All right, it’s acronym time.
We know you’re already well-versed in YOLO, TTYL, and NSFW. And then, of course, a whole bunch of acronyms are NSFW.
We’re not here to talk about any of them, though. (We figure your teenagers have that on lockdown.)
Today, we'll discuss SaaS CRM (customer relationship management tools for companies that sell software as a service).
A CRM aggregates all your customer data, sales efforts, deal information, and more in one place. CRM has become an indispensable tool for businesses worldwide in recent years, but nowhere is this more true than in the SaaS industry.
Today's successful SaaS companies use a CRM to track their projects and developments, and most smaller SaaS startups and businesses do. The need for a CRM has become more urgent as providers need to streamline processes, create a great customer experience, and keep that sales pipeline ever-full—all without losing the details.
Our goal today is to combine the two acronyms and determine which is the best CRM for SaaS companies. If you’re curious about the benefits of a CRM for software company needs, you’ve come to the right place. Today, we’re going to discuss what a CRM for SaaS is, why you should care, and how to pick one of these sales tools.
So WAYWF? Let’s get started.
We’ve defined CRMs and SaaS, but what is a SaaS CRM – and do you need one?
Any good CRM allows you to store all customer information in one place without focusing on keeping track of it—no more endless Excel files and manual data entry. A SaaS-specific CRM is one whose automation and customer information services are completely driven toward a software-as-a-service sales process, with tools specifically tailored to prospects looking for SaaS services.
It’s, like, AWT (A Whole Thing) – and your CRM better know it.
Find out how modern CRM features for building professionals can revolutionize your business processes.
For some companies, any CRM will do. Small businesses that serve a local crowd with hands-on services such as plumbing, for instance, don’t need nearly as many tools from which global companies with customers worldwide would benefit.
That’s not to say plumbers shouldn’t use CRMs because they should. It just means they have more flexibility in the systems they choose.
SaaS providers, on the other hand, must be more selective.
SaaS-based CRM systems operate in the cloud, which allows for seamless integration and usage from team members anywhere in the world. That’s great, but your CRM must account for it. It needs features that:
Also, keep in mind that:
The best CRM for SaaS companies should provide the above services and also address your pain points.
So, how can a SaaS CRM fix problems and pain points in your business? That starts with knowing what the typical pain points are.
For SaaS companies, the most common include:
Luckily, a reputable SaaS CRM platform can help to solve those pain points. Let’s take a look at what traits you should seek when exploring CRMs.
All right, now you know why you need a CRM for SaaS specifically and what pain points it should address. But what are the hallmarks of a good customer relationship management system? In this section, we will list top features that any SaaS company should look for in their CRM solution.
The front and center of any good sales CRM, SaaS-driven or otherwise, is that it must amplify your lead generation efforts.
Yes, it is possible to mine leads from many places, and you can manually enter them into Excel spreadsheets if your Luddite heart so desires. However, it’s much more effective to use a CRM that 1) captures leads for you from the variety of sources you’re plugged into and 2) uploads them automatically.
For instance, let’s say you offer free downloads in exchange for an email address on your website. When you get that email address, you ideally want it logged in the system, along with any details provided at the time.
Generating leads in this fashion allows you to check your system every morning and see what popped up. Thus, you’re completely skipping the cumbersome chore of going through and adding those leads yourself. It's a major life hack.
Okay, so you’ve got a bunch of leads, but are they ready to hear from you? What’s the likelihood that they’ll actually buy in after all of your sales efforts? That’s where lead scoring comes in.
This is a relatively simple concept with ringing implications for the success of your business. It means taking your incoming leads and ranking them according to their behavior.
For instance, did they open an email? Click a link in that email? Register for a webinar? Add points. Did their email address bounce? Have they unsubscribed? Are they not going to add substantially to your bottom line even if they do sign on the dotted line? Subtract points.
The resulting figures allow you to decide where to place your attention, but can you imagine doing that math all day long? Gross. That’s why you need a SaaS-oriented CRM that will do it for you, paying special attention to the signifiers of what makes a good lead for your particular business model.
Another primary job of a CRM for SaaS is to make sure your customers disappear into the ether. After all, it’d be a shame to spend all that time cultivating leads, wooing prospects, and closing deals if you just let them slip away later.
As such, any good CRM will have functions that help you keep track of your customers after they sign, cross-sell, and upsell to them, and reward their loyalty.
Your funnel is the bread and butter of your sales cycle. If you don’t use a product that enables the entire lifecycle of sales activities, then it won’t do the trick.
A CRM for SaaS should help you with all aspects of pipeline management, including:
… and so on. We’re talking top to bottom; your CRM better make it happen.
Although some sales cultures make it seem like everyone is out for themselves, truly prosperous companies know it’s all about collaboration. When choosing a CRM, prioritize one that can track everyone’s activities and enable sales reps and teams to work in tandem.
Whether you’re a small or big business, you need excellent outreach services from your CRM. The same is true whether you have dedicated sales and marketing teams or are a small, all-in-one department. Sales is a numbers game; if you’re not constantly reaching out, you’re losing.
Look for a CRM focused on communication that allows you to reach out to prospects via phone, email, or other channels. Make sure it can track any metrics you generate to measure your efforts.
Last but certainly not least, your SaaS CRM must track your contacts. Segmentation should allow you to bucket your leads and prospects according to demographic details, behavioral characteristics, and other granular data, which is the best way to connect with them.
Also, sales email automation should enable continuous outreach and follow-up without you having to think about it, while customer support must facilitate the needs of prospects or customers when they call you.
Now that you know more about what to look for, here’s a brief list of the top CRM options for SaaS companies.
Pricing: Starting at $9 per month, billed annually (includes one user)
Best for: SMBs that focus heavily on outreach and direct customer interaction
Customers routinely report that Close offers an ROI that vastly overshadows its cost. From infant startups to large and scaling companies, it is a safe bet with a range of expert services to enable any SaaS company to succeed. Its free resource library helps you immediately unpack your sales goals and make the most of the Close environment.
Plus, it covers absolutely every part of the pipeline, from the first customer touchpoint to the finishing touches on every deal. Track calls, emails, SMS campaigns, video calls, sales coaching, and more, all in one place. With hundreds of integrations, you won’t have to give up your favorite tools either.
Pros:
Cons:
Pricing: Starting at $15 per user per month
Best for: Larger SaaS companies that focus heavily on content marketing (Ready to embrace AI to transform your content marketing? Learn how here.)
Another SaaS CRM with a good track record, HubSpot helps you manage your customers, view employee sales efforts, set up meetings, and analyze your results. Like Close, it has a good reputation in the business, even if its tools aren’t quite as robust.
Pros:
Cons:
Pricing: Starting at $14 per user, per month
Best for: Companies that focus on sales and marketing
As the name implies, Pipedrive is all about that sales pipeline—and it was built by actual salespeople, so to that end, the software works well for managing your sales funnel.
With web and mobile software, it’s easy to access on the go, allowing you to track your customer outreach efforts from anywhere you are. It will help you get more qualified leads and grow your SaaS business. However, once leads have become paid customers, the software lacks features to help maintain those relationships moving forward.
Pros:
Cons:
Pricing: $0 for up to three users with very limited features; Otherwise, starting at $14 per user, per month
Best for: Large companies that love flexibility and have the resources needed to develop their CRM processes.
A combination of email, customer service, bookkeeping and analytics software, Zoho bills itself as an end-to-end SaaS solution, great for companies that want to build a CRM in their own image from the ground up. Its powerful suite of programs integrates easily with other tools such as Gmail and works well on desktop and mobile, from anywhere with a signal.
It uses lots of cutting-edge tools, like KPIs and predictive intelligence, to give you those benefits ... but at the cost of an absolutely brutal learning curve.
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Pricing: Starting at $25 per user, per month with limited functionality
Best for: Sales and marketing teams that utilize marketing, automation, analytics, and customer service
Founded more than two decades ago, Salesforce has a venerable position in the CRM universe. Its tools help users to wrap their sales, customer service, marketing automation, and analytics all into one dashboard. It’s a great way to simplify your sales efforts.
Pros:
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Pricing: Starting at $19 per user, per month
Best for: Newer organizations that don’t need tons of functionality
If you find Salesforce too complicated (a common report from users), Zendesk might prove a good alternative.
It is highly streamlined, which means it doesn’t offer as robust an environment as Salesforce or an option such as Close, but it might be better for a first-time CRM user. It’s more expensive than some of the other options, though, so keep cost in mind.
Pros:
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Pricing: Only available by quote
Best for: Companies looking for a CRM and financial solution in one
Combining accounting and eCommerce software with sales solutions, NetSuite is a good all-in-one for small to medium-sized businesses that don’t have dedicated departments for finance, marketing, and sales. However, while it’s a great solution for overall enterprise resource planning, it isn’t as granular as a system devoted entirely to sales and more sales.
Pros:
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When trying to decide between the above, keep in mind questions such as:
Whatever you do, there’s no need to be hasty. Watch the demos. Do the free trials. Check out free resources. Talk to your higher-ups and your team about what they need and expect as well. That way, you only have to make the switch once.
Now, all that’s left is to make your choice. When doing so, make sure to check off the following list of tips to maximize your chances of finding the right system.
While we may be biased, we truly believe that Close is hands-down the best solution, which is why so many SaaS companies choose us as the right CRM for them. With reasonable pricing, a huge range of capabilities, and demonstrable customer success, you’ll get everything you need all in one place. Now you can:
Want more information? Watch a 10-minute software demo to see what Close can do for your SaaS sales team.
Or, if you’re ready to get some hands-on experience, try our software free for 14 days. It’s never too late to make a change for the better.