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How To Scope Out Your CRM Requirements For Your Construction Marketing

How To Scope Out Your CRM Requirements For Your Construction Marketing

Recognising the Customer Relationship Management (CRM) scope you hope to achieve is essential to the success of your CRM implementation. ‘Scope’ suggests how broad your CRM will be for your construction company.

If your customer services team were the only ones that’d be using your new CRM system – your CRM scope would be considered narrow.

On the other hand, if your marketing, sales, and customer services team will be utilising the system, you’ll have an extensive scope of your CRM system.

In this blog, we hope to guide you through the scoping process.

what Is CRM?

To truly understand the scope of CRM (Customer Relationship Management), we first need to understand exactly what a CRM does. At its core, a CRM streamlines your business-to-customer interactions. 

A CRM allows you to provide customers with efficient service and care. From lead generation services to contact management databases, CRM provides businesses with personalised and organised communication with their current and potential customers. 

Alongside numerous customer-facing benefits, CRM offers business-facing opportunities too. By allowing you to converge multiple functions and apps into one single interface, CRM helps avoid jumping from one application to another.

Most CRMs even provide businesses with detailed reporting to assess the ROI (return-on-investment) of your campaigns.  

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What To Consider When Scoping Your CRM System

To start the scoping process, ask yourself this – what am I hoping to improve by adopting a CRM system to my building product company? This will help drive the focus and understand what kind of scope you’ll need.

Do you want to align sales and marketing to create a lead generation focus?

Or do you want to focus on centralising your data to promote productivity internally within your company?

It’s important to keep your expectations realistic and to consider key factors like costing, timeframe, and training.


Key Areas To Cover During Your CRM Scope

Will your CRM scope be broad or narrow? Decide this by recognising if you want your whole construction company utilising the CRM system or if you want specific teams to.

By determining this, you’ll understand if you’ll need a large, robust CRM or a smaller, focused CRM. Some CRM systems, like HubSpot, have capabilities to do both.

You may even want to start small at first and then after evaluating the value, you can decide whether to adopt a CRM system for your whole team.

By considering the size of your scope, recognise that price will be impacted too. Which brings me on to my next topic…


What is your budget?

This is an important factor and can be difficult to comprehend without knowing general costs so, check out our blog to understand CRM costing.

Systems are usually based per what functions and features you’d want to get out of them.


Key Areas To Research To Understand Your CRM Scope

As an estimate, how long is the implementation process? This is understanding what training you and your team will need and how long it’ll roughly take to get up to speed with your new CRM system.

Are there training resources including in your CRM system? This will be a major benefit, as training will be specific to your CRM system.

HubSpot Academy is a great training software, which provides certified training that is well recognised. The short video format makes training easy and a little more fun too.


Aligning Your Sales And Marketing Within your Building Products Business

How does your sales team reach out to potential leads and what determines a ‘potential’ lead? A CRM can give you a helping hand with automated email marketing, live chats and other ways leads can get in touch.

Is aligning your sales and marketing something you want to achieve? Great news, your sales and marketing teams can gain a lot from a CRM system if they make conscious effort to use it properly.

With a lack of training and communication by your sales team, you’ll lose the benefits a CRM can bring in.

To alleviate this, communicate with your sales teams before you settle on a CRM system to implement.

This can then relieve some communication gaps and make sure you choose a system they’ll utilise too. I’m sure they’ll appreciate a CRM system that gives them a helping hand!

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A CRM scope is essential for your construction company. It will provide you with a better idea of costings and features you’ll need to achieve your desired results.

Understanding your scope at the beginning of the project will ensure that the actual implementation of your new CRM system will be as smooth as possible.

Insynth are HubSpot partners and have helped many building product companies successfully integrate HubSpot CRM, bringing them insights into their marketing and sales activities and boosting their growth plans.

If you need to talk about adopting or implementing a CRM systemor you want more information, get in touch with us, we are more than happy to help.


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About Insynth

At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.

We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.

As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM ImplementationWeb DesignSales AutomationSEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.

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