CRMs at best are optimised to manage the sales process; at worst, optimised to manage the sales team. CRMs are seldom built to support the high volume and high friction world of prospecting.

Minimum data entry requirements result in users taking shortcuts or compiling lists in spreadsheets which, as employees leave, creates duplicated effort or the risk of vital insights ending up in the hands of competitors.

Winning organisations build systems and processes to ensure any insights gleaned from the day-to-day activities of their team stay within the business.