Sonoma Partners Microsoft CRM and Salesforce Blog

CRM Platform Selection Tip: Don't Count the Features

Today's blog post was written by Kayla Silverstein, Marketing Specialist at Sonoma Partners.

We’ve all evaluated products based on features. You’re on Amazon, trying to decide whether 3G or 4G makes more sense for your Kindle or you’re on a hotel website, deciding whether it’s more important to have a free breakfast buffet or to be walking distance from your conference venue. We  have constant access to information that allows us as consumers to evaluate products and make informed decisions on our purchases. When it comes to making your CRM platform selection, we’re here to tell you that the features listed “on-the-box” should be largely overlooked.


We see prospects make this mistake over-and-over again, comparing and selecting their platform based on an itemized list of features. Perhaps advertised as “latest and greatest,” a CRM feature list can include any combination of the following: mobility, multi-channel support, campaign management, remote access, ease of integration, integrated analytics, and marketing automation. If you were to simply search for a “CRM Features Checklist,” you could easily compile a list of dozens of “must-have” capabilities for your future platform.

We strongly recommend you evaluate differently and throw the features – for the most part – to the wind.

Here’s why:

They update rapidly.

Organizations typically adopt CRM platforms for at least 3 to 4 years before considering a switch or upgrade. Every year, Salesforce and Microsoft push hundreds of upgrades. Salesforce’s big updates happen three times a year, one in spring, one in summer, and one in the winter while Microsoft will push several updates throughout the year. The platform you purchase today could evolve massively in a single year…so why get invested in the platform’s specific features as they stand today?

The fundamentals are essentially the same.

At their core, most enterprise CRM platforms are largely the same. More important than anything is to assess whether these platforms are meeting your team’s requirements for your CRM program as a whole. Is it providing your sales/marketing teams with the ability to better target customers? Does it allow you to optimize information shared across departments? Does your tool provide analytics to segment, analyze, and run reports on your business? If so, you’re sure on the right track. Access to singular features that differ between platforms will not be the  be-all-end-all of your implementation.

So, how do you decide?

There are a lot of other factors that go into making your decision; so many, in fact, we wrote an eBook on it. To get you started, here are just a few of what we consider the most important CRM evaluation criteria:

Make sure you understand each vendor’s plan and strategy.

Evaluate the vendor’s history as a company and the overall direction of their software. Inquire into their management team. What are they doing to stay innovative? Any acquisitions on the horizon? These are all key indicators as to the quality of their platform and the ability for it to meet the needs of your organization as you implement your project.

Evaluate which platform offers the greatest possibility for user adoption.

So many CRM programs fail due to the lack of adoption by its users. Don’t let this be you! Examine which platform your users might be more familiar with. Maybe your organization has previously invested in Microsoft products before, and there is already a corporate bias in favor of their systems. In this case, Dynamics might make more sense over Salesforce. These can all be critical things to evaluate to inform your investment decision.

Ensure you have the right skills on your staff.

Different platforms require different skills. Dynamics 365 requires different technical experience than Salesforce. Which is your team best suited for? What internal support would you be able to provide your team? Both Dynamics and Salesforce offer a variety of resources to support adopters – which vendor’s materials will identify most with your organization?

At the end of the day, choosing the right CRM platform for your organization can be a confusing decision. It’s very easy to feel a bit information-overloaded, but trust in the process and stay informed on how you should be evaluating vendors, and you will find success. Want some more good news? If you’re going with a name brand platform such as Salesforce or Dynamics 365, both are built with advanced capabilities to allow for customizations to fit the specific needs of your organization.

And as always, if you would like a second opinion in making your CRM platform selection, let us know. We’re more than happy to help.

Topics: CRM Best Practices