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Uncovering the Untapped Potential of CRM in Today's Businesses

In a landscape where businesses strive to optimize their operations, a new report from Insightly has shed light on a staggering reality: only 27% of teams fully utilize their Customer Relationship Management (CRM) systems. This revelation, drawn from the 2025 CRM Research Report in collaboration with Ascend2, unveils a considerable missed opportunity for revenue growth across organizations.

The Findings

According to the report, despite 70% of organizations believing their CRM systems are well-suited to their needs, only 34% of teams truly embrace and use their systems effectively. Alarmingly, most companies are leveraging less than half of the features available in their CRMs. This implies that there is a wealth of untapped potential waiting to be harnessed.

Insightly's CEO, Steve Oriola, emphasized the profound impacts of cognitive biases on CRM decisions. He noted that many organizations prioritize certain features over usability, rush their choice of software, and focus predominantly on cost instead of functionality. Such biases lead to subpar decisions that ultimately compromise long-term value and overall satisfaction.

The survey further reveals a significant disparity between executive perceptions and the realities on the ground. While 55% of executives believe their CRM is functioning effectively, only 27% of non-executives share this sentiment. This gap highlights a crucial disconnect that can hinder business performance.

Wasted Resources and Missed Opportunities

The research indicates that a common pitfall is the misalignment between various teams responsible for driving revenue. Significant findings indicate that although 48% of respondents view alignment between sales, marketing, and customer success as essential for revenue growth in 2025, sales teams are notably less likely to possess full visibility into the customer journey (only 27% compared to 46% for marketing). This misalignment can stifle sales efficiency, with 30% of respondents citing it as a major obstacle.

Conversely, when organizations prioritize effective CRM adoption, 86% of teams report their system is the right fit for their organization. In contrast, this number drops to just 62% among teams with lower usage rates. Higher CRM satisfaction is directly correlated with operational efficiency, revealing that satisfied teams are over five times more likely to report a positive effect on sales dynamics and four times more likely to experience notable revenue growth.

Additional Insights

The insights garnered from the study also highlight other notable aspects: executives more frequently select CRMs based on prior familiarity, doubling the rate of non-executives (26% vs. 13%). Despite initial cost considerations being prevalent, high costs now top the list of complaints, followed closely by difficulties with system integrations.

As the rapidly evolving CRM sphere continues to shift, Insightly is committed to providing tools to help businesses translate these insights into actionable steps. They plan to introduce new AI technologies aimed at enhancing CRM adoption rates and, ultimately, developing superior experiences for buyers.

Conclusion

Understanding the findings of the 2025 CRM Research Report is vital for organizations keen on optimizing their CRM investments. By breaking free from cognitive biases and aligning team efforts effectively, organizations can harness their CRM capabilities to drive substantial revenue growth. As Insightly demonstrates, it’s not just about having a CRM; it’s about using it to its fullest potential that makes the difference.