A few years ago, I could walk into almost any CRM project and ask one simple question: “What do you use Salesforce for?” The answers were usually predictable. “We track opportunities.” “We manage accounts.” “We run reports.” In other words, the CRM was where information lived. Lately, I’ve noticed those…

It’s funny how often CRM optimization starts with a complaint about reporting. Someone notices that the forecast feels off. A dashboard isn’t matching another dashboard. Sales is looking at one number, marketing is looking at another, and leadership is trying to figure out which one is actually right. Eventually the…