CRM Talk – A Q&A with Karthik Chidambaram
Part 1 of an online series based on our May/June article, "Not All CRMs Are Created Equal" by tech expert Rachael Radford.
Industrial Supply: Are distributor reps consistently utilizing the full functionality of their company’s CRM? Why or why not?
Chidambaram: After their e-commerce platforms, most of our customers are looking to connect their ERP with their CRM. What we have seen is that while CRMs tend to have a lot of modules, not all of those modules resonate with their day-to-day processes. They tend to continue working with familiar modules and not lose time with any complexities or training outside of that scope.
A lot of distributors tend to limit their use to the data associated with accounts, contacts, products, orders, and invoices. Syncing such data with the ERP allows sales teams to live within the CRM system they are most familiar with and not lose time updating data in other systems.
Industrial Supply: When is the right time for a distributor to think about upgrading or changing their company CRM?
Chidambaram: Migrating to a new CRM can be tedious, all the more so if customizations have been put in place. So, changing the CRM may be something worth considering when the cost of the CRM outweighs its ability to serve the company or in the event where a competitor can offer similar features at a lower price overall.
For distributors relying on legacy or home-grown CRMs, they’ll need to factor in scope for scale, since that would be cause to consider modernizing their CRM and processes around it.
Industrial Supply: What’s trending in CRM technology in 2025? Please explain what you consider to be the top 5 features industrial distributors should prioritize in their quest for a new CRM?
There’s definitely a lot of buzz about AI, but distributors should seek features like robust analytics and reporting, and quick customizable modules are definite musts. Tools that help with omni-channel engagement options and mobile accessibility can also help both sales and marketing teams.
And, of course, multi-touchpoint integration ability. This data flow allows teams even outside sales, like customer service, logistics and operations, or technical support, to make the most of the data residing with the CRM. It is important for the CRM to talk to other systems.
Karthik Chidambaram is founder and CEO of DCKAP, an ERP integration platform that makes manufacturers' and distributors' systems talk to each other. He can be reached at: https://www.linkedin.com/in/chatwithkc/
INDUSTRIAL SUPPLY MAGAZINE
The May/June issue of Industrial Supply magazine features an in-depth cover story about the ISA's Veterans Empowerment Network. Plus, we're featuring articles by contributing writers Dr. Bharani Nagarathnam and Frank Hurtte, as well as interviews with numerous product and distribution industry experts.
