Just 35% of companies have integrated CRM systems, while two thirds of companies are covering marketing and CRM with the same budget, leaving a third of marketers without plans and processes around the technology, according to new research.
A survey of 750 leading CRM managers across the UK and Europe by marketing technology company Wiraya, reveals just 34% of UK businesses have separate budgets for CRM. For most CRM managers, the money comes from the marketing budget, which 53% of businesses are increasing over the next year.
Whether the finance is there or not, there is a surprising lack of maturity when it comes to CRM process. Just 35% of UK businesses have fully integrated CRM systems. In the most common case (45%) of businesses are still in the process of integrating systems and distilling processes.