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When it comes to adopting powerful CRM platforms like HubSpot, businesses often encounter a stumbling block we call The Adoption Gap. This is the space between investing in new software and effectively using it to drive your business forward.
At Real Inbound, we’ve seen it manifest time and time again in our client conversations. The symptoms?
- Teams not adopting the system in their daily workflows.
- Features and functionality being overlooked or underutilised.
- Reporting that doesn’t feel trustworthy due to gaps in data or understanding.
- Workarounds springing up to address perceived software limitations.
It’s easy to assume that training, better processes, or shiny enablement tools will close this gap. But from our experience, these alone won’t solve the problem. The real issue is deeper: The Adoption Gap is a management problem, not a technology problem.
Why CRM Adoption Fails
Before we dive into solutions, let’s dissect the root causes of The Adoption Gap:
- A Misaligned Commercial Strategy
A CRM like HubSpot is designed to support your commercial activities. However, many organisations adopt the software without first creating a solid, overarching commercial strategy. Without clear goals, KPIs, and processes baked into your CRM, the platform cannot fulfil its potential.
- Lack of Managerial Accountability
Even the best CRM is only as effective as the people using it. If leadership doesn’t actively manage their teams, set expectations, and enforce accountability within HubSpot, why would anyone else use it?
- The "Add-On" Mentality
HubSpot isn’t something you bolt onto your existing workflows. It’s meant to replace inefficiencies, streamline your operations, and optimise your go-to-market efforts. Failing to embed it into your commercial DNA leads to low adoption.
HubSpot Isn’t a Strategy – It’s a Tool for Strategy
HubSpot is vast, powerful, and capable of transforming how you manage marketing, sales, and customer service. But it’s not a silver bullet. Without embedding your strategy into the platform, it will simply sit unused—or worse, underused.
Think about it like this:
- Goals and KPIs: Are you setting clear targets in HubSpot to align your teams?
- Processes: Have you mapped out workflows that the software can automate?
- Accountability: Are you managing your teams and holding them to these standards within HubSpot?
If the answer to any of these is “no,” then you’re likely facing an Adoption Gap.
How to Close the Adoption Gap
At Real Inbound, we’ve worked with countless businesses grappling with this problem. From our experience, the path to closing the Adoption Gap includes four key steps:
- Start with Your Commercial Strategy
Before you even touch the software, ask yourself: What are we trying to achieve? Define your commercial objectives and then work backwards to align them with HubSpot’s capabilities. Your CRM should be the home for this strategy, not a separate entity.
- Build with Your Team in Mind
If your teams don’t understand how HubSpot aligns with their daily tasks, they won’t use it. Invest time in understanding their pain points and show them how the platform can make their lives easier. This isn’t just training—it’s tailoring.
- Embed Accountability
Set clear expectations for how HubSpot will be used. Use the platform to track KPIs, report progress, and streamline workflows. Make it part of your regular management routine to review performance in HubSpot.
- Audit and Optimise
Regularly review how the platform is being used. Are there features being ignored? Are the processes still relevant? HubSpot is an evolving tool, and so is your business—stay proactive in refining both.
What We’ve Learned at Real Inbound
The Adoption Gap can seem daunting, but it’s not insurmountable. The key takeaway we’ve learned is that HubSpot adoption starts with leadership and strategy—not tools or technology.
When you treat HubSpot as the foundation for your commercial efforts, not just a shiny add-on, the possibilities for streamlining and optimising your business are endless.
Uncover the hidden costs of CRM adoption.
Want to find out if your business has an Adoption Gap? Download our email series, “CRM Adoption Success Scorecard,” and take the first step towards optimising your HubSpot investment.
