CRM Underutilization Is Costing Companies Revenue, Insightly Report Finds

Insightly, a leading provider of scalable CRM solutions, has released its 2025 CRM Research Report in partnership with Ascend2. Based on responses from over 375 mid-market go-to-market (GTM) professionals, the report uncovers the hidden costs of CRM decision-making biases and the widespread underutilization of CRM tools.

CRM Tools: Underused and Misunderstood

Despite 70% of businesses claiming their CRM fits their needs, only 34% of teams fully embrace their CRM platforms. Most organizations are using less than half of their CRM’s capabilities, representing a significant missed opportunity to drive business growth through better technology adoption.

The Executive Disconnect

The report reveals a critical gap in perception between leadership and team members. While 55% of executives believe their CRM is being effectively used, only 27% of non-executives agree. This disconnect underscores how decision-making biases are leading companies to choose CRMs based on faulty criteria:

  • 40% prioritize features over usability
  • 38% rush the selection process
  • 32% focus on cost over functionality

“Cognitive biases are hardwired into business decisions,” said Steve Oriola, CEO of Insightly and Unbounce. “To break the cycle, companies must assess real team needs, involve cross-functional stakeholders, and compare solutions thoroughly before committing.”

Alignment and Visibility Challenges

Another major finding from the report is the persistent misalignment across departments. While nearly half (48%) of respondents say aligning sales, marketing, and customer success is key to revenue growth, only 27% of sales teams have full visibility into the customer journey—compared to 46% for marketing teams.

This misalignment is more than an inconvenience—30% of respondents cite it as a top barrier to sales efficiency.

The Value of Full CRM Adoption

Teams that fully utilize their CRM tools report dramatically better outcomes:

  • 86% say their CRM is the right size for their organization (vs. 62% for low-adoption teams)
  • Highly satisfied users are 5x more likely to report a very positive impact on sales efficiency
  • They’re also 4x more likely to report significant revenue growth

Additional Key Insights

  • Executives are twice as likely as non-executives to choose a CRM based on prior use (26% vs. 13%)
  • While “price” is a top-three selection factor, “high costs” is now the #1 complaint
  • Other major complaints include integration issues (11%)

Insightly’s Response to the Data

In response to these findings, Insightly is rolling out new AI-driven tools and resources to help businesses improve CRM adoption and deliver better buyer experiences.

“As the CRM landscape evolves, our goal is to turn insight into action,” Oriola added. “We’re committed to equipping our customers with the technology and strategy they need to succeed.”

Methodology

The 2025 CRM Research Report is based on survey responses from over 375 mid-market GTM professionals across sales, marketing, and customer success teams.