Most companies do not choose bad software. They choose good software in isolation. A CRM solves one problem, a form builder solves another, a scheduling tool solves another and a helpdesk solves another. The difficulty starts when those systems do not share the same customer context.
Before choosing new software, map the full customer journey. Ask what happens before the first enquiry, after the first form submission, after the proposal, after the invoice, during the project, during support and during renewal. If the answer requires five disconnected systems, the business is not only buying software. It is buying future integration work.
A better selection process starts from the business process, not from the feature list.