"43% of CRM customers have been realizing they use less than half of the features of CRM” - Salesloft
"63% of CRM projects fail" - Merkle group 2013
There are many reasons why CRM implementation, adoption and gaining full value can be difficult. Some are related to these challenges
- For sales, CRM is just a reporting tool which doesn't add any value to them maximizing their sales results
- Lack of management involvement
- The new ways of working which the new system enables, requires more focus and effort to change than planned
- The new CRM requires a cultural change in the way sales is managed and how the organization works together
If a CRM implementation or re-adoption of a CRM is not seen as a cultural change and a change in sales philosophy, then there are minimal chances of succeeding. CRM is a disciplined approach to maximizing customer value.
CRM should not be seen as one big project, because as your business evolves, you are continuously improving your sales, marketing and service platforms to increase competitiveness. Technology development is fast and therefore your CRM will never quite be ready, and that's a good thing.