One possibility is to specialize to a smaller market or to a smaller function. If the big company is making a generalized CRM, make a CRM specifically designed

One possibility is to specialize to a smaller market or to a smaller function. If the big company is making a generalized CRM, make a CRM specifically designed for accountants or tutors or talent agents. You'll be able to tailor your messaging, design, and marketing to a level that the big company simply cannot follow. Your smaller size can be one of your greatest assets.