*This post was written by guest contributor Matt O’Neill, a seasoned futurist and expert in helping businesses adapt to change. For more from Matt, visit futuristmatt.com.
During today’s keynote, “You Can’t Be Future Proof, But You Can Be Future Ready,” I threw a question to the audience: “What’s one game-changing tip you’d share to help everyone get the most out of their CRM?” The answers that came back were full of practical insights, showing that a future-ready CRM isn’t about having every feature; it’s about making it work for your team. Here are a few of the best contributions and what they can teach us.
1. Automate the Boring Stuff
Richard R. said it well: “Automate the boring stuff so your team can actually connect with customers!” With so much to keep up with, automation is a must. It lets your team focus on what matters; building real relationships. Dave C. also noted the value of using AI to handle repetitive tasks, freeing up time for higher-value work. It’s a simple shift but can make all the difference in daily operations.
2. Keep It Flexible and Open to Change
Shelley K.’s advice hits home: “Ask your team for feedback so the CRM evolves with real insights from the people actually using it daily!” A CRM that grows with your team is far more useful than one that’s set in stone. Amira added, “The best way to be future-ready is to be flexible,” reminding us that as our businesses evolve, so should our tools. Keeping things flexible means our CRMs can adapt to new goals, new challenges, and new ways of working.
3. Keep It Simple
Paul F. said it straight: “Simplicity trumps complexity.” When we overcomplicate a CRM, it becomes a burden rather than a tool. Tim G. followed up with a similar thought: “Focus on value outcomes. Ensure it is simple to use and aligned with end user needs to make their lives easier and more productive.” At the end of the day, if it’s not making things easier, it’s not doing its job.
4. Quality Over Quantity
This one’s close to my heart. My own advice was: “Focus on entering quality - a few key details are better than mountains of fluff.” Richard agreed, reminding us, “Don’t let perfect be the enemy of the good.” Sometimes, we get so caught up in gathering endless data that we forget what’s actually useful. Aim for solid, relevant information that helps your team make decisions; skip the fluff.
5. Make It a Team Effort
A few people highlighted how important it is to involve the whole team. Craig H. said, “User communication - feedback, reviews, and cooperation with active users,” while Joe added that “everyone should have a voice.” The CRM isn’t just a management tool; it’s something the whole team can benefit from. When people feel heard, they’re far more likely to engage and make the most of it.
6. Big Picture First
Dave gave a great piece of advice: “Start with a desired state, don’t try and start with the solution.” Before you dive into setup, think about what you actually want to achieve. That clarity makes it easier to shape the CRM to your real needs instead of just ticking off a list of features.
7. Embrace the Journey
Finally, Richard said, “It’s not about perfection but the journey.” Sam added, “Progress over perfection.” Your CRM will never be “done.” It’s a tool that grows and evolves with your business; or as Andy Y. put it, “CRM is never done.” Getting into this mindset means you’ll always be open to learning, adjusting, and improving.
The takeaway? A future-ready CRM isn’t about fancy features or endless data points; it’s about making the CRM work for your people, keeping it flexible, and focusing on what really helps your team succeed. As you look ahead, think about how you can make your CRM simpler, smarter, and more in tune with your goals. Because if you do that, you’ll be ready for whatever the future brings.
