CRM migration is one of the most disruptive technology decisions an agency can make. Get it wrong, and you face lost data, broken processes, frustrated staff, and damaged client relationships. Get it right, and you emerge with better capabilities and cleaner operations.

I’ve observed many migrations over my consulting career. Here’s what separates success from disaster.

Why Migrations Fail

Understanding failure patterns helps avoid them.

Inadequate planning: Agencies underestimate migration complexity. They assume data will transfer cleanly and staff will adapt quickly. Neither assumption is usually correct.

Data quality ignored: Migrating dirty data into a new system simply moves the problem. Without data cleanup, the new CRM inherits all the old CRM’s problems.

Insufficient training: Staff receive minimal training and are expected to figure out new workflows while maintaining production. Productivity collapses.

Process abandonment: Existing processes that work are discarded because the new CRM “does it differently.” Institutional knowledge gets lost.

Timeline optimism: Migrations take longer than expected. Agencies that plan for quick transitions face extended periods of dysfunction.

What Successful Agencies Do

The agencies that migrate successfully share common approaches.

Extended planning phase: Successful migrations involve months of planning before any data moves. They map current processes, clean data, configure the new system thoroughly, and train staff before transition.

Data cleanup first: Before migration, they audit and clean their existing data. Duplicates merged, outdated records archived, incorrect information fixed. Clean data in means clean data out.

Parallel operation: Rather than hard cutover, successful agencies run both systems during a transition period. Staff can fall back to the old system while learning the new one.

Process documentation: They document existing processes before migrating, then thoughtfully adapt these processes to the new platform rather than starting from scratch.

Champion investment: They designate and train internal champions who become the go-to resources for questions and support.

The Data Challenge

Data migration deserves special attention because it’s where most problems occur.

Field mapping: Source and destination systems rarely have identical data structures. Decisions about how fields map require careful thought.

Relationship preservation: Contacts link to properties, transactions, communications, and other contacts. These relationships must survive migration intact.

Historical data: How much history to migrate is a genuine question. Everything? Last five years? Active records only? Each choice has implications.

Validation requirements: After migration, data must be validated. Sample checking isn’t sufficient—systematic validation processes are needed.

Vendor Selection Considerations

If you’re considering CRM migration, vendor selection should factor in migration support.

Migration services: Does the new vendor provide migration assistance? What’s included versus extra cost?

Data import tools: How sophisticated are the platform’s import capabilities? Can they handle your data complexity?

Support availability: What support will be available during transition? Is it responsive enough for time-sensitive problems?

Reference customers: Can you speak with other agencies who migrated from your current platform? Their experience predicts yours.

Timing Strategy

When you migrate matters as much as how.

Avoid peak seasons: Don’t migrate during spring selling season or other high-activity periods. Choose quieter months.

Allow buffer time: Plan for migration to complete well before any critical deadlines or busy periods.

Staff availability: Ensure key staff aren’t on leave during critical migration phases.

Support alignment: Confirm vendor support will be available during your planned migration window.

The Hidden Costs

Budget for costs that aren’t in vendor quotes.

Productivity loss: Staff efficiency drops during transition. Plan for reduced output.

Data cleanup: If data needs significant cleanup before migration, this effort costs time and potentially external resources.

Extended training: Initial training is rarely sufficient. Budget for ongoing training and support.

Integration updates: Other systems that connect to your CRM may need reconfiguration.

Customisation: Getting the new system to work how you need often requires customisation beyond basic setup.

My Recommendation

If you’re considering CRM migration, plan for six months of preparation and three months of transition. Anything faster significantly increases risk.

The agencies that migrate successfully treat it as a major project deserving dedicated attention, not something to squeeze between normal operations.

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Linda Powers has supported numerous agencies through CRM migrations, helping them avoid common pitfalls and achieve successful transitions.