A CRM is not a “repository”. It's a decision engine.
7 quick wins
- Define 10 critical fields (and block junk data)
- Normalise source/medium/campaign
- Segment by intent (not by industry)
- “Hot lead” alerts
- Follow-up sequences with SLAs
- Marketing→Sales handoff playbook
- Healthy pipeline dashboard
What to measure
Response time, contact→meeting rate, win rate and churn by cohort.