The CRM trap: Why the “safe choice” is often the most expensive
CRM projects are among the most influential levers for business growth. Nevertheless, a significant proportion of these projects fail – not because of a lack of features, but because of a wrong course set at the outset.
1. The illusion of choice: When CRM market leaders cloud the view
The CRM market will continue to be dominated by a few giants. These systems are powerful, but they create a dangerous pull for small and medium-sized businesses.
The “safe choice” dilemma: Many decision-makers choose the market leader to minimize personal risk (“No one has ever been fired for buying the market leader”). But complexity is a risk in itself.
Over-engineering: A system designed for global players often cripples specialized medium-sized companies with a flood of options and skyrocketing license costs.
The niche opportunity: The most efficient solution often lies in specialized systems that map industry logic in the standard without expensive custom programming.
2. The conflict of interest check: How neutral is your advice really?
A consultant who also sells licenses or is an implementation partner for a manufacturer has a structural conflict of interest. Use this checklist to review your partners:
Category | Warning sign | The K&L principle |
Partner Status | “Gold partner” or “platinum status” with a manufacturer. | Complete neutrality (no partner agreements). |
Kickbacks | Commissions for software subscriptions sold. | Fee-based consulting (no license sales). |
Argumentation | Sales based on “glossy” AI features & dashboards. | Focus on individual business processes. |
Shortlist | Only systems that the consultant sales and builds themselves are proposed. | Open market exploration (the best system wins). |
Mnemonic: True neutrality begins when the consultant has no financial interest in your software decision.
3. The K&L approach: Three phases to CRM success
We secure your investment by methodically separating strategy and technology.
Phase 1: Requirements management & process design
Before we talk about software, we clean up outdated processes. We redefine your customer journey.
The result: a vendor-neutral specification sheet that describes what you need, not what a software can do.
Phase 2: Structured selection process & TCO analysis
We conduct a moderated pitch. Vendors have to solve comparable scenarios from your everyday life instead of standard demos.
Result: A well-founded decision template including a total cost of ownership (TCO) analysis over 5 years.
Phase 3: Quality assurance (the “customer's advocate”)
As soon as the system house begins its work, we assume the role of “construction manager.” We monitor progress and check every change request for necessity.
Result: On-time implementation within budget.
4. Case study: Efficiency through precision in mechanical engineering
Initial situation: A medium-sized company (300 employees) was planning to implement a complex enterprise system (market leader). The system house's quote amounted to approximately €150,000 in the first year.
The K&L analysis: We determined that 70% of the enterprise functions were irrelevant for this customer, while service processes critical to success would have had to be reprogrammed at great expense.
The result of independent consulting:
- System: Selection of a specialized mid-market CRM with high industry standards.
- Savings: Approximately €30,000 in license costs per year.
- Time savings: Reduction of project duration by 4 months.
- Acceptance: Highest user satisfaction, as the system “speaks the language of the employees.”
5. Conclusion: Neutrality is your insurance against bad investments
In a data-driven world, CRM is the heart of your business. Don't leave this heart to the sales pressure of the software giants. Neutral consulting ensures that technology follows strategy – and not the other way around.
Your next step
Are you ready for a CRM strategy without manufacturer bias? Let's take a look at where your project currently stands in a 30-minute strategy check.
FAQ: Frequently asked questions about the CRM paradox
Why do CRM projects usually fail?
Not because of the technology, but because of user acceptance and processes that were built “around the software” instead of the other way around.
How much does independent CRM consulting cost?
The costs are usually recouped before go-live through savings in license fees and the avoidance of unnecessary customization.
Is K&L also involved in the implementation?
Yes, but not as a developer, rather as your strategic expert who monitors the quality of the technical implementation.
About the author:
Frank Lauterhahn
Managing Partner
Frank Lauterhahn is an experienced CRM consultant who helps companies of all sizes and from all industries to develop effective CRM strategies and benefit from CRM software in the long term.
With a holistic approach, he supports his customers from the definition of objectives to business analysis and implementation.
As an independent consultant with extensive market knowledge and negotiation skills, he ensures the selection of the most suitable software solution and a smooth implementation.
Thanks to his many years of experience as a project manager in CRM technology implementation, he ensures that the project runs smoothly.
With expertise in various project methods and consulting services for the digitalization of customer management, he supports companies that are ready to exploit their full potential.