CRM evaluation checklist for B2B product teams
A CRM evaluation checklist for B2B teams that sell products: what to test in a trial, from quotes and price lists to messaging, AI, integrations and cost.
By the PromptLab team6 October 20265 min read
A CRM trial usually lasts a couple of weeks, and it is easy to spend it clicking through a demo account. Use it to run your own deals through the tool instead. If the CRM can't handle a real quote, a real sample request and a real price list in the trial, it won't handle them after you've paid.
This checklist lists what a B2B product team should test, grouped by the part of the sale. Print it, give a copy to the two reps who will use the CRM most, and tick items off as they work. For the wider decision, read how to choose a CRM and our list of the best CRM for manufacturers.
Test the core of a product sale
These are the records that make product sales different from services. Many CRMs treat them as add-ons, or push you to a separate tool.
Quotes, price lists, samples and orders
Test how conversations get captured
Product buyers don't only use email. A CRM that only sees email misses the WhatsApp message where the buyer confirmed the order.
Meetings, email and messaging
Test the AI, and be sceptical of it
Every vendor now says "AI". Ask what it does on your data, in your trial, with your records.
AI features
Test integrations and the way data moves
An integration list on a website isn't a test. Connect the real thing.
Integrations and data
Work out the real cost
With some CRMs, the seat price is only part of the bill. Add everything up for the team you'll have in a year.
Cost
The items people skip
- Price lists. Demos show contacts and pipelines. Few show a customer-specific price.
- Second-user tests. Everything works for the admin who set it up. Check it with a rep who didn't.
- Leaving. Export your data in the trial. A CRM that makes this hard will make renewal talks hard too.
- The plan you'll actually need. Features you liked in the trial may sit on a higher tier. Our pricing page lists what each plan includes.
Frequently asked questions
How long should a CRM trial last?
Long enough to run a few live deals through it. Two weeks is the usual length. PromptLab's Basic and Professional plans have a 14-day free trial, and a card is required to start.
Who should be in the CRM evaluation?
The two or three reps who will use it most, the sales manager and whoever handles quotes and orders. Give each a list of tasks to try, not a tour.
What matters most for a company that sells physical products?
Quotes, customer price lists, sample tracking and sales orders. Without them, reps keep a spreadsheet alongside the CRM and the CRM goes stale.
Should I pick the CRM with the most features?
No. Pick the one that handles your own sale with the least setup. A CRM with fewer features that reps use beats a larger one they avoid.
Can I test a CRM without a card?
It varies by vendor. For PromptLab, a card is required to start the 14-day free trial on Basic and Professional. Enterprise is set up with the sales team.