Parallel Paths: What CRM, Voice, and IT Have in Common

For many growing businesses, technology transformation has followed a familiar pattern: new tools are met with initial skepticism, slowly earn trust, and eventually become essential drivers of business value. 

This cycle—skepticism → trust → value creation—has played out time and time again across different business functions. First with Customer Relationship Management (CRM), then with Voice and Unified Communications (UCaaS), and now with IT services. 

In this article, we’ll explore the parallel adoption journeys of CRM, Voice, and IT infrastructure. Understanding these common patterns can help business leaders make more confident, future-forward decisions about their tech investments. 

Stage 1: Skepticism—“Why Would We Change What Works?” 

CRM: 

Before cloud-based CRMs, many sales teams relied on spreadsheets, email chains, or outdated desktop applications. When SaaS CRMs like Salesforce and HubSpot entered the scene, they were often met with pushback: 

• “This is too complicated.” 

• “Our reps won’t use it.” 

• “We already have a system that works.” 

Voice/UCaaS: 

Legacy phone systems ruled the office for decades. Moving to a cloud-based VoIP platform seemed risky to many: 

• “What if the internet goes down?” 

• “It’s not as reliable as our PBX system.” 

• “It’s too expensive.” 

IT Services: 

Similarly, the idea of outsourcing IT has long faced resistance: 

• “We’ll lose control.” 

• “An outside provider won’t understand our systems.” 

• “We just need one IT person internally.” 

Skepticism is a natural starting point. New tools feel unfamiliar. But as we’ve seen across all three categories, skepticism fades when technology proves its value. 

Stage 2: Trust—“This Actually Solves Real Problems” 

CRM: 

Once adopted, cloud CRMs improved visibility, reduced manual entry, and created alignment between sales and marketing. Leaders gained insights, dashboards, and a single source of truth. 

Result: Increased accountability, better forecasting, and stronger customer relationships. 

Voice/UCaaS: 

Modern cloud-based phone systems integrated chat, video, file sharing, and mobile access. Teams became more responsive, and IT gained centralized control. 

Result: Remote work readiness, improved collaboration, and scalable communication. 

Managed IT Services: 

Companies working with a Managed Service Provider (MSP) began to see the benefits of proactive IT management, faster issue resolution, standardized tools, and expert cybersecurity oversight. 

Result: Less downtime, stronger compliance, and predictable IT spending. 

Trust is built through results. When systems are easy to use, solve real problems, and help people succeed, adoption grows—and resistance fades. 

Stage 3: Value Creation—“We Couldn’t Operate Without This” 

CRM: 

Today, CRM is essential infrastructure for nearly every modern business. It’s integrated with marketing automation, customer support, and finance systems. No one’s asking if it’s worth it—they’re asking how to get more out of it. 

UCaaS: 

Cloud communications now power everything from hybrid work to customer service centers. Companies rely on it to enable flexibility, reduce hardware costs, and support distributed teams. 

IT Services: 

Outsourced IT has evolved from a “break/fix” support model to a strategic partnership that includes cybersecurity, cloud strategy, compliance, and data management. 

Result: Business agility, reduced risk, and more time for internal teams to focus on innovation. 

Value creation happens when technology is no longer just a tool—it’s a competitive advantage. 

What This Means for Business Leaders 

The paths taken by CRM and UCaaS adoption can help shape your IT strategy today. Here’s what to take away: 

• Start with the business case. Focus on outcomes—speed, security, cost control—not just features. 

• Anticipate and address resistance. Understand that skepticism is part of the curve. 

• Invest in training and support. Adoption depends on usability and accessibility. 

• Think long-term. Value emerges over time as systems integrate and scale. 

The Next Frontier: Modern IT Strategy 

Just like CRM and voice before it, modern IT services are becoming central to how businesses grow and compete. 

Whether it’s moving to the cloud, improving cybersecurity, or streamlining support, the IT function is evolving from a cost center to a strategic enabler. 

Where Is Your Business on the Journey? 

Use our free [Technology Maturity Assessment] to find out where your organization stands across CRM, communications, and IT—and get tailored recommendations for next steps. 

Don’t let skepticism hold you back. The same transformation curve that made CRM and UCaaS indispensable is happening now in IT. It’s time to move forward with confidence.