CRM is workflow infrastructure
A broker CRM is not simply a sales database. It becomes an operational system for lead management, onboarding and client servicing.
Core workflows
Common requirements include lead routing, profile data, KYC status, account actions, notes, support ownership, partner structures and reporting.
Client portal vs CRM
The client portal is customer-facing; the CRM is primarily operational. They should be designed as connected parts of one lifecycle.
Integration quality matters
The most important questions are often about data ownership, synchronization, permissions, failures and auditability rather than the number of dashboard widgets.
Evaluate the CRM with real tasks
A feature checklist can hide workflow gaps. Ask for a demonstration using the roles that will operate your business: sales, verification review, finance, support and an administrator. Each role should see the records and actions needed for its work without receiving unrelated privileges.
| Task | What to observe |
|---|---|
| New lead | Source, assignment, contact history and ownership changes. |
| Client onboarding | Status transitions, missing information and a clear next action. |
| Account request | Approval, account identifier and visible error handling. |
| Operations review | Searchable history, reconciliation status and permission checks. |
| Data export | Documented fields, formats and restrictions. |
Include a rejected request, a duplicate record and an external-service timeout in the demonstration. Ask whether the user can understand what happened and who should handle the next step. Review the same task on a mobile screen if your team works away from a desk.
Map the CRM into the complete technology stack and define the account integration events before configuration.