Buy HubSpot, plug it in, tell the team, and watch the magic happen! (Or not…)
Bringing in a new CRM means changing processes and ways of working - a significant shift for your business. To succeed, it needs to be well-planned and carefully managed, ensuring your whole team is on board and rowing in the same direction.
Most CRM implementations fail not because of the technical set-up, it's lack of training and support for the users.
As a leader, if you're thinking beyond the technology and thinking about people, you're already on the right track. Still, managing change is no easy feat and its important to remember that planning, empathy and support are key. Things will go wrong, people will moan, mistakes will be made - it's part of the process.
At Hubbots, we’ve been in the trenches - managing teams, implementing technology, and handling the resistance that comes with change. We understand the psychology behind CRM adoption, the objections you'll hear, and the strategies to get buy-in.
Common Resistance Points in CRM Adoption
Resistance to change is normal, but it’s also manageable. That is not to say its easy, but there is a way to do it properly that will help with the teething issues.
Here’s some examples of what you're going to hear:
- "I prefer my [insert platform here], I’ve been using them for years." Sales want to live on LinkedIn. Finance want to live in Excel. Everyone has their preferred ways of working and tools. You do too.
- "Another platform?! When do I get to do my actual job? It's true. We all likely have too many tools, and sometimes it seems we spend more time in them than actually doing our jobs.
- "I’m worried about losing control over ‘my’ contacts." Sales and Account Managers work hard to build and maintain their relationships, and opening up their contact list can put backs up. Sales really don't want marketing slamming their precious clients with emails - and it's a fair concern.
- "This feels like a way to monitor us." Monitoring performance, activity and outcomes are a key benefit to a great CRM, and it's expected that people will feel they can become a piece of data on a dashboard.
- "What if it doesn’t work like we need it to?" This is a big one - and your track record of getting technology to work for the business and people will play a large part here.
These concerns are expected, likely, and winnable - though you might not hear them uttered but you can be sure they're a the very least crossing minds and creating anxieties.
There is also a reality that some of your team, while excellent at their jobs, might simply struggle with technology. This is where leadership matters and supporting your team, addressing their concerns early, and ensuring they feel empowered rather than overwhelmed is important. Train, encourage, and guide them through the change so HubSpot becomes a tool they rely on, not one they avoid.
The Pitfalls That Kill CRM Adoption
Time and time again we see poor adoption and it's typically due to one of the following oversights:
- Lack of Tailored Training & Support: One-size-fits-all CRM training. If your team doesn’t see how HubSpot fits their specific role, they’ll disengage.
- Leadership Not Leading by Example: If leadership, or management isn't using HubSpot visibly, rules for thee and rules for me comes in.
- Overly Rigid Implementation: Processes that removing flexibility and forcing everyone into the same mould will frustrate the team.
- Not Involving End Users Early: Rolling out a CRM without consulting the people who will actually use it leads to poor processes, inefficiencies, and costly revamps. It can also seem disrespectful to high performers if they're not seen as valuable enough to have shared their expertise, experience and thoughts.
- Ignoring Early Feedback: If the team raises issues and leadership doesn’t adjust, frustration will build.
These pitfalls are avoidable, but only if you actively work to prevent them. A CRM isn’t just a piece of software - it’s a fundamental shift in how your business operates. Getting it right requires foresight, leadership, and a commitment to ongoing improvement.
7 Must-Dos to Drive CRM Adoption
Your CRM is only as good as the people using it. If you focus purely on the technology and not the team behind it, adoption will fail. These must-dos will keep people at the heart of your implementation:
- Deliver Tailored Training & Support. CRM training needs to be relevant to each role. Show team members exactly how HubSpot helps them, and provide ongoing support so they don’t feel abandoned post-launch.
- Get Leadership Fully On Board. If managers don’t actively use the CRM - reviewing dashboards, pulling reports, commenting on successful activities, and making it part of daily operations - staff won’t either. Leadership needs to be visible in their adoption.
- Balance Structure with Flexibility. A CRM should enhance how people work, not force them into a rigid process. Allow room for adaptation so teams can work in a way that suits them while maintaining consistency.
- Involve End Users from the Start. Engage employees early in the CRM implementation process to gather insights and shape workflows. If the system is built with them, not just for them, adoption will be far easier.
- Act on Feedback Quickly. When employees raise issues, listen - and more importantly, act. Seeing their input lead to real changes fosters trust and long-term engagement.
- Embed CRM Use into Daily Workflows. Make the CRM unavoidable in daily operations. Whether it’s sales tracking, customer service interactions, or leadership reporting, it should be the go-to tool for critical tasks.
- Celebrate Adoption & Success. Recognise and reward progress. Whether it’s a team hitting 100% CRM adoption, a rep saving hours with automation, or a customer getting a better experience, highlight these wins. Positive reinforcement builds momentum and keeps engagement high.
Conclusion: People, Not Tech, Drive Success
A CRM won’t transform your business - your team will. We’ve seen both sides of the adoption story: businesses that get it right and those that struggle. When CRM adoption goes well, teams embrace the system, processes improve, and businesses thrive. But when it goes wrong, the fallout can be painful - frustrated employees, wasted money, and business owners feeling guilt, failure, and embarrassment for overlooking the human element.
Get CRM adoption right from day one, and you’ll have a system that grows with your business. And remember - perfection isn’t the goal. Consistent effort across these key areas will set you up for success.
Need help making HubSpot actually work for your business? Book a quick chat in with us here.