What is a CRM audit and why it’s important
A CRM audit is a review of your company’s CRM system. Imagine it like a car and taking it to the garage for its MOT. We check all the parts are working efficiently and ensure it’s not burning out while managing customer data and supporting your business processes. It’s all about keeping your CRM running smoothly and not sputtering and stalling when you need it most.
Did you know that 43% of CRM users only tap into less than half of their system’s features? (tech.co) Don’t let that be you! An audit can help you fully explore and utilise all the capabilities of your CRM, ensuring you get the most value out of your investment.
You can look at different areas based on your specific needs and priorities. Whether you want to focus on data quality, system performance or workflow efficiency, there is flexibility and together we can target your specific pain points, and optimise the aspects of your system that will have the most impact.
What to focus on during a CRM audit
When completing a CRM review, focusing on the right areas can make all the difference. Whether you are simply prepping for an audit or about to dive into one, here are some essential areas to concentrate on. We’ve also highlighted our top tips and those often-overlooked aspects that we recommend paying special attention to.
Data quality audit
With the focus on data quality, it’s all about ensuring your customer information is accurate and ready to drive your business forward. By checking things like accuracy, and consistency and getting rid of duplicates and outdated information – you can review what your data is telling you to make smarter business decisions.
System performance & user adoption audit
This assesses the technical performance of the CRM system, including the speed, how well it connects with other systems and overall user experience. It’s a good chance to also see how well your employers are using it and if there are any clear signs that more training is needed across different departments. If you start by fixing system performance issues, you can ensure everyone in your team is happier and more productive. No one wants a slow, clunky platform.
Processes and workflow audit
This review checks how effectively your current workflows support your business and explores if there’s room for improvement in automated tasks.
CRM automation is a hidden gem – it helps cut down on errors and repetitive data entry, freeing up your team to focus on what matters, like finding leads and closing deals. It’s easy to overlook, but it can save a lot of time and hassle!
Reporting audit
When conducting an audit, don’t overlook reporting and analytics, as it’s very important for your business. Without reports and analytics, how are you making your next business decisions? A clear view on your dashboard lets you track performance, spot trends and see real-time data, helping you steer your business in the right direction and making those informed choices to continue what’s working.
Compliance audit
Last but certainly not least, is investigating whether your system complies with relevant legal data protection regulations (like GDPR). It’s important to make sure you have adequate security measures and protection in place from breaches and unauthorised access.
Our recommendations
WeDoCRM Tip: User Permissions – who has access and why it matters
One of the most common and overlooked issues in CRM management is user permissions. As your business grows and evolves, so do the roles and responsibilities of your team. However, without regular audits, user permissions can become outdated, which we have seen before leading to potential security risks and inefficiencies.
WeDoCRM Tip: Make sure you have the right licences
Another crucial aspect of a CRM audit is ensuring that you are using the right licenses. Over time, as your business scales, your licensing needs may change. However, businesses often continue with outdated or misaligned licenses, leading to unnecessary costs and underutilised features.
Checklist to CRM audit success
Here’s a quick and friendly checklist to guide you through your CRM audit:
- Who will complete the audit? Will you handle it yourself, get your team on board, or bring in someone (cough cough WeDoCRM) to help?
- When will you schedule your audit?
- Check how your CRM currently stores and collects data.
- Look at what features are being used and by who?
- Ensure your CRM complies with regulations like GDPR.
Enhancing Our SME Client’s HubSpot Performance with a Detailed Audit
Our SME client, a growing start-up business in the financial sector, wanted to optimise their usage of HubSpot, a powerful CRM and marketing automation platform. We conducted an audit to identify opportunities for improvement in their marketing, sales and service operations. You can read more about this case study here of how we maximised their HubSpot investment.
Looking for a CRM Audit Agency?
If you’re ready to optimise your CRM system, you’re in the right place! We specialise in CRM audits and have an expert on our team, Matthew Purchase, Head of MarTech Projects, who will ensure your system runs smoothly, securely, and at its very best. We’ll help you pinpoint areas for improvement and maximise your CRM investment.
Need a CRM Audit?
No matter what CRM you’re using – whether it’s Salesforce, Pipedrive, Iterable, or HubSpot – we offer thorough audits to assess and enhance every aspect of your system. Let us help you get the most out of your CRM today.
Get in touch with WeDoCRM
We know how to help you get the most out of your software to maximise revenue, whether you’re running Salesforce in all its glory or have crafted a custom MarTech stack with your favourite features. Even if you’ve built a custom platform from scratch, we’re confident we can quickly get up to speed and optimise it to meet your needs.
We’ve had the chance to peek behind the scenes of countless companies across a wide range of industries – retail and e-commerce, travel, SaaS, real estate, technology, financial services, and more. Whether you’re in B2B or B2C, chances are we’ve encountered the challenges of your sector and understand the obstacles you need to overcome to succeed.
Drop us an email, or phone call or use our simple contact form and let’s discuss how WeDoCRM can support you get the most out of CRM.
