Why Do Businesses Often Fail to Effectively Leverage CRM Systems?
Most businesses treat CRM as a service function rather than a growth driver, says Karan Gupta, Founder at MarTech Nexus. When done right, CRM can drive incremental CLV and revenue growth. But when done poorly—or merely as a “campaign factory”— the impact is minimal or hard to measure.
Karan Gupta is the founder at MarTech Nexus, an advisory practice. The main idea behind starting this venture, he says, is to “close the gap between strategy and execution.” In his career, Karan has successfully built and managed CRM teams for companies like Grover and Marley Spoon.
So, why do so many businesses struggle to get the most out of their CRM systems? We spoke to Karan about what it takes to be a successful growth marketer, how AI will change the game for young professionals, and why most CMOs are talking about personalisation, but few brands are able to deliver on the promise.
Excerpts from the interview;
Tell us about MartechNexus and what moved you to set it up.
I started MarTech Nexus to close the gap between strategy and execution in MarTech, CRM, and Retention. I’m passionate about turning CRM into a true growth function for organisations, and that passion drove me to launch MarTech Nexus. The goal is to empower and enable effective execution—and in doing so, bring more joy to CRM marketers.
What does it take to be a growth marketer?
I don’t come from a traditional marketing background. I started my journey as an engineer in India, then pursued an MBA in the US and completed an MSc in Digital Marketing in the UK. This broad skill set, coupled with exposure to different cultures, gave me a T-shaped background that I believe is invaluable for a growth marketer.
It’s not just about breadth or depth—but having a broad range of skills gives you a real edge. You need to be comfortable with data, tech, product, campaign execution, stakeholder management, and more, without necessarily being an expert in each one. This versatility allows you to identify and act on growth opportunities more effectively. I believe it is imperative to thrive as a growth marketer.
Personalisation is a big brand priority, yet few businesses are able to deliver – what is the barrier, and how can brands overcome it?
Simply put, the path to hyper-personalisation is a journey that businesses must fully commit to. It requires investing in martech infrastructure to enable the three core pillars—data collection, activation, and orchestration—which in turn power personalisation. But without the right technology, processes, and people, personalisation often remains a distant dream for most organisations.
ALSO READ: Five Hidden Pitfalls of Hyper-Personalisation
What are some of the biggest challenges businesses face when it comes to getting the most out of their CRM?
Most businesses treat CRM as a service function rather than a growth driver. When done right, CRM can drive incremental CLV and revenue growth. But when done poorly—or merely as a “campaign factory”—the impact is minimal or hard to measure.
Transforming CRM into a growth function hinges on three pillars:
- People: Build a CRM competency centre with a broad skill set that spans analytics, product management, engineering, and campaign management.
- Processes: Ensure CRM works in harmony with other customer-centric teams (brand, product, data) for a cohesive strategy.
- Tooling: Maintain a unified view of the customer, and have the capability to activate, orchestrate, and personalise interactions at scale.
What advice would you give marketers worried about job redundancy due to AI?
I believe this is a great time to be a marketer. All it takes is reframing the question: How can AI help me become a 360-degree growth marketer? AI can automate much of the operational heavy-lifting, freeing marketers to experiment, ideate, strategise, and collaborate. Instead of being bogged down by setting up complex campaigns and workflows, you can focus on bigger-picture growth opportunities. My advice: lean into AI with a growth mindset—then the sky’s the limit.
ALSO READ: The Rise of AI-Modified Voices: What’s at Stake?
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Karan Gupta will lead a workshop on Creating Magic Moments Using Customer Data: Personalisation & Engagement for Increased Retention on 24th April 2025 in Dubai. More details here.
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