When organisations begin planning a new CRM, and have multiple data sources to content with, the first question they typically ask is which platform to choose. But that’s not the question that determines long-term success. The real starting point is much simpler, and far more important:

How will we get all of our data organised, unified, and accessible in one place?

A CRM is only as strong as the data that feeds it. Clean, consistent and centralised data drives everything from accurate reporting, to meaningful personalisation, to automations that actually work. Before choosing a platform, planning the migration, or designing any workflows, you need a clear strategy for how data will move from each data source, where it will live, and how it will be governed.

When handling multiple data sources, you need to consider the different types of data - for example a travel company may have multiple booking systems to integrate, but they may also have an ERP system to consider as well. Thinking about the relationship between these sources and what will be the source of truth is essential. 

That strategy usually includes two key components:

1. A customer data platform (CDP) and/or
2. A data warehouse (DWH).

Each plays a specific role, and choosing between them (or choosing both) defines how scalable your CRM will be in the future.

Understanding the role of each platform

Customer data platform (CDP)

A CDP is purpose-built to unify customer data across all touchpoints—marketing, sales, product, and support—into a single, usable profile. For teams focused on customer experience, it becomes the engine for real-time segmentation and personalisation.

Key capabilities:

• Real-time customer profiles across channels

• Identity resolution and consent management

• Behavioural tracking

• Activation for marketing and CX without relying on IT

A CDP acts as the operational layer that keeps customer data actionable, accurate, and compliant. 

You should use a CDP when:

✅ You need a real-time, unified customer view across channels

✅  Marketing or CX teams want to build and activate audiences independently

✅  Identity resolution, consent, or behavioural data are key parts of your strategy

✅  Your CRM can’t currently handle the depth or speed of customer data you require

Data warehouse (DWH)

A data warehouse centralises structured data from across the business. It’s the analytical backbone that enables deep reporting, modelling, and strategic decision-making.

Key capabilities:

• Serves as the organisation's source of truth

• Stores historical and cross-departmental data

• Powers analytics, forecasting, and executive reporting

• Designed for analysts, data teams and complex modelling

While a DWH may not be directly used day-to-day by marketers, it underpins their ability to measure performance accurately.

You should use a Data Warehouse when:

✅ You rely heavily on historical or financial data for reporting

✅ Your data originates from multiple departments and systems

✅ You need a single, governed source of truth for analytics

✅ You want future scalability, particularly with advanced modelling or AI

Many companies benefit from a hybrid model: a CDP for activation and a DWH for analytics.

Key considerations before implementing a CRM

A CRM should never be the first system you design—it should be the system that benefits from the thinking you do up front. Before selecting, configuring, or migrating into a CRM, consider the following.

1. Start with your data strategy

• Map your data flow before you implement anything. Identify what data you have, where it lives today, how it will move, and which system will hold the truth.
• A CRM should not become another silo.

2. Define your use cases

What does the CRM need to do for your teams? Examples include:

• Centralising customer communications

• Improving sales forecasting

• Supporting multi-brand or multi-region segmentation

• Automating service processes

Your use cases determine whether you need a CDP, a DWH, or both.

3. Clarify systems of record vs systems of engagement

• CRM: system of engagement (where teams work)

• CDP/DWH: systems of record (where the truth lives)

Knowing the distinction prevents duplication, data inconsistency, and “CRM clutter”.

4. Plan for scalability

Even if you start with a lean architecture, build foundations that can grow with additional systems, data sources or teams over time.

5. Prioritise governance and ownership

Define who owns data quality, who approves changes, and how data is cleaned and maintained. Good governance keeps every downstream system more efficient.

Bringing it all together

A CRM doesn’t succeed because it has the most features or the cleanest interface. It succeeds because the organisation planned its data infrastructure before implementation. When your data is unified, governed, and aligned to clear use cases, the CRM becomes a powerful engagement layer — not a dumping ground for inconsistent information.

Whether you invest in a CDP, a data warehouse, or both, the goal remains the same: create a reliable, scalable data foundation that unlocks personalisation, automation, and strategic insight.

If you need help mapping your data ecosystem or designing an architecture that scales with your organisation, we can walk you through the process. Contact us through the form below to see how we can help you with data, integrations and HubSpot CRM.