A Guide on Manufacturing CRM [Top Selection Criteria]

Table of Contents

Table of Contents

You already know that the pandemic was a Black Swan event that changed the whole world. We don't have to tell you that.

But no industry felt the effects of this quite as much as manufacturing.

In addition to everyday issues, the pandemic triggered a bullwhip effect too. It added unforeseeable difficulties like:

  1. Increased demand for eCommerce
  2. Bigger skills gap
  3. Declining CX
  4. Supply chain issues that impacted profits, projections, and productivity
  5. Managing teams remotely

By now you're probably saying “Yeah, yeah tell me something I didn't already know!”


Unfortunately, there's more bad news because it's safe to assume that the world of manufacturing won't return to a pre-pandemic normal.

Ready for the stuff you didn't already know?

You may think we're crazy, but there is a solution for all this and it's simple.

Sounds too good to be true? It's not, we promise.

You can turn this ugly duckling into a graceful swan by tracking data, building relationships, and streamlining processes for manufacturing all the way to creating repeat customers with manufacturing CRM software.

How? Which one? Why?

We know you're chomping at the bit (or the breadcrumbs as the case may be). Don't worry, we'll tell you everything you need to know including the selection criteria for manufacturing CRM software and the top 5 CRMs for manufacturing companies.

We'll also tell you the best one to choose. (Spoiler alert: It's us!)

Introduction to Manufacturing CRM

A CRM (customer relationship management software) is a one-stop-shop for storing data, tracking interactions, and sharing this information with team members.

CRM for manufacturing provides you with the ability to:

  • Capture lead data
  • Track and store customer details
  • Identify trends and patterns
  • Increase productivity
  • Seamlessly collaborate with other team members or applications
  • Easily navigate the virtual space of meetings, etc.
  • Manage your sales pipeline
  • Send and receive calls, SMS, and emails
  • Automate communication and sales

In short, CRMs provide literally everything necessary to gather new leads, nurture existing leads, fill the sales funnel, collaborate with other team members, manage and view the pipeline, communicate, and orchestrate marketing strategies.

We know that CRMs are all the rage and because of that, you've heard of them already. Maybe you're already using one. Perhaps you think you already know everything there is about CRMs.

We get it.

But consider this…

Manufacturing industries saw huge increases in demand beginning in 2020. Here's proof.

Manufacturing CRM

Manufacturing CRM


Look at those spikes!

Since we know the world won't return to a pre-pandemic normal, it's safe to assume for now that the demand for manufacturing companies isn't going down anytime soon.

If that isn't enough to convince you…

CRMs are the fastest growing and biggest software category, with market projections expecting sales to reach $114.4 billion dollars by 2027 in the US alone.

Simply put, this means that if you aren't using a CRM (like Ringy) already, you're behind the curve. No one can afford that in today's world and certainly not moving forward either.

What Distinguishes a CRM for Manufacturing From Other CRMs?

CRM for manufacturing

On the outside, regular CRMs and CRMs for manufacturing appear the same. In many ways, they are similar and there's a lot of overlap in functionality.

Stick with us.


A better way to look at this is by considering that some CRMs are better suited for the manufacturing industry than others.

Here's how they differ:

Regular CRM

CRM for Manufacturing Industries

Store and track lead data

Automate communication between multiple contacts for streamlined selling

Tracks revenue trends

Helps industry management make accurate production forecasts

Create sales cadences

Provides industry analytics necessary to make campaigns and marketing specifically to geographic location

Manufacturing CRM software accommodates the unique needs of the industry like the volume of production, for example. They offer several specific benefits including:

  1. Streamline communication across multiple contacts
  2. Create sales cadences specific to the location
  3. Identify trends with analytics that help facilitate production planning
  4. Build a better B2B and B2C CX

Why does this matter?

Most manufacturing industry sales involve multiple contacts. The ability to streamline communication means the whole team stays on the same page at all stages of the deal. From production to repeating customers, streamlined communication is a key benefit for manufacturing industries.

Customizable sales cadences matter for globalized marketing and selling because what works in one location might not work in another. The ability to create sales cadences and marketing campaigns specific to geographic location can increase ROI and overhead revenue.

The right manufacturing CRM identifies, tracks and provides analytics that mean you can facilitate production planning that works best. This helps to avoid bottlenecks in production plus cuts down on unnecessary spending.

Improving customer relationships is vital to any business. It's no secret that customers have more choices than ever these days. With just a few clicks, any customer anywhere in the world has access to tons of information and other manufacturing companies.

The right CRM for manufacturing companies can help you stand out among the sea of other global competitors by streamlining customer communication. When lead data is automatically captured, you can coordinate automated communication like SMS to ensure a successful sales touch with every customer.

You need that.

Plus, CX is a driving factor behind where customers are willing to spend their money. Consider these statistics:

  1. Nearly 50% of customers have canceled orders due to bad service
  2. Increasing customer retention boosts profits up to 95%

In short, the inability to get and stay organized from production, to sales, to pipeline management is costing you sales and critical relationships with new and repeating customers.

It's clear to see that implementing a manufacturing CRM software can skyrocket productivity, increase ROI, cut down on wasted time, and create a better CX for an increased retention rate.

We know you want that.

5 Manufacturing CRM Software Selection Criteria

CRM Software Criteria

Now that you're completely convinced, let's dive into what you should look for when picking out a manufacturing CRM.

Here are the top 5 selection criteria:

  1. Price
  2. User-friendliness
  3. How quickly can it be implemented
  4. Communication features
  5. Data management capabilities

Don't waddle..run!

Or just keep reading.

1. Price

We know how impactful the last two years have been. We know that the pandemic greatly affected revenue and left many manufacturing companies afraid for the future too.

That's why the price is one of the most crucial criteria you need to consider when shopping for manufacturing CRM software.

As a general rule, most CRMs offer tiered packages based on the needs of your business and the size of your team. Some can cost as much as $150 per user, per month.

Businesses come with different-sized teams and different needs. What's affordable for one team may not be for another. Check out our pricing to see what you could expect to pay.

2. User-friendliness

CRMs come with a lot of bells and whistles, which is great. But some of them can look like they require a Ph.D. to operate.

No one wants software that is so complicated to use they end up wasting time and money trying to integrate it into their existing tech stack only to discover that their team struggles to use it effectively. This is especially important to consider when switching from legacy software.

Features to look for when considering user-friendliness include:

Ease of integration

  • How many platforms that are already in use can the CRM support?

Customization features

  • Can the CRM support the unique needs of your business, including the size of the team and potential growth?
  • Does the CRM have the ability to scale up or down as your business expands?

Mobile capabilities

Transitioning to CRM for manufacturing software should be smooth, include an interface that is easy to use, and is easily accessible to everyone.

3. How quickly can it be implemented across the team?

Implemented across the team

CRM implementation depends on factors such as the size of the team and the size of the business. The implementation also depends on what software systems are currently in use. At the longest, it can take up to 1 full year to completely implement a CRM across your team.

What good is an affordable, user-friendly CRM if it takes months or longer to integrate across existing team systems?

Consider how a CRM's integration features to match with the software and systems that are already in use. Choose one that includes an onboarding team that will help navigate the whole process. This can cut down on implementation time.

4. Communication features

There's no point getting a CRM if it doesn't give you the ability to communicate effectively across with your team and with leads, too.

That's why you should consider a CRM with cloud-based communication features. This is a key component of this game-changing software.

Cloud VOIP softphone


The ability to make calls, create drip campaigns, automate emails and SMS, plus stay in contact with your team allows for seamless communication during every stage of your sales pipeline.

Why does this matter?

  • Better communication across the board means better CX. This is good for sales, good for customers, and good for maintaining a reputable brand.
  • Streamlined communication means every team member can stay on the same page from lead generation to nailing negotiations.
  • Without communication breakdowns, manufacturing industry teams can stay on top of market trends, make accurate projections, and capitalize on the possibilities of operating on a global scale.

5. Data Management

Data Management

Of course, all of this is useless if your manufacturing CRM software can't track, store, and provide critical analytics specific to your business.

Manufacturing CRM software can automate tasks, eliminating the need for redundant admin work. It can sync with calendar apps, sync notes, organize, track, and store leads, and provide information that identifies trends.

A system that manages all points of data means you can replicate successful sales cadences again and again.

Plus, having access to these analytics is crucial for training purposes.

This information provides a blueprint that can be used to train new employees and keep existing employees up to speed.

Why does this matter?

Because of the widening skill gap problem plaguing the manufacturing industry.

And, look, we can't solve the widening skills gap in one day, but did you know that 70% of manufacturers are focusing on upskilling their workforce to mitigate the skills gap?

Simply put, an excellent CRM for manufacturing can provide irreplaceable data for the existing team and reduce the time it takes to onboard new employees too. Ultimately working towards decreasing the skills gap.

Top 5 CRMs for Manufacturing Companies

Manufacturing CRM

Key Features


  • Affordable
  • Upline support for coaching team members in real-time
  • AI capabilities


  • Integrates into other popular software
  • Identifies new contacts from meetings automatically
  • Offers automated cue cards during calls


  • Offers other platform integrations
  • Scalable platform
  • The cornerstone of CRMs


  • Simple interface
  • Offers a free version
  • Most used CRM


  • Offers training session recordings
  • Creates priority lists
  • Ability to set up recurring deal metrics



A CRM for manufacturing industries that just makes sense…or cents…or, best of all, both.

Ringy SMS


Ringy offers all the basic capabilities of any CRM - data management and tracking, communication features, and pipeline management tools, too.

Ringy provides upline support for coaching team members in real-time. This means that relationships can be fostered across the board for better-connected selling.

Plus, the advanced AI capabilities create automatic messages to prospective leads specific to that potential customers' details.

Ringy comes in at only $99/month.



This CRM offers a lot of bells and whistles. It has advanced integration capabilities and even offers up cue cards during sales calls. It includes integrations with other popular software like Zoom and Slack.



Dooly comes in at $25/user/month for smaller teams, or $30/user/month if the payment plan is on a month-to-month basis.

While this CRM offers many benefits, it's primarily geared towards sales and sales teams, rather than scalable for manufacturing.


We couldn't leave this CRM off of our list.

Salesforce is perhaps the most recognized CRM across all business industries. This is partly because it was one of the first to emerge.



Because of its popularity, Salesforce has grown to encompass many industries and now offers numerous integrations across other platforms. While the many integrations it offers is one of its biggest perks, it comes with drawbacks too.

Some customers report lags in customer support or communication with the Salesforce team when and if there's a problem.

Plus all those features don't come cheap, as Salesforce's pricing is $175/user/month for the platform. This doesn't include add-on services like AI features.

Of course, it's still a solid choice for manufacturing CRM software, but perhaps not the best for companies looking to be a bit more cost avoidant.


Zoho boasts the title of the most used CRM. It's a great choice for manufacturers because it has a simple-to-use interface and offers a free version.

The simple to use interface is a great perk for a manufacturing industry CRM because it's easy to use for the whole team. This means that the focus can be on manufacturing products and selling them, rather than getting caught in a web of tech issues.

It's also a cost-effective choice, coming in at $52/per user, per month.

These are all solid features, but with over 150,000 businesses using this software service, it has some drawbacks.

Customer service is lacking and some users report slow response time.

Simple doesn't always mean better in this case. While it could be cost-effective, it isn't good for businesses that are growing or looking to grow.


This CRM offers a lot of benefits for manufacturers. It includes a feature that will pre-record training sessions. Once the sessions are recorded, they're accessible to everyone in an archive.



Pipeline CRM for manufacturing industries allows for custom analytics and automations for recurring deals too. This is important for manufacturers since many industry customers often purchase items in bulk.

Pipeline Deals


Pipeline is only offered in English though which isn't good for globalized teams.

It's priced at $49 per user, per month and includes a free 14-day trial.

Success Stories of CRM for Manufacturing Industry

By now you're probably saying, “Ok. I'm convinced. But what does this actually look like in practice?”.

We thought you might say that so we gathered up some CRM for manufacturing industry success stories just for you.

American Metal Fab

Founded in 1975, this customer-centric manufacturing company specializes in providing full-service punching, welding, stamping, fabricating, and forming. Previously they depended on a legacy system that provided only off-shore customer service.

American Metal Fab knew they needed a change. They implemented CRM for manufacturing companies back in 2018. Since then they report ease of tracking and finding vital information, faster scheduling, and the ability to access metrics that improve overall workflow.

Powell Fabrication and Manufacturing

Powell specializes in custom chemical production and processing equipment. Founded in 1964, Powell was looking for a way to upgrade its legacy system and upgrade from a standard, outdated ERP software.

With manufacturing CRM software Powell was able to:

  • Streamline RMA process
  • Implement lead verification systems
  • Standardized sales process using automated workflows
  • Generate nearly $46 million in new sales

And for extra emphasis here, see what our customers are saying for yourself.

Ringy best CRM



How is CRM different from ERP?

Most manufacturing companies are already using enterprise resource systems (ERP) software. ERP addresses each specific need individually. For example, this software pulls information from individual modules for things like accounting and inventory, then stores it in a central database.

While ERP software is beneficial, they are often only accessible for the finance team and upper management.

CRM for manufacturing companies is for sales and customer service teams.

How much does CRM for manufacturing cost?

As with all things, CRM software price varies based on the needs of your business. Many provide a cost per user, per month breakdown with the ability to pay monthly or annually. Larger companies should typically expect to spend around $1K/month or more.




$99 per month


$30/user/ month







What do I need to get started with manufacturing CRM software?

You may think you need fancy installation appointments or special equipment. You don't need any of that. Why?

Because you already have everything you need.

With Ringy, all you need is a stable internet connection, smartphone, and/or computer.


Manufacturing CRM conclusion

Let's recap.

The reasons manufacturing industries need CRMs are, well, really endless but importantly because they

  1. Improve CX
  2. Provide visibility necessary to navigate future supply chain issues
  3. Facilitate efficient team management from anywhere
  4. Help decrease the skills gap on your team

The top selection criteria for choosing a manufacturing industry CRM are:

  • Price
  • User-friendliness
  • How quickly a new system can be implemented across the team
  • Communication features
  • Data management

So, why are you still waddling?

It's true. You can implement a CRM for your manufacturing business and stop getting jammed in production bottlenecks (and sales and communication and..you get it).

Build a better CX, make more accurate projections, increase productivity, work on closing the skills gap, and effectively manage your team from wherever they are by adding an automated personal assistant that's accessible to everyone with manufacturing CRM software.

Start your free 14-day trial today and transform this ugly duckling into the graceful, swimming, and most importantly, profitable swan we know it can be.

Skyrocket your sales with the CRM that does it all

Skyrocket your sales with the CRM that does it all.

Calling? Check. SMS? Check. Automation and AI? Check. Effortlessly keep in touch with your customers and boost your revenue without limits.

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