The Silent Killer: Here's How a Poorly Implemented CRM Can Cost You

Written by Sarah | 22 November 2024

Let’s face it; nobody likes admin. But with any CRM, it’s a necessary evil. We update our segmented lists, update our sales pipeline, build our reports... all so we can have a clear picture of what's working and what's not. That's where your Customer Relationship Management (CRM) system comes in—it's the beating heart of your sales, marketing, and customer service operations.

A good CRM is like a well-oiled machine. It helps you automate tasks, streamline processes, and gather valuable insights about your customers. But what happens when that machine starts to sputter? What if, despite all your best efforts, your CRM isn't actually working for you?

That's where the hidden costs come in. You see, choosing the wrong CRM, or failing to optimise the one you have, can cost your business a lot more than just the price of the software. It can lead to wasted resources, missed opportunities, and even damage your reputation. A HubSpot implementation partner can help you avoid these pitfalls.

The Adoption Trap: Don't Be Fooled by the Numbers

One of the biggest mistakes businesses make is focusing too much on adoption. You get everyone logged in, they're updating their records (sort of), the dashboards look great… and you breathe a sigh of relief. But here's the catch: adoption doesn't equal utilisation.

Think of it like a gym membership. You might sign up with the best intentions, but if you’re only showing up once a month to wander around the weight machines, you're not going to see any real results. The same goes for your CRM. Just because people are logging in doesn't mean they're using it effectively.

Let's say your company requires sales reps to update opportunities weekly. If they update one opportunity a week just to tick a box, your adoption rate will look good. But what about the other opportunities? What about the new ones that aren’t even logged? Are those falling through the cracks? You bet they are.

It's important to build your CRM for full utilisation from day one. This means thinking beyond your immediate needs and considering how the system can help you achieve your long-term goals. It's about creating a system that's so intuitive, so valuable, that your employees actually want to use it. Working with a HubSpot implementation partner is the best way to ensure your HubSpot implementation is set up for success.

The High Price of Bad Data: When Your CRM Turns Against You

Now, let's talk about the real cost of poor CRM utilisation. Imagine this: you're a chef, ready to prepare a gourmet meal. You've got your recipe, your ingredients… but what if those ingredients are past their prime? What if your spices are stale and your vegetables are wilted? You can bet that Michelin-star dish is going to be a major disappointment.

That's what happens when you rely on inaccurate data. Your CRM might be full of information, but if that information is unreliable, it's essentially worthless. In fact, it can be actively harmful.

Here are a few examples of how bad data can cost you:

1. Wasted Marketing Dollars

You launch a targeted campaign, but your audience data is outdated. Your message falls flat, your leads are lukewarm, and you're left wondering where it all went wrong.

2. Slipping Through the Cracks

A hot lead comes in, but your sales team doesn't follow up in time because the CRM isn't configured to alert them. That potential deal is gone, and your competitor is laughing all the way to the bank.

3. Decision-Making in the Dark

You’re trying to decide whether to invest in a new product line, but your sales data is inconsistent. You make the call based on gut feeling rather than hard facts, and the results are… well, let’s just say it’s a gamble you probably shouldn't have taken.

And it doesn't stop there. Bad data can damage your reputation, frustrate your employees, and even lead to higher turnover. When your CRM isn't working, your entire business suffers.

The HubSpot Solution: Build for Utilisation, Not Just Adoption

The good news is, it doesn't have to be this way. By shifting your focus from adoption to utilisation, you can transform your CRM from a silent killer into a powerful growth engine.

A HubSpot partner agency can help you make the most of your CRM investment. HubSpot is a CRM platform that is built for utilisation. It's easy to use and can be customised to fit the needs of your business. A HubSpot implementation partner can help you choose the right HubSpot products for your business and configure them to meet your specific needs.

Here's how:

1. Start with a Strong Foundation

People adopt business processes, not technology. Before you even think about software, get your internal processes in order. Make sure your sales, marketing, and customer service teams are aligned, and that everyone understands the importance of accurate data.

2. Make it Easy to Use

Your CRM should be designed for front-line use AND for executives to monitor. The goal is to make it so intuitive that using it is actually easier than not using it. This means:

Automating Tasks: Eliminate manual data entry wherever possible. Try and avoid free-form fields. Use integrations to connect your CRM with other tools like your contact centre, Video Conferencing tool and more.

Providing Context: Help your employees access the information they need, when they need it. Use features like task queues, sequences, playbooks, and battle cards to keep everyone on the same page. HubSpot's sales workspace is a great all-in-one area for your sales team to grab all the context they need to progress deals, including some new AI features like Guided Steps and AI-Performed Research.
Creating a Single System of Use: Integrate outside applications like your ERP system directly into the CRM so that users can manage their entire workflow from one central location.

Think of it this way: a well-optimised CRM is like a GPS for your business. It helps you navigate the complex landscape of customer relationships, avoid costly detours, and arrive at your destination—increased sales, stronger customer loyalty, and ultimately, greater profitability.

Don't let your CRM become a roadblock to success. Invest in utilisation, and watch your business soar.

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