CRM Potential Untapped: Only 27% Fully Leverage Their CRM Systems
The study found that when teams fully embrace and effectively use their CRM, 86% state that their system is the right size for their organisation, compared to 62% of teams with lower adoption rates.
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Insightly, a provider of CRM solutions for growing businesses, has released its 2025 CRM Research Report in partnership with Ascend2. Based on responses from over 375 mid-market go-to-market (GTM) professionals, the report highlights how decision-making biases and low CRM adoption are causing companies to lose revenue.
A key finding from the 2025 report shows that although 70% of businesses believe their CRM fits their needs, only 34% of teams fully use their CRM, with most using less than half of its features. This underuse points to a significant opportunity for organisations to drive growth through improved adoption and smarter technology choices.
The research also exposes a significant disconnect between executive perceptions and on-the-ground realities: 55% of executives believe their CRM is being used effectively, compared to just 27% of non-executives.
Moreover, decision-making biases-such as prioritising features over usability (40%), rushing the selection process (38%), and focusing on cost over functionality (32%), are leading to suboptimal CRM choices that undermine long-term value.
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“Cognitive biases are hardwired into business decisions and often lead to suboptimal CRM choices that undermine long-term value. To break this cycle, leaders should map out their team’s actual needs, involve cross-functional stakeholders in the decision process, and do a thorough comparison of solutions before committing,” said Steve Oriola, CEO of Insightly and Unbounce.
“At Insightly, we’re using these findings to help our customers recognise and overcome bias, ensuring they can maximise satisfaction and ROI from this critical investment.”
The survey further highlights a persistent misalignment between teams. While 48% of respondents see aligning sales, marketing, and customer success as key to 2025 revenue growth, sales teams are the least likely to have full visibility into the customer journey (27% vs. 46% for marketing). This misalignment is costing companies, with 30% citing it as a top barrier to sales efficiency.
The study found that when teams fully embrace and effectively use their CRM, 86% state that their system is the right size for their organisation, compared to 62% of teams with lower adoption rates. Teams that are highly satisfied with their CRM are over five times more likely to report a very positive impact on sales efficiency and four times more likely to report significant revenue growth.
Key Findings:
- Executives are 2x more likely than non-executives to have chosen a CRM because they have used it before (26% vs 13%).
- “Price” was a top-three selection factor, yet “high costs” is now the biggest complaint about current CRMs.
- Top complaints: high costs (19%) and integration issues (11%).
“As the CRM landscape evolves, Insightly is committed to helping customers turn these insights into action,” said Steve Oriola, CEO of Insightly and Unbounce. “We’re rolling out new AI tools and resources designed to help teams maximise CRM adoption and deliver truly exceptional buyer experiences.”
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