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You’re Only Using 50% of Your CRM’s Capability, and That’s OK

Adrian Juergens



Most sales and marketing teams aren’t using their CRM to its full potential. Maybe you’re tracking the basics: accounts, contacts, and opportunities. You’ve set up some reports, and you’re capturing key data. But when you look at everything your CRM offers, it might feel like there’s untapped potential—and that you’re not getting the full value from what you’re paying for.


Here’s the truth: That’s completely fine.


The real problem isn’t how much of your CRM you’re using—it’s whether the parts you are using are delivering real business value. CRMs often get caught up in technology-driven changes, but what sales and marketing teams actually need is a tool that helps them connect with clients, drive growth, and close gaps in their pipeline.


So if your CRM isn’t at “100%,” don’t stress. Here’s how to focus on using the right 50% and still see meaningful results.


1. Focus on the Basics That Drive Results


You don’t need every feature in your CRM to see value. Most of the ROI comes from just a few core areas:


  • Reliable Data: Make sure your account and contact information is accurate and actionable. Poor data means wasted effort.

  • Clear Opportunity Tracking: Use your CRM to see where your efforts are paying off and where they’re stalling.

  • Essential Insights: Start simple—track pipeline progress, client activity, and campaign performance in one easy-to-read report.


When these fundamentals are working well, your CRM is already doing its job. The rest can come later.


2. Don’t Let Complexity Distract You from ROI


CRMs are packed with features that seem valuable on paper but aren’t always what your business needs right now. Many teams fall into the trap of trying to use every tool and automation, only to create more headaches than progress.

Instead, focus on aligning CRM features with the specific challenges your sales and marketing team is facing today.


  • Are follow-ups inconsistent? Automate reminders to ensure no client falls through the cracks.

  • Do you need better targeting? Start with segmentation rules that highlight your most valuable contacts.

  • Feeling overwhelmed by reports? Build a simple dashboard that shows only what you need to prioritise - leave the rest for later.


Remember, CRM platforms are built by technology companies trying to stand out in a competitive market. The more features they cram in, the shinier the product looks to potential clients. But that doesn’t mean every feature is useful, or necessary, for your business. The goal isn’t to use everything your CRM offers, but to focus on the features that directly drive value for your sales and marketing team.


The bottom line: Using fewer features, but using them well, will always deliver more ROI than trying to do too much.


3. Build Your CRM Over Time


Your CRM is a tool for growth, not perfection. Think of it as something you evolve to meet your business needs—not something that has to be “complete” from Day 1.

A great way to maximise ROI without overloading your team is to make incremental improvements. Each quarter, ask yourself:


  • What’s one repetitive task we can automate?

  • What’s one insight we’re missing that a new report could provide?

  • What’s one way to clean up or refine our data for better accuracy?


Small, consistent steps like these will ensure your CRM continues to deliver value while remaining focused on what matters most to your sales and marketing goals.


4. You’re Not Wasting Your CRM—You’re Making It Work for You


It’s easy to feel like you’re underusing your CRM, especially if you’ve invested in a powerful system that offers a lot of features. But the reality is, no one needs to use everything their CRM offers to get ROI.


The best CRMs aren’t about how much they can do—they’re about how well they support your sales and marketing teams to connect with clients and drive results.

If your CRM is helping your team work more efficiently, close gaps, and improve targeting, then it’s doing exactly what it should. That’s where the real ROI comes from—not from ticking every feature box.


Let’s Make Sure Your CRM Delivers What Your Business Needs


At Crinkle Cut Digital, we’re all about enabling sales and marketing teams to achieve their goals through practical, tailored solutions. Whether it’s simplifying workflows, aligning CRM features with business priorities, or turning data into actionable insights, we can help you get more from your CRM—without adding unnecessary complexity.


📞 Contact us today to chat about how we can help you maximise ROI and make your CRM work for you.

© 2024 Crinkle Cut Group Pty Ltd

Crinkle Cut Group Pty Ltd

ABN: 29 331 821 218

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