Find out whether your CRM capabilities are helping your teams to deliver or whether it’s time to look for a new system.

Software and technology are generally updated at a fast pace. Many organisations may choose to sweat their assets, but what if they are losing their return on investment or their competitive advantage by staying with the CRM system they already have in place?

You should carry out regular assessments of your CRM capabilities and take note of what is lacking. An important starting point when assessing your CRM is outlining current business pains and opportunities, and identifying whether your current CRM can help to improve them. If not, then you should calculate how much money could be made or saved by addressing these points.

Your CRM system impacts a number of business areas. That’s why it is best to assess its capabilities in these individual areas before making a decision to upgrade the CRM. You should also calculate the cost of CRM implementation and subtract this from the amount saved or made – before deciding whether implementation will generate enough ROI to be worthwhile.

CRM capabilities for Sales:

  1. Is your CRM helping salespeople to do their job? A CRM system should help them to handle data quickly – whether that’s entry, analysis or creating reports.
  2. Your CRM should make it easy for your salespeople to enter data and retrieve it when they need it, especially at crucial points like closing deals.
  3. Your CRM should enable salespeople to access leads as well as relevant information about them, such as where they currently are in your pipeline.
  4. You should assess who else is using the data stored in your CRM, what they’re doing with it and if it’s causing any duplication or inaccuracies.
  5. Your CRM should make life easier for salespeople by automating tasks, including sending emails. It should also let them set reminders about when to contact leads and when it’s time for them to be pushed through the pipeline.

If your CRM system isn’t benefiting salespeople, their jobs and the way they manage data, then it’s probably time to upgrade. Your CRM capabilities should drive your salespeople, helping them to convert leads into opportunities and opportunities into sales, thus delivering ROI.

CRM capabilities for IT:

  1. Is your CRM your own software, or is it an out of the box solution provided by a partner? One provided by a partner will take the project pressures away from your IT team.
  2. You should assess how much your CRM actually costs to support, how much time and effort your IT team is putting in and if this is preventing them from focusing on business objectives.
  3. Assess the overhead cost of your current CRM and whether it is actually delivering ROI. This is driven by user adoption, consistency and how secure the system is.

IT people are often responsible for going out and getting a CRM, but this is sometimes without guidance. It’s important to assess that your CRM capabilities not only meet the needs of your business, but that they don’t add extra pressure to the IT team who should be focusing on other areas.

CRM capabilities for Marketing:

Your CRM capabilities ultimately need to be creating return on investment throughout your business. Assess the following areas:

  1. Does your CRM system deliver a single source of truth? Your marketing team needs to have a consistent and single view of each prospect to target them effectively.
  2. Is your marketing team able to segment data? Your CRM capabilities should facilitate the creation of marketing campaigns that reach the right people at the right time.
  3. Is your marketing team able to get enough information from the database before contacting customers or prospects? They need to be able to manage and nurture relationships to keep leads warm and move them through the pipeline.
  4. Do your CRM capabilities enable your marketing team to automate tasks? Their time and effort should be focused on creating campaigns and attracting new prospects.
  5. Does your CRM provide Marketing with important metrics? CRM capabilities such as tracking website visits can help marketers to understand customer behaviour.
  6. Assess whether your current CRM system is automated in a way that helps your team to push leads through to sales via activities such as; lead generation, prospect nurturing, email marketing, order tracking, performance tracking, competitor tracking, etc.

If your CRM isn’t capable of giving Marketing the information they need to create effective campaigns, then it’s time to upgrade and improve your capabilities. This can improve the quality of leads coming in and increase the return on investment being generated.

Actions after assessment

Having assessed your Sales, IT and Marketing departments – along with how well your CRM capabilities align to their needs – you can now make an informed decision on whether you should look to a new system that can improve your organisation.

Some CRM systems can help you to filter and manage your data, create easier collaboration between departments and automate tasks that will create time, resource and cost efficiencies. It’s essential that you frequently carry out internal assessments of your CRM capabilities to ensure they translate directly into ROI.


  • Regular internal technology audits can ensure that your CRM is able your organisation’s achieve your goals and objectives.
  • Consider how your CRM could improve business processes for each department and drive return on investment across the organisation.
  • When making an assessment about the CRM capabilities you need, keep the future of your business in mind – your CRM needs to be able to grow and adapt alongside you.

Assessing your capabilities can inform your next decision when it comes to your CRM. Discover further tips by downloading: Ultimate Guide to: Assessing and choosing the right CRM for your business