CRM priorities for startups and small size companies

Startups and small companies mostly jump into their CRM quest looking for the basic feature of accurate record-keeping for leads, prospects and customers. Whilst this is a legitimate motive to begin with, it is not enough. Most founders are more aware of the constraints but sometimes overlook the real needs. Let’s take a closer look what the structural vulnerabilities these mini powerhouses may have and how they can leverage their CRM investment in return for their hard-earned cash.

To begin with, CRM brings structure and good governance over the chaotic nature of the day-to-day sales operations of a small size company. The basic requirement should be easy customisation of the sales processes where management can tweak their elementary sales process by trial and error on the field. As they run after the next deal, they should be able to track new customer data and add new products easily so their CRM can be tailored as they change in shape and size. A high level of customisation capability balanced with easy setup is the name of the game. When you grow bigger, your CRM platform should match your size and changing needs.

This also brings the scalability dimension. As a startup or small company spending their time in the survival zone, you should avoid spending a dime on any feature you do not use. But when you need a new feature or a completely new setup, it should be easy to upgrade. It is not just the financial resources they lack. They should pay attention to what really matters and focus on the product and customer, but not on the maintenance of the CRM system. Low maintenance and short ramp-up time are uncompromising criteria when choosing your CRM platform.

It is no surprise that there is probably less coaching and guidance available for the sales team (the whole team, mostly). There are no proper sales playbooks, new product launching workshops, competitive intelligence, or sales content at your disposal. So, it would be nice to have a guidance capability integrated with your differentiated sales processes for different product lines and customer segments. A large free reposit of training material targeting better engagement, utilisation and distinctive sales skills would be a nice complement.

Finally, a good bunch of reporting tools will set you on the “manage by numbers track” and give you a solid performance insight other than falling into the trap of running around like a headless chicken.

So, I strongly recommend jumping on Salesforce Sales Cloud Essentials edition. Easy to customise, easy to maintain, always matching your expectations with loads of free insights and training content for high levels of user engagement. With Essentials, you will get your first step in the right direction.

Salesforce Sales Cloud Consultant with 12 years of sales enablement experience. Executed sales turnaround projects to build sustainable revenue streams. A proven sales enabler, sales efficiency, and effectiveness practitioner in complex sales process environments. High-performing sales team builder, customer-centric sales culture transformer and hands-on catalyst move quickly from vision and strategy to implementation.

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