ERP vs CRM: Key Differences, Benefits, and Choosing the Right Partner

Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) systems are both powerful technology platforms used by complex organisations. They serve different roles between teams, businesses, and industries. It is important to understand the differences and benefits of each system and how they can improve efficiency for your organisation.

Defining ERP and CRM: Core Objectives

CRM and ERP systems have different core objectives but are both valuable systems for improving efficiency.

Enterprise Resource Planning (ERP) systems

Enterprise Resource Planning (ERP) systems are the next step to take after you run out of steam with your accounting system, in your technology journey. Also humorously known as Excel Replacement Systems, they excel in consolidating your data from multiple sources into one single source of truth. Above and beyond an “off-the-shelf” accounting system, ERP systems collect both financial and non-financial data.

The core objectives for implementing an ERP system in your organisation is to:

• Automate manual accounting processes including project accounting,
• Manage your supply chain, warehouse, procurement, fulfillment and shipping, and inventory across multiple warehouses and locations,
• Gain access to more powerful financial management functionality including budgets and forecasts,
• Streamline reporting requirements and quickly produce complex board and decision-making reports,
• Use a system that helps maintain compliance and auditability,
• Store and manage all business management data in a single source of truth,
• Get a real-time view of your business health.

Example: MYOB Acumatica

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It is important to note that many leading ERP systems contain a CRM module. However, the core focus of an ERP is on finance and business management.

Customer Relationship Management (CRM) systems

CRM systems help you manage every aspect of customer and prospect interactions from one place. This includes every interaction over the course of a customer lifecycle from the marketing funnel, sales pipeline, through to customer service.

The core objectives for implementing a CRM system in your organisation is to:

• Take advantage of marketing and sales force automations to eliminate manual work,
• Get greater clarity on the sales pipeline and sales force automation,
• Manage customer service requirements, measure client satisfaction, and collect feedback,
• Connect sales, marketing, and service teams with customer data available in one place.

Example: HubSpot

Does my business need ERP or CRM system?

Nearly all complex organisations will at some stage require both an ERP and CRM system to manage their business, financials, and customer relationships. They are different platforms with different roles within an organisation’s technology stack. However, depending on your organisation’s strategic goals and pain points, prioritising one over the other might be worthwhile in the short term.

ERP and CRM systems can each be used standalone if you only need the functionality of one platform.

When is an ERP system more beneficial?

• Your organisation has a complex financial structure and multiple entities,
• You need to manage complex projects and optimise processes across the entire organisation,
• Your organisation has complex supply chain and manufacturing requirements.

When is a CRM system more beneficial?

• Your sales team manages a large customer base,
• To take advantage of marketing and sales automation,
• Strategic goals focus on growing lead generation, increasing sales, or improving customer satisfaction.

Integrating ERP and CRM systems

For reliable, real-time information across departments, CRM and ERP systems need to share their data. It is important for sales to have access to financial customer data. For example, some ERP systems include a CRM component or module, while others do not. Integration is often straightforward as the two systems are built to work together.

For many businesses, however, it may be more advantageous to use a dedicated CRM platform due to its richer functionality. In this case, integration is required to avoid manually duplicating data between your ERP and CRM systems.

Integrating MYOB Acumatica and HubSpot

MYOB Acumatica has been developed to integrate natively with the HubSpot CRM. Native integrations are relatively simple to setup and maintain. The integration relies on an open REST-based API that allows data to flow between systems in real-time.

MYOB Acumatica can be integrated to HubSpot through both the CRM module or the wider ERP platform, depending on your requirements. This means that you have some degree of flexibility between what is shared between the two systems.

Choosing an implementation partner

To be successful and improve efficiency with any ERP or CRM system, you need the right implementation partner. Both systems require a dedicated implementation partner and implementation project to configure and customise your system to fit your organisation’s requirements. Choose a trusted, experienced partner for the implementation journey and for ongoing support. Implementation carries its own risks – something that an experienced partner can help you safely navigate.

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MYOB Diamond Partner

Kilimanjaro Consulting is MYOB’s number 1 partner and the leading MYOB Acumatica implementer across Australia and New Zealand. We have the largest, most experienced team of qualified consultants, including the very first certified MYOB Acumatica consultant and the current MYOB Consultant of the Year Award winners.

The Kilimanjaro Consulting team are experts in working with larger organisations with multiple companies, complex general ledger and subaccounts structures, and separation of responsibilities that require modular systems to meet their requirements.

Platinum HubSpot Partner

RECIPE marketing (a sister company of Kilimanjaro Consulting) is a top HubSpot and Marketing Strategy consultancy. They specialise in enablement and coaching of HubSpot’s specialist CRM tools, so that you can get the most out of your platform. The RECIPE marketing team is recognised as a Platinum Partner of HubSpot.

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Next steps

Talk to our team to evaluate your current position and determine if an ERP or CRM system best meets your organisation’s requirements and goals. We follow a low-risk approach to software implementation, ensuring that the system is configured to meet all your requirements.

For more information about HubSpot or MYOB Acumatica, talk to the Kilimanjaro Consulting team. Email sales@kilimanjaro-consulting.com or call 1300 857 464 (AU) or 0800 436 774 (NZ).