In the manufacturing industry, everything has to be right: customization, fast delivery, personal service and efficient processes. Customers expect more and more, while margins are under pressure. A smart CRM system helps you stay in control and grow. But which CRM system is right for your production company?
Why is a modern CRM indispensable for production companies?
Many manufacturing companies do not yet use a modern CRM system. Instead, they rely on the built-in CRM functionality of their ERP or accounting package, such as Exact. This allows you to capture contacts and link an order just fine, but it often ends there. What seems 'good enough' at first glance turns out to be a missed opportunity in practice. ERP-CRMs are built for administration, not for customer growth. They lack smart features such as AI predictions, flexible workflows or real-time dashboards that increase your commercial clout.
A modern CRM system does much more. It aggregates customer data in one place, helps advance your sales process and supports the service department. Think of a 360° customer view, no-code automations, links with shop-floor or IoT data and smart signals about upsell opportunities or risks of customer turnover. Just what you need to keep growing commercially in a competitive market.
What should you look for when choosing a CRM system?
Not every CRM system is built for the dynamics of the manufacturing industry. Therefore, pay attention to these essential criteria:
1. Integration with ERP systems.
The CRM system should work well with your existing ERP software. This allows you to easily exchange customer orders, production and logistics data. This gives you real-time insight into orders, inventory and delivery statuses, without having to constantly switch between multiple platforms.
2. Order and quotation management
A good CRM system supports the creation, tracking and management of quotations and orders. Think of automatic reminders, adjusting prices and monitoring delivery conditions. This way, you always stay informed about the status of your customer projects.
3. Customer and account management
Extensive customer profiles and a clear customer history are crucial. This allows account managers to better respond to customer needs and strengthen relationships. Mobile access to the CRM system is thereby a must for employees who are often on the road.
4. Service and support
For manufacturing companies, it is important that the CRM system also supports after-sales service. Think of tracking service requests, complaints and maintenance needs.
5. Data analysis and reporting
To make smart decisions, you need to be able to measure performance. A good CRM system provides extensive reporting and analytical tools. This allows you to spot trends and respond faster to changing market demand.
6. International opportunities
Many manufacturing companies work internationally. Therefore, choose a CRM system that supports multiple languages and currencies and is suitable for different sales channels.
7. User friendliness (UI/UX).
An intuitive interface and simple workflows are essential. If the CRM is too complex, your team will drop out. And that costs you conversion as well as time.
Well-known CRM systems in the manufacturing industry
There are countless CRM solutions available, but not every system is equally suitable for manufacturing companies. Therefore, we list a number of commonly used CRM platforms that are often deployed by manufacturing companies because of their focus on scalability, ERP integration and industry-specific features. Below, we discuss the pros and cons of each system so you can get a better sense of what's right for your organization:
1. HubSpot
HubSpot excels in usability; its intuitive interface lets you get up and running in no time without technical knowledge. The platform delivers powerful automation for marketing, sales and service and links effortlessly with ERP systems via the marketplace. Thanks to extensive API documentation, HubSpot connects just as easily with your own apps and legacy software so you're not stuck with standard links. Add custom objects and you model specific processes such as machines or contracts without code and without expensive consultants. The reports are real-time and insightful so you can adjust immediately. Some advanced features are in the higher-end licenses, but it's precisely because of its scalability and flexibility that HubSpot remains the smart choice for growing manufacturing companies.
2. Salesforce
Salesforce is a heavyweight in the CRM market. The system is extremely powerful and fully customizable to your needs. Especially for large, complex manufacturing companies, this can be an advantage. At the same time, that is also directly the challenge: It is expensive, complex to use and often requires external consultants for proper implementation. As a result, adoption can be slow. Choose Salesforce if you know you need a lot of customization AND have the time and budget for it.
3. Microsoft Dynamics 365
Are you already working with Microsoft products? Then Dynamics 365 is an obvious choice. The system integrates smoothly with Outlook, Teams and Power BI. It also offers strong links to ERP functionalities. The downside is that it is less intuitive to use than HubSpot, for example, and implementations often take longer. Dynamics is a good option for those already deep in the Microsoft ecosystem.
4. Exact
Exact is originally an accounting software, and you can tell. The ERP features are strong, especially for SMBs. The CRM module does what it needs to do, but is limited in flexibility and automation. Want to combine CRM and accounting in one system without too many bells and whistles? Then Exact is a solid choice. But if you expect more from your CRM. Like smart automation, ease of use and growth toward customer-centric marketing, then a platform like HubSpot is a more logical choice.
5. Zoho CRM
Zoho is attractive because of its price. You get a lot of functionality for relatively little money. Think automations, dashboards and integrations with other Zoho apps. For smaller manufacturing companies without complex ERP links, this is a smart choice. But beware: the interface is less sleek than HubSpot's, and the system doesn't grow as well with international ambitions.
6. Teamleader
For manufacturing companies that work a lot with customer projects, Teamleader is interesting. It combines CRM with project management and invoicing in one tool. Its simplicity is a plus, but again, as soon as your processes become more complex, you run into limits. Teamleader is ideal for smaller teams looking for overview and speed, but less suitable as your organization grows.
Tips for a successful CRM choice (for manufacturing companies)
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Involve all teams: from sales to IT.
A CRM system touches multiple departments: sales uses it for customer follow-up, marketing for lead nurturing, manufacturing for order statuses, (customer) service for support tickets, and IT for integration and management. Involve these teams early in the process, so that you do not overlook important wishes and create more support.
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Choose future-proof: your CRM must be able to grow with you.
You don't want to switch to a new system every year. So choose a CRM that is scalable and can be expanded over time with additional functionality, such as marketing automation, support modules or partner portals.
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Check integrations: with ERP, tools and your website.
A CRM should not stand alone. Check that it links easily with your ERP system, accounting, e-mail, website and other tools. Good integrations save time, prevent errors and provide a more complete customer view.
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Ensure security: especially with sensitive customer data.
Customer data is both valuable and sensitive. Especially if you work with large accounts or international partners. Choose a CRM that complies with AVG/GDPR rules and where you can intelligently manage rights and access.
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Connect your CRM to the shop floor: A modern CRM is more than relationship management. By connecting it to your factory software, you drive from quote to service on a single truth. With HubSpot, you connect your MES, CAD, CPQ and ISAH ERP all at once, so all departments steer on the same real-time data.
Conclusion
A future-proof CRM system helps you collaborate better, sell smarter and produce in a more customer-centric way. For manufacturing companies looking to grow, a platform like HubSpot CRM offers the perfect balance of flexibility, ease of use and scalability.
Want to spar about which CRM is right for your organization? Schedule a no-obligation call with one of our CRM specialists.
