- Leaders want simpler CRM with immediate return on investment and support
- Businesses feel constrained by the cost and complexity of CRM
- Successful CRM transformation improves business efficiency
Despite the widespread adoption of customer relationship management (CRM) systems, many organizations still struggle with dissatisfaction.
A recent report from Workbooks found that 80% of sales and marketing professionals use customer relationship managementonly 31% believe their current systems are adequate for their needs.
This dissatisfaction, fueled by the complexity, cost, and disruption of CRM systems, has left many companies trapped in a cycle of underperformance, unsure whether change is worth the risk.
Impact on business performance
For businesses, the gap between satisfaction and dissatisfaction with a CRM system is more than just a source of frustration; it affects key performance indicators. The report highlights that satisfied CRM users outperform their peers in key areas such as lead generation and channel management.
Satisfied users of the CRM system scored 5.9 out of 10 in lead generation effectiveness, while dissatisfied users scored 4.9. Likewise, satisfied users rated pipeline management significantly higher, with users who were dissatisfied with the system rating it 7.6 compared to 5.7 for dissatisfied users.
These numbers reveal the potential benefits of an effective CRM system, but also illustrate the common inefficiencies faced by many organizations.
Despite high levels of satisfaction, many businesses still feel trapped in their current CRM setup. The Workbooks report shows that nearly two-thirds (62%) of sales and marketing leaders feel “stuck” with their existing systems, largely because they recognize transformation challenges.
Fear of employee disruption (cited by 55% of respondents), potential costs (45%) and the time commitment required (36%) all contribute to a reluctance to change. This hesitation means many organizations continue to rely on outdated or ineffective systems, despite the negative impact this has on their business performance.
This problem is further exacerbated by the complexity of many CRM systems. 45% of respondents said that CRM technology itself is a barrier, with systems being overly complex and difficult to adopt, frustrating users and hindering the overall success of the tool.
The report demonstrates the growing demand among sales and marketing professionals for powerful yet simple CRM systems. 77% of respondents stated that ease of use is the top consideration when choosing a CRM, while 46% seek a system that delivers return on investment from the start.
In order to switch to a new CRM system, there are now incentives such as better customer support and a more flexible cost structure. However, 31% of respondents still expressed a need for better services, while 23% continued to seek lower costs. The survey results indicate that the industry’s current CRM products are not meeting these expectations, leading many to consider alternative solutions that better meet their day-to-day needs.
The report outlines key issues around disruption, risk, cost and time, with disruption being the highest-rated challenge at 7.6 out of 10. Especially when organizations prioritize appropriate change management and invest in comprehensive training to ensure long-term adoption.
“Sales and marketing leaders face the unique challenge of dual functions. That means their tools work for them, not against them, which is even more important. But our research shows that when they find the right CRM approach , can significantly improve performance within its wide range of control.
“The problem is that many sales and marketing leaders don’t have the empirical data to prove that migrating a CRM isn’t more trouble than it’s worth. With this new research, the benefits of taking a different approach are now both quantitative and qualitative. obvious.