According to CRM.org, 97% of companies that use customer relationship management (CRM) platforms met or exceeded their sales goals in the past year. Only 3% fell short.

How can you make sure you're in the 97%? The key is choosing a CRM platform with features that will give you the most bang for your buck and help you build a true omnichannel presence.

Having advised numerous startups through critical growth phases, I've seen firsthand how the right CRM implementation can be the difference between scattered customer interactions and truly transformative relationship building.

By asking the right questions and comparing a CRM's capabilities to your list of must-have features, you can find the ideal platform for your business.

Related: These 4 Quick Wins Can Boost Your Customer Count and Revenue

A quick search of CRM software will inundate you with lists of features, product demo opportunities and reasons why every solution is "the best." It's easy to get lost in a sea of options and features. While knowing what features will deliver the most value for your business is essential, you should first consider what a CRM is used for.

Customer relationship management platforms can serve two core functions for your business:

A CRM's ability to track prospects through the sales pipeline is highly valuable.

Your platform will provide a clear view of where each prospect is in their journey, enabling you to monitor prospects from initial contact to conversion and beyond. This visibility allows your sales team to prioritize outreach efforts and allocate resources to the most promising prospects.

For instance, in my work as a member of sales teams we would monitor the pipeline with a CRM and discover bottlenecks that added friction to the customer journey.........

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