The Downside of CRM Churn: How Constant System Changes Undermine Sales Efficiency
Why Switching CRMs Every Year is Costing AV Manufacturers More Than It’s Helping
Background (What You’ve Observed in the Industry)
Many manufacturers and rep firms recognize the need for a CRM but struggle with long-term adoption. Instead of optimizing their existing system, they jump from one CRM to another, believing that a better platform will solve their problems.
In reality, the constant system changes:
- Disrupt workflows by forcing teams to relearn processes.
- Waste time and resources on data migration and training.
- Frustrate users, leading to even less CRM adoption over time.
Instead of solving inefficiencies, frequent CRM replacements often create more instability than they fix.
The Problem (CRM Churn & Its Causes)
Why Do Manufacturers & Rep Firms Keep Changing CRMs?
1. Lack of User Buy-in:
- Sales reps resist using CRM because they see it as extra work.
- Instead of improving adoption, leadership blames the software and switches to a new one.
2. Feature Obsession Over Adoption:
- Users complain that a CRM lacks a feature, but often they haven’t fully learned how to use the existing system.
- The focus shifts to finding a 'perfect' CRM rather than maximizing the value of what’s already in place.
3. Data Migration & Training Fatigue:
- Every CRM switch requires database transfers, training, and workflow reconfiguration.
- These transitions often take months, negating any short-term benefits of switching.
4. Sales Team Inconsistency & Lost Data:
- Sales teams get frustrated by constant CRM changes and start working outside the system (Excel, personal notes, emails).
- Valuable historical data gets lost or fragmented, making it even harder to track long-term customer interactions.
Real-World Example: The CRM Churn Cycle in Action
One rep firm I observed initially implemented a high-end enterprise CRM, assuming that more features would mean better efficiency. However, the system was so complex that even at its most basic level, the staff struggled to use it effectively.
- Instead of focusing on training and gradual adoption, the firm decided the problem was the software itself and switched to a completely new CRM every year for five years.
- At one point, they even attempted custom-built solutions, which took even more time and resources to develop and install than an off-the-shelf system.
- Each transition required migrating databases, retraining staff, and reconfiguring workflows, leading to a constant state of disruption rather than improvement.
Ultimately, the company spent more time switching CRMs than benefiting from them, and sales teams remained just as inconsistent in their CRM usage as before.
The Missed Opportunity (What Could Have Been Done Differently?)
Instead of chasing the perfect CRM, manufacturers and rep firms should focus on:
- Conducting better research before CRM selection:
- Choosing a system that matches the sales staff’s interests and abilities can greatly improve adoption.
- The CRM should fit the size and scope of the company at the time of adoption, not just long-term aspirations.
- A trial period or phased rollout can help gauge whether the CRM will be a good fit before full implementation.
- Driving adoption: Train teams on how to properly use their CRM before considering a switch.
- Customizing & optimizing current tools: Most CRMs can be tailored to fit a company's needs without replacing them entirely.
- Building CRM accountability: Require sales reps to use the system consistently and track engagement.
Key Lessons for Manufacturers & Rep Firms
✅ Switching CRMs repeatedly wastes more time than it saves.
✅ CRM success depends more on adoption than software features.
✅ If sales reps resist CRM use, the issue is often cultural—not technological.
✅ Maximize your existing CRM before considering a new one.
🚀 Before you switch CRMs again, let’s make sure you actually need to.
I help manufacturers optimize their CRM strategy for better adoption and efficiency.
📩 Contact me here or on LinkedIn to discuss your CRM setup.
