Last updated September 19, 2014. Please visit the official site for the most up-to-date information.
Advanced CRMs can be complicated. Very complicated. They're filled with forms and options, places to track contacts and leads and deals and everything else you could think of. Theoretically they should simplify your sales process, but realistically they'll take a lifetime to master. You're busy, and so you'll be inclined to keep using whatever you're using now instead of investing the time into learning how to use a new CRM.
There's simpler CRMs, ones aimed just at tracking contact info or keeping conversations in one place. They're great, and far easier to start using, but may not have enough power for your business. If you really need to track leads, convert them into deals, and specify a specific sales pipeline for your team, you'll need something more powerful.
Base strikes a happy balance between the two extremes. It's designed for keeping up with even the most complicated sales pipelines, and yet it's simplified away the complexity so it's not much harder to start using than the simplest CRMs.
You'll find an easy-to-use interface in Base that puts the emphasis on your content and what you need to do next. Open contacts or your sales pipeline, and you'll see the list of entries that you'd expect. On the sidebar, you'll see a Refine toolbar that has quick tools to narrow down your search and see just the contacts or deals that you want to see.
Then, its most unique feature is its customized sales pipeline. You can define the sales stages that your team needs, then browse through your pipeline and see the potential deals in each stage complete with their value. Hover over the right side of a deal, and the filter sidebar will turn into a bar with the next stage in your pipeline, so you can drag-and-drop your lead right into the next stage. There's no clutter, as all the other deals are hidden away, but there's still the drag-and-drop simplicity to move your deals along.
There's more, too. The Communications Center packs all the power of a conversation-centric CRM. It'll automatically sync relevant conversations from Outlook and Gmail to Base, so you won't have to copy or forward emails to keep track of them. You'll then be able to use Base's powerful filtering to sort through your conversations, attach them to deals, and more. And if emails aren't enough, you can make and receive calls and text messages from Base, tracking and even recording them along with your contacts and deals. It's everything you'd want from a conversation-centric CRM, with the power to manage deals and more.
When it's time to step back and see what your team has accomplished in Base, you'll find its reports tool to be as easy to use as the rest of the app. It automatically builds dozens of specific reports about your sales pipeline, communications times, phone calls, and more. There's even the same filtering tools in reports that you've gotten used to in the rest of the app, giving you a simple way to drill down into the reports without having to generate custom reports for everything.
Powerful doesn't have to mean complex. That's what Base is trying to prove, with a combination of intelligence and a simplified UI that only shows you what needs done next. And it's doing a pretty good job at that.
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