When I set out to build CRM connectors for Scoop, I got a front-row seat to the good, the bad, and the ugly across multiple CRM systems. From Salesforce to HubSpot, every CRM’s core revolves around its data model—the structure that dictates what data is tracked, how it’s organized, and what insights can be extracted. I’ve seen firsthand how evolving data models and intelligent automation are transforming CRM systems, and the future holds even more exciting developments.
The Power of Data Models in CRM Systems
At the heart of every CRM system is its data model—the structure that organizes customer information and defines how data flows through the system. Robust data models allow businesses to track leads, sales opportunities, customer interactions, and more. By understanding what a CRM tracks, you can gain insight into its true capabilities.
For example, Salesforce and HubSpot use complex data models that separate marketing and sales functions, enabling these platforms to manage lead generation, campaign tracking, and customer journeys with incredible precision. But smaller CRMs, like Close and Nutshell, streamline customer data into a single entity. This works well for companies that don't need complex marketing tools but want a simplified way to manage sales.
The point I always stress is this: You can’t manage what you don’t track. A simpler data model might work for smaller operations, but as businesses grow and become more complex, they need more robust systems to capture, analyze, and act on a wider range of data.
The Marketing vs. Sales Divide
One of the clearest distinctions I’ve observed is how different CRM systems approach the divide between marketing and sales. Some CRMs, like Salesforce , HubSpot , and Pipedrive, treat marketing and sales as separate but equally important functions, each with its own processes. These systems offer robust marketing integrations, campaign management, and lead scoring to help businesses handle these functions independently yet cohesively.
On the flip side, CRMs like Attio and Close blur the lines between sales and marketing, merging leads and opportunities into one customer entity. This approach is great for smaller businesses that don’t need heavy-duty marketing functionality but want a seamless transition between marketing and sales activities.
Understanding these differences is crucial for choosing the right CRM. Large organizations with dedicated marketing teams will appreciate platforms like Salesforce and HubSpot, whereas smaller businesses may find that simpler systems like Close or Attio are more suitable.
Automation: The Future Is Intelligent, Not Just Efficient
While automation has become a CRM standard, it’s not enough to just automate workflows or sequences. The next evolution of CRM systems is about intelligent automation—systems that not only perform tasks automatically but provide insights to guide smarter decision-making.
Many CRMs, including Salesforce and HubSpot, already offer powerful automation tools that handle everything from lead nurturing to follow-up emails. These systems make it easy to automate repetitive tasks and sequences, helping businesses scale their operations with less manual effort.
But as I see it, the future lies in predictive automation. Imagine a CRM that doesn’t just log customer interactions but predicts the next best action based on data patterns and historical behavior. For example, instead of just sending an automated follow-up email, the CRM would recommend the best time to engage or suggest content that’s likely to resonate with the customer.
At Scoop, we’re pushing these boundaries with our real-time data blending capabilities, which allow businesses to merge CRM data with external data sources, providing deeper insights. This lets businesses go beyond basic workflows and gives them the tools to make data-driven decisions in real time.
Custom Objects: Flexibility for the Modern Business
One of the most important features of any CRM is the ability to customize. Specifically, the use of custom objects—data structures that go beyond the standard contact, lead, or opportunity—allows businesses to tailor the CRM to their unique processes.
CRMs like Salesforce, HubSpot, and Monday.com are leading the charge by allowing users to create custom objects, making them perfect for businesses with specialized needs. Whether you need to track project milestones, equipment maintenance, or customer onboarding steps, custom objects provide the flexibility to mold the CRM around your specific operations.
As businesses scale, their CRM systems need to be able to adapt and evolve. Rigid, predefined data models won’t cut it. Companies need systems that grow with them, allowing for endless customization and expansion through custom objects.
User Interface: Balancing Functionality and Usability
There’s another aspect that’s crucial but often overlooked: user interface (UI). It doesn’t matter how powerful a CRM is if it’s difficult to use. Many of today’s CRMs are built on modern UI frameworks, but they vary widely in terms of user experience.
For example, Salesforce’s Lightning UI is packed with functionality, but many users find it cluttered and less intuitive compared to sleeker systems like HubSpot and Pipedrive. While some businesses may prioritize functionality over simplicity, I believe that as CRMs evolve, there will be greater demand for tools that offer both powerful features and ease of use.
Scoop Analytics: The Future of CRM Data Management
At Scoop, we’ve been working building tools that revolutionize how businesses handle CRM data. We’re not just interested in how businesses store customer data, but in how they blend that data with other sources to generate real-time, actionable insights. That’s where I believe the future of CRM lies—beyond basic automation and into the realm of dynamic data management.
Our integrations with platforms like Salesforce, HubSpot, and Jira enable businesses to pull together disparate data sources and visualize them in one place. This creates a holistic view of operations, from marketing to customer service to sales performance. No more juggling between platforms—Scoop brings it all together in one clean, visual dashboard.
For operations teams, this is a game-changer. We empower them to create interactive reports without needing complex data warehouses or third-party APIs. The ability to blend CRM data with spreadsheets in real time means teams can stay agile and responsive in a fast-moving business environment.
The Future Is Data-Driven
Looking forward to 2025 and beyond, I believe the future of CRM systems will be shaped by evolving data models and intelligent automation. Businesses will need more than just a CRM that tracks interactions—they’ll need tools that help them predict outcomes, integrate data seamlessly, and act on real-time insights.
In my work at Scoop, I’ve seen firsthand how powerful a well-structured data model can be for driving business intelligence. And as CRM systems become more sophisticated, the ability to blend, analyze, and act on data will become a non-negotiable for businesses that want to stay competitive.
As I always say, "You can’t manage what you don’t track." The future of CRM is not just about automating tasks—it’s about leveraging data to make smarter, faster decisions. At Scoop, we’re here to help businesses unlock the full potential of their CRM systems and drive the data-driven future of business.
Brad Peters
At Scoop, we make it simple for ops teams to turn data into insights. With tools to connect, blend, and present data effortlessly, we cut out the noise so you can focus on decisions—not the tech behind them.
