Customer Relationship Management (CRM) systems are often the most hated tools in a company’s arsenal.
SalesForce, Zoho, Hubspot, Keap, Pipedrive, Constant contact and Mailchimp.
Yet, for sales and marketing managers in the aviation industry, they are also indispensable.
So, why the animosity?
1. Inadequate, Overblown, or Missing Processes
The root cause of CRM frustration often lies in the processes and workflows—or the lack thereof—that have been built into the system. Many companies either overload their CRM with unnecessary steps, making it a burden to use, or just “take the defaults” that come with the software (usually designed for B2C or retail sales situations that are very different from aviation) and neglect to develop meaningful workflows, leaving sales and marketing folks adrift in a sea of irrelevant, disorganized data. When a CRM lacks streamlined, relevant processes, it becomes more of a hindrance than a help.
2. Unpleasant Tasks and Misaligned Assignments
Another common issue is that CRMs often include tasks that are either unpleasant or assigned to the wrong people. For instance, cold calling might be automatically assigned to a team member who is excellent at nurturing relationships but terrible at making first contact. Or, a technically skilled individual might be required to input data when their talents could be better utilized elsewhere. This mismatch not only frustrates employees but also reduces the overall effectiveness of the CRM.
3. Accountability: The Uncomfortable Truth
Let’s be honest—most people dislike being held accountable, and managers often struggle with holding others accountable. CRMs, by their very nature, track activity and progress, making it clear when tasks aren’t completed or goals aren’t met. It’s much easier to blame the CRM for inefficiencies or inaccuracies than to address the underlying issues of poor process design or inadequate training.
The Inevitable Friction of Accountability
Given these challenges, it’s no wonder there’s friction between teams and their CRM.
However, this relationship doesn’t have to be as antagonistic as it often is. The key is not to throw out the CRM or drastically change it every time a problem arises, but to fix the underlying processes and workflows.
Fix Your Sales and Marketing Processes, Not the CRM
Before you consider switching to a new CRM—which often involves costly migration and learning curves—take a hard look at your existing processes. Are they relevant, efficient, and well-aligned with your team’s strengths? Streamlining and improving these processes can reduce frustration and make your CRM a powerful tool rather than a dreaded chore.
