Half of purchased marketing software remains unused
What about your organisation?
Companies invest millions in software every year, but a shockingly large proportion of these tools remain unused. Research shows that, on average, 30 per cent to 60 per cent of software's functionalities are not or barely used. This phenomenon is known as 'shelfware' - marketing software that has been purchased but remains unused.
Why does marketing software remain unused?
- Lack of training: employees often receive insufficient guidance on using new tools, leading them to stick to old ways of working.
- Too complex: Some applications are so extensive that users do not know where to start and only use the basic functionalities.
- Poor adoption strategy: without a clear implementation and adoption strategy, new tools fall into oblivion.
- Overlap with other software: companies sometimes have several tools with similar functions, making some software redundant.
- Changing business needs: software that was once relevant may become less useful due to changing strategies or business models.
Which software is used the least?
Several studies show that CRM systems, project management tools and advanced data analysis platforms often go unused. In many cases, only the most basic functions are used, while more in-depth functionalities go unused.
How to prevent unused software?
- Invest in training and onboarding: Make sure employees understand how to make the most of the software.
- Choose software based on real needs: avoid buying tools that do not fit the work processes.
- Monitor usage and adjust: use analytics to see which tools are being used effectively and adjust where necessary.
- Involve end users in the choice: software should not only be selected by IT, but also by the people who will work with it.
By being aware of software choices and implementation, you can ensure higher adoption and a better return on investment. Find out whether your company is getting the most out of its software and gain immediate insight into areas for improvement.
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How to prevent unused software?
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