Private equity firms today need an industry-tailored CRM to be successful. While it’s true that PE’s customers and sales differ a lot from other industries, the right private equity CRM has become irreplaceable as a deal flow management tool. With all that being said, not every PE CRM is created equal, so here are the 5 elements that PE firms should look for in a CRM.
- Seamless Integration with Other Tools
The purpose of a CRM tool for private equity firms is to make it easy for the team and the limited partners to see what’s going on. That’s why a CRM must have easy integration with other tools. For instance, if a CRM seamlessly syncs with an email integration tool, everything firm-related such as announcements, fundraising campaigns, etc., can be easily accessed. A good CRM should also be able to integrate with a virtual data room where partners can access documents and other files anywhere and in real-time.
- Makes More Data Available
In private equity deals, no amount of data is too much. Investors and limited partners break down every single digit in a portfolio company, and when they ask a firm about specific numbers or data, a CRM should be able to provide information about its transactions and financials. Most modern CRMs can do that with no problem.
Another impressive thing that some private equity CRM systems can do is include information beyond a company’s financials. This includes profiles or social media feeds of the leadership team. That type of information may have nothing to do with how a company does business, but it provides a more personal connection for LPs.
- Deal Flow Reporting
Traditional CRM tools always have a native reporting tool, but the problem is it’s too sales-focused. Now, there are CRM tools tailored for PE firms focused on the data that affects decision-making. For example, they can generate reports such as where the firm is in a current deal flow, which companies the firm could potentially make a deal with, and outside sources that they can reach out to for help on closing deals.
- Inter-Department Capabilities
Private equity success hinges on teamwork. The fundraising team, the investor team, and the team that handles the deals should all be on the same page. Choose a private equity CRM that allows you to do just that. It must provide an environment where everyone can work together and within one system.
- Builds Relationships with Limited Partners
The LPs are the lifeblood of private equity deals because, without them, a meeting won’t even be happening, much less a deal. Look for a CRM that gives scheduled reminders to reconnect with current and potential LPs. This is where getting personal information comes in handy. An excellent CRM gives alerts on relevant happenings about a limited partner so you can engage them on a personal level, not just small talk.
A private equity CRM is a multitasking expert that functions as a deal flow management tool, a personal assistant, a relationship builder, and a highly advanced data repository. If a CRM lacks any of these functions, it is best to keep looking. Having these capabilities in a CRM allows your PE firm to be on top of everything related to closing deals, establishing new relationships, and keeping the old ones.