Is Your CRM Working for You - Or Against You? Key Trends to Watch

Your CRM should be your business’s most powerful tool—but too often, it feels like a hurdle instead of a help. Maybe your data is a mess, reports aren’t telling you what you need to know, or new features feel more confusing than game-changing. Sound familiar? You’re not alone.

We sat down with Casey Connelly, Salesforce Consultant, and Keven Sprehe, Director of Technology at SETGO Partners, to break down the key challenges businesses face with CRM today—and the trends shaping how companies can get the most out of their systems moving forward.

AI in CRM: No, It’s Not a Magic Button

AI is a hot topic in CRM, but let’s be clear—it’s not a magic fix. “AI isn’t a simple toggle switch,” Casey explains. “It requires a solid foundation of accurate data and thoughtful preparation. This is where many businesses get stuck—they want AI, but don’t realize the groundwork required to make it work effectively.

So, what’s holding companies back? Two big challenges stand out:

• Data Overload: Businesses have more data than ever, but without the right strategy, it’s just noise. “Being data-rich but information-poor is a common problem. If your data isn’t centralized, you’re working with multiple, conflicting versions of the truth,” Casey warns.
  

• Generational Tech Gaps: Some employees dive into new tech headfirst, while others are hesitant. “Adopting AI and advanced CRM tools requires change management and training to get everyone on board,” he adds.
  

Keven points out that many CRM frustrations come down to poor setup. “We hear it all the time—‘our CRM isn’t working for us’—but it’s usually a configuration issue. If your system isn’t aligned with how your business operates, you won’t see the results you expect.”

Data Centralization: The Key to Smarter Decisions

Your CRM is only as good as the data inside it. With businesses using multiple platforms, data is more scattered than ever, making integration crucial. “Without integration, you’re missing the bigger picture,” Keven says. “A single source of truth makes data reliable, improves reporting, and leads to smarter decision-making.”

In fact, 53% of SMB leaders say data is often inconsistent across their business tools. This lack of integration can lead to poor decision-making and inefficiency. Without data integration, you’re not seeing the full picture. At SETGO Partners, we help clients centralize their data into one unified system, eliminating discrepancies and providing a clear view of business performance.

Reporting: Stop Guessing, Start Knowing

Reporting is too often an afterthought, but it should be central to your CRM strategy. “Business owners need solid reporting to make informed decisions,” says Keven. “If you’re not measuring key metrics, you’re flying blind.”

84% of SMB leaders say complete, accurate data is crucial for success. Additionally, 80% believe improving data quality could increase revenue. Reporting helps pinpoint strengths and weaknesses, optimizing processes and boosting growth.

Personalization: Customers Expect It, So Deliver It

Customers don’t just want personalized experiences—they demand them. A well-configured CRM can make every interaction feel tailor-made. Salesforce, a leader in CRM, is constantly evolving to provide hyper-personalization tools. The better your CRM is set up, the more relevant and engaging your customer interactions will be.

Why Having a CRM Partner Matters

With so many features and updates, navigating Salesforce can be complex. Between setup, integrations, and keeping up with new features, it’s easy to get lost. That’s where the right partner comes in. “We work closely with clients to configure and customize their Salesforce platform, making sure they’re using the right tools to meet their goals,” Keven explains. “Having a knowledgeable partner speeds up adoption and ensures long-term success.” We’ve seen firsthand how the right strategy can transform a struggling CRM into a powerful business tool.

For instance, we worked with a healthcare technology company struggling with disorganized data and inefficient processes in their CRM. We streamlined their system with automation, custom dashboards, and improved data hygiene, which significantly reduced manual effort and transformed their Salesforce into a central hub for actionable insights. Trying to tackle these CRM challenges alone can be overwhelming—but the right partner ensures your system is set up for success from the start.

Final Thoughts

The future of CRM isn’t just about having the right tools—it’s about using them the right way. AI, data centralization, reporting, and personalization are game-changers, but without a strong foundation, even the best technology can fall flat.

At SETGO Partners, we’re here to help you make the most of your Salesforce investment—whether that’s streamlining processes, improving data accuracy, or exploring AI-driven possibilities. If you’re looking for insights, best practices, or ways to get even more value from your CRM, explore our website or reach out—we’d love to continue the conversation.