Digital transformation requires integrated CRM and better communication

Experts highlight that many companies struggle to derive actual business value from their data due to fragmented tools and communication gaps. In the realm of customer relationship management, Samira Ben Ali of OPEN Digitalgruppe notes that 'tool wild growth'—ranging from isolated Excel lists to disconnected marketing automation—creates data silos that obscure revenue transparency.

To combat this, the implementation of holistic Enterprise CRM platforms like HubSpot is suggested. Such systems aim to cover the entire customer journey, from lead generation to customer service, ensuring that data travels with the customer record so that sales, marketing, and service departments can operate with shared insights.

Separately, RegSus Consulting GmbH points out that technical success in IT projects does not always equate to organizational success. Even when projects meet budgets and timelines, they often fail to provide value if employees bypass new systems in favor of old methods. The core issue is frequently identified as a lack of communication and failure to align software development with the actual needs of the end-users, rather than technical deficiencies.