Introduction: The Pulse of CRM in AEC
Nearly 100 architecture, engineering, and construction (AEC) firms across North America shared their honest perspectives on how they manage client relationships, pursuits, and pipelines. The findings reveal a clear trend: CRM adoption is up, but satisfaction is still lagging.
For an industry built on relationships and reputation, CRM has become a non-negotiable tool. Yet many firms still struggle to make it work the way they want. Too often, CRM is viewed as a database rather than a dynamic system for driving collaboration, visibility, and accountability. This report blends real-world insights with practical recommendations from TrebleHook, the CRM purpose-built for AEC firms, to help you move from data chaos to strategic clarity.
Adoption Is Mainstream, But Satisfaction Lags
Eighty percent of AEC firms now use some form of CRM system, whether a dedicated platform or a module within their ERP. That’s a significant leap compared to just a few years ago, signaling the industry’s increasing commitment to digital transformation. However, satisfaction remains mixed, averaging just over 5 out of 10 when rated across all respondents. This gap suggests that while firms recognize CRM’s potential, many haven’t yet realized its full value.
| CRM Type | Average Satisfaction (1-10) | Key Takeaway |
| Dedicated CRM | 6.6 | Higher satisfaction tied to purpose-built tools and structured workflows tailored to AEC processes. |
| ERP CRM module | 5.2 | ERP extensions are often too rigid and lack the user experience marketing and BD teams need to succeed. |
| Spreadsheets/manual tools | 2.4 | Manual methods can’t scale or provide real-time collaboration across departments. |
| No CRM | 1.0 | Firms operating without CRM risk missed opportunities, inconsistent follow-up, and data loss. |
TrebleHook’s Take: Adoption isn’t the finish line; it’s the starting line. Real value comes when CRM becomes part of how your firm operates daily, not just a place to store data. Leadership involvement, clear data ownership, and continuous training are the real drivers of success.
The Most Common Pain Points
When asked about their biggest CRM challenges, three issues dominated the feedback—all pointing to one key truth: technology alone doesn’t solve process and culture problems.
1. Data Quality and Adoption (64%)
Firms struggle with incomplete or inconsistent data entry across departments. Often, marketing and business development teams are the heaviest users, while project managers or executives rarely log in. This leads to silos and inaccurate reports.
“We have too many data sources – Salesforce, Deltek, and everyone’s individual spreadsheets that don’t talk to each other.” – Marketing Leader, Engineering Firm
Without shared accountability for maintaining data hygiene, even the best CRM will fail to provide meaningful insights.
2. Reporting and Visibility (45%)
Teams crave actionable insights, not just a flood of unstructured data. Many AEC firms report that creating cross-sector or firmwide reports requires manual exports and Excel manipulation. The absence of real-time dashboards means leaders can’t easily see pipeline health or forecast revenue accurately.
“Running cross-sector reports should be simple and allow us to spend less time looking for information.” – Marketing Lead, Design Firm
3. Leadership Engagement (37%)
Without visible executive participation, CRM systems lose momentum. When leaders don’t reference CRM in meetings, track metrics, or recognize good adoption, users quickly revert to old habits.
“You need to get leadership active in the system daily for it to really work.” – Executive, Engineering Firm
Recommendation: Build a CRM governance framework with clear data owners, adoption metrics, and leadership visibility. Consider monthly data reviews and firmwide reporting dashboards to reinforce its importance.
Where CRM Is Delivering Results
Despite the challenges, many firms are realizing measurable results from CRM, especially those that standardize their pursuit processes and embed CRM use into daily routines.
Firms that have achieved meaningful adoption report stronger collaboration, improved client visibility, and clearer accountability across departments. CRM allows them to see every pursuit in context, spot bottlenecks, and make faster, better-informed decisions.
“We use CRM to track every opportunity from lead through pursuit. It keeps everyone accountable.” – Executive, ENR 400 Contractor
TrebleHook’s Take: The firms getting it right share three common traits: clean data, leadership engagement, and team-wide consistency. They treat CRM as an operational hub, not an IT project.
What Firms Want Next
When asked what would make CRM dramatically better, the responses pointed to a clear direction: simplicity, automation, and integration.
- 72% want less manual data entry and duplicate work. Users want automation that captures activities like calls, emails, and meetings without needing to log them manually.
- 61% want seamless integrations with finance, project management, and marketing tools. For AEC firms, CRM can’t live in isolation; it must connect with platforms like Deltek, Procore, and Outlook to provide a 360-degree view of relationships.
- 49% want AI capabilities that help automate repetitive administrative tasks and provide proactive insights, not just another set of dashboards.
Recommendation: Prioritize automation that removes friction, such as syncing contacts from Outlook or summarizing meeting notes automatically. Start small but focus on tangible outcomes like time saved or improved data accuracy.
The Role of AI: Practical, Not Theoretical
AI is gaining traction, but AEC professionals view it through a pragmatic lens. They’re less interested in futuristic predictions and more focused on immediate, measurable benefits.
Common use cases include:
- Auto-capturing activities (calls, emails, and meetings)
- Enriching contact and company data from public sources
- Suggesting next-best actions based on pursuit stage and historical success rates
- Summarizing meetings and updating CRM records automatically
- Identifying at-risk pursuits before deadlines are missed
TrebleHook’s Take: AEC firms are ready for AI, but only if it simplifies their work. The most valuable AI applications are invisible: the ones that reduce data entry, eliminate redundant steps, and surface insights automatically.
Key Takeaway: Fit and Focus Drive CRM Success
CRM success in AEC depends on two interlocking factors: fit and focus.
- Fit: The CRM must align with how AEC firms actually operate. That means connecting seamlessly to project management, estimating, and ERP tools so teams can access information without context switching.
- Focus: Leadership must reinforce CRM as a strategic priority. When leaders consistently reference CRM data in meetings, recognize users who contribute, and link business outcomes to CRM visibility, adoption naturally follows.
Expert Insight: “CRM success isn’t about software. It’s about culture. Firms that weave CRM into their daily rhythm outperform those that treat it as an afterthought.” – TrebleHook Implementation Lead
5 Actions Every AEC Firm Can Take to Improve CRM Success
- Define ownership. Assign departmental CRM champions who ensure data accuracy, coordinate training, and act as internal advocates. Ownership turns accountability into habit.
- Set adoption metrics. Track user logins, data completeness, and pursuit status updates. Use these metrics in team meetings to normalize CRM as a business tool, not a chore.
- Simplify interfaces. Remove unnecessary fields, clutter, and steps. Streamlining the user experience builds trust and reduces friction.
- Integrate early. Connect CRM with tools your teams already use, such as Outlook, Procore, Deltek, or accounting software, so it feels like a natural extension of their workflow.
- Leverage AI smartly. Start with automation that saves time. Even small steps, like automatically syncing contacts or summarizing meetings, can dramatically boost efficiency.
Pro Tip: Treat CRM implementation like a long-term cultural initiative. Success isn’t about launching a system; it’s about sustaining adoption and evolving processes over time.
Closing: From Potential to Performance
AEC firms are embracing CRM like never before, but adoption is only the beginning. The next chapter belongs to firms that use CRM not as a database, but as a growth engine that connects their people, projects, and data.
The path forward is clear: align technology with process, automate where possible, and empower teams with tools designed for their reality. TrebleHook is built on that philosophy, helping AEC firms move from fragmented data to connected strategy, from potential to performance.
About TrebleHook
TrebleHook is the CRM built specifically for architecture, engineering, and construction firms. From pursuit tracking to pipeline reporting and AI-enabled automation, TrebleHook helps AEC teams focus on what matters most: winning work and growing relationships.