CRM Specialisation: Choosing the Right System for Sales, Service, and Marketing

CRM Specialisation: Choosing the Right System for Sales, Service, and Marketing
Keep your options open and use what you need for different business functions

In my career as a web strategist, I've had the opportunity to dive deep into the digital tools that power today’s businesses.

One of the most insightful experiences has been understanding how different companies employ various Customer Relationship Management (CRM) systems to optimise their operations.

This exploration started out of necessity but quickly turned into a curiosity-driven journey.

In this article, I’ll share insights on why some larger companies choose to utilise multiple CRM platforms, each tailored to specific functions like sales, service, and marketing.

The Role of CRM Systems in Large Companies

CRM systems are the backbone of any customer-centric company, providing the frameworks and tools needed to manage customer interactions, data, and business processes.

In larger organisations, the diversity of customer engagement points means that one size does not fit all. Sales teams require different functionalities compared to customer service or marketing departments. This has led to the adoption of specialised CRM systems that cater to the unique needs of each domain.

Types of CRM Systems and Their Domain Expertise

CRM systems are essential tools that cater to various business needs, divided into distinct types based on their primary functionalities and areas of expertise.

  • Sales CRMs: For sales teams, tools like Salesforce Sales Cloud and Pipedrive are invaluable. Salesforce offers a robust set of features for managing leads, tracking sales pipelines, and forecasting, which are essential for driving sales growth. Pipedrive provides a visual and intuitive pipeline management tool that helps sales professionals focus on the right deals at the right time.
  • Service CRMs: On the service front, Zendesk and Freshdesk shine by managing customer support interactions effectively. Zendesk is renowned for its comprehensive support ticket system and multi-channel support capabilities, which enhance customer satisfaction. Freshdesk supports these features with a strong AI-backed chatbot system that can triage customer inquiries efficiently.
  • Marketing CRMs: HubSpot Marketing Hub and Marketo stand out for their marketing automation capabilities. As a HubSpot user myself, I appreciate its all-in-one approach to managing content, campaigns, and lead generation. Marketo is particularly adept at segmenting audiences and automating complex marketing workflows, making it a favourite for B2B companies.

Personal Experiences and Observations

Throughout my consultancy, I've seen these systems in action. For example, a client in the retail sector used Salesforce to refine their sales strategies while simultaneously using Zendesk to handle customer service — the combination streamlined their operations significantly.

Contrastingly, as an independent professional, my experience with HubSpot has highlighted the benefits of an integrated system that, while comprehensive, might be overwhelming for larger organisations with more segmented