What does it take to ensure that the CRM system is actually used?

A CRM system that is not used delivers no value, no matter how well it is set up. When we get involved in projects where usage has stalled, the explanation is almost always the same: the person entering the data is not the one who benefits from it.

Give something back to the person entering the data

A salesperson who diligently keeps their own sales opportunities up to date is, in practice, doing work that supports management's forecast. For this to be sustainable, the salesperson must also get something in return: an overview that is genuinely useful in their day-to-day work, relevant reminders, and less duplication of work with Outlook. Ask what they use spreadsheets for today, and replace exactly that.

Ask for less — at first

It’s tempting to make many fields mandatory so the data is complete. The effect is usually the opposite: people enter whatever they can to move on, leaving you with complete data that no one trusts. Start with the minimum that makes sense, and add more when someone actually misses the information.

Let management use the system themselves

If the sales meeting is based on a spreadsheet someone created for the occasion, you have told the organization that the CRM system is not the single source of truth. Run the meeting in the system. Nothing improves data quality as effectively as putting the figures to visible use.

Measure usage, not just sentiment

Track how many people log in, how many sales opportunities are updated, and how old the open cases are. This will show you which teams need help, and you will spot it before usage has dropped so much that a new project is needed to bring it back up.

And remember that training is not a one-off task at launch. New employees join, and functionality changes several times a year.