8 Reasons Why a CRM Project Fails
Posted: Sun Jan 05, 2025 8:20 am
Getting your employees to use a new CRM effectively, no matter how good it is, takes more than just getting out the checkbook and providing training upon delivery.
Worse, I can't count the number of times a management team has told me something like: " They're going to use CRM, I gave them the order! "
Yeah… It really doesn't work like that.
A CRM project is a structuring project for the company.
However, a structuring project necessarily generates major changes in the daily lives of your teams.
These changes must be anticipated, explained and, above all, supported.
Are you planning to change your CRM? Here are 8 reasons why a CRM project is a failure. Partial or total!
1. Partial adoption of CRM
Low team adoption rate is the root cause of most CRM project failures.
This happens when your teams actively resist learning new usages.
And it's a totally natural reaction!
This is often due to the fact that the CRM is lagging behind in its deployment but above iceland email list all that it is not well integrated into existing workflows and business processes .
This situation can be avoided very simply.
It is therefore essential to include the end users of the new CRM in the first working meetings in order to identify the points that could prove to be blocking to the implementation and to test the user experience as early as possible.
2. A lack of vision
Companies that embark on a CRM project and fail generally make 2 mistakes.
First, they do not set a specific goal.
What do you expect from this new CRM? In terms of sales performance but also productivity? Within what time frame?
The other mistake is that they don't take the time to identify all the stakeholders who will be affected by the implementation of a new CRM.
Salespeople are obvious. But who else?
Because CRM software is designed to be flexible, providing multiple features for many departments.
Without a clear vision of what you need, it can be easy to lose sight of the planning and implementation process.
The less specific your plans and processes are, the more likely it is that your new CRM implementation will fail.
3. Thinking that CRM is just a tool
It's easy for businesses to get excited about the technology behind a CRM project.
But it is important to remember that a CRM solution is always at the service of your business management processes.
Technology alone cannot therefore improve processes.
When CRM is combined with the right work processes, used by well-trained employees, the full potential of the software can be exploited to generate interesting results.
Conversely, if your sales processes are not good, CRM will only accentuate the points of friction.
4. Underestimating the need for operational support
In an ideal world, your CRM project should have one (or more) “champions” on staff who act as the go-to person for the project.
A person who is comfortable with technology and is ready to adopt it before others to become an ambassador for it among their colleagues.
However, in addition to your “champion(s)”, it is absolutely vital to have a high level of support from your integrating partner.
Your champions and teams will always have questions about the system, and your CRM will inevitably need revisions and tweaks as your business grows and changes.
5. Rolling out too many features too quickly
CRM software is designed with customization in mind, with dozens of properties that can be configured for specific use cases.
Unfortunately, some companies make the mistake of using all of these options in a short time frame, rather than using only the essential ones first.
Why introduce and train your teams on specific tools that they will never use?
This will only make their adoption of the new CRM more complicated.
6. Not setting measurable goals
We're back!
How do you know if you have implemented a CRM solution that meets the expectations of all stakeholders?
If the setup is not optimal, how do you know?
Without setting goals, there is no way to know if your CRM project is a success.
Without identifying clear, measurable goals that can be easily tracked, analyzed, and evaluated, your project is likely to fail.
7. Not involving end users
A process that is defined by a technician will surely not make sense – at least not the same – to the end user who will be on that system all day, every day.
Your end users are the very ones who will determine whether a CRM project is a success or a failure.
A poorly designed and poorly configured CRM results in users naturally avoiding using it.
Worse yet, they will use it in a way that will make your processes less efficient than if they did not have a CRM.
A joke.
8. Consider CRM implementation as a “One-Shot” action
A good CRM is not the result of a single, perfectly executed implementation.
A good CRM, for all your teams, is the sum of continuous improvements and revisions that lead to optimal adoption.
CRM will never definitively meet your needs because your business is constantly evolving.
A good implementation partner knows that a CRM project never really ends.
Contacts must be provided and regular to keep the CRM healthy.
Worse, I can't count the number of times a management team has told me something like: " They're going to use CRM, I gave them the order! "
Yeah… It really doesn't work like that.
A CRM project is a structuring project for the company.
However, a structuring project necessarily generates major changes in the daily lives of your teams.
These changes must be anticipated, explained and, above all, supported.
Are you planning to change your CRM? Here are 8 reasons why a CRM project is a failure. Partial or total!
1. Partial adoption of CRM
Low team adoption rate is the root cause of most CRM project failures.
This happens when your teams actively resist learning new usages.
And it's a totally natural reaction!
This is often due to the fact that the CRM is lagging behind in its deployment but above iceland email list all that it is not well integrated into existing workflows and business processes .
This situation can be avoided very simply.
It is therefore essential to include the end users of the new CRM in the first working meetings in order to identify the points that could prove to be blocking to the implementation and to test the user experience as early as possible.
2. A lack of vision
Companies that embark on a CRM project and fail generally make 2 mistakes.
First, they do not set a specific goal.
What do you expect from this new CRM? In terms of sales performance but also productivity? Within what time frame?
The other mistake is that they don't take the time to identify all the stakeholders who will be affected by the implementation of a new CRM.
Salespeople are obvious. But who else?
Because CRM software is designed to be flexible, providing multiple features for many departments.
Without a clear vision of what you need, it can be easy to lose sight of the planning and implementation process.
The less specific your plans and processes are, the more likely it is that your new CRM implementation will fail.
3. Thinking that CRM is just a tool
It's easy for businesses to get excited about the technology behind a CRM project.
But it is important to remember that a CRM solution is always at the service of your business management processes.
Technology alone cannot therefore improve processes.
When CRM is combined with the right work processes, used by well-trained employees, the full potential of the software can be exploited to generate interesting results.
Conversely, if your sales processes are not good, CRM will only accentuate the points of friction.
4. Underestimating the need for operational support
In an ideal world, your CRM project should have one (or more) “champions” on staff who act as the go-to person for the project.
A person who is comfortable with technology and is ready to adopt it before others to become an ambassador for it among their colleagues.
However, in addition to your “champion(s)”, it is absolutely vital to have a high level of support from your integrating partner.
Your champions and teams will always have questions about the system, and your CRM will inevitably need revisions and tweaks as your business grows and changes.
5. Rolling out too many features too quickly
CRM software is designed with customization in mind, with dozens of properties that can be configured for specific use cases.
Unfortunately, some companies make the mistake of using all of these options in a short time frame, rather than using only the essential ones first.
Why introduce and train your teams on specific tools that they will never use?
This will only make their adoption of the new CRM more complicated.
6. Not setting measurable goals
We're back!
How do you know if you have implemented a CRM solution that meets the expectations of all stakeholders?
If the setup is not optimal, how do you know?
Without setting goals, there is no way to know if your CRM project is a success.
Without identifying clear, measurable goals that can be easily tracked, analyzed, and evaluated, your project is likely to fail.
7. Not involving end users
A process that is defined by a technician will surely not make sense – at least not the same – to the end user who will be on that system all day, every day.
Your end users are the very ones who will determine whether a CRM project is a success or a failure.
A poorly designed and poorly configured CRM results in users naturally avoiding using it.
Worse yet, they will use it in a way that will make your processes less efficient than if they did not have a CRM.
A joke.
8. Consider CRM implementation as a “One-Shot” action
A good CRM is not the result of a single, perfectly executed implementation.
A good CRM, for all your teams, is the sum of continuous improvements and revisions that lead to optimal adoption.
CRM will never definitively meet your needs because your business is constantly evolving.
A good implementation partner knows that a CRM project never really ends.
Contacts must be provided and regular to keep the CRM healthy.