Choosing a CRM system
A CRM keeps every customer, lead, conversation and deal in one place, so nothing falls through the cracks. For a small business, the right one is simple, affordable and actually used. This guide explains what a CRM does, how to choose one, and how to set it up without drowning in features.
In short
- A CRM records your contacts, conversations, deals and follow-ups in one shared place.
- You probably need one when leads, quotes or follow-ups start slipping through spreadsheets and inboxes.
- Choose on fit - ease of use, the features you'll actually use, integrations, cost per user and data export.
- Start simple, with a short list of deal stages and clean data, and make using it part of the routine.
- Customer data is personal information. Follow privacy rules, and only send marketing messages with consent.
What a CRM does
A CRM (customer relationship management system) is a shared record of your customers and sales. Typical features:
- Contacts and companies, with every call, email and meeting logged
- A sales pipeline showing each deal and its stage: new lead, quoted, negotiating, won, lost
- Tasks and reminders so follow-ups happen on time
- Email integration, so conversations are saved automatically
- Reports on leads, conversion rates and sales
- Marketing tools in some CRMs: email campaigns, forms and automation.
Do you need one?
Signs you’ve outgrown spreadsheets and inboxes:
- Leads or quotes go cold because nobody followed up
- Only one person knows the history with a key customer
- You can’t easily see how many deals are in progress, or their value
- Customer details are spread across phones, emails and notebooks
- You’re about to hire a salesperson or customer service staff.
A sole trader with a handful of regular clients may not need a CRM yet.
What to look for
| Factor | Questions to ask |
|---|---|
| Ease of use | Can your team use it without training? Does the mobile app work well? |
| Fit | Does it match how you sell: quotes, bookings, subscriptions, projects? |
| Integrations | Does it connect to your email, calendar, accounting software, website forms and phone system? |
| Cost | Price per user per month, what’s in each plan, and costs as you grow |
| Data | Can you import and export your data easily? Where is it stored? |
| Security | Multi-factor authentication, user permissions, backups |
| Support | Australian business hours support, help guides, local partners |
Common options
Here are some widely used CRM systems that small businesses in Australia often consider:
| CRM | Known for |
|---|---|
| HubSpot | Free CRM tools, with paid sales, marketing and service add-ons |
| Zoho CRM | Part of Zoho’s wider suite of business apps |
| Pipedrive | A visual sales pipeline, built for sales teams |
| Salesforce | Widely used by larger businesses, with editions for small businesses |
| Microsoft Dynamics 365 Sales | Works with Microsoft 365 apps such as Outlook and Teams |
| monday CRM | Built on monday.com’s work management platform |
| Freshsales | Part of Freshworks’ sales and customer service tools |
| Capsule | A simple CRM aimed at small businesses |
Many accounting, booking and industry-specific systems also include basic CRM features, which may be enough for your business.
This list isn’t a recommendation, and G’day Business has no commercial relationship with these providers. Features and prices change often, so check each provider’s website, and try two or three with your own data during a free trial before you decide.
See Choosing business software.
Setting it up
- Map your sales process on paper first: how leads arrive, the steps to a sale, and what happens after.
- Keep pipeline stages few and clear, five or six at most.
- Clean your data before importing: remove duplicates and old contacts, and use consistent fields.
- Connect your email and forms so new leads and conversations are captured automatically.
- Set up a few key reports: new leads, deals by stage, follow-ups due.
- Set user permissions and turn on multi-factor authentication. See Cyber security and backups.
Getting your team to use it
A CRM only works if people use it.
- Keep it simple: only ask for the fields you really need.
- Make it the single source: if it isn’t in the CRM, it didn’t happen.
- Use it in meetings: review the pipeline from the CRM every week.
- Train people briefly, then check in after two weeks.
- Lead by example: the owner has to use it too.
Privacy and spam rules
The information in your CRM is personal information.
- Privacy: the Privacy Act generally applies to businesses with annual turnover over $3 million, and to some smaller businesses, such as health service providers. The OAIC’s guidance for small business explains who’s covered. Even if it doesn’t apply to you, handling data carefully builds trust.
- Direct marketing: the OAIC explains the rules for using personal information for direct marketing.
- Spam: commercial emails and SMS need consent, must identify you and must include a working unsubscribe option. See the ACMA’s guidance and Email marketing that works.
- Keep only what you need, and delete old data you no longer use.
Common questions
What is a CRM?
CRM stands for customer relationship management. A CRM system stores your contacts, conversations, quotes, deals and tasks in one place, so you and your team can see the history with each customer and know what to follow up next.
Does a small business need a CRM?
Not always. A spreadsheet can work for a sole trader with a few clients. A CRM helps when you have regular leads, several people dealing with customers, long sales processes, or follow-ups that are being missed.
What CRM systems do small businesses use?
Widely used options include HubSpot, Zoho CRM, Pipedrive, Salesforce, Microsoft Dynamics 365 Sales, monday CRM, Freshsales and Capsule. Many accounting, booking and industry systems also have basic CRM features. Try two or three with your own data during a free trial before you decide.
How much does a CRM cost?
Many CRMs have free plans or trials, and paid plans are usually charged per user per month. Check what’s included at each level, the cost as your team grows, and the cost of add-ons and integrations.
Can I send marketing emails to everyone in my CRM?
No. Under the Spam Act, commercial emails and SMS need the recipient’s consent, must identify you, and must include a working unsubscribe option. Keep a record of how and when each person gave consent.