Customer Relationship Management (CRM) systems are the backbone of most high-growth businesses, and for good reason. In short, they (should) provide a 360-degree view of your customers, while enabling you to leverage data to improve buyer interactions, streamline internal processes and drive revenue growth.
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However, as businesses mature, so do their needs. What was once seen as a cutting-edge CRM solution can quickly become a clunky, outdated relic. Almost overnight, your CRM can become quicksand for your go-to-market operations - threatening to grind everything to a halt.
A CRM that was ideal for a smaller operation probably won’t be able to scale to support the increased volume of data, users, or sophistication required by a larger business. This is likely to lead to inefficiencies and missed opportunities.
There's some obvious pain points that are associated with a problematic CRM - and they often compound to create a tipping point highlighting a clear need for change.
Key reasons to ditch your current CRM
Complexity: Most leading CRMs have built out their functionality to include marketing automation, sales execution, commerce and customer service tools - yet still only a fraction of this functionality is ever-used. Why? Because some CRMs are just too damn complex - especially those whose functionality has been stitched together, as a result of an acquisition frenzy.
In 2023, marketers’ reported using only 33% of their tech capability, which is down from 42% in 2022 and 58% - as revealed by Gartner. We cover this topic in some depth in another one of our recent blogs, 'How to overcome the under-utilisation of your martech stack.'
Lack of integration: Some CRM platforms don’t integrate well with other tools either, and not enough has been done to ensure the data flowing through the CRM is the single version of the truth.
Complexity and lack of integration are the main underlying issues leading to a whole host of other reasons for moving to a new CRM platform.
Ease of use: As CRM systems become overly complex, they just become horrible for employees to use. If a CRM is not user-friendly, it will lead to low adoption rates among teams, which undermines its effectiveness and ROI.
So, simplifying the user interface and improving the overall user experience can be a significant reason for switching to a new CRM.
Limited access via mobile devices: 82% of sales people say that mobile access to their CRM greatly enhances adoption and in-turn leads to better quality data. That's according to a recent CRM survey from Resco. Nevertheless, some CRMs still only provide very basic mobile access. This issue might be severely hampering your ability to get your sales team to fully utilise your CRM.
Limited reporting & analytics: Companies also sack-off their legacy CRMs for more advanced platforms with beefed-up reporting and analytics - with some now also enabled by artificial intelligence (AI) too (see next bullet).
Many companies are still flying blind when it comes to truly understanding customers, as well as the performance of their customer-facing teams. Increasingly, we are seeing this is an important reason for dumping a CRM that hasn’t kept pace.
Lack of AI-enabled features: AI-powered CRMs analyse extensive customer data to uncover opportunities, enabling personalised marketing engagements. They also use predictive analytics for sales forecasting and lead prioritisation. And increasingly CRMs have AI-driven chatbots and virtual assistants built-in as standard features. If your CRM is behind with AI, or its AI functionality is difficult to use, then your platform will turn you into a laggard in the not so distant future.
Excessive costs: Last but not least, is cost. Another biggie, particularly when it comes to the large enterprise CRMs. It’s always an eye-opener when companies decide to procure a CRM that's been priced at a premium for the larger enterprise, when they aren’t a larger enterprise.
Enterprise CRM vendors are also notorious for hiking-up their prices and often their systems require extensive customisation and ongoing support. That’s a heady mix of extortionate licence costs, expensive in-house talent and bank-breaking external consultants. Not to mention the frustration of being locked-in to a vendor, who you feel is continually having your pants down.
Time to put the boot in
The truth is you don’t have to pay top, top dollar for a good CRM. This is why many companies are moving away from pricey enterprise CRMs to more affordable platforms, without having to compromise on functionality or user experience. Much of this shift is being driven by the need for a CRM that is more user-friendly. In fact 'ease of use' was noted as the top buying criteria in Efficy's 2024 CRM Buyer's Guide.
When it comes to CRMs, big is not always better. And although the idea of migrating from an enterprise CRM maybe a little uncomfortable, once the pain of same exceeds the pain of change, there's really no other option. As Stormzy famously said, ‘You’re never too big for the boot.’ He was obviously referring to enterprise CRMs.
If this sounds at all familiar and you’re at the point where something needs to be done, the rest of this blog will help you think through your next move.
Key considerations when migrating to a new CRM
Once you've decided to make the switch, there are several key considerations to keep in mind when evaluating a new CRM - but a good start is to just reverse the limitations you’ve previously experienced.
Integration capabilities should certainly be near the top of your list though. Your new CRM needs to play well with your existing tech stack, from your marketing automation tools to your customer service platforms. We’d put ease of use as another top priority, to ensure you get full adoption and payback to make any migration worthwhile.
Pricing is obviously a major factor, but don't just look at the sticker price. Consider the total cost of ownership, including implementation, training, and ongoing maintenance. Sometimes, a higher upfront cost can lead to savings down the line through increased efficiency and productivity. And don’t plan to customise the fuck out of your new CRM, as that just makes it all the more expensive.
Aside from the platform itself, the impact on your teams can't be overlooked. If managed badly, change can be a real pain in the ass, so you need a solid plan for training and adoption. Involve key stakeholders early in the migration process to ensure they are onboard.
Data security, privacy and compliance are other critical considerations. Your CRM houses some of your most sensitive customer data, so make sure your new platform has robust security and governance measures in place.
Migration process considerations
When it comes to the actual migration process, proper planning is crucial. Start with a thorough analysis of your current system, identifying pain points and must-have features for the new platform. Clean and prepare your data before the move – there's no point in transferring outdated or irrelevant information.
You'll undoubtedly also have to go through a data mapping exercise to ensure the transfer of data comes across without a hitch.
Testing is vital. Start with a small data set to iron out any kinks before going all in. When you're ready for the full migration, try to schedule it during a quieter period to minimise any potential disruption.
The timing of your CRM migration is also a delicate balancing act that requires careful consideration. You'll want to avoid the financial burden of paying for two CRMs simultaneously, but rushing the process can be equally problematic.
It's crucial to ensure that your old CRM isn't shut off before your new platform is ready to use. This means planning your migration to be completed well before your current CRM contract expires. Waiting until the last minute could result in the loss of important data or access to features in your current CRM that are essential for completing the migration.
Some CRM providers may limit access to certain features or data export capabilities as you approach the end of your contract. To avoid these pitfalls, start the migration process well in advance of your contract's end date, giving yourself ample time to handle any unforeseen challenges that may arise during the transition.
Post-migration, focus on training and support. Your new CRM is only as good as the people using it, so make sure your team is comfortable with the new system. Assign a dedicated CRM manager to oversee the transition and provide ongoing support.
Typical timeframes for migration
As for timeframes, it’s a bit, ‘How long is a piece of string?’ There’s a lot of unique variables to each business. Generally, be prepared for the process to take anywhere from a few weeks to several months, depending on the size and complexity of your needs.
The initial assessment and planning phase might take a few days to a couple of weeks. Data cleaning and preparation can stretch from several days to weeks, depending on the state of your current data. System customisation and configuration typically takes a few weeks, while the actual migration execution can range from a few days to a few weeks. Post-migration testing and training can add additional days or weeks to the process.
Don't rush it – a well-executed migration is worth the time investment. You're not just transferring data, you're setting up a new system that will be central to your business operations for years to come.
HubSpot use cases for B2B technology firms
An overview of 14 sales and marketing use cases to help you drive growth, increase efficiency and improve ROI.
CRM friction point checklist
To wrap this up, here’s some of the major sore spots that would suggest you need to call time on your current CRM:
- Data silos preventing seamless information-sharing between departments
- Manual data entry eating up valuable time
- Duplicate records leading to confusion and wasted efforts
- Inability to track customer interactions across multiple channels
- Limited or non-existent automation features for repetitive tasks
- Unreliable data sync causing inconsistencies across the marketing, sales and service teams
- Lack of a unified customer view across sales, marketing, and service
- Lack of accurate multi-touch attribution reporting for marketing
- Ineffective management of leads between marketing and sales - lead leakage, delayed follow-ups etc.
- Minimal integration with your wider tech stack creating duplication and inefficiency
