A template structure for your CRM demonstration

The following template agenda has been set out for your use in planning your CRM demos, and during the demonstration itself. You can customize as you wish, and as suggested in the guide, circulate it to the vendor and the team in advance of the meeting taking place. It will save valuable time by keeping the CRM demo on track, and progressing on your terms, rather than allowing the vendor to chair proceedings or proceeding in a less structured way.

First, ensure there is space on your evaluation forms to record the following information:

  • Date of meeting
  • CRM system vendor
  • Chairperson
  • Start/finish time
  • Location
  • Attendees

This is both good practice and a way to jog attendees' memories of a particular system, once CRM demo-blur sets in!

Get advice on CRM demos and more with our step-by-step guide to CRM selection success

Template CRM demo agenda

Obviously, different companies' agendas will vary somewhat due to differing needs - an organization looking for a CRM for sales only won't be too bothered by marketing functionality, for example. 

Nevertheless, the structure below should, with some customization, serve as a fairly comprehensive guide to planning your CRM demo. 

Company introduction. To cover: history, markets, previous systems used, goals, overview of current CRM and reasons for changing

Vendor company introduction. To cover: history, values, markets served, typical projects

CRM demo - main body. To include (delete as appropriate):

  • High-level system overview
  • IT requirements of CRM system (e.g. cloud-based or server-based, remote access by app or VPN, compatible devices, integrations with accounting/order processing systems and other services and data sources)
  • Marketing functions
  • Sales functions
  • Customer service functions 
  • Finance functions
  • Operations functions
  • Management functions 
  • Reporting
  • Future development (e.g. how is the system adapting and evolving, how often are software updates typically rolled out, what are some of the future functions and integrations that are scheduled to be rolled out in the next 2 years)
  • Compliance and data protection (how does the system safeguard sensitive company and customer data from viruses and hacks)
  • Case study of a typical install

Break and refreshments: allow 15 mins to half an hour for everyone to recuperate

Software support and aftersales service overview. To include: pre-installation training, data migration, installation timescale, go-live strategy recommendations, software support options, update information, customization options

Q&A session. Include hypothetical scenarios from all departments and functions present, cost analysis, and ask any further questions you have about the demo

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Rick Siderfin

About the author…

Rick is passionate about helping businesses by implementing systems to increase efficiency and to communicate in an effective and engaging way with their audience. He’s married, has three kids, and lives in the beautiful village of Bourton-on-the-Water in rural England, U.K.

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Rick Siderfin

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