How To Choose The Right CRM tool in 2024 - A Business Owner’s Perspective.

Back in 2023, I faced a question that had me rethinking how I was running my business:

Which CRM should I choose ?

Now, if you are reading this article, it means that you are most likely in the same boat, wondering which CRM tool will actually work best for your business in 2024. It's without a doubt a 1M dollar (or more) decision so it’s a good thing you seem willing to learn a bit more before making the final call.

The thing is that it’s not just about choosing software - it’s about picking the right tool for your business to match your needs to help manage your customer relationships, drive sales, & scale your business effectively.

So, let’s try to talk through this together.

What do you really need from a CRM ? And what should you be asking before you make the call ?

I, as the owner of THE 9 KEYS, have been exactly where you are, & I would like to share what I’ve learned, including some things that may not seem obvious until you’ve been knee-deep in CRM tools for a while…

Having to choose the right CRM is like standing at a cross-road which might mean long-term success or the end of your business (at the extreme).

Why Is Picking the Right CRM Such a Big Deal?

Let me start by asking: Do you feel you're managing your customer relationships as effectively as possible, especially in light of the digital revolution and the recent rise of AI ?

Coming from a family of entrepreneurs, I knew how crucial it was to turn my business into a success story. To achieve that, I couldn’t afford to avoid investing in the right customer relationship management tool to run my business effectively.

Let’s face it - Your CRM is the heart of your operations. It’s how you track leads, manage sales, automate emails, and communicate with customers. But here’s the thing—not every CRM is built for your specific needs.

In 2024, you’re not just looking at basic CRM systems anymore. Now, we’ve got AI-powered tools, automation features that would make your head spin, & CRM platforms that integrate marketing & sales seamlessly.

But how to know which features you actually need ? Let’s try to break it down together.

What Questions Should You Be Asking?

QUESTION 1. What Are My Business Needs ?

Let’s start with the basics.

Have you clearly and already defined what you need from a CRM?

Are you looking to automate lead nurturing, improve customer service, or drive more sales?

Are you in the early growth stages, or is your business scaling up quickly?

These questions matter a more than you think. For example, if you're growing fast and need robust automation, a CRM like HighLevel might be the perfect fit because of its built-in marketing automation. But if you're looking for a stronger sales pipeline focus, Sellsy (might be a better option in case you are a french marketing agency or business) could be a better option.

The key is clarity—what’s your biggest pain point your CRM needs to solve ?

Choosing the right CRM should mean less headaches for you and your team members... 

QUESTION 2. Which Features Are Essential ?

Now, think about what features you absolutely can’t live without.

Do you need a tool that can handle email marketing? SMS automation? Sales pipeline management?

Let’s look at 4 of the main CRMs which were part of our own benchmarking exercise back in 2023 :

• HubSpot is a powerhouse for inbound marketing, but it comes with a steep learning curve.

• ActiveCampaign offers advanced email marketing automation, perfect if that’s where your focus is.

• Sellsy gives you an easy-to-use sales pipeline that helps you focus on closing deals efficiently.

• While HighLevel is fantastic for small- to mid-size businesses looking for all-in-one automation—it handles everything from email sequences to appointment scheduling.

But here’s a question that might catch you off guard:

Do you need all those fancy features right now, or are you better off growing into them? The answer can save you and your business a lot of time and money!

Your goal should be to identify a CRM which should give you most (if not all) of the functionalities listed above.

QUESTION 3. How Easy Is It to Use ?

This is a big one and is certainly The one factor which has prevented many businesses to do not make the leap into the CRM world yet.

How tech-savvy would you describe your team in case you have one? Are they flexible, eager to learn and can they jump right into a system, or will they need weeks of training (including you if you are running a solo business)?

In the middle of my own assessment a year ago, I realized something pretty obvious: the most powerful CRM in the world wouldn’t matter if I couldn’t use it (since the rest of my team remains still too young to use it…).

Having looked at the same suites already mentioned previously, Sellsy and ActiveCampaign are known for their simplicity together with HighLevel which offers a world-class support around the clock. You can hit the ground running. But if you’re willing to invest time into training, HubSpot could pay off in the long run with its depth.

So here’s a question for you: How much time are you willing to invest upfront to get the most out of your CRM? Will a steeper learning curve pay off later?

User-friendliness is one of the key factors for successfully implementing any new software suite in a business.

QUESTION 4. Will It Integrate with My Existing Tools ?

Here is another critical question for you to reflect on:

What tools are you already using? Your CRM should naturally work seamlessly with the platforms you rely on, whether it's your email marketing, customer support system, or e-commerce tools to name a few of the most common ones.

For example, HighLevel integrates everything from email marketing to social media in one place, making it a dream if you want an all-in-one solution. HubSpot is fantastic for integrations, connecting with tools like Slack, Google Ads, and Shopify as well.

The question here is: Do you need a CRM that will integrate with all your tools, or are you ready to switch to an all-in-one solution to save more cost & time ?

Ex. of third party integration on our HighLevel account (including the same platforms you will need to connect to to grow your business online) + many others for you to discover should you start testing HighLevel.

QUESTION 5. How Good Is the Customer Support ?

You might not think about customer support until you're neck-deep in a problem you can't fix. But here’s the truth: You will need help at some point, and especially to get you started!

HighLevel offers a very active online community and a ton of tutorials including a dedicated online ‘‘University’’ or learning hub, while HubSpot provides dedicated ‘‘customer success managers’’. Sellsy is known for its straightforward support (if you are french again), but make sure you're clear on whether they provide 24/7 assistance, especially if your business doesn’t sleep. Have you thought about what happens when you run into a problem? How fast will you need help?

Another ex. of courses packed with dozens of lessons designed to help you get off the ground quickly and reach new heights fast!

QUESTION 6. What’s the Real Cost ?

Now, let's talk money which will certainly remain a key factor in your total assessment. We all know price matters, but what’s the real cost to be expected after the first few months of running your business with any CRM suite?

Beyond the monthly fee, you will need to think about:

• Onboarding fees (if any)

• Add-ons for extra features or extra running costs for emails, SMS and AI conversations (for instance, many 3rd party apps might come at an extra cost or for free depending on your membership level or package you subscribe to)

• and finally growth-related costs (how does pricing change as your business scales?)

For instance, HubSpot has a free tier giving limited options, but the premium features can quickly get very pricey as you grow (1000 USD ++ to be expected as a minimum). HighLevel on the other end, which we use today, is a much more affordable option that offers a ton of features out of the box.

But here’s another critical question: Do you need to compare just the price, or the value it provides for your business instead?

The Big Players: Which CRM Should You Choose ?

Here is the answer you have been waiting for.

Let's take a closer look at some of the major players and see how they stack up for 2024.

• HubSpot: This is your go-to option if inbound marketing is your priority. It’s feature-rich and integrates with almost everything, but it comes at a high cost, especially as you add more users and features. This may not be the best fit if you're a small business looking to save every penny.

• ActiveCampaign: Ideal for email marketing aficionados. It has one of the best automation tools in the business and is competitively priced, especially if you're prioritizing email marketing.

• Sellsy: Focused heavily on sales pipeline management, Sellsy is simple, intuitive, and designed for businesses that need to focus on closing deals quickly.

• Skool: Do you want to build a community around your product? Skool’s community-building tools make it stand out for those aiming to foster strong customer relationships beyond traditional CRM functions, should your brand define it as a top priority.

• HighLevel: If automation is your thing with the additional support from AI, you’ll love HighLevel. It’s an all-in-one platform that handles marketing, sales, and communications seamlessly. Plus, it's very affordable, making it great for small businesses or those scaling fast (which were two of the main reasons we decided to opt for it).

Here is the comparison table we put together to summarize the reasoning behind our decision to choose HL.

With more valuable details added in case you are not familiar with all the brands included. 

Here’s a Final Question You Should Be Asking Yourself...

As you think about all these options we have just been through, please consider also asking yourself the following:

Which CRM aligns with how I envision my business growing in the next 1–3 years?

This isn’t just about what your business needs today but about where you're headed. Will your CRM grow with you, or will you outgrow it?

The vision you’ve crafted as the foundation of your brand will help determine how big and how fast you want to grow.

Only you have the answer, but it’s important to take the time to reflect on it.

One Final Note - What About AI and Automation?

2024 is without a doubt THE year of AI-driven CRMs.

So how much do You value automation and personalization at scale right now?

Tools like HighLevel and HubSpot offer automated workflows that can do tasks you didn’t even realize could be automated.

Do you know how much time you could save if the CRM you choose does half the work for you ? How could predictive insights transform your marketing efforts?

Think about this: What could you accomplish if you had more time to focus on strategy and creativity rather than boring manual tasks? No one eager to succeed does!

Another important factor to consider is that this field is still relatively new. By acting quickly, you could easily gain a significant competitive edge over your competitors…

AI integration is, without a doubt, one of the biggest game-changers in the e-marketing field of this era!

Final Thoughts.

So, how do you make the final call after having read all of the above?

Here’s where it gets interesting. You now know what features you need, what questions to ask, & which tools are best suited to different goals.

But before you make that choice, let me leave you with one last question:

Are you choosing a CRM that will just work for you today, or are you picking one that will fuel your growth tomorrow?

Choosing the right CRM for your business in 2024 is about more than just software—it's about aligning technology with your vision, your goals, and your future growth. Whether it’s HubSpot, ActiveCampaign, Sellsy or HighLevel, make sure your decision isn’t just about today but about where you’re heading.

Let’s make this decision with one that sets you up for success—today and beyond.