Introduction

Navigating the complexities of CRM and tech stack management in mature companies

As companies mature, the foundational technologies they once relied on to drive sales, marketing, and customer success often struggle to keep pace with the growing complexity of their operations. The CRM, the heart of customer relationship management, and the broader tech stack must evolve to handle increasing volumes of data, more intricate customer journeys, and the expanded needs of cross-functional teams. But, what happens when that very stack becomes the bottleneck?

Today, if you’re a mature company, you’re probably using HubSpot, Salesforce or a homegrown solution as your CRM, and that’s okay. We’ll spend some time breaking down why, at different stages of maturity, you might choose one over the other and in which cases, as a mature company, you may want to look elsewhere. But let’s be honest: most mature companies aren’t choosing a CRM—they already have one. Many people we talk to aren’t happy with their setup, which is why we’re teaching this course. Too often, CRM and stack decisions are inherited, and so the response to dissatisfaction tends to focus on switching the CRM. Unfortunately, a change in tool is rarely a magic wand to fix the problems. Many teams end up still unhappy or even switch back when a new leader takes charge of the stack. Therefore, we’re going to focus on the problems, not just the tools

So, what challenges are we talking about here? These challenges often manifest as visible problems: poor data hygiene, clunky reporting, inefficient workflows, and user frustration. While these issues are disruptive, they are typically symptoms of deeper, underlying root causes.

Understanding the distinction between symptoms and root causes is crucial. Addressing only the symptoms may provide temporary relief but won't solve the fundamental issues, resulting in ongoing operational disruptions and wasted resources. By identifying and tackling the root causes, you can implement lasting solutions that enable your CRM and tech stack to support your business as it scales.

In this module, we'll introduce a two-level framework for diagnosing and resolving CRM and tech stack issues in mature companies. We'll guide you through identifying the symptoms you're experiencing, tracing them back to their root causes, and implementing targeted strategies to resolve them.

Module Framework Overview

To help you navigate the complexities of managing CRM and tech stack issues, we've structured this module into five lessons:

• Lesson 1: Introducing the Two-Level Framework
  • Understanding Symptoms vs. Root Causes
• Lesson 2: Identifying Symptoms
  • Collecting and Understanding the Problems You're Facing
• Lesson 3: Assessing Rituals
  • Evaluating Team Behaviors, Processes, and Workflows
• Lesson 4: Assessing Connections
  • Examining System Integrations and Data Flows
• Lesson 5: Assessing Tools
  • Deciding When to Optimize or Replace Technology, including guidance on selecting HubSpot, Salesforce, or alternatives

By the end of this module, you'll have a clear roadmap for diagnosing CRM and tech stack issues in your organization, addressing the root causes, and implementing solutions that support your company's growth.