Start with your data model, not your team size
Most CRM evaluations start with feature checklists. A better starting point is your data: how many contact types you have, how communication channels map to records, and how ownership should work as more people join.
Channel integration is the real differentiator
A CRM that only stores contact details is a database, not a growth tool. Look for native support for the channels your customers actually use — WhatsApp, email, and voice — so conversations and records stay in sync automatically.
- Two-way sync with your messaging and calling platforms.
- Shared inboxes so no conversation is owned by only one person.
- Automatic activity logging without manual data entry.
Automation and permissions should not require engineering
As teams grow, so does the need for rules — lead routing, escalation, approval steps. If every change requires a developer, the CRM will always lag behind how the business actually operates.
Plan your exit before you sign the contract
Migration cost is rarely discussed during a CRM evaluation, but it is one of the biggest reasons businesses stay with a platform that no longer fits. Confirm you can export your full data model, not just a contact list, before committing.