Questions you should ask to choose the right CRM partner

Choosing a CRM partner is just as crucial as choosing a CRM system.

Yet many people focus more on the technical aspects rather than carefully considering their choice of partner. This is likely because it is easier to articulate expectations for a CRM system than for a business partner. But the partner plays a central role in the process and, in addition to implementing the solution itself, can also help you address business-related issues such as development plans, desired outcomes, and business goals. To help you choose a CRM partner, we’ve compiled a list of questions you can use as a guide.

Expectations for a CRM system are often described both in detail and in more general terms. The detailed expectations may take the form of a requirements specification that includes both functional and non-functional requirements. Meanwhile, the general expectations may involve the system aligning with an IT strategy or contributing to the achievement of a long-term vision.

Expectations for a CRM partner can also be described in a similar way, though the specifics often revolve around requirements for experience and certifications. The overarching expectations may include that the company has a sustainability policy and is committed to continuous improvement. However, we often see that the questions used to evaluate a CRM consultant rarely address what really matters—will we see any return on our investment? Of course, the individual consultant’s expertise and the company’s financial health and stability are absolutely central to implementing a successful CRM initiative—but in a long-term partnership, you’re usually looking for something more than just that. 

Key questions to ask when choosing a CRM partner:

1. What does a long-term partnership entail?

What will the collaboration with your CRM partner look like at the various stages of the initiative’s lifecycle? To choose the right partner, it’s important to consider how the collaboration will evolve over time. Who will you meet and work with? And who will you call if you run into problems?

2. What does the plan for professional development and knowledge sharing look like?

Is there a plan for obtaining and maintaining relevant certifications? When you launch a new CRM initiative, it’s impossible to know what skills will be needed three years from now. That’s why it’s just as important to know what your CRM partner’s plan is for renewing and obtaining certifications as it is to know which certifications they hold today. It’s also important that you have your own plan for sharing expertise and experiences.

3. How is the solution managed and supported?

What resources do you have in-house for management and support? What resources does your prospective partner offer? What are the partner’s organizational structure, processes, and cost structure like?

4. Is the company or your upcoming initiative heavily reliant on specific individuals?

What measures are in place to reduce reliance on specific individuals?

5. What is the company’s relationship with the platform provider?

What kind of support will your prospective partner receive in the event of any issues? What experience does the platform provider have in collaborating with partners? What is the company’s plan for establishing a close partnership in which you continuously share experiences and expertise related to the solution being developed as part of the initiative? How will trust and a transparent approach be established?

6. Will the consultant contribute their own ideas, or will you have to come up with everything yourselves?

Do you need to come up with your own ideas, or can your partner guide you? Find out how you can access support and expertise from similar industries and initiatives, and if so, how can you access them?

7. What is the consultant’s plan for ensuring that you achieve the desired results?

How do you know if your initiative has been successful? Are there any models you can use? What key performance indicators are relevant for measuring success? Find out how your partner can help you measure the impact.

A form or an Excel file isn’t always enough to get answers to these questions—invite your prospective supplier to meetings or workshops, and talk to their existing customers. Before you discuss these questions with prospective partners, go through them yourself and think about what you want.

Would you like help choosing a CRM partner?

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Good luck!