- Leaders demand simpler CRMs with immediate support and ROI
- Companies feel trapped by the cost and complexity of CRM
- Successful CRM Transitions Lead to Greater Business Efficiency
Despite the widespread adoption of customer relationship management (CRM) systems, many organizations struggle with dissatisfaction.
A recent report from Workbooks found that while 80% of sales and marketing professionals use a CRM, only 31% feel their current system adequately meets their needs.
This dissatisfaction, driven by the complexity, cost, and disruption associated with CRM systems, has left many companies trapped in a cycle of underperformance, unsure whether a change is worth the risk.
Impact on business performance
For companies, the gap between satisfaction and dissatisfaction with CRM systems is more than just a frustration: it is affecting critical performance metrics. The report highlights that satisfied CRM users outperform their counterparts in key areas such as lead generation and channel management.
Users who are happy with their CRM system score 5.9 out of 10 for lead generation effectiveness, compared to 4.9 among dissatisfied users. Similarly, channel management scores significantly higher among satisfied users, with a score of 7.6 versus 5.7 for those who are dissatisfied with their system.
These figures reveal the potential benefits of an effective CRM system, but they also show the widespread inefficiencies that many organizations face.
Even with a high level of dissatisfaction, many companies feel stuck in their current CRM setup. The Workbooks report reveals that nearly two-thirds (62%) of sales and marketing leaders feel “stuck” with their existing systems, largely due to the perceived challenges of making a change.
Fear of staff disruption (cited by 55% of respondents), potential cost (45%), and time investment required (36%) contribute to reluctance to change. This hesitancy means that many organizations continue to rely on outdated or underperforming systems, despite the negative impact on their business performance.
The complexity of many CRM systems further exacerbates this problem. According to 45% of respondents, CRM technology itself is a barrier, with systems overly complicated and difficult to adopt, leaving users frustrated and hampering the overall success of the tool.
The report indicates growing demand among sales and marketing professionals for CRM systems that offer robust functionality and simplicity. 77% of respondents said ease of use is a top priority when selecting a CRM, while 46% look for systems that offer a return on investment from the start.
To switch to a new CRM system, there are now incentives such as better customer service and more flexible cost structures. However, 31% of respondents still cite the need for better services, while 23% continue to seek lower costs. The findings suggest that the industry's current CRM offerings do not meet these expectations, leading many to consider alternative solutions that better align with their daily needs.
The report outlines key concerns around disruption, risk, cost and time, with disruption being the highest-rated challenge at 7.6 out of 10. Despite these concerns, successful CRM transitions lead to profits significant, particularly when organizations prioritize proper change and investment management. in comprehensive training to ensure long-term adoption.
“Sales and marketing leaders have the unique challenge of executing dual functions. This means it's even more important that their tools work for them and not against them. But our research shows that when they find the right CRM approach, they can dramatically improve performance across their broad span of control,” says Dan Roche, director of marketing at Workbooks.
“One problem is that many Sales and Marketing leaders don't have the empirical data to demonstrate that moving CRM isn't more trouble than it's worth. With this new research, the benefits of taking a different approach are now clear both quantitatively and qualitatively.”
