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June 28, 2022

Common CRM Adoption Challenges & Issues in SaaS [3 Reasons]

Hayri’s answer

A bad CRM adoption can mean a reduction in your marketing budget, lower revenue, and not being able to reach your yearly scaling targets for your software company.

My advice for you is to start with a goal for and then find the CRM that can do the most with what you have.

It is the fact that CRMs cover almost any business persona, making certain segments inside the software industry difficult for their employees to go through different stages in the CRM to complete tasks.

In fact, the ease of use is more important for companies when choosing the right CRM, rather than pricing. Here is Capterra industry data to back this up:

Capterra industry data example image

The result of using a CRMs system incorrectly is a feeling of overwhelm that most software businesses do not want.

EDITOR’S NOTE

My name is Hayri, and I built Custerem. It is currently in its early stage and is a truly customer-centric CRM, so I offer you a more holistic service with honest advice and useful support to use my product. Stop using features you won’t use, and only use what you need.

What are CRM issues and why Hubspot might not be a fit?

One of the most powerful marketing automation tools and most widely used across businesses is Hubspot, which makes it a complex product due to its nature (which is not a bad thing).

Hubspot is so complete that sometimes it can get complex due to its extensive range of features. As a matter of fact, according to FinanceOnline 43% of CRM users only use less than half the features of their CRM system.

Here are the reasons why could Hubspot’s CRM program could fail for SaaS:

  • Resistance to change and migrating to a new system. The key to successful change is to make it as easy as possible for people to adapt. Employees will resist change if they don’t understand the benefits or if they fear that the change will take too much time of their time (which can happen at first with Hubspot).

  • If you're new to Hubspot, getting around can be a little confusing. It's not always obvious how to find the information you want, or even where to find it.

  • HubSpot Workflow Builder is a powerful tool to help you automate your business. If you're using it across multiple hubs, however, the limits on workflow packs can become a CRM problem.

  • If you're a HubSpot user, then you know that the platform is great at sending out notifications. The default notifications cover the essentials like record activity, website visits, and form submissions. But here's the thing: They don't cover social activity.

1. Resistance to change

Using basic psychology, people don’t like change, specially when it comes to their job. There are several ways you can overcome this resistance. The first step is to provide training for your employees and managers on how to use the new system. Make sure that everyone knows how the new CRM works and how it will help them do their jobs better.

For example, if you are moving from Salesforce to Hubspot, provide training on how Hubspot works and what benefits your sales team will get from using it. You could also offer incentives like prizes or bonuses for whoever gets up to speed first or who completes the most training sessions within a given timeframe.

2. Underutilization of the software

When you buy a new car or home appliance, you expect it to perform as advertised. You want it to be user-friendly and provide value for your money. But if you don’t use your purchase correctly as intended by its manufacturer, then what was the point of buying it? The same goes for CRM adoption.

3. Onboarding to the new CRM

If you are a mid-size to enterprise software company, you should bring some of your employees to test your new CRM before making the buying decision. If you all decided its ease of use is appropriate, then continue to make the onboarding process of the new system a priority. Take all of your employees from the old system at the same time, and date.

Main benefits of a well-implemented CRM for SaaS

If you get to go over the challenges of crm implementations, then you will have these results:

  • By finding meaningful data about your customers behaviour a software company can realistically work on reducing their churn rate by 20% to 70% according to these case studies.

  • By providing an excellent onboarding experience, you can reduce the friction for the user between creating their account and creating the first meaningful action in the app.

  • As your software scales, and thus the traffic does so, communication with first time visitors and internal ones is crucial. This could potentially mean a 20% decrease in user churn according to Mention's own case study.

  • Increase in traffic and contacts. According to this Groove case study, they’ve used Hubspot to have a centralised marketing tool to 500x their traffic and add an extra 30k contacts into their database.

Conclusion

The purpose of this article is not to say that after a couple of months of using some CRM like Hubspot that all the results are going to be terrible.

Using popular CRM solutions correctly can bring amazing results for the growth of your SaaS.

So here are the key takeaways from this article:

  • Provide training for your employees on the CRM, or find a customer-centric CRM.
  • Find a software solution that is simple enough that you will be able to use it on a daily basis.
  • Make the onboarding process to the new CRM a priority.

Hayri Cicek