CRM Management
The system of record that keeps the machine honest.
Workflow
Step 1CRM Selection
ObjectiveChoose the system of record.
InputNeeds, budget
OutputCRM chosen
Key activities
Evaluate platforms, decide
Decision points
Does it fit the process?
Tools: EvaluationRoles: RevOps · ops
Success: CRM chosen
Quality gate: Go: chosen. Loop back: mismatch.
Why it matters
- The CRM is where the operating model lives. Poor CRM hygiene quietly corrupts forecasts, comp, and pipeline.
Best practices
- Configure the CRM around the process, not the tool.
- Define data standards and enforce them.
- Drive adoption — a CRM reps don't use is decoration.
- Watch data quality continuously.
Common mistakes
- Letting reps keep their own spreadsheets.
- Customizing before defining the process.
- Adoption left to chance.
Key questions
- Does the CRM reflect reality, or a nicer version of it?
- Who owns data quality?
Agents that drive this
HygienePipeline Auditor
Tools we use · alternates in [ ]
HubSpot[ Salesforce, Pipedrive, Attio ]Attio[ HubSpot, Salesforce ]n8n[ Zapier, Make, Airflow ]