What 400 CRM Integrations Taught Me (That Most Guides Won’t)

By Luke Brewin, Operations Director at Force24

We get it—there’s no shortage of CRM guides out there, all saying the same things: look for scalability, weigh the cost, and choose something easy to use. And yes, those are valid points. But after working with over 400 businesses, testing more than 50 CRM platforms in a range of industries and dissecting thousands of real-world use cases, we’ve seen firsthand what truly works—and, more importantly, what doesn’t. 

Here’s the thing: process matters more than the product features. It has to lead the way. Too often, businesses start by dreaming up a perfect CRM utopia; every team aligned, every workflow flawless, and every feature maximised.  The reality? People cut corners, priorities shift, and overly complex systems end up underutilised. This isn’t a failure of the tool; it’s a failure of process-first thinking.  

As an Operations Director, this goes against my instincts. I live and breathe processes, so saying, “Don’t overdo it,” feels wrong on some level. But let me be clear: a CRM without documented processes is chaos. That said, your processes need to be practical, not pie-in-the-sky ideas. So, let’s cut through the noise and focus on what really matters. This isn’t just another guide—it’s the hard-learned lessons we’ve picked up from the trenches. Think of it as a roadmap for building a CRM system that works in the real world. 

 

Keep It Simple, Build Over Time 

 You’ve probably heard the advice to “dream big,” but when it comes to CRMs, starting small is far smarter. Trying to create an all-encompassing system on day one is a sure way to overwhelm your team and sabotage your efforts. Instead, define a simple, practical starting point that reflects your business’s current reality—not an idealised future state. 

 

Focus on the Essentials 

Focus on the immediate needs of your business: 

  • What are the most essential workflows? 
  • Which data points are critical to track? 
  • What processes will benefit most from automation? 

 

For instance, I worked on a project recently with a team who wanted to automate everything from day one—lead scoring, email campaigns, pipeline management, and customer support. What happened? Their team felt overwhelmed, adoption stalled, and key data was missed.  When we scaled it back to just lead tracking and basic reporting, adoption improved almost immediately. Once the team got comfortable, we started adding more advanced features step by step. 

 

Iterate and Improve 

 Think of your CRM as a living system. Use feedback and performance data to identify gaps or bottlenecks, then adjust and expand. Over time, your CRM will grow into a tailored solution that fits your business perfectly. 

 

The Realities of Data Collection 

 Here’s a harsh truth: more data doesn’t always mean better results. It’s tempting to design your CRM with fields for every little detail, but asking too much of your team will backfire. Faced with 100 dropdown options, they’ll pick the first one, or worse, stop using the system altogether. 

 

Less Is More 

Start by identifying the key data points that drive decision-making, think fewer and higher quality. For example: 

  • Do you really need every minor detail about a sales lead, or just their contact info and stage in the buying process? 
  • Could some data be captured automatically through integrations or workflows? 

By doing this you’re ensuring the information collected is accurate, actionable, and valuable. 

 

Don’t blame sales! 

We all know the stereotype: salespeople aren’t exactly admin enthusiasts. And I don’t blame them. They’re trying to focus their time doing what they do best while maintaining their high targets. Selling, strategising, and closing deals. Of course, you don’t want to burden them with unnecessary admin tasks that won’t benefit anyone in the long run. Keep the data collection process simple and intuitive, and let automation handle the heavy lifting wherever possible.  It’s better to get accurate, limited data than an incomplete mess. 

 

Common CRM Pitfalls: The “Art of the Possible” Trap 

One of the most appealing ideas when implementing a CRM is the “art of the possible”—the notion that with the right system, you can achieve anything. And while it’s inspiring to envision seamless processes, perfect team alignment, and automation magic, this mentality often leads to issues. 

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