Choosing the Right CRM for Your Business

A CRM system centralises customer interactions, enhancing relationships, supporting retention, and driving sales growth through personalised interactions and streamlined processes. It's crucial for improving marketing efficiency and gaining insights into customer behaviour.

Virtual Marketing Manager
June 17, 2024
  (NZDT - GMT +12)

A CRM (Customer Relationship Management) system is a vital tool for businesses aiming to manage and analyse interactions and data throughout the customer lifecycle. The primary goal of a CRM is to enhance business relationships, support customer retention, and drive sales growth.

By centralising customer information, a CRM allows businesses to personalise interactions, track customer preferences, and build stronger relationships. It enhances communication with automated follow-ups and reminders, ensuring no customer interaction is missed. Moreover, a CRM boosts sales by streamlining the sales process and providing a clear view of the sales pipeline. It improves marketing efficiency through targeted campaigns and performance tracking, helps retain customers by monitoring satisfaction and automating customer service, and offers valuable insights into customer behaviour and business trends.

The Importance of CRM in Digital Marketing

Data from the Influencer Marketing Hub shows that the perceived significance of a CRM has surged this year with 44% of people surveyed listing a CRM as a critical piece of marketing tech. Head and shoulders above a CMS (36%) and marketing automation tools at 31%. 

So, Which CRM is Right for Your Needs?

To identify the right CRM for your business, you need to pinpoint and prioritise the key features you require. Consider factors such as:

  • Enhanced communication with existing clients
  • Streamlining the sales process
  • Audience segmentation
  • Customer retention
  • Data organisation and analysis
  • Reporting
  • Task management
  • Alerts and notifications
  • Scalability
  • Cost
  • Customisation
  • Automation

Once you have these features listed and ranked, it will be easier to determine which CRM solution best fits your business needs.

Types of CRM

Broadly, CRMs fall into three categories: collaborative, operational, or analytical.

  • Collaborative CRM: Facilitates communication among teams, breaks down departmental silos, and centralises all customer contact information and service level agreements (SLAs).
  • Operational CRM: Streamlines business operations related to customers, tracks vital information from leads to sales KPIs, and automates routine workflows.
  • Analytical CRM: Analyses customer data to reveal trends in customer behaviour and help make informed decisions.

Popular CRM Platforms

We evaluated four popular CRM platforms to help you make an informed choice:

  1. HubSpot: Known for its overall customer rating, deep customisation, and ease of use. However, it can be costly and time-intensive to customise.
  2. Salesforce: Offers robust reporting and a comprehensive feature set, but can be tricky to use and expensive for smaller businesses.
  3. Easy to use and well-priced for smaller businesses, but lacks in reporting, customisation, and multi-currency support.
  4. Pipedrive: Easy to set up with excellent technical support and pricing, but lacks separation between leads and contacts and has limited functionality.


Among these, HubSpot stands out for its functionality and free version. However, costs can quickly add up as you purchase additional features. offers the lowest entry cost and remains affordable even at higher tiers.

Ultimately, our recommendation is to choose a CRM that ticks all your boxes, as each platform has its unique strengths and weaknesses. If your current CRM isn’t meeting your needs, our team at Virtual Marketers can help guide you through selecting and onboarding the right CRM platform to take your business to the next level.

Ready to Find Your Perfect CRM?

Contact us at Virtual Marketers, and let's find the CRM that will drive your business success!

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