Here’s a scenario we encounter several times a month. A company comes to us because their sales and marketing efforts aren’t getting the results they need. They know they need help. We evaluate their current sales and marketing … including their technology … and then we make a proposal.
Nine times out of ten, the proposal includes a recommendation to implement a CRM system.
“But we have a CRM system!” they inevitably say.
“No, you have an ERP system with a CRM module,” we respond. And then we start having the conversation that prompted this article.
A shiny CRM module is like candy to companies in the throes of an ERP selection process, and most ERP developers have added CRM modules over time as a way to satisfy client requests for it. But here's the thing: that CRM module might be doing you more harm than good.
(Please don’t get me wrong - we love ERP. It is the right tool for so many reasons. We sell, implement, and support ERP systems as well as CRM. But ERP is just not CRM … as you can see, even the letters are different … )
In the world of enterprise software, "good enough" is rarely good enough. And when it comes to CRM, most ERP systems offer what we refer to as “CRM Lite" – a bare-bones version of CRM.
Meanwhile, CRM technology has exploded. Companies like HubSpot have gone deep on customer psychology, behavioral science, and everything required to make your company truly customer-centric. They're building tools that make your marketing and sales efforts sing – from email subject lines to dashboards that give you real-time insights.
This is true in reverse: If a CRM software company tells one of our clients, "Hey, we can do all that ERP stuff too!” we just shake our heads. They haven't built their entire organization around understanding the complexities of manufacturing, supply chain, HR, and finance … the critical business functions that ERP excels at.
The same goes for ERP companies trying to do CRM. They're experts in operations, not in the nuances of customer engagement.
I'm not saying ERP CRM is always bad. If you're a company with just a small number of clients, sure, it might do the trick. But if you're serious about growth, you need a dedicated CRM system. One that's built for the modern customer journey, with all the theory, psychology, practical application, and ongoing development that come with it.
And the good news? Integrating a best-of-breed CRM with a modern ERP is easier than ever. You get the best of both worlds – operational efficiency and customer-centric growth.
So, take a hard look at your current setup. Is your ERP's CRM holding you back? If so, it might be time for some new tools.
