Change is hard. We all laugh and nod our heads when someone says, “Change is the only constant,” because whether it’s adding a new habit to your day-to-day routine or shifting how an entire organization operates, change is a challenge that never gets easier. This is especially true when it comes to technology adoption, something many of you reading can likely relate to.
During our 2024 CRM Adoption Roadshows, a series of 10 events worldwide, we invited customers from around the world to dive into one of the most common struggles of business technology: adoption. But as the conversation evolved, it became clear that the real challenge isn’t CRM adoption itself—it's managing the change required to achieve adoption.
This blog highlights valuable insights and real-world experiences shared by Sugar customers at our 2024 CRM Adoption Roadshow series. Drawing on their collective wisdom, it offers practical guidance for embracing new technology and navigating change.
CRM systems are powerful. When successfully adopted, they can help operations run smoother, support growth, and convert customers into loyal, long-lasting ones. However, achieving these outcomes with CRM depends on how effectively you manage change.
At its core, change management requires a dedicated program owner, a phased and iterative long-term plan, and sufficient resources in the form of budget or headcount. Building a successful change management plan starts with clarity on your destination: What is your vision? What are you aiming to achieve? This means stepping back to fully understand your organization’s needs before embarking on a change.
Understanding change management is the foundation, but the path to successful CRM adoption is rarely without obstacles. Adopting a CRM system comes with its own set of challenges, and it’s important to anticipate obstacles and address them. Here are some of the most common challenges we heard from our customers:
By preparing for these challenges, you can pave the way for smoother CRM adoption and greater long-term success.
While challenges are inevitable, our customers shared actionable strategies during our 2024 events to address these obstacles and drive successful CRM adoption.
Curious what our findings on fostering successful CRM adoption and managing the change to reach adoption were? Here’s a quick rundown:
Define clear goals and align them with both end-users and stakeholders to ensure everyone understands the purpose of the adoption.
Management support is crucial for driving adoption. Organizations with strong leadership endorsements see better results. For example, one panelist shared how integrating use cases into daily workflows energized their team and drove engagement.
Regular training sessions and office hours can provide valuable support during the initial implementation phase, while continuous dialogue and process map creation sessions help ensure all team members are comfortable and productive with the new system. Another effective strategy to encourage adoption is tying CRM usage to measurable outcomes, like commission payouts.
Collect feedback from team members and adjust processes as necessary. This is a critical step for building personal relationships and trust. These aspects are often more effective than formal surveys or training alone. Utilizing user groups, tech talks, and regular updates can significantly enhance team buy-in and clarify any misunderstandings or changes along the way. This will also foster a culture of engagement through empowerment at an organizational level, helping companies ensure preparedness for future similar initiatives.
Adoption resistance is a phenomenon encountered by many companies, and it can be effectively overcome by leveraging incentives such as commission tracking and reporting through the CRM. This strategy can also drive user engagement, making the tool integral to daily operations.
Relentless communication is essential for CRM adoption. Repeat key messages across multiple channels to ensure all team members are informed. Personalized interactions can be more effective than generic updates. For example, a panelist emphasized the value of relationship building, positioning themselves as trusted advisors to drive team engagement.
Every company has its own unique needs when it comes to CRM adoption. Whether you’re navigating dual-language environments, integrating with other technologies, or automating specific business processes, technology plays a pivotal role in supporting your journey.
Start by asking yourself:
This is your opportunity to combine a deep understanding of user pain points with system knowledge to ensure your CRM creates real value and becomes a tool your team wants to use.
SugarCRM’s flexibility, adaptability, and open API make it an incredibly versatile solution. Features like Smart Guides, Sugar Automate, Focus Drawers, and Action Buttons or even intelligence capabilities are designed to minimize friction and streamline workflows, but they may be underutilized. Additionally, SugarOutfitters, our marketplace of add-ons and integrations, is a valuable resource for discovering new ways to enhance your system and deliver even more value to your users.
The goal is clear: your CRM should not just support your team but actively make their work easier and more rewarding. By focusing on innovation and user needs, you can unlock the system’s full potential and drive adoption through meaningful impact.
Adoption success extends beyond immediate usage metrics. Panelists emphasized the importance of:
By correlating CRM activity with sales outcomes and monitoring adherence to processes, companies can measure the long-term impact of CRM adoption.
CRM adoption isn’t just about implementing a tool—it’s about creating a framework for lasting success. Learning from industry leaders and peers provides a valuable roadmap for navigating change and ensuring successful adoption across your organization.
You can continue doing so! Aadil Ahmed, Sr. Marketing Manager, from EIS Inc. and Tanner Mackenthun, CRM Sales Enablement Manager, from Agiliti stepped away briefly during the CRM Adoption Roadshows and sat down with us to offer more valuable insights on adoption in two special edition episodes of the Fuel Growth Podcast
The key to success lies in aligning your vision with your team’s needs, using technology to remove friction, and committing to continuous improvement. By listening to their teams and supporting them with tailored training, like the sessions available in SugarClub, a community built for Sugar customers and future customers to help them take these tips and turn them into action, companies can implement CRM solutions effectively and drive meaningful performance improvements.
