Why

You didn't tell me lead volume, team size, or what's actually breaking — and at €50m that matters, because the answer for equipment sales (long B2B cycle, named accounts) is completely different from the answer for service and testing (recurring 6 and 12-month LOLER inspections, engineer routing, certificate generation). Most lifting companies your size lose money not on the sales side but because the testing renewal book leaks — customers don't get chased for their re-test and a competitor walks in with a quote. That's a field-service-management problem dressed up as a CRM problem.

What you actually need

1. Pipeline CRM for equipment and tackle sales — HubSpot Sales Hub Starter (£15/seat/mo) or Pipedrive Advanced (£34/seat/mo) — named-account view, quote tracking, renewal reminders for hire contracts. One pipeline per revenue line.
2. Field service software for the service/testing arm — Joblogic, BigChange, or Protean (all UK-based, £30–60/engineer/mo) — engineer scheduling, LOLER certificate generation, automatic re-test reminders 60 days before expiry. This is the bit a generic CRM cannot do.
3. A habit — the renewal book review — every Monday someone owns the list of inspections due in the next 90 days and confirms each one is booked. Not "in the system" — booked, with an engineer assigned.

Do this today

Open a blank document and write down, in three columns, what system holds (a) equipment sales opportunities, (b) loose tackle repeat orders, (c) service/testing customer records and next-inspection dates. If any column is "spreadsheet" or "the engineer's head" or "different in each depot", that's the one to fix first — not the CRM you were about to buy. By tonight you'll know whether you have a CRM problem or a field-service problem.

What to ignore

Skip Salesforce Sales Cloud (£60+/seat/mo) and HubSpot Sales Hub Professional (£80/seat/mo) — both will be pitched hard at a €50m business and both will leave the service/testing side completely unsolved, which is where your revenue actually leaks. Anyone selling you "an all-in-one CRM" without asking how LOLER re-tests are scheduled doesn't understand your business.

What doing nothing costs you

At €50m revenue with service and testing as a recurring line, even a 5% leak on inspection renewals is a seven-figure annual gift to your competitors — and you won't see it in any report because the customer just quietly stops calling.

When to revisit this

When you can tell me the exact percentage of LOLER re-tests booked 30+ days before expiry — if you don't know that number, the tool isn't the problem yet.