How to choose an automation or CRM partner

The software a partner uses matters less than people expect. What matters more is whether you still control your own systems once the project ends, whether the running costs were explained honestly, and what happens the first time something breaks.

These are the questions we'd ask any agency, us included.

What did you look at before recommending this?

They should be able to point to your processes, your volumes and the tools you already use. If a platform gets recommended in the first meeting, before anyone has looked at how you work, it's probably what they recommend to everyone.

What would you not automate?

A partner with good judgement will name a few things straight away, usually the work that needs a person's decision or a careful conversation with a customer. Be wary of anyone who wants to automate everything.

What will it cost each month once it's built?

Software subscriptions, usage-based fees, hosting and maintenance time all continue after launch. Ask for a monthly figure in writing. Our guide to what AI automation actually costs lists the costs that tend to be left out.

Who owns the accounts and the data?

The software accounts should be in your company's name, with you as the owner. You should be able to export your data at any time, and what they build should be documented and handed over. If any of this stays with the agency, leaving them later will be difficult and expensive.

Can you show it working before I commit to the whole build?

A small first phase on your real data is the best evidence you can get. It shows whether they understood the problem and limits how much you spend finding out.

How will we know when something fails?

Automations often fail without any error appearing. Ask how failures get noticed, who is told, how quickly they respond, and whether support is included in the price. "It won't fail" isn't an answer.

Where will our customers' data go?

You want specifics: which services the data passes through, where it's stored, who can see it, and how their access is removed when the work finishes.

Will it work with what we already have?

A good partner starts with the tools you already pay for and connects them. Replacing a system is sometimes the right call, but they should explain why rather than assume it.

What will our staff need to learn?

If only the agency understands how the system works, you depend on them for every change. Ask what training is included and what will change in your team's daily work.

Can we start with something small?

A narrow first project with a clear before-and-after is the fairest test for both sides. A partner who is confident in their work should be happy to start that way.

Comparing proposals

Put the answers side by side. The partner who asked the most questions about your business, gave a clear monthly running cost, and leaves you owning everything is usually the safer choice, even when they aren't the cheapest.

If you have a proposal and want a second opinion, or you'd like your own processes looked at, you can book a free automation audit.