Nimble: A New Take (from Some Old Hands) on CRM

Updated: February 24, 2011

So why aren't more SMBs using more CRM yet?

  1. CRM's too hard - which means that solution providers have neither delivered nor sufficiently explained enough business benefit to persuade most SMB decision makers.
  2. CRM's too expensive - which means that not even cloud-based CRM solution providers have delivered solutions that are sufficiently affordable, easy to deploy and use and beneficial to the business to persuade those decision makers.

And for those who were quick to adopt CRM software, many are likely now finding varying degrees of difficulty in adapting those tools to deal with perhaps the biggest thing to hit CRM since CRM itself - social media. How best to track and manage the social exploits of your customers and prospects, or to engage them meaningfully via these new channels?

Enter Nimble, founded in 2009 by Jon Ferrara. In 1989, Ferrara was a founder of GoldMine Software, developers of pioneering, multi-award-winning CRM and sales force automation (SFA) software for SMBs. GoldMine CRM, now available from FrontRange Solutions, claims more than a million users. So Jon and his team at Nimble know their way around the challenges of delivering compelling software solutions for SMBs.

In a recent conversation, Jon said two really resonant things. One was that "humans want to help each other, but modern tools don't really enable us to do that." The other was that "the [relationship management software] market has not fundamentally changed in the 10 years since I left it [and sold GoldMine.]

In response to both drawbacks, Nimble combines the experience of Jon and his team with social media savvy and support, cloud-based delivery and usability that parallels that of popular Web-based resources such as Gmail, LinkedIn and Twitter.

Invitees to the current private beta test of Nimble, including this author, are asked to say nothing about the solutions features, functionality or look and feel until Nimble becomes publicly available. However, conceptually, the goal of Nimble is to tie together all of the contacts, calendars and communications that help to define, manage and optimize the relationships that matter most to an individual, a team or a business.

A key design goal, according to Jon, was to accomplish all of the above in ways that do not interfere with how users use the tools they use now. To meet that design goal, the Nimble team first built a software foundation with robust application programming interface (API) support. The user interface that cannot be discussed yet came after that.

So Nimble promises to consolidate all relevant, actionable information about all each user's contacts, their social and professional online network connections, all messages and all activities. And to bring together internal collaboration and external listening and engagement. And it promises to do so in ways that users and administrators will find to be better, cheaper and easier than competing CRM offerings.

After using the initial solution for a while, this author believes that the above are promises Nimble can likely keep, if the company can build and maintain a superior ecosystem of partners, developers and other stakeholders and contributors. Which this author also believes Nimble can do.

Nimble the team and the company promise much more, however. For starters, the first offering, Nimble Contact, designed for individual users, will be free. Follow-on offerings will include additional features to support teams, sales forces and full-blown CRM. Pricing will likely range from approximately $10 to $30 per user per month, depending on the edition chosen. (For comparison, currently charges $5/user/month for its Contact Manager for up to 5 users, $25/user/month for up to five users of its Group edition and $65/user/month for its unlimited-user Professional edition.)

Featured Research
  • 2017 CRM Buyer's Guide

    Customer Relationship (CRM) software has become one of the most important business tools in today’s world. By allowing you to better connect with new and existing customers, CRM is an indispensable tool for sales teams and customer service teams alike. But with so many choices available, it can be difficult to decide on a solution. more

  • The New 2016 CRM Comparison Guide

    Our new 2016 Q4 CRM Comparison Guide includes all the information you need to make the best purchase for your business. With relevant information on over 40 CRM vendors, you can learn what solution offers the features and pricing you need. more

  • CRM Software Cost Guide

    Did you know that you don’t have to spend a fortune to implement a CRM solution? In today’s marketplace, there are a variety of CRM options to choose from. And whether you’re a small business or a large enterprise, there are always ways to save. more

  • CRM Basics for e-Commerce Start-ups

    Customer Relationship Management (CRM) software is an invaluable tool for any e-commerce start-up. Your existing customers are the most valuable asset you have. With a CRM, you can better engage with them so that one-time customers become repeat customers and even evangelists for your brand. more

  • The Customer Connection

    To stay competitive, your small business needs to take advantage of CRM and social media. CRM software is a useful tool that can help you develop a social media presence and connect better with the customers you already have. more