A messy CRM does not just slow reporting — it silently taxes every deal your team runs. Here is what to fix first.
CRM hygiene is one of those topics that sounds administrative until you price it. A single missed follow-up in a mid-market deal is often worth more than a full-time SDR salary.
The three highest-leverage fixes are almost always the same: enforce stage exit criteria, retire dead pipeline aggressively, and make next-step dates non-optional. Everything else is downstream of these three.
Automation helps, but only after the process is right. Automating a broken process just breaks it faster.
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