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- Executives demand simpler CRMs with immediate ROI and support
- Businesses feel trapped by the cost and complexity of CRM
- Successful CRM transitions lead to improved 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 CRMonly 31% feel that their current system adequately meets their needs.
This dissatisfaction, driven by the complexity, cost and disruption associated with CRM systems, has left many companies in a cycle of underperformance, unsure if a change is worth the risk.
Impact on firm performance
For businesses, the gap between satisfaction and dissatisfaction with CRM systems is more than a frustration, it affects critical performance metrics. The report highlights that satisfied CRM users outperform their counterparts in key areas such as lead generation and pipeline management.
Users who are satisfied with their CRM system score 5.9 out of 10 in lead generation effectiveness, compared to 4.9 among dissatisfied users. Likewise, pipeline management is rated significantly higher among satisfied users, with a score of 7.6 versus 5.7 for those who are unhappy with their system.
These figures reveal the potential benefits of an effective CRM system, but also show the widespread inefficiencies that many organizations face.
Even with high dissatisfaction, many companies feel trapped in their current CRM setup. The Workbooks report reveals nearly two-thirds (62%) of sales and marketing executives feel “stuck” with their existing systems, largely due to the perceived challenges of making a change.
The fear of disruption to the staff (cited by 55% of respondents), the potential cost (45%), and the investment of time required (36%) contribute to the reluctance to change. This hesitancy means that many organizations continue to rely on outdated or outdated systems, despite the negative impact on their business performance.
The complexity of many CRM systems also compounds this problem. According to 45% of respondents, the CRM technology itself is a barrier, with systems that are too complicated and difficult to adopt, leaving users frustrated and preventing the overall success of the tool.
The report indicates a growing demand among sales and marketing professionals for CRM systems that offer robust functionality and simplicity. 77% of respondents say ease of use is a top priority when selecting a CRM, while 46% look for systems that provide a return on investment right from the start.
For switching to a new CRM system, there are now incentives such as better customer support and more flexible cost structures. However, 31% of respondents still cite the need for better services while 23% continue to look for lower costs. The results suggest that the industry’s current CRM offerings are not meeting these expectations, leading many to consider alternative solutions that better align with their day-to-day needs.
The report outlines key concerns regarding disruption, risk, cost and time, with disruption being the highest challenge at 7.6 out of 10. Despite these concerns, successful CRM transitions lead to significant gains, especially when organizations prioritize own change management and invest. in full training to ensure long-term adoption.
“Sales and marketing managers have a unique challenge of managing dual functions. This means that it is even more important that their tools work for them, instead of against them. But our research shows that when they find the right CRM approach, they can it dramatically improves performance across its wide span of control,” says Dan Roche, Chief Marketing Officer of Workbooks.
“One problem is that many Sales & Marketing managers do not have the empirical data to show that the CRM movement is not more trouble than it is worth. With this new research, the benefits of taking a different approach are now clear quantitatively and qualitatively”.
