CRM in a B2B platform: when to connect it, and when not to

Connecting a CRM to a B2B platform isn’t a yes-or-no question, it’s a question of when it pays off. Michał Zabielski breaks the decision down into concrete criteria instead of handing out one universal answer.

When it’s worth connecting a CRM

• The company doesn’t have an external CRM system yet.
• Sales happen mostly online, and the web channel is the priority.
• The business needs advanced sales analytics built on transaction data.
• The B2B platform is meant to be the central hub for customer data.
• The systems need deep integration with each other anyway.
• The organisation is small, or in the middle of digital transformation.
• A large company is building a new, separate online channel from scratch.

When it’s better not to

• The sales opportunity workflow is complex and already runs independently of the B2B platform.
• The B2B platform isn’t a core part of the company’s sales ecosystem.
• A working CRM is already in place.
• The current CRM already meets the organisation’s needs.
• Most sales staff don’t use the platform directly anyway.

Zabielski notes that Endora Commerce, the platform built by his team, ships with a built-in CRM module, but that doesn’t mean every company implementing a B2B platform should use it. The decision comes down to where the company’s sales process actually lives today.

Wondering whether your B2B platform needs a built-in CRM or an integration with your existing system? Get in touch with Endora, and we’ll assess it together based on your sales process.