• Sophie Everett

Which CRM system should you choose? Gartner's magic quadrant spells it out

Updated: Oct 14, 2020


Man sat cross-legged in a field of long grass throwing dust out of his hands

Choosing a new customer-relationship management (CRM) system is a huge decision, not always made simpler once you start to do the research. Good lead management – 'the process of capturing leads, tracking their activities and behaviour, qualifying them, giving them constant attention to make them sales-ready, and then passing them on to the sales team' – is essential for growth, so getting it right is vital to justify your investment. So which CRM system should you choose? Invoking Gartner's Magic Quadrant for CRM Lead Management might sound a bit Harry Potter, but it'll help certainly help to narrow the options down and put your decision in context.


Chart showing CRM systems
Gartner's Magic Quadrant for CRM Lead Management

Well, yes, that looks pretty – but what does it all mean? Luckily, it's not that complicated, but you should head over to Gartner's report to unpack the info. This'll give you a breakdown of the key features, strengths and weaknesses of each platform and tips on aspects like usability and pricing, as well as the sectors, business types and situations to which the CRM is best suited.


Key requirements ranking high on marketers' wish lists beyond good lead management range from content management capability to account-based marketing (ABM) and the all-important alignment between Sales and Marketing ('smarketing'). Using the Magic Quadrant, it should be possible to create a shortlist of suitable platforms to explore further, based on what matters most to both your Sales and Marketing teams.


Good luck and happy CRM hunting – Leadus Generatium!

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