CRM is the most over-bought and under-used category in UK marketing technology. The average mid-market brand uses 29% of paid functionality.
The structural shift is from CRM-as-record to CRM-as-decision-engine. AI agents now sit inside the CRM and continuously decide what each customer should next experience, across channels, in real time.
The bottleneck for UK brands is data hygiene, not platform choice. Almost every disappointing CRM upgrade fails because of fragmented, stale, or wrong customer data.
Published by Creative Marketing Research, the independent research division of Creative Marketing Group.