CRM vs ERP : comprendre la différence et faire le bon choix

De nombreuses entreprises confondent encore ERP et CRM, deux types de logiciels pourtant très différents dans leurs finalités. Cette confusion est fréquente, notamment lorsqu’il s’agit d’équiper une équipe commerciale ou de structurer une activité en pleine croissance.

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Faut-il automatiser ses opérations internes, centraliser ses données, ou mieux suivre ses clients ?

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Pour faire le bon choix, il est essentiel de comprendre la différence entre un CRM et un ERP, leurs fonctions respectives et les cas d’usage auxquels ils répondent.

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Dans cet article, nous vous expliquons en quoi ces outils sont complémentaires mais ne servent pas les mêmes objectifs, avec un comparatif clair et des exemples concrets à l’appui.

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À retenir dès maintenant : un CRM permet de gérer la relation client, un ERP pilote les opérations internes. Ce ne sont pas les mêmes besoins, ni les mêmes utilisateurs.

ERP et CRM : deux logiciels souvent confondus

Un ERP est un logiciel intégré qui gère les processus internes d’une entreprise comme la comptabilité, la production ou les ressources humaines.

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Un CRM, de son côté, est un outil conçu pour centraliser les données commerciales, automatiser les actions de vente, et améliorer la relation client.

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Ces deux solutions sont souvent confondues, voire mal comprises. Pourtant, elles ne répondent pas aux mêmes enjeux. Leur point commun : améliorer la productivité de l’entreprise. Leur différence : l’ERP est centré sur l’organisation interne, le CRM sur la relation externe.

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Si vous êtes en pleine réflexion sur vos outils, il est important de bien comprendre les rôles respectifs de ces deux systèmes. C’est ce que nous vous proposons dans la suite de cet article, à travers des définitions claires, des comparatifs concrets, et des cas d’usage typiques.

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What's the main difference between ERP and CRM?

An ERP centralizes and automates all a company's operational processes, while a CRM focuses specifically on managing customer relations and interactions. ERP therefore generally has a much broader impact on a company's operations, departments and resources, as the following table shows. 

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As we'll see below, some ERPs integrate a CRM module, supporting marketing and sales objectives.

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That said, we'll be able to explore the uses of these solutions separately.

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A quoi sert un CRM ?

What is a CRM?

Un CRM (Customer Relationship Management) est un logiciel de gestion des relations clients qui permet aux entreprises de centraliser, d'automatiser et de synchroniser tous les points de contact avec les clients, qu'il s'agisse de la vente, du marketing ou du service client. L'objectif principal d'un CRM est d'améliorer les relations avec les clients, de fidéliser ces derniers et de stimuler les ventes.

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Key CRM features

Les CRM, qui peuvent être on-premise ou SaaS, varient d’un éditeur à l’autre, mais on retrouve généralement les caractéristiques suivantes : 

• Centralized contact management (prospect and customer contact sheets);
• Follow-up of prospects and sales opportunities throughout the sales cycle;
• Sales pipeline: visualize and manage the various stages of the sales process;
• Automated marketing: e-mails, social networks and other communication channels;
• Customer service: manage tickets and customer service requests ;
• Analyses and reports to evaluate sales, marketing or customer service performance;
• Campaign management: planning, execution and monitoring of marketing campaigns;
• Manage leads from generation to conversion into customers.

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The adoption of CRM is driven by the many benefits companies derive from it, ranging from improved customer satisfaction and increased sales, to the automation of repetitive tasks and the centralization of sales and marketing information.

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Cas d’usage typiques d’un CRM

Suivi des opportunités de vente du premier contact à la signature

Un CRM permet à l’équipe commerciale de visualiser l’ensemble du pipeline : chaque prospect est associé à une étape précise (contact initial, rendez-vous, proposition envoyée, négociation, signature…). Cela permet d’avoir une vue d’ensemble des ventes en cours, de prioriser les actions commerciales et de relancer au bon moment pour maximiser les conversions.

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Préparation et compte-rendu de visite en point de vente

Avec un CRM, un commercial terrain peut préparer et optimiser sa tournée (objectifs, historique client, promotions en cours). S’il est accessible depuis un smartphone ou une tablette, le commercial peut plus facilement remplir son compte-rendu dès la fin de la visite : photos du linéaire, actions réalisées, commandes passées, commentaires… Les données sont immédiatement centralisées et visibles par le siège.

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Acquiring a CRM is the best thing you can do if your company is looking to maximize business relationships, optimize sales and marketing efforts, or improve customer service.

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Let's move on to ERP.

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A quoi sert un ERP ?

What is ERP?

ERP (Enterprise Resource Planning) is integrated management software that centralizes and automates all a company's operational processes within a single system. These processes can include finance, human resources, purchasing, production, logistics, sales, customer service and much more.

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A CRM can therefore interface with an ERP. In fact, ERPs often offer their own CRM as a module within the overall software suite. More on this later.

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Main ERP features

Let's take a look at the main aspects to consider when deciding whether you need an ERP system: 

• Integration: ERP systems integrate various company departments and functions into a single IT system to improve coordination and efficiency;
• Automation: they automate business processes to reduce manual tasks, minimize errors and improve productivity;
• Centralized database: all data is stored in a centralized database, enabling greater visibility and real-time analysis of company operations;
• Modularity: ERP systems are modular, enabling companies to select and implement only those modules required for their specific needs;
• Customization: although standardized, ERP systems can be customized to suit the specific needs of different sectors and companies.

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The benefits of ERP

Here, too, we find a number of benefits that seem self-evident to all companies seeking to improve their performance: 

• Operational efficiency: improve coordination between departments and reduce redundancies;
• Better decision-making: real-time access to accurate data for informed decisions;
• Cost reduction: streamlining processes and reducing errors and administrative costs;
• Compliance and traceability: helps to comply with regulations and track company operations.

ERP systems are therefore powerful tools for companies seeking to optimize their operations and boost their competitiveness in the marketplace. Their scope of action goes far beyond that of CRM.

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Cas d’usage typiques d’un ERP

Gestion centralisée des stocks entre plusieurs entrepôts

L’ERP permet de suivre en temps réel les niveaux de stock dans différents lieux (entrepôts, magasins, sites de production), de déclencher automatiquement les réapprovisionnements, et d’éviter les ruptures ou surstocks grâce à des règles paramétrées.

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Traitement automatisé de la comptabilité et de la paie

Un ERP intègre les mouvements financiers (ventes, achats, facturation), calcule automatiquement la TVA, génère les écritures comptables, et peut gérer la paie selon les données RH. Cela réduit les risques d’erreur et facilite les obligations légales et fiscales.

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Get advice on ERP integration

As in the CRM field, it is possible to call on a consulting firm to work on the various challenges surrounding the integration and life of an ERP. Consultants can bring their expertise to bear on the selection and implementation of a new ERP, employee training, integration with other systems, and optimization of business processes in general.

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This consultancy can prove indispensable for a company pressed for time and with no ERP-related knowledge. Furthermore, the effects of such a change on organizations and teams should not be underestimated. Support is therefore a major issue for most companies investing in an ERP solution.

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Finally, there are also freelance ERP integrators. If you choose this option, we advise you to opt for an ERP with an open API. Note, however, that integrations are subject to updating. It is therefore advisable to have an in-house resource responsible for guaranteeing the smooth running of your software applications over time.

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Should you invest in ERP or CRM?

There are some fairly typical situations that lead companies to invest in an ERP or CRM system. We'll take a look at the main ones below.

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When should you invest in ERP?

• Rapid growth: when your business is growing fast and you need to centralize and automate processes to improve efficiency;
• Operational complexity: if your company manages complex processes that require integration between different departments (finance, production, logistics, etc.);
• Scattered data: when data is scattered across several systems and you need a single source of truth;
• Compliance needs: if you have to comply with strict accounting and financial management regulations;
• Cost optimization: reduce operating costs by automating and streamlining processes.

When should you invest in CRM?

• Customer-centricity: when your company focuses on improving the customer experience and building loyalty;
• Sales tracking: if you need to better manage the sales pipeline, track opportunities and maximize conversions ;
• Targeted marketing campaigns: when you want to launch more effective, personalized marketing campaigns;
• Customer service: If you need to improve the management of customer service interactions and tickets to increase customer satisfaction;
• Lead management: to better capture, track and convert prospects into customers.
• Data centralization: to put an end to the withholding of information by sales staff or any other actor involved in sales or marketing value chains;
• ‍Operational analysis: to base your strategies on the reality of results in the field.

In short, invest in an ERP to optimize all your company's internal operations, and in a CRM to strengthen customer relations and improve sales and marketing.

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ERP VS CRM : le comparatif

You can also draw up a list of the impacts expected from your new management solution, so that you can confidently choose between ERP or CRM.

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Comment choisir entre un ERP et un CRM ?

Le choix entre un ERP et un CRM dépend avant tout de vos priorités. Souhaitez-vous optimiser vos opérations internes, ou structurer la gestion de votre relation client et de vos ventes ?

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Un ERP est conçu pour automatiser et centraliser l’ensemble des processus internes (finance, production, logistique…), tandis qu’un CRM est centré sur l’expérience client, le suivi des prospects, et l’amélioration de la performance commerciale.

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Voici un tableau simple pour vous aider à trancher :

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Bon à savoir : ces outils peuvent être complémentaires. Certaines entreprises utilisent un ERP pour la gestion interne et un CRM connecté pour le suivi client et la performance commerciale. C’est ce que nous allons voir dans la prochaine partie de cet article !

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Peut-on utiliser ERP et CRM ensemble ?

To facilitate the circulation and centralization of data, some companies choose to invest in an ERP with its own sales module. Indeed, a CRM integrated with an ERP from the same publisher generally offers better data integration.

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On the other hand, when CRM and ERP are not natively integrated or do not come from the same vendor, it is sometimes necessary to use APIs to ensure data integration between the two systems. However, it's worth noting that connecting - and even developing - APIs is generally a straightforward matter for seasoned developers(we explain it all here).

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Furthermore, opting for separate service providers avoids putting all your eggs in one basket, and limits the systemic repercussions in the event of a problem. Besides IT risks, there are also the effects of dependencies in terms of contracts and resources, or even skills. That's why it's often wiser to dissociate CRM and ERP, even though this means managing more contracts and operators.

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💰 Finally, and perhaps most importantly, not all companies are in a position to invest in an ERP, whose cost is often much higher than that of a CRM (around 25 euros, excluding implementation costs) per user and per month.