To choose a CRM, start with how your team sells, shortlist two or three systems that fit, test each with real email and calendar data, and model total cost at your headcount in two years. The deciding factor is usually adoption: the CRM that stays accurate with the least manual effort wins.
1. Write down how you actually sell
List your stages, who touches a deal, and where conversations happen. A CRM organizes a process; it doesn't invent one.
2. Decide what “done” looks like
Pick three outcomes — e.g. no missed follow-ups, a forecast within 10%, renewals flagged 60 days out.
3. Rank adoption first
Ask how each CRM gets data in. Automatic capture of email, calendar and calls beats any amount of training. See why CRM adoption fails.
4. Model total cost
Include editions, add-ons, AI credits, implementation and admin time at your two-year headcount. Use the CRM cost calculator.
5. Test with real data
Sample data hides the hard part. Connect a real inbox during the trial and count how much typing week one requires.
6. Check AI claims
Which channels does the AI see? Does it cite evidence? Is it metered? See AI CRM.
7. Check the exit
Confirm you can export contacts, deals and history in a standard format.