and follow up with leads?
- Is your sales process disorganised?
- Do you need better insight into your customer data?
Once you’re clear on your needs, you can look for a CRM that solves those exact problems.
Find something your team will actually use
A CRM is only as good as the team using it. If it is too complex or time-consuming, it will sit there and become a liability. Look for a user-friendly interface, minimal setup time, and onboarding and training resources. HubSpot, Pipedrive and Zoho CRM are good examples of user-friendly CRMs, designed to be intuitive while still offering powerful features.
Adoption is everything. If your team doesn’t buy in, your CRM won’t deliver.
Make sure it can grow with you
Your business today isn’t the business it will be next year, or five years from now. Ask:
- Can the CRM handle more users as we grow?
- Will it integrate with future tools we might need?
- Are there features we can add later?
Salesforce, HubSpot and Microsoft Dynamics 365 are known for their scalability and advanced customisation options, which suits businesses with big growth plans. Our article on what makes a CRM truly scalable goes further.
How do you check a CRM will work with your other systems?
Choose a CRM that connects properly to the systems you already run, such as your email marketing platform, sales tools or an ERP system like OrderWise. Integration means less manual work and fewer headaches. Then check how each integration actually works, because a listed integration doesn’t always sync the detail you need.
A mistake we see all the time is choosing a CRM that doesn’t work well with the rest of the business. If integrations are a priority, consider systems like HubSpot, with its large integration library, or Zoho CRM, which connects with a variety of platforms.
The other mistake is assuming that because a platform lists an integration with another platform, it will do everything you need. Always check how the integration proposes to work, and what level of detail can be synced or transferred. For OrderWise users, our OW Sync connector links HubSpot with OrderWise, and our guide on why you’d integrate HubSpot and OrderWise explains what that gives you. See our integrations service for other systems.
What reporting should a CRM give you?
You can’t improve what you don’t measure, so reporting is a must-have. A good CRM helps you track your sales pipeline, spot trends in customer behaviour and measure the return on your marketing. Choose a system that makes it easy to pull the reports you need, when you need them, at a subscription level that suits you.
A good CRM will help you:
- Track your sales pipeline.
- Identify trends in customer behaviour.
- Measure the return on your marketing.
HubSpot and Salesforce, for instance, provide advanced analytics for deeper insight, and offer different subscription packages to suit different needs.
Should you test a CRM before you commit?
Yes. Almost every CRM offers a free trial or demo, so use it. Get hands-on experience and see how the system fits into your daily operations before you sign. The trial is where you find out whether a CRM is truly the right fit, so test it against your own problems, your own team and your own tools.
During the trial, ask yourself:
- Is this solving my problems?
- Is it easy for my team to use?
- Does it integrate properly with my other tools?
If you’ve struggled with CRMs before, it doesn’t mean they can’t work for you. It means you need the right one at the right subscription level. If you’re ready to move, read how to switch your CRM with confidence, or book a call to talk through your requirements.
Questions people also ask
Our last CRM failed. Does that mean CRMs don't work for us?
No. If you've struggled with CRMs before, or your current one is falling short, it usually means you need the right system at the right subscription level. The common causes are a system that's too complicated, doesn't fit the business, isn't used consistently or doesn't connect to your other tools. All of these are solvable.
Which CRMs are easiest for a team to use?
HubSpot, Pipedrive and Zoho CRM are good examples of user-friendly CRMs, designed to be intuitive while still offering powerful features. Whatever you shortlist, look for a clear interface, minimal setup time and good onboarding and training resources, because a CRM is only as good as the team using it.
Does a listed integration mean the CRM will connect the way we need?
Not necessarily. Just because a platform lists an integration with another system doesn't mean it will do everything you need. Always check how the integration works and what level of detail can be synced or transferred, especially for an ERP system like OrderWise.