Why the CRM Struggle Is Still Real: A Follow-Up to An Earlier Gripe

In June 2018, I penned an article lamenting the shortcomings of Customer Relationship Management (CRM) apps. After nearly two decades in sales, I was frustrated by the lack of tools that truly catered to the needs of field sales professionals. You mean to tell me that in 2024, with AI taking over every industry, that while some progress has been made, the struggle is still very much real? Unbelievable.

The CRM Landscape: A Familiar Story

Let’s take a moment to recap the situation. Back in 2018, I highlighted the time-consuming nature of data entry and the disconnect between what CRM apps promised and what they delivered in real-world scenarios. Fast forward six years, and many of the big players—Salesforce, HubSpot, and Microsoft CRM—have made incremental improvements, but the fundamental issues remain.

What’s Changed?

1. Mobile Functionality: Yes, mobile apps have improved. They’re more user-friendly and offer better offline capabilities. However, the core problem of data entry still lingers. Many sales reps find themselves spending precious time inputting information instead of closing deals.
2. AI and Automation: Some CRMs now boast AI features that promise to streamline data entry and offer predictive analytics. While this is a step in the right direction, the reality is that these features often require manual setup and maintenance, which can be a hassle for field sales teams already stretched thin.
3. GPS Integration: The idea of using GPS to automatically log visits and create new entries is still not fully realized. While some apps have attempted to incorporate location tracking, they often fall short of the seamless experience that sales reps crave.

The Persistent Pain Points

Despite these advancements, many of the issues I raised in 2018 still resonate today:

• Time Management: Field sales professionals continue to juggle the demands of meeting clients and managing data entry. The expectation that they should spend hours updating their CRM after a long day of meetings is unrealistic and counterproductive.
• Complex Interfaces: Many CRM apps still suffer from cluttered interfaces that make it difficult to navigate on the go. When you’re in the field, the last thing you need is a complicated app that slows you down.
• Real-Time Updates: The dream of real-time syncing between mobile and desktop versions remains elusive for many users. This disconnect can lead to confusion and missed opportunities.

What’s Next?

So, what’s the solution? It’s time for CRM developers to take a page from the field sales playbook. Here’s what we need:

1. Intuitive Design: A user-friendly interface that prioritizes ease of use is essential. Sales reps should be able to log information quickly and efficiently, without unnecessary clicks or distractions.
2. True Automation: Let’s move beyond basic automation. We need CRMs that can intelligently capture data through voice recognition, image scanning, and predictive entry based on location.
3. Field-Specific Features: We need CRMs that understand the unique challenges of field sales. Imagine an app that automatically logs visits, captures business card information, and generates follow-up reminders—all with minimal input from the user.

Conclusion

While there have been some strides in the CRM landscape since my original article, the reality is that many field sales professionals are still left wanting. We need tools that genuinely understand our challenges and help us succeed in the field, rather than adding to our workload.

If you’re out there using a CRM that gets it right, I’d love to hear from you. Until then, let’s keep pushing for the solutions we deserve. After all, sales should be about building relationships, not wrestling with technology.