In the intricate landscape of modern businesses, organizations have evolved into complex ecosystems, comprising diverse divisions, lines of business, and market segments. The constant influx of information within these organizations is crucial for achieving sales targets that fuel growth and foster innovation.

Due to the intricate nature of their operations, many companies have found themselves in a position of owning several Customer Relationship Management (CRM) systems. As organizations expand and diversify, it is not uncommon for different divisions or lines of business to operate in unique ways that leverage that variety of tools.

Here are some of the most common reasons you will see an organization with multiple CRM’s:

  • A company that has two complimentary products, and splits each product into different divisions. We see this commonly in software companies, where the product is the platform, and secondary line of business is services. After the sale of the product closes then it opens the door for the service team to sell add-ons, setup, or maintenance. The sales cycle for these two divisions can marked distinctly. The events in one CRM can trigger events into another CRM.
  • Another possibility is acquisition. A company acquires a competitor, which also has its own CRM and sale cycle. Although part of the larger entity, these acquired companies often will keep their own operational autonomy.
  • Laws and regulations that are industry specific and/or that vary based on location. We see this when working with products that are in highly regulated industries such as finance and insurance, transportation, and manufacturing; as well as when dealing with different currencies or tax reporting requirements.

The multi-CRM landscape offers several advantages:

  1. Specialization: Different CRMs can be optimized for specific functions or market segments, allowing for tailored features and workflows tailored to the unique needs of each division.
  2. Customization: Divisions can mold their CRM systems to align precisely with their specific business processes, ensuring optimal functionality.
  3. Focus:Specialized CRMs enable teams to concentrate on their core competencies and market segments, enhancing their ability to serve customers effectively.

However, this approach also comes with its share of drawbacks:

  1. Data Silos: Information is scattered across various CRMs, making it challenging to obtain a comprehensive view of the customer or share data effectively. This lack of centralized data can hinder informed decision-making.
  2. Inefficiencies: Duplication of efforts, manual data entry, and inconsistent reporting can lead to operational inefficiencies, consuming valuable time and resources.
  3. Integration Challenges: Integrating and aligning multiple CRMs can be costly, complex, and time-consuming. The process of ensuring seamless data flow between different systems often requires significant investment in both time and technology.
  4. Lack of Coordination: Teams may struggle to collaborate effectively across divisions, leading to disjointed customer experiences. Inconsistent communication and information sharing can result in a fragmented approach to customer engagement.

While the multi-CRM approach offers customization and specialization tailored to specific divisions, it poses challenges related to data management, operational efficiency, integration, and coordination, and more importantly workflow cohesion. Organizations must carefully weigh these pros and cons when determining the most suitable CRM strategy for their unique business needs.

This opens the door for the unification of all systems under one work management tool – As we have illustrated in past blogs,’s robust functionality can be implemented as your central hub allowing both teams to have separate workflows, that can be integrated into an existing CRM’s, while at the same time, providing workflow orchestration.

Here’s how bridges the gap as well as provide workflow orchestrations:

  1. Centralized Hub: acts as a centralized hub where data from various CRMs can be aggregated and accessed by relevant teams. This hub allows for real-time visibility and collaboration across the organization.
  2. Customizable Workflows: provides highly customizable workflows that can be tailored to replicate the specific processes and requirements of each division or line of business. It ensures that teams can continue to work in ways that suit them while maintaining cohesion. Other CRM’s force you to think about workflows to determine how data is mapped, while in reality, designing on data points, allow you to precisely navigate a workflow.
  3. Data Mapping and Integration: simplifies data mapping and integration, enabling seamless data transfer between different CRMs. It eliminates manual data entry, the risk of errors, and the swivel chair process.
  4. Collaboration: Teams can collaborate within, share insights, and coordinate efforts effortlessly. This ensures that information flows smoothly across divisions, preventing silos.
  5. Analytics and Reporting: offers robust reporting and analytics features, allowing organizations to gain insights into their data holistically. It provides a unified view that can inform strategic decisions.
  6. Triggers: Every field in, is able to trigger an event. This is the backbone of orchestration, which allow the ability to design automations and workflows as independent points of data capture. When an event takes place in one CRM, a trigger in the form of an automation, web hook, or integration, can create an action in another CRM, or vice-versa for events in monday. The end result is unification.

Embracing as a unifying force for your organization’s multiple CRMs brings several advantages:

  1. Efficiency: Streamlining operations by eliminating redundant tasks and data entry.
  2. Data Integrity: Ensuring data accuracy and consistency across divisions.
  3. Collaboration: Fostering cross-functional collaboration and knowledge sharing.
  4. Cost Savings: Reducing integration and maintenance costs associated with multiple CRMs.
  5. Customer-Centric: Delivering a more cohesive and personalized customer experience.
  6. Scalability: Adapting to changing business needs and scaling with ease.

In a business world where specialization is key, maintaining separate CRMs for different divisions makes sense. This intricate interplay between divisions, seamless communication and collaboration are paramount. Efficient data sharing, unified customer profiles, and synchronized workflows become crucial to provide a consistent and exceptional experience throughout the entire customer journey. Leveraging to link different CRM’s together gives you the best of both worlds. Specialized CRM’s that don’t get in the way and unified workflows to ensure nothing falls through the cracks.

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About the authors:

John Hu, is the founder of AXANEXA, as former customer he learned early on how adapting a flexible platform to solve daily business solutions, can be a transformative experience, and help eliminate wasted back office operations, and help focus on your bottomline.

Carrie Fifield from the AXANEXA Business Development team, is a passionate enthusiast eager to explore new use cases and take on challenges. Connect with Carrie at to unlock the full potential of for your business!