Andrew Scott, CEO of Insight Data, examines why traditional CRM systems are holding businesses back and why a more focused approach to software could deliver better results.

10 years ago, the glazing industry was racing to adopt new technology. CRM was the holy grail to business success and profitability promised by software companies.

10 years on, it hasn’t worked.

Companies spent tens or hundreds of thousands of pounds on generic platforms like Salesforce, Dynamics or SugarCRM, all promising to integrate business functions and give transformational results.

A wave of industry-specific platforms followed, with software companies attempting to link the entire process from retail sales to manufacture to installation. And in the last few years, the software industry has changed again, with CRM software being replaced with an explosion of new, specialist platforms.

Hubspot became the in-bound lead platform, Clickfunnels the marketing automation tool, Monday.com the answer to project/job management. All-in-one CRM solutions were becoming relics.

In 2026, there is no longer a ‘one size fits all’ solution to software. Forcing everything into one CRM doesn’t bring efficiency, it slows performance.

Sales people do not want complexity. They want speed. They want simple, intuitive tools that help them find opportunities, manage relationships and win business without endless forms, fields and admin.

Marketing teams want flexibility and the freedom to launch campaigns quickly across multiple channels, test ideas and measure results in real-time.

Customer service departments need systems that help them respond faster and improve the customer experience, not software that creates more processes and bottlenecks.

Similarly, we want our finance team using the most suitable accounting software, or factories to use manufacturing software that maximises productivity.

So what is the solution? In today’s fast-paced and complex business world where marginal gains matter and small changes can make a big difference, the answer is surprisingly simple.

Forget all-in-one CRMs or technology solutions. Give your teams the best tools for the job, teach them how to use them to get maximum leverage, and then bring all the data together in a reporting tool such as ClicData or Microsoft Power BI.

At Insight Data, we’ve been watching the software evolution play out for years.

In 2009 we launched Salestracker, an online platform that gave our customers access to in-depth market intelligence on fabricators and installers, glass companies, building contractors and more, all updated live in real-time.

But we noticed that many of our customers were exporting the data and importing it into their CRM, so in 2012 we added a CRM module that allowed customers to manage relationships, leads, quotes and orders. We focused on usability, not complexity.

But by 2020 we had spotted the tech trend, with established CRM and ERP systems bolted together like Frankenstein’s monster, with parts simply no longer fit for purpose in today’s market.

So instead of trying to become a complete technology solution, Insight Data took a different route, developing Salestracker into the industry’s growth platform, designed specifically to help companies attract, convert and retain trade, commercial and new-build customers.

Software that salespeople actually wanted to use to find new customers, marketing teams who could deploy quickly to generate leads, and customer-facing staff who were able to make a real difference to customer service.

Salestracker isn’t trying to replace existing CRM or ERP platforms, it works alongside them, allowing users to operate at the highest possible level without the constraints of out-dated systems.

Behind the scenes, Salestracker collects user-data that can help companies shape their entire strategy. This can be accessed by managers using Salestracker, by sharing the data with an existing CRM or bringing together data from multiple platforms in one powerful reporting and dashboard tool like CLicData or Power BI.

Many companies are still using software that restricts rather than enables business growth, simply because ‘this is how we’ve always done it’.

At Insight Data, we have noticed a major shift with companies now using the advanced sales and marketing features on Salestracker, not just accessing prospect data.

In the age of AI, it’s time to re-think our entire approach to data and software, and empower our teams to use the platforms that deliver real results.