Size Matters: Small Business vs Enterprise CRMs

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Size Matters: Small Business vs Enterprise CRMs
by Marketing

To get started, ask yourself: What are my business goals? What are the tools I need? Then begin your search for a suitable CRM.



A specific customer relationship management  (CRM) system can fit businesses of all shapes and sizes. That’s why it’s essential to figure out what’s hidden behind the notions of a small business CRM versus an enterprise CRM. With this knowledge in hand, deciphering the right fit for your company becomes simple. To begin, let’s uncover significant differences between CRM types and how each of them handles business tasks. Let’s face it: some factors should influence your choice. You need to create tangible, lasting connections with the customers and set up communication waypoints inside the team.





Defining an Enterprise CRM



CRMs have become instrumental to any business, and at the enterprise level, serves the needs of huge companies. The solution tracks marketing campaigns, sales performance, inside operations, and aligns sales, marketing and operations. So what is CRM? It’s a tool for managing data. By definition? Simple. In performance? Anything but.


The small business workflow and processes in contrast to those of a large company vary greatly. To fulfill the wide range of requirements, CRMs provide various features and add-ons: like added automation, customizations, and consultant services. CRM can essentially automate a business’s workflow into a customized assembly line with tailored processes, added roles, and more. Often these changes require the help of a consultant or a data expert. An enterprise CRM is both robust and complicated system, that while challenging to implement often adds efficiency into all business processes.


In fact, Enterprise CRM offers advanced reporting, sales forecasting, and powerful analytics – empowering each team member to perform, as well add performance oversight for C-level managers. The decision to buy a CRM in a large company comes from the highest level – CEO or CFO – to enhance the needs of every department. While the decision maker may not be an end-user, they will require high-level reports on company performance.





Defining a Small Business CRM



Small business CRM shares the main features and options available in the enterprise CRM suite, tracking sales performance, marketing campaigns (if the solution offers some integration with marketing apps or services), and customer management. In both scenarios, the CRM is put in place to develop relationships and aid in the oversight if business process. Compared to the enterprise CRMs, small business solutions can be simpler, and don’t bombard users with various  (paid) add-ons. In most smaller businesses, the owner or CEO will be closer to the end-users as well as users of the CRM. The decision-maker, in this scenario, will emphasize the simplicity and usability of the solution while analytics and security of data is top of list for most enterprise users.



Small business owners don’t often employ an IT team or consultants and often lack training on using a CRM. Instead, they select the solution with little or no setup and will be ready for use almost immediately after the implementation. With the less complicated toolbox, the small CRMs are easier to use, but they are also less powerful than the enterprise solutions.



Quick Comparison: Four Key Considerations



#1 User-Friendly 


To start, define how much time and resources your business is prepared to spend on tuning up a new CRM; and implementing it for your business. Consider the technical knowledge of your workers, and whether they will face difficulties  updating customers’ and performance data into the CRM. The CRM is as efficient as your team, so it is better to select one the business can leverage daily. To ensure success, leverage a key team member, or a paid consultant to train your team how to use it.


No budget for a consultant?  Consider selecting a CRM with free online training and customer support. Small business CRMs should be both intuitive and provide easy setup through tutorials, ebooks, guides, and customer service.


If your budget allows you to hire a consultant, or added customer support, leverage consistent onboarding for your team as you implement a new CRM.




#2 Feature Set



Define your toolbox: what features are vital for your business? Divide what you want and what you need to develop customer relationships. Discuss the topic with  your team before making a selection.  Extended feature sets – including sales and marketing automation, forecasting, analytic reporting, social media integration — are often standard with an enterprise CRM. Often this makes the addition of a consultant optimal to ensure your team is getting the maximum value of the solution.


Running sales like an assembly line, with dozens of automated emails might not create a customer-friendly approach. Personal customer service and one-to-one options such as live chat and call scheduling can cut through the clutter of a prospect’s inbox. Running a business — large or small — it pays to choose a CRM vendor who provides the basic CRM features along with some add-ons and customizations. This ensures your business can deliver on a smaller scale but also develop customer relationships. The more straightforward a solution, the better.



#3 Cost Comparison


Once you select a CRM, and evaluate its intuitiveness and toolbox, price becomes a factor. Beyond function or simplicity, the overall cost of buying a specific CRM needs to align with the budget to implement it well. Will you need to hire a CRM consultant to train your staff and help with customizations? Or can you manage the tool inhouse with zero add-ons. Does the product offer the features you need to automate your processes? How many end-users will you need, or seats will you require?


The CRM market offers a wide choice of small business CRM and enterprise CRM at varying prices, feature sets, and add-ons. A small business solution is more affordable in price than an enterprise one, but still a significant investment for the business. Large companies understand that fancy features, customizations, and additional (paid) options come at a price.  The elaborate toolset of an enterprise CRM may become an obstacle, when planning to make the purchase.




#4 Current Requirements


As your company grows, you’ll want a CRM flexible enough to scale with you.  What features does your team require immediately, versus what tools will it want down the road. Is there a CRM that can scale without exceeding your budget? Is there a solution to enhance your workflow and productivity?


These are key questions when identifying the right CRM: either small or enterprise. The more complex the solution, the more challenging to use, and the higher the price point.  Consider finding a CRM to fulfill your business requirements, enhance team performance, and strengthen relationships with the customers, first and foremost.


Making the Move


Some solutions are not “one size fits all.” If your current platform lacks core capabilities, it may require migrating your customer and business data from one CRM to another. This often requires the use of a professional like Trujay. As you prepare to find the right CRM for your business, explore the options, test-drive vendor demos, and align your vision with business goals and the functionality of your tool.