Now that we have looked at the 10 best CRM platforms for SMBs, it’s time to determine what you should seek when looking for CRM software. In the following sections, you’ll learn what tools to look for, how to navigate software expenses and how to tell if a particular platform is user-friendly.

Essential CRM Software Features

Before jumping into any old CRM platform, you need to do your due diligence and ensure that critical features are offered. I advise you to visit platform websites to look at feature lists before deciding. Double-check to ensure that the vast majority of features listed below are present.

• Pipelines. CRM software should provide pipelines that allow you to monitor deals and more during every stage of your process. Pipelines are generally visualized on Kanban boards, so ensure they’re offered.
• Task management. Any CRM platform worth its salt will allow users to track important tasks. Make sure that the platform you’re interested in provides calendars, boards or to-do lists so that you can keep track of everything you need to do.
• Automation. To improve efficiency and processes, you should ensure that your chosen CRM can automate workflows and create recurring tasks so that you can save time and money.
• Integrations. SMBs use many software platforms. As such, before picking a new CRM, double-check and ensure it can work well with the software you already use.
• Document management. CRM implementation is a big undertaking, so make sure it offers everything you need, including a document management system (DMS). A DMS allows you to upload files and attach them to tasks, deals and clients, making it easier to track important paperwork.
• Industry-specific features. If you’re looking for a CRM for real estate, marketing a financial advisory company or a call center, ensure that it offers industry-specific features, such as email marketing tools, telephony and portfolio managers.

Value

All SMBs must consider how much value a particular platform offers before signing up for expensive plans. While I can recommend software, ultimately, only you know what tools you need and your budget. Do a little research before taking the plunge to ensure that you have the finances for additional software and that your spend gives you everything you need.

Many platforms offer free CRM tools that can help get you started. These free platforms provide essential tools and are ideal for startups. However, you’ll need to pay to get the most out of any CRM. The cost of entry-level plans can range from $10 to $20 per user per month, while feature-rich top-tier plans can cost in excess of $70 per user per month. Again, check your budget and then determine which plan offers the best bang for your buck for your needs. Our CRM pricing guide can also help you get a handle on what to expect to pay.

Ease of Use

Ease of use is one of the most overlooked features of any software. So, before signing on any dotted line and committing your SMB to an expensive plan, I recommend taking up any opportunity to test-drive software. Most providers offer free trials ranging from one week to a month, and others offer free plans that let you try some of the tools.

Take advantage of the trials and free plans. Use the software, see how it feels, and ask yourself if it’s easy to navigate and if the tools are user-friendly. I highly recommend digging into the available integrations and automation builders, adding tasks to a Kanban board, creating pipelines and interacting with any critical feature your workflow needs. By doing this, you can make a sound decision that will benefit your company and team.

Only you know what your business needs from CRM software. My roundup of software will help put you in the right ballpark, but you will need to determine which platform best suits your needs. Still, to help a little more, consider the following:

• If you have a limited software budget, Freshsales, Zoho CRM and Agile CRM are platforms you should look at closely.
• If you’re a solopreneur or have 10 or fewer employees, Nimble and Agile CRM are the platforms for you.
• If you have a large team, I recommend Zoho CRM because of its affordable plans.