Why Your CRM Isn't Working (And How to Fix It)

Introduction

You’ve invested in a CRM, but no one is really using it properly. Sound familiar? For many businesses, CRM adoption is a constant battle. Instead of being a game-changer for sales and customer success, it becomes an administrative headache.

Based on my experience of working with CRMs and introducing them to companies for the last 13 years, I’ve seen firsthand the challenges businesses face when trying to implement and drive adoption.

The truth is, a CRM should be an enabler—helping teams close deals faster, manage relationships effectively, and gain insights that drive business growth. But when CRM isn’t working, it’s often due to common pitfalls that hinder adoption and productivity. Let’s explore why your CRM isn’t delivering and how to fix it...

Overly Complex Screens and Processes

The Problem: CRM should simplify work, not add to it. But too often, users are overwhelmed by cluttered screens, unnecessary fields, and rigid workflows that don’t match their daily activities.

The Fix:

• Streamline the interface by hiding non-essential fields and personalising views by role.
• Remove redundant steps in processes to make CRM workflows faster and more intuitive.
• Implement dashboards that surface only what each user needs to see, keeping it clean and actionable.

Takes Too Much Time to Input Data

The Problem: Sales teams don’t want to spend time manually entering data when they could be selling. If updating CRM feels like an administrative burden, they will resist it.

The Fix:

• Automate data entry by integrating email and call logging directly into CRM.
• Use voice-to-text features for quick notes.
• Provide templates for standard data entry to reduce manual effort.
• Make mobile CRM functionality seamless so users can update records on the go.

Users Keep Spreadsheets or Notes Outside of CRM

The Problem: When CRM is too complicated, users revert to spreadsheets or notes in their email client, creating data silos and inconsistencies.

The Fix:

• Highlight the benefits of centralising information in CRM (better reporting, real-time data access, cross-team collaboration).
• Set a clear rule: "If it’s not in the CRM, it doesn’t exist."
• Provide training that focuses on time-saving features within the CRM.

No One Is Experiencing the Value of CRM

The Problem: If users feel CRM exists to "catch them out" rather than help them succeed, engagement will be low.

The Fix:

• Shift the mindset from CRM as a "monitoring tool" to an "empowerment tool" for sales and customer success teams.
• Showcase real-life examples of how CRM has helped close deals faster and improve customer relationships.
• Encourage leadership to use CRM data for coaching rather than just performance tracking.

CRM Doesn’t Integrate With Other Systems

The Problem: If CRM doesn’t sync with email, finance, or marketing tools, users are stuck duplicating data across multiple systems.

The Fix:

• Ensure CRM integrates with key business tools to create a seamless workflow.
• Use automation to eliminate duplicate data entry.
• Make CRM the "single source of truth" rather than just another disconnected platform.

Conclusion

CRM isn’t broken—it just needs to be aligned with how people actually work. By simplifying processes, reducing manual effort, improving integrations, and shifting the perception of CRM from a burden to an asset, you can drive real adoption and value.

If you’re struggling with CRM adoption, start by fixing just one or two of these issues first, rather than overhauling everything at once.

What’s been your biggest challenge with CRM adoption? Let’s discuss in the comments!