Selecting a CRM is one of the most important technology decisions a revenue organisation will make, but too often the choice is driven by brand recognition, analyst reports, or vendor promises. This session cuts through the noise. Using real-world examples and live audience interaction, we'll explore how different CRM platforms align with different business requirements, from high-growth SaaS companies to complex enterprise sales organisations. Together we'll evaluate key decision factors including scalability, usability, reporting, automation, ecosystem, implementation effort, and total cost of ownership. Attendees will leave with a practical CRM decision framework they can apply immediately within their own organisation.