Exploring the gap between CRM ambition, investment and execution
CRM investment is rising, but maturity is lagging. Flourish CRM 2026 research highlights how strategy gaps, capability constraints and data quality issues are holding back performance – alongside a need for greater expertise.
The organisations that create sustainable competitive advantage are those that define a clear CRM vision, align cross-functionally and shift measurement from channel engagement to customer value.
Flourish CRM’s 2026 CRM Maturity Index explores how businesses can master advanced CRM capabilities to generate significant real-world outcomes.