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Custom CRM vs Off-the-Shelf: Make or Buy?
Sometimes the thought comes up: "Can't we just build this ourselves?" With CRM, the answer is almost always no, you shouldn't. But let's look at the facts.
Quick comparison
| Criterion | Off-the-shelf software (Buy) | Custom development (Make) |
|---|---|---|
| Time-to-value | Weeks | 12-24+ months |
| Upfront cost | Low (subscription) | Very high (100k-500k+) |
| Ongoing cost | License fees | Developer salaries + infrastructure |
| Maintenance effort | Handled by the vendor | Entirely your own |
| Security | Enterprise standard | Your responsibility |
| Customizability | High (APIs, plugins) | Total |
| Risk | Low | Very high |
| Focus distraction | None | Considerable |
Detailed ratings
Feature comparison
| Feature | Off-the-shelf software (Buy) | Custom development (Make) | Notes |
|---|---|---|---|
| Contact management | Custom: build it yourself | ||
| Pipeline management | Custom: build it yourself | ||
| Email integration | Custom: complex to build | ||
| Automations | Custom: very labor-intensive | ||
| Mobile app | Custom: additional effort | ||
| Reporting | Custom: build it yourself | ||
| API access | |||
| Regular updates | Custom: your responsibility | ||
| Support | Custom: provide it yourself | ||
| Community | |||
| Documentation | Custom: write it yourself | ||
| Integrations | Custom: build them yourself | ||
| Security updates | Custom: your responsibility |
Price comparison
| Plan | Off-the-shelf software (Buy) | Custom development (Make) | Notes |
|---|---|---|---|
| Year 1 | €10,000-50,000 | €100,000-500,000 (development) | |
| Year 2 | €10,000-50,000 | €50,000-150,000 (maintenance) | |
| Year 3 | €10,000-50,000 | €50,000-150,000 | |
| 5-year TCO | €50,000-250,000 | €350,000-1,000,000+ |
Pros and cons
Off-the-shelf software (Buy)
Pros- Ready to use immediately
- Proven features
- Regular updates from the vendor
- Large user community
- Support and documentation
- Integrations available
- Predictable costs
- Best practices built in
- Not 100% customizable
- Dependence on the vendor
- Possibly features you don't need
- Ongoing license costs
Custom development (Make)
Pros- Tailored exactly to your own processes
- Full control over the code
- No license costs
- Potential for differentiation
- Independence from vendors
- Enormous development costs (often six figures)
- Long development time (12+ months)
- Ongoing maintenance and updates on your own
- Developers have to be retained
- Ensuring security yourself
- Opportunity cost: focus away from the core business
- Every feature that off-the-shelf CRMs already have must be built
Our verdict
Choose Off-the-shelf software (Buy) if:
Choose Custom development (Make) if:
Frequently asked questions
Practically only when CRM is your core product or you have extremely specific compliance requirements that no off-the-shelf CRM can meet.
The hidden costs (communication, quality issues, maintenance, loss of know-how) rarely make it cheaper. On top of that comes the enormous risk.
Modern CRMs are extremely adaptable through APIs, plugins and configuration. Custom objects, workflows and integrations make almost anything possible.
An option between buying and building. But here too: hosting, customization and maintenance cost time and money.
Have an honest cost-benefit analysis done. IT teams often significantly underestimate the total effort.
Before you consider building your own...
Let us check whether an off-the-shelf CRM meets your requirements after all. Usually the answer is yes, and you save a lot of time and money.
