Most businesses don’t set out to misuse their CRM, but that’s exactly what ends up happening.
Instead of becoming a tool that helps sales teams sell better, many CRMs slowly morph into systems for managing activity, reporting upwards, and creating the illusion of pipeline momentum. But let’s be honest: logging calls and shifting deal stages doesn’t equal progress.
Too often, we build CRM structures from an internal sales lens, stages like “Meeting Booked,” “Proposal Sent,” or “Negotiation.” These reflect what we’re doing in the sales process, but not where the buyer is in their decision journey.
That disconnect matters.
When your CRM is built around internal milestones instead of buying behaviours, you end up with:
A well-set-up CRM should give you visibility and help your team sell smarter. That means aligning your CRM stages, processes, and rhythms with how your buyers actually make decisions, not just your internal sales cycle.
When you align your CRM with the buyer journey, a few powerful shifts happen:
CRM isn’t just a system of record. It should be your frontline sales enablement tool, a clear view of who’s moving, why, and what needs to happen next.
If your CRM feels like a bloated admin hub or a guessing game of deal probabilities, it might be time to rethink your approach. Start by asking: Is this built to help reps close deals, or just report on them?