As a matter of course, we at Slack Barshinger have had many experiences in working with our client’s CRM systems. Our experience in this area ranges from simple data inserts and updates from lead generation programs we are running all the way to investigating, recommending, and implementing CRM systems. In a couple of instances, we have even acted as the primary administrators of our client’s CRM systems.

In our experience with CRM systems and marketing programs, we have encountered many integration and implementation challenges. Along the way, we have learned some things that are very helpful in making sure your marketing programs integrate effectively with your CRM system.

Here are seven key features that you should look for in a CRM system that will help it best support your marketing efforts:

1. Robust external data API:    This is the most obvious required feature.  Whether the CRM is hosted or server based, offering a robust external data API allows you to create custom applications that combine multiple servers and services on your network.  At a minimum, you should ensure that your CRM’s external API contains access to:
   • Prospect object model
   • Contact object model
   • Campaign object model
   • Contact Activity Updates
   • Contact Event Updates
   • Campaign Event Updates
2. Campaign Management:    In order to document marketing ROI, it is very helpful to track campaign activity as it relates to specific prospect and contact activity.  If the CRM also integrates with your sales data, this is made all the more powerful.
3. Prospect Tracking:    Many CRM systems maintain only a “Contact” data type for managing your organization’s client interactions.  The addition of a “Prospect” object allows you to integrate internal and external lead generation programs and lists directly into your CRM.  This enhances campaign tracking and reporting.
4. ESP integration:    All of the major Email Service Providers (ESPs) provide the option to connect their service to the major players in the CRM space.  While this does not preclude selection of a player that does not have this explicit functionality, you should verify that their system exposes the required APIs to dynamically trigger and track emails based on CRM status.  If a system supports this, they should also be prepared to share examples with you of this working.  We have found that there are times when claims in this area don’t always match reality.
5. Customizable Data Fields:    Inevitably, the default data structure provided by any CRM provider is not going to match your business needs and processes exactly.  This is also the case when trying to match your CRM tracking fields to your marketing processes.  The ability to add fields for tracking things like campaign inclusion and campaign response is very helpful when implementing an automated campaign.
6. Full Data Availability:    While some CRM packages offer better reporting and business intelligence support than others, I have yet to see one that will answer every ad hoc question that will inevitably be asked.  The best solution to this problem is to ensure that the full underlying CRM data (not just a limited set of exports) is available for analysis by third party systems.
7. Smart Data Import:    As leads are generated or contact data is imported into a CRM system, data hygiene is crucial in ensuring the value of the contact and activity data.  Among the more insidious problems that arise with a CRM system is duplicate accounts and contacts.  A solid CRM system should have automated mechanisms that operate as new accounts and contacts are created to ensure that the entered data does not already exist in the system.  This is one of those things that won’t seem crucial until you are one year in, and you realize that 5 different accounts in the system contain activity data that really belongs to a single business entity.

Of course, there are many other requirements that will affect your CRM selection decision.  These are the common elements we see though that will most affect how well the selected system works within your marketing programs.