What Priorities Are Baked Into Your CRM?

What priorities are baked into your CRM?

Usually, this comes down to who “owns” it. With very few exceptions, a CRM is primarily a sales and marketing tool (even if everyone else in the organization accesses it).

For example, if IT owns your CRM, they’ll probably configure it according to IT priorities. You pay them to be really good at IT stuff, so this is no surprise. But it’s unfair to hand such a critical piece of your revenue operations off to IT to own, configure, and manage and then expect it to be optimized according to sales and marketing priorities.