Ease of use is the top consideration for B2B firms when they evaluate new customer relationship management (CRM) solutions, according to recent research from Insightly and Ascend2.

The report was based on data from a survey conducted in April 2022 among 500 sales, marketing, customer success, and operations professionals who work for B2B organizations in the US with between 50 and 500 employees.

Some 47% of respondents say ease of use/adoption is one of the most important aspects when evaluating a new CRM solution. Price ranks second (44% of respondents cite), and ability to integrate with existing systems is third (39%).

Among respondents whose firms are considering a new CRM, improving workflows/processes is the top motivation for shopping for a new solution.