“Never make predictions, especially about the future,” said Casey Stengel.
It’s December 2025—the month when everyone starts making predictions for the upcoming year. Most of those forecasts will probably be wrong. So instead, let’s focus on what we know for sure about Customer Relationship Management (CRM) systems based on this year’s insights.
From mobile and desktop CRM usage to the ongoing importance of email, the challenges of social CRM, the rise of SaaS models, and the hurdles of end-user adoption, here’s what’s shaping CRM in 2025.
Mobile CRM Is Still Growing
Mobile CRM adoption continues to rise, both literally and figuratively. Mobile access allows sales teams to manage customer data on the go, eliminating the need to return to the office or a hotel to enter information.
- Faster follow-ups and more accurate quotes
- Reduced risk of missing critical details
- Shorter sales cycles and happier customers
According to Pew Research 2025, over 70% of adults in the U.S. now own a smartphone, and nearly half own a tablet. These devices drive demand for mobile CRM platforms that allow teams to act immediately, wherever they are.
Desktop CRM Is Not Dead
While mobile is booming, desktop CRM applications remain essential, especially for offline access.
- Airports, remote areas, or insecure Wi-Fi connections make offline capability critical
- Some industries require heavy data entry or reporting that’s easier on a desktop
- Desktop access provides ultimate flexibility for sales and service teams
The key takeaway: mobile and desktop work best together, giving teams freedom and efficiency.
Email Marketing Remains Crucial
Despite predictions of its demise, email marketing continues to outperform social media for customer acquisition.
- McKinsey reports email is nearly 40 times more effective than Facebook and Twitter combined
- Gartner calls email marketing the “workhorse” of digital strategies
- Automated drip campaigns help nurture leads, build trust, and guide customers through the buying journey
For 2025, businesses expect CRMs to integrate email marketing or offer built-in email functionality.
Social CRM Struggles to Gain Traction
Social media is popular, but social CRM adoption remains slow, especially in B2B.
- Many small and medium-sized businesses (SMBs) view social media as personal, not business-focused
- Even global brands struggle to convert followers into measurable business results
- Forrester notes engagement rates often decline even as follower numbers rise
The challenge: turning social connections into meaningful sales and customer relationships.
End-User Adoption Is Still a Challenge
Even the best CRM is useless if employees don’t use it properly.
- Complexity can prevent adoption—users prefer simple, intuitive systems
- SalesLoft reports 72% of users would sacrifice advanced features for ease of use
- Involving employees before, during, and after implementation boosts adoption and efficiency
Focus on usability, training, and ongoing support to ensure your CRM works for your team—not against them.
SaaS CRM Models Continue to Rise
Cloud-based CRM solutions remain the preferred choice, especially for SMBs.
- Lower upfront costs and reduced maintenance risk
- Flexible deployment and instant upgrades
- Democratizes access to advanced features previously only available to large enterprises
According to Forrester, the shift from legacy CRM to SaaS continues faster than ever, enabling businesses to scale without heavy IT overhead.
Key Takeaways for 2025
Here’s what we know for certain:
- Mobile and desktop CRM are complementary, providing flexibility and efficiency
- Email marketing is alive and essential for lead nurturing and customer acquisition
- Social CRM adoption is still challenging, especially for B2B
- End-user adoption requires usability, training, and support
- SaaS CRM solutions are growing, giving SMBs access to enterprise-grade tools
While we won’t make bold predictions for 2026, one thing is clear: focusing on mobile, desktop, email, and user adoption will keep your CRM strategy ahead of the curve.
