The team behind 360 Business Tool has decades of experience developing and implementing business systems for some of Denmark’s largest corporations. But in 2010, Henrik Høyer, founder and director of the company, decided to do things differently. He wanted to create a subscription-based CRM tool tailored for small and medium-sized businesses (SMBs) on the Scandinavian market. Høyer and his team spent the following two years in a basement analysing their accumulated experience to identify the crucial components of an efficient CRM system.