Hint: It’s not the tech....
“It’s just plug-and-play, right?”
We hear this all the time. Leaders underestimate the complexity of CRM projects because they look deceptively simple on the surface.
It could be because we all expect tech to just work. It usually does—real-time health wearable insights, stream anything, click-to-buy in seconds. These consumer experiences have trained us to expect instant functionality.
But CRM success is never just about the tech.
It’s not about just launching the tool—it’s about aligning it to your business goals.
It’s not about just training your team—it’s about building value that creates true buy-in.
It’s not about just passing data—it’s about passing the right data, in the right format, to the right place, at the right time.
Your business processes are unique, your data is complex, and your team dynamics require intentional consideration.
Yes, HubSpot is easier and faster (and IMO better) than many other tools, but skipping the value alignment will start you off on the wrong path.
At the CRM playbook session we hosted yesterday, our team shared how leaders can set their project up for success by starting strategic value alignment before beginning a CRM implementation.
Today, I'm sharing the highlights from that session across team readiness, data preparation, and systems integration to help you launch (or reimplement) your CRM with clarity and confidence.
Technology is only as effective as the people using it. Even the most sophisticated tech stack can fail if your team doesn't embrace it.
We use and recommend Prosci’s ADKAR model because it offers a structured approach to change management.
Awareness: Create understanding about why change is necessary
Desire: Build genuine motivation to support and participate in the change
Knowledge: Provide training on how to change
Ability: Implement skills and behaviors needed to realize change
Reinforcement: Create systems to sustain change
Building value early in the process will lead to stronger user adoption at go-live. Here are 3 practical steps for getting started:
We recently worked with a client whose sales team was resistant to their previous CRM. Through stakeholder interviews, they discovered the team viewed it as "big brother" rather than a valuable tool. By addressing this perception early, they transformed resistance into enthusiasm.
Generic feature training rarely drives adoption. Instead, training should be delivered in the context of real workflows, showing users how the CRM solves the pain points they experience day to day. Focus on creating process-specific training tailored to each role, so that sales reps, marketers, and service teams see how the system supports their goals, not just how to click buttons.
Strong user adoption unlocks the metrics that matter. When teams consistently use the system as part of their daily workflows, you gain visibility into what’s working and where to improve.
Here are metrics that become meaningful when adoption is high:
We always say, “Garbage in. Garbage out.” Your system will only be as good as the information it contains.
Create a strong foundation following this data strategy: audit, clean, and map.
Your CRM architecture should reflect your business strategy, anticipated growth trajectory, and security requirements.
Ask these critical questions:
Each method has specific applications:
CRM implementation is just the start of your CRM journey.
The most successful organizations treat their CRM as a living system that evolves with their business. By focusing on user adoption, data strategy, and thoughtful system architecture from the start, you create the foundation for success.
Watch the full CRM playbook session that inspired this post.