Make one Internal CRM it can be a real temptation when you have organized processes and a mix of complete products and services.
In theory, an internal and personalized CRM would include all the resources that your company needs, right?
And none that you don’t need. It would still be adapted for your business, comprising all the details:
- from terminology to workflows.
Everything would be perfect and fit into the way your sales team works on a daily basis.
However, the benefits of an internal CRM end there.
Especially if you are a small or medium-sized company and you know that the resources are not only that, let’s say: unlimited.
Therefore, in today’s article we will talk about:
- What is an internal CRM;
- 6 disadvantages of creating your own CRM;
- Internal vs. external: which is actually the best CRM?
And then, at the end of the content, you will have enough information to know how to make the right decision for your company.
There are numerous ways in which a sales CRM can make your business successful.
We are talking:
- track where your main customers come from;
- optimize marketing strategies;
- having several types of funnel for different processes;
- having resources to ensure that prospects receive the necessary attention;
- organize and carry out all necessary activities;
- show which of your products or services sell the most (and who is buying them);
- among so many others.
But that is not exactly the focus of this topic.
Well, obviously not all companies are the same. And, sometimes, an internal CRM can solve the problems that exist in the sales routine.
Therefore, we can understand an internal and personalized CRM, by definition, as a platform focused on the sales process that is developed by the company that intends to use it.
The final product is built based on the needs of the organization. This, in theory, increases the efficiency of use by the sales team.
Especially because it does not require them to browse resources or screens that are strange.
Or even spend their time customizing a sales system to use in whatever way makes the most sense.
It can even be attractive …
An internal CRM can look very attractive when a company’s sales model is too complex or does not fit perfectly into a typical B2B sales pattern.
For example: let’s say you sell physical products, but also subscription services. Or that you have B2B and B2C sales teams.
They working together may find it difficult to find a CRM solution that works immediately and clearly for you.
Although, of course, when we talk about a CRM that is really good, that is the best CRM in England, you can with integrations and automatic actions make it work well for you.
Do you know the acronym DIY? means Do It Yourself. Translating from English: “do it yourself”.
Anyone who adheres to this “philosophy”, or at least believes it as a mantra, can take the mission of developing an internal CRM more seriously.
However, the reasons for not taking this idea off the ground must be taken into account.
This is because, if you are especially thinking about a CRM for small (or medium) businesses, there are factors to be weighed immediately:
All of this needs to be weighed. And, to help you better understand the consequences and consequences of trying to have an internal CRM, we have separated 6 reasons that go against this initiative.
1 – Creation costs
Well, the first reason is perhaps the most obvious: having a CRM ready, complete, costs much less than developing an internal and personalized CRM.
Creating a system from scratch can cost a huge (even) amount of money for your team to develop in-house, or else for a development company.
Most developers have a very high cost of their working hours. And, well: a CRM is not a simple project.
It is a very complex construction and requires a large investment and time. So, think about how much you would not spend just to develop the software?
This is not even talking about the costs of hosting or designing the screens.
Nor do we mention extended support and bug fixes that invariably come up before launching.
So, answer: will each small custom feature of your CRM really be worth the amount spent?
In almost all situations, after reflecting and analyzing everything that must be faced, the answer is: “no”.
By opting for a ready-made CRM, you can see which plan makes the most sense for your needs and your pocket.
2 – Training costs
A good CRM system has training materials complete with tutorials, articles and videos.
Besides, of course, a moment for onboarding, where a professional will implement, in real time, the system with the client.
Frequently asked questions and troubleshooting are found quickly and conveniently on the help Center.
This is obviously not the reality of a personalized CRM.
The chances are very high that your developers will not be able to create a library of videos and tutorials for your users.
It is necessary to have a specific team just for that. Which, in companies, is responsible for customer success.
It will be up to someone in your company to move out of their original roles and create those materials that are sorely needed.
You may need to remove someone from the sales team momentarily to do so. After all, they are the ones who are using the system daily, right?
And, well, it will be expensive. You will not have a salesperson or SDR selling. Then, your sales management is compromised.
It’s a snowball, you know?
And it is good to create these consultation materials soon. After all, it will be difficult to let someone on the development team stand by to answer questions whenever they arise.
3 – System updates
Few things are so certain in life. The sun rises every day, the birds sing and the software undergoes updates.
Exaggerations aside, this mission is part of the life of those who develop a system.
And, if you want your internal CRM to work without any problems, you need to update it.
If not constantly, occasionally. But you will have to do it. Either to correct errors, or to improve the usability of certain features.
However, when you hire a CRM, that task does not pass you at any time.
The updates, besides being free, are much more constant: everything thought about the user experience – or Customer Experience.
You can even do this for a while in the CRM you created. But, most developers only fix bugs for free for a while.
This, of course, if you have hired an outside company to develop the system for you.
The truth is, as your needs and customer base grow, you will need a more robust CRM.
And, well, you can open your wallet and go after that. Or seek a plan that meets you and your new desires.
4 – Usability in danger
The interface and usability of an internal CRM can vary a lot for a more complete CRM system.
Especially because, external platforms have areas dedicated exclusively to UI and UX.
So, don’t be surprised if, in your custom software, you:
- not being able to find your contacts and leads where they should be;
- if you are unable to record a call with a potential customer to be able to listen later;
- if you do not find your activities and record interactions with your prospects;
- do not receive alerts that an opportunity is stalled in the pipeline and that you need to act;
- among others.
A good CRM is built with a lot of feedback from its users and also based on the pain that customers of the tool predictably have.
This is all reflected in the aesthetics and usability of the software.
With an internal and personalized solution, you will have to work on the basis of trial and error, with little feedback.
Or you can, at most, mimic the interface and functionality of other systems.
But then, well, we run into other problems already addressed about developing a personalized CRM.
However, what sense does it make, then, to copy a system that already exists? Little. And you know that well.
5 – Support
Another aspect to be taken into account (which is extremely important) is live support.
A good CRM system provides multiple layers of technical support and has a well-defined SLA.
It allows users to open tickets, call, send email, among many others.
With an in-house solution, however, you will need to pay more if you want your sales team to have someone available.
The bug reports, the bugs, everything will need to be investigated correctly. And how much, before, of course.
After all, if there is something that prevents your team from working, you will be failing to sell and make money, right?
An external CRM, however, already has a complete structure to deal with problems and demands that will arise.
They know how to manage correctly, prioritize service and deliver the value the customer needs.
6 – Waste of time
Answer a question: if you have a company, which does not necessarily have to be new, does it make sense to invest in an internal CRM or to direct efforts and resources to improve the products or services offered?
Companies that hire a CRM instead of creating it can take advantage of their good experience to get to know their customer better.
And develop solutions and improve processes precisely with this focus on the customer.
You can improve your customer acquisition strategies by taking advantage of the CRM features you have hired.
Also optimize your customer service to approach all stages of the sales funnel.
Develop actions to deliver value to your prospects and, of course, follow up in a much more assertive way.
By the way, by the way: does the software you are going to develop integrate with other systems as a marketing automation platform to speed up your lead qualification process?
It would be very important that you have …
Financial time and resources are and will always be needed to create, maintain and improve a CRM.
So, if you set out to do this internally, be aware of this: you will need to constantly focus on constant improvement.
Otherwise the system will stop working and all your work will go down the drain.
If you choose to hire a CRM, you only need to worry about paying your monthly fee. And, of course, to consume content to make the most of the tool.
However, making the digital transformation of your business is not always easy.
You may be in doubt to leave the spreadsheet: create an internal CRM or hire one?
The truth is that only you will know how to answer this: is it worth developing one that is personalized or looking for one that can meet all needs?
Take advantage that CRM has a grace period trial and draw your own conclusions yourself!
So, how can we help you?
If you have questions and want more about how a complete CRM helps your company to sell more and better, talk to a consultant.
Take advantage and read two articles that will help you to have a sales process round and focused on your customers.
The first talks about the importance of applying correct sales methodologies that make sense to your consumers.
The second covers important sales metrics to be followed in your business.
A hug from CWT, your CRM. #RunCWT