Sales / CRM

CRM Audit: Do-It-Yourself or Hire a Professional

Updated: Mar 10, 2020 · 4 min read

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by Megan Webb-Morgan  

Small business CRM like Keap is integral to success. And if your CRM software is losing its functionality or making it difficult to utilize effectively, you may think it’s time to upgrade to an entirely new system. However, before you go through with such a costly and time-consuming expenditure, you should first perform an audit to identify the root causes of your CRM system’s problems. From processes to the software itself, there are a number of reasons your system could be malfunctioning. However, the first decision you’ll need to make is whether you’ll perform the audit yourself or hire a professional.

CRM audit requirements

You can perform an audit on your CRM or sales software yourself, or hire a professional to do it for you. Regardless, the goal of the audit is to identify the root cause of your CRM problems and determine whether the system needs to be modified or replaced.

  • Potential problems within your system can include: over-customized software, outgrowing the basic program, and sales or service processes not put in place successfully.
  • Francoise Tourniaire argues in "Just Enough CRM", “Very often, the root cause is poor processes rather than the tool itself. Processes that are inefficient, not customer-friendly, or plain confusing need to be fixed before any tool can be successful.”

Option 1: How to do it yourself

You can perform a quick audit of the software yourself to determine whether your processes and tools are functioning correctly. This audit may uncover issues that you can further assess in a more detailed audit later on. Utilize the following categories for assessment in order to determine if your software is working to the best of its ability:

  • Customer Care: Your customers should be able to contact both your sales and customer care representatives easily. Your new employees should be trained in your CRM’s specific processes, and current employees should be taking advantage of new training and processes.
  • Tools: Customers should be able to easily and intuitively access their end of your system. Customer information should be stored properly, and employees should know how to access information, metrics, and analytics.
  • Ease and Speed: Accessing sales and customer forecasts and creating new accounts should be a quick and easy process.
  • Maintenance: According to "Auditing Your CRM System 2", you should be spending no more than $1,000 per employee on maintenance costs for your CRM system.

Option 2: When to bring in a professional

DIY CRM auditing can be as thorough and extensive as you want it to be. So, if your software requires a complete audit but you don’t have the time or ability to make it happen on your own, it may be time to bring in a professional auditing team. They can help you correctly decide if your software requires an overhaul or a complete replacement.

  • When considering whether to bring in an auditing team, consider the amount of work needed, the team’s experience with your CRM program, and the reasons for your audit.
  • A professional audit can help you determine if your CRM problems stem from over-customized software, outgrowing of the software, or poor processes and tools.

Your CRM software should be a boon to your business, not its bane. If you think your software is more trouble than it’s worth, it may be time to audit the program for bugs, inefficient processes, and poor usability. An audit can help you determine whether you need to fix your CRM software or fully replace it.

Megan Webb-Morgan is a web content writer for Resource Nation. She writes about small business, focusing on topics such as business sales. Follow Resource Nation on Facebook and Twitter, too! Be sure to check out "The Keap Guide to Sales and Marketing" for professional guidance on your small business' marketing campaign.      

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