Your CRM is in place, but reps fill it in reluctantly and reports do not match reality? Before switching tools, optimisation is often enough.
The 10 levers
- Measure real usage
- Clean and de-duplicate data
- Simplify screens
- Redesign the pipeline — see structuring a B2B pipeline
- Automate data entry: email and calendar sync, website forms, enrichment
- Automate follow-ups
- Connect the CRM to ERP, emailing and support — see CRM integration
- Build useful dashboards
- Train by role, not by feature
- Appoint a CRM owner
An optimised CRM does not have more features; it asks less effort of its users.
Optimise or replace?
If these levers are not enough, see custom CRM vs Salesforce / HubSpot and 8 classic CRM project mistakes.
CRM optimisation: FAQ
How long does CRM optimisation take?
First levers show results within weeks; full adoption takes a few months.
Should we replace an unused CRM?
Not necessarily — optimise before replacing.
Get your CRM audited
Our CRM agency in Paris audits and optimises your CRM with your teams. Request a CRM audit.