Make your CRM work for you–not the other way around
You can watch the full webinar on-demand to learn more about the topics covered in this blog post.
Modern CRM: From frustration to flexibility
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Modern CRM: From frustration to flexibility
Danny Coleman
Published on 11 July 2025
2 min read
Danny Coleman
Published on 11 July 2025
2 min read
Discover how modern CRMs address common frustrations and how AI can transform your sales processes and beyond.
In our recent webinar, 'Make your CRM work for you–not the other way around,' Jovanka Jazic spoke to expert panellists from Adaptavist and monday.com about the everyday frustrations and challenges with traditional CRM systems, most notably their rigidity, lack of customisation and passive nature.
According to a study by monday.com , 81% of sales leaders are considering replacing their CRM, with only 21% believing the benefits outweigh the costs. The top frustration cited by the webinar attendees was data quality and maintenance, at 86%. Other challenges included integrations, customisation, reporting, and user friendliness.
The panellists discussed how traditional CRMs often force businesses into predefined structures, leading to disengagement, lost productivity, and insufficient data. They advocated for flexible and customisable CRMs, like monday CRM, that adapt to a company's unique processes and terminology, rather than the other way around.
The team also spoke in-depth about the role of AI in modern CRMs, moving beyond passive data storage to active coaching, risk identification, and automated workflows. They explained how AI can help identify anomalies, focus on trends, and quickly pinpoint risks and opportunities, shifting from relying on lagging metrics to providing proactive insights. Examples included using AI for call transcriptions, email sentiment analysis, and automating deal stage progression.
The webinar also addressed adapting CRMs for non-sales teams and specific niche industries. One interesting example was for recruiting teams. While this team might seem non-traditional as the ideal use case for CRM, recruiting teams can track candidates in a pipeline in much the same way that you would track sales deals, in other words, along stages that indicate an increasing level of confidence until you finally get a 'closed-won' or, in this case, hired. The expert panel also discussed this idea for manufacturing, following the same idea that you can track 'tonnage' instead of 'deals', and for construction, manage RFPs and connect to project management. The panel also emphasised integrating CRMs with other tools for data enrichment and seamless workflows to realise the most value.
According to a study by monday.com , 81% of sales leaders are considering replacing their CRM, with only 21% believing the benefits outweigh the costs. The top frustration cited by the webinar attendees was data quality and maintenance, at 86%. Other challenges included integrations, customisation, reporting, and user friendliness.
The panellists discussed how traditional CRMs often force businesses into predefined structures, leading to disengagement, lost productivity, and insufficient data. They advocated for flexible and customisable CRMs, like monday CRM, that adapt to a company's unique processes and terminology, rather than the other way around.
The team also spoke in-depth about the role of AI in modern CRMs, moving beyond passive data storage to active coaching, risk identification, and automated workflows. They explained how AI can help identify anomalies, focus on trends, and quickly pinpoint risks and opportunities, shifting from relying on lagging metrics to providing proactive insights. Examples included using AI for call transcriptions, email sentiment analysis, and automating deal stage progression.
The webinar also addressed adapting CRMs for non-sales teams and specific niche industries. One interesting example was for recruiting teams. While this team might seem non-traditional as the ideal use case for CRM, recruiting teams can track candidates in a pipeline in much the same way that you would track sales deals, in other words, along stages that indicate an increasing level of confidence until you finally get a 'closed-won' or, in this case, hired. The expert panel also discussed this idea for manufacturing, following the same idea that you can track 'tonnage' instead of 'deals', and for construction, manage RFPs and connect to project management. The panel also emphasised integrating CRMs with other tools for data enrichment and seamless workflows to realise the most value.
Written by
Business Information Services Manager
As Business Information Services Manager, Danny focuses on expanding monday.com services. Committed to enhancing business processes and team dynamics, his leadership emphasises operational excellence, authenticity, and transparency, aiming to positively impact his team's work experience.