HubSpot was recently selected as the best global software of 2023. Therefore, it's no wonder that a growing number of companies and organisations are considering it as a strong option for customer relationship management systems. Compared to many other legacy platforms, implementing HubSpot is relatively a straightforward and, at its best, an intuitive experience. However, transitioning to HubSpot is not just an impulsive decision or a simple button click.
Implementation can fail depending on factors such as your company's experience, data-driven approach, and digital understanding. A HubSpot partner plays a crucial role. Here's my summary, drawn from over ten years of experience, of the reasons why CRM implementations don't always go smoothly.
The sun doesn't always shine
Let's be honest. Success isn't guaranteed no matter how hard you try. Facing a new CRM raises many important questions: Does the platform support our strategy, does it meet our needs, who will assist with its implementation, how long will it take to implement, and when will we become proficient?
Top 5 Reasons CRM Implementations Fail
1. Upper management places the order, and then retreats
CRM implementation lies at the heart of business operations. It's a choice of how to operate: processes, the role of data, how to act, and what to measure - all these align in a new way from the CEO to the salesperson and marketing assistant. Leadership that doesn't use the same platform likely cannot lead the organization according to the new parameters enabled by technology. This creates dissonance, and at best, a change-resistant minority steps forward in line with the laws of team dynamics.
2. Implementation is rushed
Few CRMs can be implemented as agilely as HubSpot. Does this mean that with a few clicks and settings, the work is done? In theory, yes, but it all depends on the starting point and goals. A local SME breaking free from spreadsheets may just want a place to log customers and prospects. That's fine. However, a company seeking success in a fierce international competition must bring the basics to a sufficiently high level regardless of the competitive advantage: efficient processes, metrics, the ability to lead customer-facing professionals in the same direction in real-time with data - without these elements, success is unlikely. A clearly organized, goal-supporting, and sufficiently engaging program doesn't guarantee success, but it creates strong prerequisites for it.
3. The nature of change management is not understood
People are remarkably skilled at reverting to old practices. A good implementation program acknowledges this and guides every user (including the CEO) with a usage contract. "With this oath, I promise to use the CRM software like this and like that because..." Becoming a master after the basics requires an agreement, metrics, clear instructions, and sufficient monitoring from both the individual and the community. In the name of change management, resistance must be acknowledged and understood, as well as the timeline for the required change in behavior. Conflicts can be avoided by considering the views of various experts within the organization - configuring the platform without piloting is a good example: a brand-new reality created in theory with management easily clashes with the daily lives of end-users.
4. The implementation partner's focus is elsewhere
Does it sound crazy? Why would someone sell implementations if they don't have it under control? Let me explain the situation:
HubSpot is originally a marketing automation platform, and the majority of HubSpot partners are therefore originally marketing and advertising agencies. Few and selected ones have systematically used CRM platforms in their own operations. Experience and expertise in everyday sales are missing.
A highly creative agency may not necessarily excel when it comes to CRM implementation.
5. The platform is not customised enough
From the end-users' perspective (especially salespeople), the platform must be logically structured and as clear as possible: HubSpot CRM can be customised at many different levels depending on the license. The environment can, and should, usually display different information for different teams. The most important thing is that the CRM supports the strategy and its derivatives, namely metrics, processes, and best practices in customer-facing teams.
Don't be afraid, ask your HubSpot partner!
There you have it! HubSpot is the CRM designed primarily for end-users, not IT teams. Your organisation can and will likely adopt it quite swiftly, but there may be obstacles along the way, and it's wise to be prepared for them in advance. While there's depth to it, there's no need to fear.
I'm happy to share my honest insights on what you, as a manager, should consider when embarking on the journey with HubSpot CRM or even just comparing it to other similar platforms.
Request a CRM implementation audit
Are you hesitating about a CRM implementation? Or have you already implemented it but didn't obtain the expected results? Request a CRM implementation audit from us, and we'll help you understand the situation and provide expert insights.