Enterprise-Class CRM. Which CRM to Choose for a Large Company
Does CRM strategy really differ based on the size of the company? Absolutely! We may have doubts about the criteria for dividing and defining when we speak of a large company or a corporation, but there is no doubt that what works in a company employing 10 people is unlikely to be effective where there are 10,000 employees.
There are elements of Customer Relationship Management (CRM) strategy that are consistent in almost every business class. There are also variables that depend on the size of the company, its individual needs, and the nature of its operations. The divisions of CRM based on size are not just a marketing ploy to persuade you to opt for more expensive solutions; they represent real differentiation in solutions depending on where they prove most effective.
What do large enterprises need?
Large enterprises require specialized CRM solutions to handle high-volume operations: a powerful contact database, multiple users with diverse needs.
For this reason, large companies opt for cloud-based systems like HubSpot, offering a range of solutions to streamline sales, marketing, customer service, and data management operations.
This involves advanced automation and analysis tools, as well as extensive functionalities in sales, marketing, and services. Through CRM functionalities, large enterprises can better engage customers, accurately forecast trends, automate marketing, and collaborate more efficiently across teams.
Larger organizations usually have more comprehensive requirements for functionalities and integration with existing systems. As a result, they may need custom solutions. Does this mean building custom software from scratch? Not necessarily. Enterprise-class solutions allow extensive system customization and the creation of custom operations and objects, adapting to the needs of complex organizations.
Features of Enterprise-Class CRM Solutions
Large enterprises need reliable cloud systems for:
- Secure customer data management within a shared strategy.
- Easy access to important information.
- Scalable personalization of communication.
- Marketing and sales activities based on a deep understanding of customer experiences and purchase histories.
- Streamlining key processes through automation.
- Advanced analysis and reporting tools.
Key features for large organizations include:
Access Management
It allows for determining who has access to specific data and functions in the system, ensuring the confidentiality of information and enabling effective management of employees at various levels of the organizational hierarchy.Scoring and Segmentation Tools
Segmenting leads based on specific criteria is the foundation of effective targeting; however, in a large organization, it is not sufficient. Tools that allow the evaluation of which leads to pass to sales are also needed. Scoring tools enable the construction of lead qualification rules tailored to the organization's needs and operate automatically based on customer behaviors.Advanced Automations
The efficiency of processes largely depends on how many tasks employees will have to perform manually and how many will operate automatically. Define processes well, and an advanced CRM will automatically record data acquired from multiple sources, change the status of contacts, transactions, and tasks based on defined events, send notifications to employees, messages to customers, and transfer information between teams...Multiple Pipelines
Having multiple pipelines in a CRM system allows for simultaneous management of various types of sales or marketing processes. Each pipeline can be customized to the specific needs and stages of a particular business area. You can create them separately for brands, products, or B2B and B2C activities.Customer Journey Mapping
Monitoring customer interactions at various stages of the purchasing process helps understand which actions and contacts influence purchasing decisions, enabling the adaptation of marketing strategies. Thanks to the vast database collected in CRM, you'll learn at which stages you're losing customers and which actions bring the greatest benefits.Custom Objects and Events
CRM systems of the business class allow adding custom objects and events, enabling the customization of data structure to the specific needs of the company. This is important for storing information unique to a particular industry or business model. As a result, you don't have to build a system from scratch to ensure that it reflects the specificity of your processesForecasting and Predictive Analysis
Predictive forecasting and analysis features utilize historical data to predict future trends and outcomes. This aids in making more informed business decisions and optimizing strategies.Reporting
Reporting features are crucial for CRM at every level. However, in the case of large companies, the ability to create multiple custom reports is essential. With the right tools, you can significantly reduce the waiting time for necessary information and free up your employees' time.Data Quality Control
Automatic checking, cleaning, and updating of data help ensure that the company operates on robust, accurate information. Thanks to these features, you can easily eliminate duplicate records, standardize the format of entered data, and gain control over the information.
What else matters in CRM software for a large company?
If you work in a large enterprise, your CRM strategy differs significantly from that of a smaller company. You likely have multiple teams or departments using the CRM's capabilities, expecting more from it.
CRM has become a staple in the corporate world. If you plan to change the system, start by talking to employees. Understand their experiences, opinions on key functionalities, what worked, what proved unnecessary, and what seems essential. This knowledge is invaluable when choosing a CRM.
Gone are the days when tools offered either Enterprise-class power or user-friendly simplicity. Therefore, the complexity of your needs does not necessarily mean your CRM should be complicated. Particularly in a large organization, it is essential to simplify rather than complicate processes. Opt for a solution that boasts a user-friendly reputation, helping employees instead of causing frustration.
Secondly, prepare well regarding integration. Many teams in your company probably already use applications and systems for their specific purposes. This is likely the case in finance or HR, and you might also use an ERP system. If you want your CRM to perform well, conduct an audit to understand which tools you must integrate with your CRM and which you can replace (e.g., some Marketing Automation tools). Check whether your chosen system has ready-made integrations or if you will have to build them separately, allocating time and budget for this process. Plan carefully for data migration from systems you are abandoning. Our CRM budgeting guide can help with these tasks.
Additionally, find out the range of deployment and training services your chosen provider offers. You will need to prepare many employees to use the new tool. Even with intuitive systems, this is a process that takes time in a large organization; include it in your plans. Consider whether the offered services are sufficient or whether you will need to engage with an implementation company, such as a licensed partner, to help configure tools and conduct relevant workshops.
CRM and What's Next?
For solutions aimed at large businesses, it is necessary to regularly review and revise CRM strategies in terms of new business goals. Continuous improvement of the strategy based on feedback and results is essential. Identifying company needs based on its size is crucial for creating effective CRM strategies, but it is not a one-time task. After some time, you may find that you need a few more functionalities. It's worth identifying this need as early as possible: the sooner you fill this gap, the sooner you'll achieve the desired improvement in results.
Feeling overwhelmed by the number of solutions available in the market? Do you have specific needs and don't want to compromise? Are you looking for an enterprise-class solution that will perfectly meet your business needs? Our advisors will not only present the possibilities of a professional CRM during a short demo but will also help determine a set of key functionalities for your business and choose a CRM that you won't regret. Contact us and see what we can do for you!
