CRM trends 2026: what’s in and what’s out
The new year often comes with a new mindset. Maybe you’re planning to cut back on alcohol, sweets, or fast food. Maybe you’re committing to finally using that gym membership you’ve been paying for. But while you might only stick with your resolution for a month or two, we think that these shifts in the sales and CRM world will be here to stay.
What's in
1. AI-powered and autonomous CRM
CRMs will move away from simply assisting you and being a passive system that just stores information, to being an active participant in the sales process. In 2026, we’ll see CRMs move beyond “helping” users and instead begin acting on their behalf (within clear boundaries set by humans). Routine tasks such as follow-ups, lead qualification, and pipeline updates will increasingly happen automatically, based on behavioural data and learned preferences.
2. Advanced automation and conditional logic
The old “if X then Y” automations just don’t cut it anymore. 2026 will bring the rise of systems with flexible automation with layered logic and realistic workflows. Expect automations that factor in timing, engagement patterns, and historical context. Workflows will feel less like rigid paths and more like adaptive processes that evolve.
3. Transparency and governance for AI
For CRM’s that already use machine learning to drive decisions, 2026 will bring AI explainability into focus. It will no longer be a ‘nice-to-have’, it will be a non-negotiable. Users won’t settle for results alone anymore. They’ll want to know why the CRM flagged a deal as high-risk or chose to send a particular email.
What's out
1. Manual data entry
The era of the high-touch CRM is officially over. In 2026, systems that can’t auto-capture information will quickly fall behind, and teams will no longer tolerate tools that drain productivity. RIP Manual entry. You will not be missed.
2. One-size-fits-all outreach
It’s no surprise that generic, templated emails and messages that lack real tailoring will become even less effective in the new year. Buyers are savvier, inboxes are more crowded, and personalisation is no longer optional. CRMs that can generate individualised, context-aware outreach will dominate in 2026.
3. Treating AI as an optional add-on
If your sales team is still ignoring AI workflows and tools, expect to be left behind in 2026. The organisations that win will be the ones that weave AI into daily workflows. Love it or hate it, AI isn’t going anywhere.
