Choosing a CRM system: When do you need it and which system is right for your organization?

• What a CRM system is and how it works
• The signs that you really need CRM
• The most important benefits of a modern CRM
• Case studies of companies that made the switch
• How to choose the right CRM, including comparison HubSpot vs. Salesforce

What is a CRM system?

A CRM (Customer Relationship Management) system is software that allows you to centrally store, manage and make all your customer and prospect data accessible to your entire organization.
It is much more than a digital card index: it is the backbone of your commercial processes, from first contact to after-sales.

Key functionalities of modern CRM systems

• Contact and company data in one database
• Full interaction overview - emails, phone calls, appointments, offers, tickets
• Automations for follow-up, lead nurturing and task management
• Real-time reports and dashboards for better decision making
• AI features such as predictive lead scoring, personalized recommendations and automatic follow-up

💡 AI in CRM: More and more CRM systems are using artificial intelligence to recognize trends, predict customer behavior and automate repetitive tasks. This increases efficiency as well as conversions.

Case studies: This is how CRM makes a difference

• B2B software company - Previously, each account manager worked with their own Excel file. This led to duplicate follow-ups and missed leads. After implementing a CRM, all customer communications were stored centrally, giving everyone real-time insight into the status of deals.

• E-commerce player - CRM interfacing with the online store allowed the company to automatically encourage repeat purchases through personalized emails based on purchase history.

• Service agency - Automatic task assignment and pipeline visibility ensured that quotes were followed up faster, increasing conversion rates by 18%.

When does a CRM system become indispensable?

In the early stages of a business, it often works fine to manage customer information in Excel, Google Sheets or a shared mailbox. But once the number of customers grows and the team expands, the problems begin to pile up.

A CRM becomes indispensable when:

1. Fragmented customer data: Information is scattered across Excel, mailboxes and separate tools.
2. Unclear sales pipeline: No clear overview of deals, phases and expected sales.
3. Inconsistent follow-up: Some leads are forgotten due to lack of structure.
4. Silos between departments: Marketing, sales and service do not have a shared customer view.
5. Time-consuming reporting: Manual compilation takes hours and produces incomplete data.

The biggest danger of switching too late is lack of scalability. As you grow, the complexity and number of contact moments increase. Without CRM, processes become cluttered and valuable customer information is lost. Over time, this hinders your ability to grow.

The benefits of a CRM system

Which CRM systems stand out?

There are numerous CRM systems on the market. Two solutions that are widely used worldwide are HubSpot and Salesforce. Both have strengths, but differ in focus, pricing structure and usability.

Want to know which system is best for your organization?
Then read our article: HubSpot vs Salesforce: - frequently asked questions answered.