Migrating from one CRM to another is a must for many companies in the structuring or rise in power. Poorly prepared, this transition can generate data losses, disorganize sales teams and durably affect productivity. Well controlled, it becomes a strategic opportunity: rationalization of processes, improvement of data quality, rise in power of automation.
Here is a detailed guide to make this stage an operational success and not a breakdown.
1. Starting from the existing: to audit the structure and reality of use
Before any technical decision, it is necessary to question the real functioning of the current CRM. This supposes a cross analysis between :
- the structure of the data model (types of fields, pipelines, properties),
- data quality (duplicates, obsolescence, completion rate),
- And the concrete uses of the teams (connection frequency, features used, manual bypass).
This phase makes it possible to distinguish what must be preserved, what must be deleted, and what must be redesigned.
An unsuitable commercial pipeline or fields created in duplicate often reveal deeper dysfunctions.
2. Define a target model: structured, evolving, use oriented
The temptation is great to want to “reproduce” the old CRM in the new. It’s a mistake. A successful migration implies the Design of a new model Adapted to the company’s objectives:
- Coherent and standardized properties
- Pipelines lined up with the real steps of the sales cycle
- Clear leads assignment rules
- Hierarchy of data types (essentials VS secondary)
It is a question of creating a robust base, usable in automation, and understandable for all the teams.
It is not a copy and paste: it is a work of functional and organizational design.
3. Prepare, clean, normalize data upstream
Commercial data is often the Achilles heel of migration. In historical systems, we find:
- unnayed free fields,
- unidentified duplicates,
- incoherent values (“FB”, “Facebook”, “Meta” for the same source),
- obsolete or uninformed properties.
A site rigorous cleaning is essential before import: deletion of duplicates, normalization of labels, abolition or fusion of fields, enrichment if necessary. This work can be done in the original CRM or via Excel Export.
The poorly prepared data fuels an unusable CRM. It produces biased dashboards, erroneous segments, ineffective reminders.
4. Implicate users from design
A CRM cannot be decreed. It is used. And for that, it is necessary Embark users ::
- in the definition of functional needs,
- in arbitrations on views, pipelines, qualification stages,
- In the front tested tests.
To involve teams means reducing resistance to change, limiting appropriation errors, and accelerating adoption. Too many companies tip over in a new CRM without having trained the teams or adapted the interface to their uses.
The best CRM is the one that salespeople open every morning without being forced to.
5. Think migration as a three -step project
A migration does not stop at the import of data. It must be thought of as a three -step process ::
| Stage | Objective | Deliverables |
|---|---|---|
| Preparation | Clean, model, configure | Target model, ready -to -import data |
| Migration | Transfer, test, correct | Functional CRM with validated data |
| Stabilization | Train, adjust, monitor | Measured adoption, corrected errors |
Each phase must be framed, dated, documented. A pilot or a project team must follow the key indicators at each stage (error rate, completion, adoption).
6. Measure the adoption and correct continuously
Once the migration is done, the stabilization work ::
- User connection rate measurement
- Rate of activities created (tasks, notes, calls)
- Filling of critical fields
- Post-migration commercial responsiveness
- Reporting of errors or inconsistencies
These indicators make it possible to detect blockages, correct workflows, strengthen training. The adoption cannot be decreed: it follows, is measured, is accompanied.
Without post-migration follow-up, irritants are rooted and weakening the entire commercial chain.
Conclusion
A CRM migration is neither trivial nor technical. It initiates structuring choices on data, processes, organization and tools. Well executed, it allows you to place a robust, consistent and performance -oriented base. Poorly prepared, it produces the opposite effect: disparagration, overload, loss of confidence.
The real risk is not to miss the import, but to rebuild identically which no longer worked.
+ The essential check list
Here is a framing checklist complete to succeed in your CRM migration,
🔍 1. Audit of the existing
Objective : Understand the structure, quality and uses of the current CRM
| Elements to check | Do | Comments |
|---|---|---|
| 📁 Inventory of data types used (contacts, companies, deals, tasks, etc.) | ☐ | |
| 🧩 Data model analysis (field types, pipelines, views) | ☐ | |
| 🧹 Evaluation of data quality (duplicates, empty fields, inconsistent formats) | ☐ | |
| 📊 Real uses (functions used, connection frequency, workflows in place) | ☐ | |
| 📌 Identification of irritants and evolution needs expressed by users | ☐ |
🧠 2. Definition of the target model
Objective : Design a structured, normalized CRM, aligned with uses
| Elements to be defined | Do | Comments |
|---|---|---|
| 🏗️ Structuring of CRM objects (contacts, companies, opportunities, etc.) | ☐ | |
| 🗂️ Normalization of properties (drop -down menus, compulsory fields, standard formats) | ☐ | |
| 🔁 Definition of pipelines and their steps | ☐ | |
| 👤 Automatic assignment rules of leads and opportunities | ☐ | |
| 🛠️ Identification of the necessary integrations with other tools (emails, telephony, advertising, etc.) | ☐ |
🧽 3. Cleaning and preparation of data
Objective : ensure that only reliable and useful data will be migrated
| Tasks to perform | Do | Comments |
|---|---|---|
| 🔍 Detection and deletion of duplicates | ☐ | |
| 🧹 standardization of free fields (eg source of leads) | ☐ | |
| 📤 Data export, processing in an external tool (Excel or other) | ☐ | |
| ✅ Verification of correspondence between the fields of the two CRMs | ☐ | |
| 📦 Definition of the exact perimeter of the data to be migrated | ☐ |
👥 4. User involvement
Objective : ensure membership, background and future adoption
| Recommended actions | Do | Comments |
|---|---|---|
| 🗣️ Framing meetings with sales and marketing teams | ☐ | |
| 🧪 Pilot users associated with tests | ☐ | |
| 🧾 Collection of specific needs by role (commercial, SDR, managers) | ☐ | |
| 🛠️ Planned training suitable for profiles | ☐ |
🧱 5. Technical migration
Objective : transfer data proper to the new CRM
| Technical steps | Do | Comments |
|---|---|---|
| 🧮 Import test on sample | ☐ | |
| 🧭 Mapping of the validated fields | ☐ | |
| 📁 Import of data (contacts, companies, opportunities, historical) | ☐ | |
| 🔍 Post-import verification (filling rate, errors, conformity of values) | ☐ |
📈 6. Stabilization and monitoring phase
Objective : Follow adoption, correct errors and adjust the processes
| Indicators to follow | Do | Comments |
|---|---|---|
| 👥 User connection rate at 7, 15 and 30 days | ☐ | |
| 📝 Volume of activities created (calls, tasks, notes) | ☐ | |
| 📊 Non -informed or poorly formatted field rate | ☐ | |
| 🧭 Quality of workflows (properly triggered, without errors) | ☐ | |
| 📞 FEEDBACK Structured users (via questionnaire or follow -up meeting) | ☐ |
