CRM free trial guide & rubric: How to find a tool that works for your team

Choosing a CRM is a big decision—one that can shape how your team tracks relationships, closes deals, and scales operations. And just like you wouldn’t buy a car without a test drive, you shouldn’t commit to a CRM without taking it for a spin first.

A free trial gives you hands-on experience with the product. But without a clear plan, it’s easy to get distracted by flashy features that don’t actually solve your core problems.

Tour CRM free trial should help identify what option will truly solve your team’s core needs—ultimately driving greater organizational success. 

We sat down with Andrew Stewart , who has led Customer Success at Streak for over a decade, to learn how teams can get the most out of a CRM free trial.

This guide shows you how to use a CRM free trial to answer the only question that matters: does it solve your problems? We’ll walk through how to define success, test real workflows, and spot red flags—before you commit.

Prepare for your CRM free trial 

Before you dive into a free trial, take a step back. The teams that get the most out of a CRM trial are the ones who know exactly what they’re trying to fix. 

Review your pain points and processes    

It sounds simple, but the most successful teams know why they're looking for a CRM in the first place.   

“You want to be as clear as possible on why you are looking for a CRM and what core problems you want to solve,” says Andrew Stewart, Head of Customer Success at Streak. “Then, you can use the CRM sales rep’s expertise to figure out exactly how to solve those problems using the CRM software.”  

You might need to ask yourself “Why?” a few times to uncover the real challenges. Are you overwhelmed by emails or calls? Struggling to follow up with prospects consistently? Trying to track customer value or sales performance?   

Once you’ve nailed down your biggest problems, take a closer look at your current processes.

“Often when we ask clients what their existing process is, they respond with, ‘I don't really know,’” says Andrew. “If you can come up with a series of steps that you want to follow, your CRM rep can fast-track setting it up for you.”

For example, you might decide your ideal workflow includes:

• Capturing a new lead
• Calling them on day one
• Emailing them on day two
• Following up one week later

Documenting your problems and outlining your process helps you bring clear goals into the trial—so you can test whether the CRM helps you achieve them.  

Evaluate your top CRM options before you trial  

Running a CRM free trial takes time and energy—especially if you’re doing it right. That’s why it pays to evaluate your top CRM options before you jump in.   

Focus your trial efforts on 1–3 platforms that are most likely to meet your needs. Look at:

• What types of businesses the CRM is built for
• The complexity of setup and daily use
• Pricing tiers and what’s included at each level
• Whether the CRM supports the day-to-day tasks your sales reps rely on

The more research you do upfront, the more targeted your trial can be. You’ll waste less time clicking around and more time testing whether the CRM can support your actual workflows.

Stress test the CRM before you commit

Once you’re ready to start your trial, don’t just poke around—dig in with intention. Here’s how to make sure you’re learning what you need to know to make a confident decision.

1. Watch the CRM demo  

Andrew’s first piece of advice? Don’t skip the demo just because you have a free trial. For the most value, you’ll want to do both.  

“The CRM company is going to want to show you the highlight reel demo of the things they think they are best at and the features they think are most useful,” he says. “This will expose you to features that you might not have found otherwise, and reveal valuable use cases you hadn’t considered.” 

At the same time, don’t rely on the demo alone. A demo is conducted in a highly controlled environment designed to work perfectly with sample data. It shows you what’s possible, not necessarily what’s practical—especially for your specific team, workflows, and existing tools. 

“Ultimately the point of a CRM trial is the opportunity to ensure you can master it yourself,” Andrew says.  

Think of the demo as your orientation. It’s a useful starting point, but the real test comes when you're using the CRM with your own data, challenges, and goals. 

2. Use the CRM to import and export data   

One of the best ways to evaluate a CRM is by testing it with real data.

“You’ll want to see what it looks like to get your data in and get your data out. In other words: importing and exporting data. Can you do so successfully, and in what format?” asks Andrew.    

Start by connecting a lead source and importing a list of contacts. Then try exporting data into the tools your team uses for reporting or analysis. Can you pull the insights you need? Is the format usable? 

“You want to put some real data into the CRM and conduct versions of real-life workflows,” Andrew says.

This will help you figure out whether the CRM supports critical tasks like:

• Entering new customer data
• Exporting reports for analysis or team updates
• Backing up your CRM data
• Syncing data with other tools   

3. Test CRM integrations to avoid future friction   

If you want your CRM to fit seamlessly into your workflow, integrations matter. Think about how your team communicates, books meetings, tracks support issues, and analyzes data—and make sure the CRM can connect to those tools.

“Some CRMs come with integrations you can easily plug-and-play with built-in buttons. Some require you to do your own coding to bring them to life. Others are so complex that you’ll need to pay extra to have the CRM build them for you,” says Andrew.

Ask your sales rep to walk you through what’s possible. Are integrations easy to set up yourself, or will you need help from an engineer—or a paid service package?

At Streak, we offer native integrations with Google Workspace and apps like Calendly, Typeform, and Slack. Plus, Zapier and our Streak API give you even more flexibility to customize the experience.

Your goal here isn’t just to confirm that integrations exist—it’s to understand how much effort they’ll take to implement and whether your team will be comfortable managing them. 

4. Test CRM support before you need it

The support you get during your free trial often reflects the experience you’ll have as a paying customer—so pay attention. 

“When you conduct a free trial, your best move is to be a cynic. A company trying to earn your business will put their best foot forward,” advises Andrew.  

If support is slow, unhelpful, or hard to access during the trial, it’s a red flag.

“It’s so important to put in the work, test the CRM fully, and see what works and what doesn’t,” Andrew continues. “That way, you can go back to your sales rep with problems and limitations you encounter so they can guide you through those blockers.”

Don’t just rely on one support interaction—explore all the resources available:

• Help center articles
• Video tutorials
• Live chat or email support
• Onboarding materials or training sessions
  
  

Also consider your learning style. Do you prefer watching quick videos? Reading detailed docs? Talking to a real person? Make sure the CRM offers support in the formats that work best for you and your team.

At Streak, we offer live expert-led classes, live chat with a real human, on-demand video training in Streak University, and a robust knowledge base—so teams can get support the way they want it.

5. Assess whether the CRM will scale with your team 

It’s likely your organization has growth goals in mind. Your business won’t stay the same—and your CRM shouldn’t either. Whether you’re thinking of adding headcount or integrating new tech, your CRM should be able to scale alongside your team.     

"The first step is to understand how the CRM is priced,” says Andrew. “What modules are you going to use? Are you charged per user, monthly, yearly? Think about how these factors will change the budget if your team expands or if you add new features.”     

Scalability isn’t just about cost—it’s also about capabilities. As you evaluate a CRM, consider whether it can support:  

• Growing your team (does it handle added users or roles easily?)
• Future integrations or advanced features
• High-volume tasks like bulk emailing or mail merges
• Automations or AI features you may want down the line
• Expanding to new markets, languages, or mobile-first workflows
• Mobile accessibility—can your team work from both desktop and mobile?
• Ongoing product innovation and feature updates  

Ask the sales rep who’s helping with your free trial to walk you through real-world scenarios—like doubling your team or adding new functions—and explain how the platform handles them. Bonus points if they can share examples of other customers who’ve successfully scaled with the CRM. 

6. Make sure your team actually uses the trial

You’re probably not the only one who will use the CRM. To make sure your team adopts it successfully, they need to be part of the trial process—not just handed the tool after the decision is made.

A CRM only works if your team actually uses it. If the experience is clunky, unintuitive, or adds extra steps, people will avoid logging information—which leads to incomplete data and missed opportunities.

Use the trial as a testing ground for everyone involved. Share access with your core users and encourage them to test it with real workflows.

Here are a few simple ways to help your team stay engaged and give meaningful feedback:

• Set a clear deadline for the trial period so everyone knows the timeline
• Assign specific tasks or workflows for each person to try
• Gather feedback through a quick team meeting or shared doc

This gives you valuable insight into what’s working, what’s confusing, and what might prevent long-term CRM adoption. It also builds buy-in before you make a final decision.

Watch out for common CRM free trial red flags 

As you go through your trial, keep an eye out for issues that could cause major headaches down the line. Here are a few common red flags to look for:

Flashy features vs. everyday function

It’s easy to get distracted by AI-powered bells and whistles or slick dashboards—but the real test is whether the CRM handles your core day-to-day tasks.

“A common mistake is to get distracted by whatever flashy thing is most exciting without having done the mundane things,” says Andrew. “Cool AI will only be useful if it can actually help you solve your day-to-day tasks.”

Stick to the problems you identified at the start of your trial, and make sure the CRM helps you solve those first.

Too complex to set up or manage on your own

Some CRMs require developers or dedicated admins to customize or maintain. That might be fine if you have a large team or dedicated resources—but it’s a problem if you’re expecting to manage it yourself.   

Use the trial to figure out what level of support the CRM will require. Will you need a developer to build automations? A consultant to update workflows? If so, make sure that aligns with your budget, timeline, and team capacity. 

Make sure that you have a clear understanding of how easily you can get the CRM up and running once you commit.  

Don’t assume you’ll figure it out later

If you find yourself thinking, “I’ll get serious about using the CRM once we’re paying for it,” that’s a red flag. 

A CRM won’t magically become easier—or more useful—after the trial ends. If it’s not helping you today, it probably won’t tomorrow. 

Use the free trial to develop real habits and workflows. Test whether it fits into your team’s daily routine, solves the problems you identified, and supports your goals. That way, you’re not buying based on potential—you’re buying based on proof.

Turn free trial insights into a confident CRM decision

Once you’ve explored your top CRM options and gone through a free trial for each, it’s time to choose what’s best for your team.   

Use a simple framework to choose the right CRM

To keep your evaluations consistent—and avoid relying on vague impressions—consider creating a rubric your team can use to score each CRM across key areas.  

A shared rubric helps you:

• Stay focused on your original goals
• Evaluate each platform fairly and consistently
• Keep track of insights and feedback, even if your decision happens weeks later

Below is a quick walk-through of a CRM free trial evaluation rubric that you can repurpose for your own team.  

Drive CRM adoption with a smart rollout strategy

Choosing your CRM is just the beginning. A thoughtful rollout plan will keep your team aligned, increase CRM adoption, and increase the chances of long-term success. 

Here are a few ways to build momentum and drive adoption:

• Share a CRM rollout plan so team members know what to expect  

• Identify internal champions to lead onboarding and answer questions  

• Implement the CRM in phases, starting with high-impact workflows

• Customize your CRM to fit how your team works

• Define and track success metrics and track your progress  

• Provide ongoing training to for new hires and evolving needs 

• Use incentives or recognition to encourage consistent use 

The more structured your rollout, the more smoothly your team will transition—and the more value you’ll get from your investment. 

Know your business to maximize CRM free trial success  

If there’s one factor that predicts a successful outcome at the end of a CRM free trial, it’s how well you know your own business. 

"If you know your process, you’ll know whether or not a CRM solution fits in,” Andrew says. 

The clearer you are on your goals, challenges, and workflows, the easier it becomes to test the right things—and choose a tool that will truly support your team.