A CRM (Customer Relationship Management) system is the core platform a company uses to centralize customer data and manage every interaction across marketing, sales, and customer success. It turns scattered touchpoints (forms, emails, calls, meetings, tickets) into one shared view of the customer, so every team acts with the same context.

With a good CRM setup, follow-up becomes faster, more relevant, and more consistent. Sales team know who to contact, when to reach out, and what to say. Marketers see which campaigns actually generate pipeline. Leadership finally gets a clear picture of the revenue engine.

Having a CRM ≠ using your CRM

Having a CRM isn’t a strategy, it’s just the starting point.

If you let your CRM sit in jachère (half-filled fields, duplicate records, deals without owners, contacts without activity), it slowly turns into a data graveyard instead of a growth engine.

The consequences are brutal:

• Sales don’t trust the data and start working from their own spreadsheets

• Marketing wastes budget on audiences that are outdated or badly segmented

• Handovers break, customers repeat themselves, and opportunities slip through the cracks

• Dashboards are pretty but useless, because no one believes the numbers

Over twelve focused steps, we’ll turn your CRM from cluttered and underused into a scalable system your whole revenue team can trust.

• Audit : Map what’s really happening in your CRM before you change anything, so you fix causes instead of symptoms.

• Data cleaning : Stop wasting campaigns and sales time on dirty data

• Enrichment : Fill the gaps and give sales, marketing or support the context they need.

• TAM integrations : Set up TAM the hard-but-right way: robust criteria, careful data hunting, and clean routing. Done well, it unlocks focus and performance; done sloppy, it poisons everything. How to make sure it’s done right ?

• Intent signals : Stop guessing, focus on buyers who show real interest and prioritize the accounts and leads with the highest buying potential.

• Scoring: With TAM, enrichment, and intent in place, build a scoring system that ranks your targets clearly so reps know who to reach, when, and in what order.

• Lead gen: Contact the best buyers across multiple touchpoints in a coordinated way that feels natural, not pushy.

• Sales AI agent : Every rep starts prepared. Your AI pulls the data, adds missing info, and surfaces the key insights that make your message stand out.

• Attribution : No more hours spent searching for the right company or owner. A solid attribution setup fills your CRM with a pipeline that’s correctly assigned and instantly ready for outreach.

• Handover : Design a handover where every opportunity lands with the right rep, at the right time, with the full story. No guessing, no “who owns this?”, no customers repeating themselves.

• Nurturing : Don’t let good leads go cold after the first “no”, keep non-ready leads warm until the timing is right.

• Dashboards : Monitor the full revenue cycle in a few key and trusted views