My Revenue Operations Manifesto

My CRM Philosophy

A well designed CRM should do two things exceptionally well

1) Reduce Confusion

CRM should make it easier for teams to find information, understand the customer journey, and take the next best action. When it's working well, nobody asks, "Where do I find that?" or "Who last talked to this client?"

  • Internally, this means better alignment across sales, marketing, and operations.

  • Externally, it translates to a smoother, more consistent customer experience—no dropped balls or duplicate outreach.

2) Improve Sales Team Efficiency

Great CRMs free up your sales team’s time by minimizing admin work, surfacing key insights, and enabling automation where it makes sense. This isn't about replacing human effort—it's about magnifying it.

  • Reps shouldn’t spend half their day updating records or digging for info.

  • Instead, CRM should highlight next steps, trigger reminders, and auto-populate data where possible.

Bottom line: CRM should support behavior, not try to enforce it. It’s a tool to make the best behaviors easier and more scalable.

Why companies struggle: People, Process, Technology

Most CRM issues stem from a misalignment across three core areas: People, Process, and Technology. It's rarely a failure of just one—struggles typically arise when these elements are out of sync

People
CRM success depends on how well people are trained and supported. If users don’t understand how to use the system or why the data you’re asking them to collect is important, adoption will fail—regardless of the tool.

Process
Processes define how work gets done. If workflows aren't clearly mapped or don’t reflect real-world actions, even the best CRM won’t deliver value.

Technology
CRM tools should enable—not complicate—your work. Whether digital platforms or integrated software, the technology must align with how your team operates and evolve as your needs grow.

Certifications

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Why you need CRM to scale

Create an 'Amazon-like' buying experience

Buyers expect speed, personalization, and clarity. A CRM helps you deliver that by tracking preferences, behavior, and history—so every interaction feels tailored, even as volume increases.

Enforce (and improve) processes

Scaling means bringing new people into the system—and they need to get up to speed fast. CRM helps you standardize workflows, enforce best practices, and identify where the process needs to evolve.

Increase sales velocity and increase conversion

CRM removes friction from the sales process: fewer missed follow-ups, faster quote generation, and automated next steps. That means more deals closed in less time.

Lower your customer acquisition cost (CAC)

With clear visibility into your funnel and marketing performance, you can double down on what converts—and stop wasting time on what doesn’t. CRM enables targeted follow-up, smarter campaigns, and better use of your team's time.

Align sales, marketing, and operations

Growth gets chaotic fast without shared systems. CRM creates a single source of truth so all teams operate with the same data, understand their role in the customer journey, and stay accountable to outcomes.

Build a predictable revenue engine

You can't improve what you don't measure. CRM gives you the insight to know what’s working, what’s not, and how to replicate success—turning sales from an art into a repeatable system.