Kit Digital 2026: how to fund a CRM and sales analytics for your company
Grants of up to €12,000 for companies with 10 to 49 employees in Spain. How to use Kit Digital 2026 on CRM and sales analytics without buying what you do not need.
Kit Digital is a Spanish public funding programme. This article is relevant to companies established in Spain.
Kit Digital 2026 continues to offer grants of up to €12,000 for companies with 10 to 49 employees. Among the fundable categories there are two that bear directly on measuring sales: customer management (CRM) and Business Intelligence and analytics.
Plenty of companies use the grant to buy a tool that nobody then uses. This article explains how to avoid that: what Kit Digital funds, what to ask for, and how to make sure the grant ends up as a system that measures advertising in sales.
What Kit Digital funds in these two categories
The programme works through solutions implemented by an accredited digitalisation agent. The two categories that matter here:
Customer management (CRM). A system where contacts, opportunities and their status are recorded. It covers lead management, opportunity tracking, reporting and, in the more complete solutions, integration with other tools.
Business Intelligence and analytics. Tools that bring together data from several sources and present it in dashboards for decision-making. A dashboard joining ad spend to CRM sales fits here.
The maximum amount per category and the exact conditions depend on the company’s segment and on the call in force. Before deciding, check the terms on the Red.es electronic office and confirm with the digitalisation agent what is and is not included.
The usual mistake: buying the tool without defining the use
The grant covers the tool. It does not cover the decision about what you want it for. And that decision is what determines whether the grant achieves anything.
A CRM installed with no definition of what a qualified lead is, with no salespeople updating it and no connection to the ads, is an expensive database. A Business Intelligence dashboard showing clicks, impressions and form fills measures nothing the ad platform does not already show you.
What creates the value is not the tool. It is that the tool records what matters and connects what is currently separate.
What to ask for so that it is worth having
If the goal is to measure advertising in sales, there are five requirements the CRM and the analytics have to meet. It is worth taking them in writing to the conversation with the digitalisation agent.
| Requirement | Why |
|---|---|
| A lead source field (campaign, ad, channel) | Without it you cannot know which ad brought which sale |
| Configurable lead statuses, including “qualified” | The company’s criteria have to live inside the system |
| First contact date recorded | To measure sales response time |
| Deal value on the won opportunity | With no value there is no return to calculate |
| Data export or API | To send offline conversions to Google and Meta |
A CRM that does not meet all five may be perfectly good for other things. It is not good for measuring campaigns.
Your own CRM or an included one
There are two routes and both are valid.
An off-the-shelf CRM. HubSpot, Zoho or similar. These make sense when the company already uses one, when it has a large sales team, or when it needs functions beyond lead tracking. The grant can cover implementation and configuration. Nexus connects to them to handle the measurement and the signal.
A CRM included in the measurement system. For companies with no CRM, or with one nobody uses, a simple CRM already connected to the ads can be the option with the least friction. Nexus includes one with what is needed: statuses, source, contact date, value, and the signal to Google and Meta already built in.
The choice depends on what the company has and what it will genuinely use. Not on what the grant covers.
What Kit Digital does not cover
It is important not to confuse what is funded with what is needed:
- It does not cover advertising spend. Ads are paid for separately.
- It does not cover campaign management. It is a grant for digitalisation, not for marketing.
- It does not guarantee the tool gets used. Internal adoption is the company’s responsibility.
In other words, Kit Digital can pay for the measurement infrastructure. The strategy, the campaigns and the discipline of recording every lead are another matter.
How to fit the grant into a measurement project
A sensible order for a company with 10 to 49 employees that spends on advertising and does not measure sales:
- Define the criteria. What a qualified lead is, which statuses exist, who updates them. This comes before any tool and costs nothing.
- Apply for the grant in the CRM and analytics categories, with the requirements from the table above.
- Implement the CRM with the digitalisation agent, making sure the source field and the deal value are there.
- Connect the ads so that every lead arrives with its campaign attached.
- Switch on the signal to Google and Meta with offline conversions and CAPI.
- Measure a full sales cycle before drawing conclusions.
Steps 1, 4, 5 and 6 are what turn a subsidised CRM into a measurement system. The grant helps with steps 2 and 3.
Timing and caution
Kit Digital calls have deadlines, application requirements and a justification process. The time between application, award and implementation can run to months. It is worth:
- Checking your company’s segment and the maximum amount that applies.
- Confirming the digitalisation agent is accredited in the specific category.
- Keeping all documentation for the justification.
- Not making your advertising spend dependent on the grant arriving. They are independent processes.
Before applying
The question to answer first is not how much grant you qualify for. It is what the CRM has to record so that in six months you know which campaign brought each sale. The diagnostic reviews the current state of your CRM and your measurement and comes back with a list of what is needed, grant or no grant.