Why Most CRM Projects Fail, and How Fractional Strategists Can Change That
Let’s get something out of the way.
A fool with a tool… is still a fool.
You’ve probably seen this too: a small business signs up for the latest CRM platform—maybe even two of them—and layers in spreadsheets on top. Six months later, they’re still missing follow-ups, data’s scattered across channels, and nobody’s sure who owns what in the pipeline.
As a fractional tech strategist specializing in CRM systems, this is where our real work begins.
Because the problem isn’t the tool. It’s the thinking behind it.
CRM Isn’t Software. It’s an Operating System for Relationships.
Too many companies jump into tool selection before they understand what they’re actually trying to build. They chase features. They compare pricing. They hire someone to “set it up.”
But Customer Relationship Management is not a plug-and-play system. It’s a way of thinking about your customer journey—end to end. It’s empathy in action, codified into repeatable systems.
And when you treat CRM this way, the tech becomes secondary. It supports the process, not the other way around.
Start with the Experience. Not the Dashboard.
Steve Jobs famously said:
“You’ve got to start with the customer experience and work backwards to the technology.”
That advice couldn’t be more relevant in CRM consulting.
Before recommending a platform or building a pipeline, map the emotional arc of the customer:
What does it feel like to discover this brand?
Is the onboarding intuitive or frustrating?
Are follow-ups helpful—or robotic?
What happens after the deal closes?
Every friction point is a lost opportunity. And every moment of delight is a retention lever.
Three Shifts to Build CRM Maturity
Whether you’re advising a founder or embedding with a growing team, these three mindset shifts are where lasting transformation begins:
1. Flip the Perspective
Audit all customer-facing materials. How many sentences begin with “We” or “I”? Rewrite them from the customer’s point of view.
This small change rewires communication—from self-centered to service-oriented. It also sets the tone for a CRM strategy rooted in trust, not transactions.
2. Ask for Feedback Early
Implement lightweight surveys post-signup or after key sales calls. Or simply ask: What nearly stopped you from saying yes?
The goal is to create feedback loops before automation kicks in. Even five thoughtful responses can reframe how you score leads or nurture deals.
Yes, you can use tools like Hotjar or FullStory. But a two-question Typeform often uncovers more than heatmaps ever will.
3. Design for Agility
No CRM will be perfect on day one. But it should always be working.
That means:
Building for iteration, not perfection
Testing email sequences, pipeline stages, and triggers
Creating feedback mechanisms for internal teams
Don’t overbuild. Instead, launch with a minimum viable system and evolve in real time—based on what actually works.
The Tech Comes Last
Once the mindset is in place, choosing a CRM platform becomes significantly easier—and less political.
You’ll know:
Whether the client needs deal-based vs. contact-based views
If they require multi-channel support or just basic email automation
How integrations should behave between marketing, sales, and ops
And you’ll avoid the most common pitfall: spending the budget on features nobody uses.
Final Thoughts: Mindset Before Mechanics
CRM isn’t about finding the perfect tool. It’s about building the right culture—one where follow-ups are expected, feedback is welcome, and customers are seen.
As fractional strategists, this is our value: not just setting up systems, but shaping how companies think about relationships at scale.
Start with empathy. Embed agility. Build for real people.
And let the tools follow.
About the Author Hendrik “surfstyk” Bondzio is a fractional tech strategist with a focus on CRM systems, customer experience, and operational scale. He helps teams launch the right CRM—so they follow up faster and close more deals. Learn more at surfstyk.com.
The global CRM (Customer Relationship Management) market is vast, fragmented, and rapidly evolving. As of 2025, there are over 100 actively used CRM systems worldwide, ranging from enterprise giants to niche, industry-specific, and open-source solutions. The market is driven by digital transformation, cloud adoption, and the integration of AI and automation. While the top 10 vendors—such as Salesforce, Microsoft, Oracle, SAP, Zoho, HubSpot, Adobe, Zendesk, Freshworks, and Pipedrive—command nearly 60% of the market, dozens of mid-tier, regional, and specialized vendors serve the diverse needs of businesses across every sector and size.
CRM adoption is nearly universal among large and mid-sized organizations, with 91% of companies worldwide using some form of CRM. Cloud-based solutions now dominate, accounting for 65% of all CRM deployments, favored for their scalability and accessibility. The market is expected to reach between $78.6 billion and $112.9 billion in 2025, with projections exceeding $260 billion by 2032.
Types of CRM systems include general-purpose (e.g., Salesforce, Microsoft Dynamics), industry-specific (e.g., Veeva for pharma), marketing automation-focused (e.g., Adobe Marketo Engage), customer service-centric (e.g., Zendesk), and open-source (e.g., SuiteCRM, Odoo). New entrants and innovative SaaS startups continue to reshape the landscape, while open-source and spreadsheet-based solutions remain popular among solopreneurs and micro-businesses.
TL;DR
CRM market size (2025): $78.6B – $112.9B; projected to exceed $260B by 2032.
Vendor landscape: Over 100–150 actively used CRM systems worldwide, with the top 10 vendors holding nearly 60% of market share.
Adoption: 91% of companies globally use CRM; cloud-based solutions dominate (65% of deployments).
Market segmentation: Major enterprise players (Salesforce, Microsoft, Oracle, SAP, Adobe), strong SMB/marketing automation vendors (HubSpot, Zoho, Pipedrive, Freshworks, ActiveCampaign, Attio), and a long tail of niche, regional, and open-source platforms.
Pricing: Ranges from free/low-cost (for SMBs and startups) to $100+/user/month (for enterprise).
Key trends: AI-powered automation, omnichannel integration, mobile CRM, industry-specific solutions, and open-source innovation.
Suitability: SMBs and startups favor affordable, easy-to-use platforms like HubSpot, Zoho, Pipedrive, Freshworks, and Attio; enterprises gravitate toward Salesforce, Microsoft, Oracle, SAP, and Adobe.
Summary: The CRM market is highly dynamic, with more than 100 distinct platforms in active use globally. While a handful of major vendors dominate in revenue and reach, the market remains fragmented, providing businesses of every size and industry with a broad array of choices tailored to their unique needs.Let me know if you want this introduction further tailored or expanded!
Details and Deep Research.
Vendor
Market Share Rank
Estimated Revenue (2025)
Pricing Range (per user/month)
Scope & Market Role
Strengths
Weaknesses
SMB Suitability
Salesforce
1
$30B+
$25 – $150+
Enterprise leader, broad scope
Customization, AI, ecosystem
Expensive, complex
Moderate (mid-large SMBs)
Microsoft Dynamics 365
2
$8B+
$65 – $162
Enterprise/mid-market, MS integration
MS 365/Teams/Power Platform integration
High cost, Azure expertise needed
Moderate (MS-centric SMBs)
SAP
3
$10B+
$50 – $200+
Enterprise, ERP-CRM hybrid
Industry-specific, compliance
Complex, costly
Low (enterprise focus)
Oracle CX
4
$6B+
$75 – $300
Enterprise cloud CRM
AI/ML, supply chain integration
Steep learning curve, Oracle Cloud focus
Low
Adobe Marketo Engage
5
$1.5B+
$895+/month
Marketing automation
Lead nurturing, Adobe Cloud integration
CRM is secondary, expensive
Moderate (marketing teams)
Zendesk
6
$2B+
$19 – $215
Customer service CRM
Omnichannel, strong API
Weak sales automation
High (service-focused SMBs)
HubSpot
7
$1B+
Free – $120
SMB/marketing automation
Free tier, all-in-one, user-friendly
Scalability limits at enterprise level
High (SMBs/solopreneurs)
Zoho CRM
8
$1B+
$10 – $40
SMB, integrated ecosystem
Affordable, 45+ apps, easy to use
Limited advanced analytics
High (startups/SMBs)
Freshworks (Freshsales)
9
$500M+
$15 – $79
SMB/mid-market CRM
Intuitive UI, AI features, automation
Smaller ecosystem than Salesforce
High (SMBs/startups)
Pipedrive
10
$200M+
$14 – $99
Sales-focused CRM for SMBs
Simple, pipeline focus, affordable
Limited marketing features
High (SMBs/startups)
SugarCRM
11
$150M+
$40 – $100+
Mid-market/enterprise
Customizable, analytics
UI less modern, costly
Moderate
Creatio
12
$100M+
$25 – $85
Mid-market, no-code automation
AI, no-code, flexible
Complexity for non-tech users
Moderate
Bitrix24
13
$80M+
Free – $50
SMB, collaboration & CRM
Free tier, collaboration tools
UI cluttered, scalability limits
High (SMBs/startups)
ActiveCampaign
14
$70M+
$15 – $279
Marketing automation + CRM
Email marketing, automation
CRM features less comprehensive
High (SMBs/startups)
Copper CRM
15
$50M+
$25 – $119
Google Workspace CRM
Google integration, ease of use
Limited advanced features
High (SMBs/startups)
CRMnext
16
$40M+
Custom pricing
Enterprise CRM (BFSI/telecom)
Industry-specific, automation
Expensive, complex
Low (enterprise focus)
Brevo (Sendinblue)
17
$30M+
$25 – $65
SMB marketing + CRM
Affordable, email marketing focus
CRM features limited
High (SMBs/startups)
Clarify
18
$20M+
Custom pricing
Enterprise, service CRM
Service automation, niche
Niche, less known
Low
Breakcold
19
<$10M
$15 – $50
Sales CRM for startups
Simple, startup-focused
Limited features
High (startups/solopreneurs)
Attio
20
<$10M
$99 – $249
Modern CRM for startups
Modern UI, flexible data modeling
Immature ecosystem, no mobile app
High (tech startups)
Twenty CRM
21
N/A (open source)
Free
Open source CRM
Free, customizable
Tech skills required
Moderate (tech-savvy SMBs)
Excel/Google Sheets
22
N/A
Free
Basic CRM via spreadsheets
Universal, free
Manual, no automation, scalability limits
Low (very small teams/solopreneurs)
1. Salesforce
Market Role: The global CRM leader, setting industry standards for cloud CRM and enterprise automation. Strengths: Unmatched customization, robust AI (Einstein), vast AppExchange, deep vertical solutions, strong analytics. Weaknesses: High cost, complex setup, requires admin expertise, can be overkill for small businesses. SMB Suitability: Moderate—best for scaling SMBs or those with complex needs and budget.
2. Microsoft Dynamics 365
Market Role: Major enterprise/mid-market CRM, tightly integrated with Microsoft 365 ecosystem. Strengths: Seamless with Outlook/Teams, Power Platform for automation, strong analytics, global reach. Weaknesses: Expensive, can be complex to deploy, best value for companies already using Microsoft stack. SMB Suitability: Moderate—ideal for Microsoft-centric SMBs and mid-market firms.
3. SAP
Market Role: Enterprise-focused CRM, often part of SAP’s ERP suite, strong in regulated industries. Strengths: Deep ERP integration, compliance, industry-specific modules, global support. Weaknesses: Expensive, complex, lengthy implementations, rarely chosen by SMBs. SMB Suitability: Low—primarily for large enterprises.
4. Oracle CX
Market Role: Enterprise cloud CRM, strong in large-scale, data-driven organizations. Strengths: AI/ML, advanced analytics, supply chain integration, strong vertical solutions. Weaknesses: Complex, high cost, requires Oracle Cloud expertise, not SMB-friendly. SMB Suitability: Low—best for large enterprises.
5. Adobe Marketo Engage
Market Role: Leading marketing automation platform, part of Adobe Experience Cloud. Strengths: Best-in-class lead nurturing, robust campaign management, deep Adobe integrations. Weaknesses: CRM features are secondary, high price, steep learning curve for non-marketers. SMB Suitability: Moderate—great for marketing-heavy SMBs, less so for sales-driven teams.
6. Zendesk
Market Role: Customer service and support CRM, excels in omnichannel helpdesk. Strengths: Omnichannel support, 1,500+ integrations, easy to use, scalable for support teams. Weaknesses: Weak sales pipeline/automation, can get expensive at scale. SMB Suitability: High—excellent for service/support-focused SMBs.
7. HubSpot
Market Role: SMB and mid-market CRM, strong in inbound marketing and sales automation. Strengths: Free tier, easy to use, all-in-one marketing/sales/service, great for growth. Weaknesses: Advanced features require higher tiers, can get costly as you scale, limited deep customization. SMB Suitability: High—top pick for SMBs, solopreneurs, and startups.
8. Zoho CRM
Market Role: Affordable, all-in-one CRM for SMBs, part of Zoho’s expansive business suite. Strengths: Low cost, 45+ integrated apps, easy to use, strong automation, global reach. Weaknesses: Advanced analytics and customizations less robust than enterprise CRMs. SMB Suitability: High—excellent for SMBs and startups.
9. Freshworks (Freshsales)
Market Role: Modern CRM for SMBs and mid-market, focused on usability and automation. Strengths: Intuitive UI, AI features, good automation, affordable pricing. Weaknesses: Smaller ecosystem, fewer integrations than Salesforce or Microsoft. SMB Suitability: High—great for SMBs and SaaS startups.
10. Pipedrive
Market Role: Sales pipeline CRM for SMBs and startups, laser-focused on sales teams. Strengths: Simple, visual pipelines, fast setup, affordable, mobile-friendly. Weaknesses: Limited marketing automation, not ideal for complex workflows. SMB Suitability: High—perfect for sales-driven SMBs and startups.
11. SugarCRM
Market Role: Customizable CRM for mid-market and enterprise, open-source roots. Strengths: Strong customization, analytics, flexible deployment (cloud/on-premise). Weaknesses: UI less modern, higher cost, requires technical resources. SMB Suitability: Moderate—best for mid-sized businesses with IT resources.
12. Creatio
Market Role: No-code CRM for mid-market and enterprise, automation-centric. Strengths: No-code/low-code platform, strong automation, flexible for complex processes. Weaknesses: Can be overwhelming for non-technical users, moderate ecosystem. SMB Suitability: Moderate—good for process-heavy SMBs with IT support.
13. Bitrix24
Market Role: All-in-one SMB platform (CRM + collaboration + project management). Strengths: Free tier, wide feature set, collaboration tools, affordable. Weaknesses: Cluttered UI, limited scalability for large teams, support can be slow. SMB Suitability: High—great for small businesses and startups.
14. ActiveCampaign
Market Role: Marketing automation and CRM for SMBs, email-centric. Strengths: Powerful email automation, affordable, strong integrations, easy to use. Weaknesses: CRM features less robust than top CRMs, limited for complex sales. SMB Suitability: High—ideal for marketing-focused SMBs.
15. Copper CRM
Market Role: CRM built for Google Workspace users, SMB focus. Strengths: Native Gmail/Google integration, simple UI, quick onboarding. Weaknesses: Limited advanced features, not ideal for non-Google environments. SMB Suitability: High—best for Google-centric SMBs.
16. CRMnext
Market Role: Enterprise CRM for BFSI and telecom, industry-specific. Strengths: Deep vertical features, strong automation, large deployments. Weaknesses: Expensive, complex, not suitable for general SMBs. SMB Suitability: Low—enterprise focus.
17. Brevo (Sendinblue)
Market Role: Affordable marketing automation with basic CRM, SMB focus. Strengths: Low cost, strong email/SMS marketing, easy to use. Weaknesses: CRM features are basic, limited sales pipeline tools. SMB Suitability: High—excellent for marketing-driven SMBs and startups.
18. Clarify
Market Role: Enterprise customer service CRM, niche/vertical focus. Strengths: Strong service automation, tailored for specific industries. Weaknesses: Niche, less known, limited sales/marketing features. SMB Suitability: Low—enterprise/niche focus.
19. Breakcold
Market Role: Sales CRM for startups and solopreneurs, simplicity-first. Strengths: Easy to use, affordable, fast setup, startup-focused features. Weaknesses: Limited features, not suitable for complex sales orgs. SMB Suitability: High—great for solopreneurs and early-stage startups.
20. Attio
Market Role: Modern, flexible CRM for startups and tech-forward teams. Strengths: Modern UI, flexible data modeling, API-first, fast innovation. Weaknesses: Smaller ecosystem, limited integrations, no mobile app yet. SMB Suitability: High—excellent for SaaS startups and tech teams.
21. Twenty CRM (open source)
Market Role: Open-source CRM for tech-savvy SMBs and custom deployments. Strengths: Free, customizable, community-driven, no vendor lock-in. Weaknesses: Requires technical setup/maintenance, less support. SMB Suitability: Moderate—best for tech-savvy or budget-conscious SMBs.
22. Excel/Google Sheets
Market Role: Basic CRM via spreadsheets, ultra-low cost. Strengths: Free, universal, flexible for simple needs, no learning curve. Weaknesses: Manual, no automation, not scalable, data integrity risks. SMB Suitability: Low—only for very small teams or solopreneurs with basic needs.
Summary:
Best for SMBs/startups: HubSpot, Zoho CRM, Freshworks, Pipedrive, Bitrix24, ActiveCampaign, Copper CRM, Brevo, Breakcold, Attio.
Best for enterprise/complex needs: Salesforce, Microsoft Dynamics 365, SAP, Oracle CX, Adobe Marketo Engage, CRMnext, Clarify.
Open-source/DIY: Twenty CRM, Excel/Google Sheets (for micro-businesses or tech-savvy users).
Let me know if you’d like a downloadable version or further segmentation!
That phrase has shaped the past month of my work and life — and it’s now the driving force behind a project I’ve just launched: a fully functional, easy-to-use CRM built on something you already know how to use — a spreadsheet.
This is the story of how it came to life, what I built around it, and why it exists.
Back to Basics: The CRM Problem Most People Face
Let’s be honest — most CRM systems are overkill at the start.
They promise automation, dashboards, integrations, AI—but for many small teams and solo operators, it quickly turns into overwhelm. Subscriptions pile up. Setup drags on. Features sit unused. And the real goal — building better customer relationships — gets lost.
So I asked myself:
What’s the simplest, cleanest starting point for someone who just wants to get their customer data organized?
The answer? A spreadsheet. One that’s structured like a CRM. And one that’s yours to keep.
What I Built — and Why
I’ve been researching CRMs obsessively (100+ hours, easily), exploring tools like Breakcold and Brevo. But I always come back to the same principle: use open source where you can, build your own if needed, and only in rare cases rely on another subscription.
That principle led me to:
Build my personal site on WordPress
Use the open-source CRM Twenty as my backend
And when existing form plugins didn’t cut it, I created my own: a custom Twenty CRM WordPress plugin to connect submissions directly to my CRM
It’s still in beta, but it gets the job done — no bloat, no fluff.
The Video: A Tool to Build Trust
I didn’t want to just throw a download link out into the world. I wanted to speak directly to the person on the other side. So I made a video — simple, honest, and personal.
After testing tools like Riverside, Loom, and Screen Studio for Mac (all good but ultimately not the right fit), I came full circle to something open-source and powerful: OBS. Big shoutout to Beata, who’s been preaching OBS long before I finally listened.
The video was shot using OBS and lightly edited in Final Cut Pro. I kept it minimal because the message was clear enough: this spreadsheet helps you start tracking leads, contacts, and deals — and sets you up to upgrade later, without losing your data.
The Landing Page: A Different Kind of CTA
Most lead magnets ask for your email.
I didn’t.
I built a landing page that reflects how I work: no email collection, no spam, just connection. If you want the spreadsheet, you leave your name and either your phone number or LinkedIn. That’s it.
The idea is simple: if CRM is about relationships, it should start with trust.
Final Push (And a Personal Note)
Today is May 29 — a public holiday in Portugal. My family’s at the beach. I’m in the office, finishing this.
Because launching this mattered.
Not just to check a box, but to share something useful. Something small but real. Something that helps others get started — or restarted — on their CRM journey.
If you’ve ever felt overwhelmed by CRM tools, or if you’ve been putting off building your system, start here.
This spreadsheet is yours to use, adapt, and grow from.
And if you want to talk shop, swap ideas, or rethink your approach — I’m just a message away.
🧠 CRM is a mindset. And sometimes, that mindset starts with a spreadsheet.
Let’s face it: when it comes to Customer Relationship Management (CRM), the choices can feel overwhelming — especially for startups and small-to-medium businesses (SMBs). There’s an entire galaxy of tools promising to streamline your sales, automate your follow-ups, and make your customers love you even more.
But let me tell you a little secret first: Your CRM might already live in a humble spreadsheet.
Yes, you read that right. For many businesses, the first “CRM” is nothing more than an Excel sheet or a Google Sheet tracking names, email addresses, and deal stages. And guess what? That’s perfectly okay in the early days. It’s lean, it’s flexible, and — let’s be honest — it’s practically free.
But as your business grows, that spreadsheet starts to groan under the weight of your ambitions. That’s when it’s time to graduate to tools designed to help you scale, automate, and make smarter decisions.
The CRM Landscape for Startups and SMBs (2025 Edition)
1. Zoho CRM
Affordable, flexible, and feature-rich — Zoho CRM is the Swiss Army knife for SMBs. It covers lead management, automation, and analytics, all with an easy onboarding curve. Plus, its free plan makes it an accessible starting point.
2. HubSpot CRM
If you love free stuff (who doesn’t?), HubSpot CRM is hard to beat. It offers robust features at zero cost — including email tracking, contact management, and sales pipelines. It’s intuitive, integrates with your favorite tools, and is particularly popular among startups.
3. Pipedrive
For sales-driven teams, Pipedrive is a fan favorite. Its visual pipeline approach makes it easy to keep your deals moving. It also offers automation and reporting without overcomplicating things.
4. Monday CRM
Need something that bends to your will? Monday CRM, built on the famous Work OS, lets you customize your sales workflows and dashboards however you like. Great for teams who want flexibility.
5. Freshsales
Freshsales shines with features like lead scoring and email tracking. It’s user-friendly and especially suited for teams that want to boost both sales and marketing efforts.
6. Salesforce
The big player. The heavyweight champion. Salesforce offers everything — but at a premium. Best for startups that are scaling fast and need enterprise-level features (and have the resources to match).
7. Microsoft Dynamics 365 CRM
If your team lives and breathes Microsoft 365, this CRM fits like a glove. It’s powerful, customizable, and integrates natively with the Microsoft ecosystem.
8. Twenty CRM (The Open-Source Rebel)
For tech-savvy teams who want full control, Twenty CRM is a game changer. Open source, self-hosted, and developer-friendly, it offers Kanban views, APIs, custom objects, and zero vendor lock-in. If you want your CRM to grow with your unique workflows — and avoid subscription fees — Twenty CRM might be your best bet.
Quick CRM Cheat Sheet
CRM System
Best For
Free Plan
Key Features
Zoho CRM
Affordability & customization
Yes
Automation, lead mgmt, analytics
HubSpot CRM
Free tier & integrations
Yes
Sales pipelines, email tracking
Pipedrive
Visual sales pipelines
No
Pipeline mgmt, automation
Monday CRM
Custom workflows
No
Sales dashboards, forecasting
Freshsales
Sales & marketing automation
No
Lead scoring, email tracking
Salesforce
Advanced features, scaling
No
Full suite, analytics, custom workflows
Microsoft Dynamics
Microsoft integration
No
AI insights, automation, Office 365 sync
Twenty CRM
Open-source, self-hosting
Yes
Custom objects, APIs, Kanban & table views
Final Thoughts (and a Nudge)
Choosing the right CRM isn’t about finding the shiniest tool — it’s about picking the system that fits your stage, team, and tech skills.
Sometimes that’s a simple spreadsheet, Sometimes it’s HubSpot or Zoho, And sometimes it’s Twenty CRM or Salesforce, especially if you want to push boundaries.
But here’s the golden rule: CRM is not just a tool — it’s a mindset. Whether you track customers on sticky notes or in a highly automated cloud platform, what matters most is that you actually follow up, nurture, and build real relationships.
