Close this search box.


Small businesses lag behind on CRM implementation | B2B Marketing

Almost a third – 30% – of UK SMEs still do not have any CRM technology in place, according to research by Workbooks.

The survey showed the UK small business market (those with £5-£250 million revenue) have seen an increase in CRM deployment in recent years, but nearly a third are lagging behind, still using spreadsheets rather than more sophisticated technology.

According to the research, the primary drivers for CRM adoption are to improve the productivity of customer-facing employees (66%), enhance customer experience (62%), and reduce operational costs (49%).

Obstacles to CRM adoption

Looking at the barriers to implementing a CRM system, the survey found for more than half of respondents the greatest obstacle is migrating and integrating data. Other obstacles deterring SMEs include lack of resources (40%), lack of IT skills (38%), cost (38%) and resistance to change (34%).

Some 89% of SMEs are looking for contact management functions from a CRM system, according to the report, along with dashboards and reporting. Customer service is also a rising priority for 43% of small businesses, but only 11% look for social media functionality.

John Cheney, CEO of Workbooks, said: “The results of the survey show that we have come a long way in the past few years. But there are still too many SMEs that consider CRM to be too expensive and too complicated to implement.”

Think Small: How to market to small businesses

In this marketing success pack, B2B Marketing and Earnest offer advice, opinion and first-hand experiences of targeting and engaging small businesses owners.

Learn how to target small business owners

Related Articles

This website uses cookies to ensure you get the best experience on your website. Read more about cookies policy.