Tom Burton argues companies need a dedicated steward for CRM systems to unlock their value. Many organizations distrust CRM as surveillance or busywork, but those with proper oversight see substantial gains in sales growth, enablement, and customer insights.
What it means is, is that, you know, somebody in the organization, right, has to be the steward of getting what can be gotten out of the CRM. What, what I find interesting. And, and we see this every day, right? Let's face it, a lot of companies, we see it think CRM is a four letter word because of a lot of, you know, kind of the old school definition of CRM, right, which is big brother and all we're going to do is add extra work and blah, blah, blah. But I look at the value that I see our customers getting into sort of this next generation of CRM and the sales growth that they're getting and the value and the enablement that's occurring with their sales team and the insights that's there, right, is so massive that this idea of the steward of the CRM, almost like you could have a chief CRM officer in the organization.
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