CRM Tools - What They Are, What They’re Not, and How to Choose the Right One

Customer Relationship Management… or, as many people view CRMs, a glorified sales tracker, a subpar marketing tool, or an outdated system you only log into when you absolutely have to.

We’re here to shout it from the rooftops: CRM isn’t a tool, it’s a business function.

In the same way, a business needs finance, operations and HR departments to function, CRM is a core function within an organisation.

If you want to align people, processes, and platforms with the single goal of managing and growing customer relationships, then you need the right CRM systems and platforms.

But where do you start? 

In this blog, we’ll be discussing:

• What a CRM should be doing
• Our definition of what makes a “real” CRM system
• Inputs and outputs - how to use CRM as an engine, not just a database
• Signs it’s time for an upgrade
• Our top CRM platform recommendations

Let’s dive in!

Why CRM tools are so confusing (and often misunderstood)

The CRM space can be an absolute minefield to navigate.

With thousands of platforms out there, inevitably, each will claim to do a completely different thing from the next, which only contributes to the confusion. 

Let’s put it into perspective.

When someone says “We’ve got a CRM,” what they tend to mean is that they have a:

• Sales pipeline tool (but no customer visibility)
• Campaign tool (but no sales connection)
• Reporting tool (but no usable insights)

The issue is that none of these options show the full picture of a CRM, as they tend to be focused only on sales or marketing, or handle only service or operations.

It’s kind of like ordering a BLT, only getting the L and being surprised that it stands for Loser (okay, harsh… but you’d B disappointed, right?).

So, where do you start with choosing the right CRM tool?

Your CRM tech stack: one system vs many

• You have legacy systems in place
• Your business is too complex for an out-of-the-box tool
• You’re married to existing tech for regulatory, financial, or operational reasons

The good news is that you can still make progress, so long as you have the right strategy, tools, and data!

Inputs and outputs: the CRM model that actually works

We’re breaking it down (simplifying, not dancing… sorry).

CRM systems are about inputs and outputs - what do we mean by that?

The true value of a CRM comes from what it can enable your business to do and understand, which would be the outputs.

This could be business intelligence and reporting, sales insights and performance data, customer behaviour and lifecycle visibility, and everything from service operation and support trends to revenue growth and better ROI.

The best CRM systems help you implement Revenue Operations (RevOps) principles, which have sales, marketing, and service working in sync and align your business with the customer.

It’s at that critical alignment that your CRM switches from being a dusty entity you didn’t want to engage with to a goldmine of insights.

How do you get those ‘goldmine of insights’ outputs for your CRM?

• Customer data (core profile information, preferences, segments)
• Sales activity and interaction history
• Marketing performance data
• Behavioural data (website visits, email engagement)
• External data (third-party tools, integrations)
• Service and operational data (tickets, support queries)

Why most businesses fail at CRM

• Having poor or incomplete data
• Siloed systems (they don’t talk to each other or function together)
• Siloed teams
• Lack of trust in the reports
• Out-of-date and clunky CRM system that nobody wants to use

Our definition of a true CRM tool

Let’s set the record straight once and for all - a real CRM system isn’t just a sales tool, a marketing automation platform, or an IT project.

A true CRM is a business intelligence and growth engine aswell as a function.

It keeps your customer data, team processes, and business goals connected in one aligned, scalable system.

Plus, in an age of the customer-centric approach, a great CRM tool is essential in understanding, engaging, and better serving your customers.

But which CRM tool is right for your business?

Let's take a look at some of our favourites 

Full disclosure: Having worked with over 40 CRM platforms, I’ve seen the good, the bad, and the hideous… but fortunately, I’ve also seen the ones that do what you need them to do really well.

Here’s our top three CRM tools that perfectly encapsulate the CRM-as-a-function model we use with clients that we spoke about earlier:

When is it time to upgrade your CRM?

• You’re using multiple systems that don’t integrate
• Data is poor, inconsistent, or gone with the wind (aka missing)
• Your reports feel wrong and nobody trusts them
• Teams are working in silos with zero visibility across functions
• Sales and marketing don’t know what the other is doing
• Your customers are having inconsistent or poor experiences
• Your CRM feels clunky, outdated, or painful to use

Final thoughts: CRM is not a product - it’s a function

Even if you find the best CRM tool in the world, it won’t fix a broken strategy or poor data.

Once you start treating CRM as a core business function, you can be on the way to CRM success, supported by tools, powered by data, and aligned with customer experience.

Whether you’re upgrading, implementing, or totally lost in a sea of confusing platforms - we can help!

Book a free CRM consultation with Beth

• Review your current setup
• Identify data and process gaps
• Recommend the right tool(s) for your team and business model