Do You Really Need Two CRMs? In Some Cases, Yes.
Recently, I had a conversation with a client about her legacy CRM. It had been with the company for years, and while it served them well in the early days, it was starting to show its age. The business had grown, their needs had evolved, and the platform just wasn’t keeping up. She asked a great question: Should we invest in a CRM that’s tailored to our industry instead?
My answer? Maybe—but not in the way you think.
In fact, in some cases, it actually makes sense to have two CRMs.
Yep, you read that right.
One CRM to Rule Them All? Not Always.
There’s a common assumption that businesses should find one “do-it-all” CRM and customize it to handle everything—sales, marketing, customer service, project management, reporting, you name it. And while it’s definitely appealing to think one tool could manage your whole world, the reality often gets messy.
I see this all the time: businesses invest in robust, multi-functional CRMs with the belief that it will solve problems across the entire organization. But what they don’t always consider is what it takes to make that happen. That kind of all-in-one setup often requires heavy customization, ongoing admin support, and workarounds that ultimately slow teams down. Not to mention a hefty price tag—especially when most of the features end up underused.
So what’s the alternative?
Sometimes Two Is Better Than One
For some businesses—especially service-based companies working with a limited number of high-touch clients—it can be far more efficient to split the workload between two tools:
One CRM for managing clients, projects, and internal operations
Another CRM specifically for marketing: email campaigns, lead nurturing, segmentation, and automation
This separation can actually create more clarity, not less. With a dedicated marketing CRM, your outreach efforts are streamlined and built for scale. And with a client-facing CRM, you can focus on delivery, relationships, and operational efficiency without bloated features getting in the way.
When I worked at an executive search firm, we used two CRMs every day. One was purpose-built for managing searches and tracking potential candidates for client roles. The other was HubSpot—our marketing CRM. HubSpot handled our newsletters, email campaigns, and broader outreach efforts to nurture leads and build visibility.
The downside? We had to be vigilant about keeping the data updated in both systems. Syncing wasn’t always seamless, and it took some discipline. But the upside was worth it: we could grow our marketing database significantly without cluttering the recruiting CRM with contacts who weren’t a fit for open roles and would never become clients. It let us keep our operations focused, while still growing our brand and nurturing long-term relationships.
This kind of setup gave us flexibility and clarity. We weren’t forcing one system to do it all—we were letting each tool do what it did best.
When Does It Make Sense?
Using two CRMs isn’t for everyone, but there are scenarios where it’s a smart move. Here are a few:
You’re only managing a small number of clients per year but want to nurture a large email list or prospect base.
Your marketing needs are advanced (think: segmentation, automation, landing pages) but your client delivery process is fairly straightforward.
You want to avoid expensive customizations and get started quickly with tools that are purpose-built out of the box.
You have different teams managing marketing and service delivery—and they each need different things from their systems.
I’ve seen clients breathe a sigh of relief when they let go of the idea that one tool has to do everything. Sometimes the best tech decision is choosing simplicity over complexity.
But Wait—Isn’t Managing Two Tools a Headache?
Not necessarily. Many modern platforms integrate with each other—or at the very least, sync contact data between systems via tools like Zapier or native integrations. The key is setting up your workflows with intention and making sure both systems are being used for what they’re best at.
You also don’t need to commit to both right away. Start with the system that solves your most immediate pain point. Then, if you find another tool that fits a different need without adding extra friction, great! Let it do its job.
Final Thoughts: It's About Fit, Not Flash
The tech world is full of shiny objects and promises of “all-in-one solutions.” But at the end of the day, your CRM stack should serve your business model—not the other way around.
So if you're feeling like your CRM isn’t cutting it, don’t default to upgrading to a bigger, fancier version of the same tool. Take a step back. Evaluate what you really need. And remember—it’s okay (and sometimes better) to keep your systems lean, separate, and smart.
Want help figuring out your ideal CRM setup?
At Recommenda, we specialize in helping businesses pick the right martech tools for their unique needs. Whether you need one CRM, two, or something in between, we’ve got your back. Check out our free tool finder here →
