There are lots of CRM systems on the market, but beyond the most common features that all systems have, such as sales boards, deals, and contact databases, it can be difficult to know which one to choose. Some are priced based on modules, while others offer ready-made packages to choose from.

So how do you navigate this jungle? In this article, we discuss the two most common types of CRM and what you should consider when researching different options. 

We will use the following matrix as a basis:

Complex vs. Simple

CRM systems can be complex or simple. This does not mean that they are by definition more difficult or easier to work with, but rather that they offer functionality beyond the usual CRM features. 

Simple CRM systems have standard modules such as contacts, sales boards, and deals, and focus all their functionality on CRM.

Complex CRM systems are module-based, allowing you to add and customize your system with features such as case management, invoicing, and project management. 

Complex CRMs are usually more expensive and take much longer to get started with, as the system's various modules need to be "stitched together" to suit your specific work processes. It also takes longer to learn the system, as it has much more functionality than a simple CRM. 

Simpler CRM has a lower price tag and is usually easy for the sales team to get started with and achieve results quickly. 

Microsoft Dynamics and Lime CRM are two examples of complex CRM systems, while FunnelBud Flow is a simple system.

Passive vs Active

The next category is about how much the CRM system can help you in your everyday life.

Passive CRM functions as a database where you can store information about your customers, but it doesn't offer much more than that. There are no automations or other tools to facilitate your daily work. 

Active CRM, on the other hand, collects more information about your customers and automates many of your tasks, including the sales process and communication with your customers. They also often have built-in marketing features, ranging from simple newsletter mailings to more elaborate features such as social media managers or customer surveys.

HubSpot and FunnelBud Flow are two examples of active CRM systems.

Which one will you choose?

The type of CRM system you choose will obviously depend on your specific needs, but in general, active and simple CRM systems are suitable for smaller companies that do not have the resources for a long start-up period and do not have particularly complex needs or work processes.

Active systems are also often easier to work with for smaller teams, as marketing and sales can work in the same system. 

Larger companies or enterprise companies with several different departments, specific needs, and the resources required to implement a complex CRM will often achieve very good results with, for example, Lime CRM or Microsoft Dynamics.