2024 CRM Comparison: Which is the best of the big 3?

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HubSpot, Salesforce or Dynamics?

Choosing the right CRM for your business needs can be one of the most difficult, business-critical decisions you will make. As well as understand and comparing things like included features, security systems and level of customer support, one of the core things we see requirements for during a CRM assessment is what the tool looks like to use day to day. 

 

To help, we’ve launched our second annual CRM comparison, where we select an expert in each of the big 3 CRMs to compare how they fare in a range of everyday tasks. We've anonymised these experts and will let you decide which CRM is the best of the big 3.

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Task 1: Add a new contact

Add 3 companies to the CRM and associate the contact to each of the companies but with different labels: Prior Employer, Channel Partner, Insurance Agent.
VS
VS

Task 2: Enrol contact into a pre-built series

The first communication needs to be an email which is already written but is personalised with the contact's name. The second step, set to 3 days later, is for the assigned sales rep to call the contact with a provided script.
VS
VS

Task 3: View the timeline of an opportunity/deal

Apply a filter through the contact's activity timeline to only show the website visits that this contact has had on the website.
VS
VS

Task 4: Create a list and add contacts

The marketing team is hosting an event. Create a list/campaign and add a prospect/lead and a customer contact to the event list/campaign.
VS
VS

Task 5: Set up a new user

A sales rep has left, but a new one has joined. Set up a new user, assign them to a team, and grant them a “sales rep” user security role. Move all the deals, leads, and accounts to the new user from the previous sales rep.
VS
VS

Task 6: Set up & manage sales processes

A company has two sales processes, set these up. Then create a playbook that is recommended for a sales rep when they open a deal that is in the Discovery stage. Next, open a deal in the Discovery stage, and engage with the above playbook. Finally, move the deal from the “New Business” to the “Upsell” pipeline.
VS
VS

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Task 7: Create a dashboard

Create a dashboard with 25 best practice reports to monitor the status of the pipeline, prospects and customers. Give your team access to this dashboard.
VS
VS

Task 8: Create an automation

Send contacts an email that explains your company values when their deal reaches the “proposal” stage. Create an automation with the first step being a welcome email that greets them by name and includes the values. Next, enrol the contact into a Facebook audience so that they start seeing a banner ad campaign for 3 days. The third step should be a text message to the contact that says “We can’t wait to start working with you”. Finally, create a task for the sales rep to let them know that the proposal stage campaign is now complete for this deal.  
VS
VS

Task 9: Create a form

Create a form that a customer can fill out with their name, email and company name. Include a hidden field called “Competition Name” and set it to “Spring”. When someone fills out the form, ensure it is associated with their contact record. Send a notification to a Slack Channel and Microsoft Teams when the form is submitted. 
VS
VS

Task 10: Set up a round-robin workflow to rotate leads

Create a sales team and then create an automation that rotates lead owners when leads come into the system (if they don’t have an existing owner).
VS
VS

Task 11: Reply to an email with generative AI

From within an email platform (e.g. Gmail, Outlook) create an email completely using generative AI that is relevant and contextual to the contact in CRM.
VS
VS

Task 12: Assign a task for another user

Tag another user on a note to follow up with the prospect to highlight the internal communication tools within the platform.
VS
VS

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Are you currently deciding which CRM system would be best for your business? Book a call with one of our CRM experts to help empower your decision-making process. 
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